CEO, Atlas CEO, Better Practice

Design Thinking for Destinations

THE RESULTS: A new brand and position for the county, a new business identity, the relocation of Boeing to Charleston County, and

an increase in website visits by 150%. In addition this website won the best economic development website in the world in 2011.

6Countries

48States

461Places

Since 2001

• Co-hosting Disrupt-ED November 9-11 (Denver)

• Disseminating new white paper on impact and influence of economic development• offers.atlas-advertising.com/econ-dev-

white-paper-2017

• Releasing new tourism white paper in tandem with the U.S. Travel Association

Join the Movement!

Type in “send me a copy” into your chat box

Poll

Poll Results

CITIES ARE CHANGING WITH OR WITHOUT YOU

What Are the Challenges Cities Face?

1. Workforce availability2. Job creation3. Demographics4. Infrastructure5. Water 6. Energy7. Affordable housing8. Crime9. Visitor spending10.Income Inequality

ISSUES

You start from what people, users, customers, prospects, visitors (...) need, their motivations and the problems they are trying to solve.

How Are Cities Approaching Problems?

Divide and conquer (Over) simplify Force a solution (to satisfy the most powerful players)

50% 5%40%

75% 10% 10% 5%

What Matters Most?

Job Creation Workforce Demographics Visitor Spending

5%

WHY CAN’T WE HAVE IT ALL?

Solving Wicked Problems

Wicked problems are highly resistant to solutions.

How Did We Get Here?

MAKE PEOPLE WANT THINGS MAKE THINGS PEOPLE WANT

MAKE THINGS THAT PEOPLE NEED

Quality of Life

Economic

Environmental

Commercial

Introducing Design Thinking

22

Earliest tools2.5 million years ago

Specialized tools40 thousand years ago

Urban design & architecture in Mesopotamia

10 thousand years ago

Development of cuneiform in Sumer5 thousand years ago

First citation of verb “design”

1548

First citation of noun “design”

1588

Industrial revolution in Great BritainMid 18th century

The Practical Draughtsman’s Bookof Industrial Design

First use of the term “industrial design”

1853

Design Thinking, Design Theory Series

MIT Press 2015

UsefulIterative

What is Design Thinking?

Collaborative AbstractCreative

A User-Centered Approach to

Problem Solving90%is about reframing the problem

“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and

5 minutes thinking about the solution.”~ Albert Einstein

How Design Thinking Feels

“The Process of Design Squiggle” by Damien Newman, Central Office of Design

What is Design Thinking?

Reframe the problem for better outcomes

Applied Examples

Medellin by Design

“GM begins testing autonomous cars in Detroit.”

NICHE&UNREALIZEDPOTENTIAL

UNFOCUSED STANDARDPOTENTIAL

LEADERSHIP

High Touch(Relationships and Knowledge)

Hig

h Te

ch(D

iffer

entia

tion

and

Rele

vanc

e)Design Thinking for Marketing Systems

• Data Visualization

• VR Experiences

• SEM

• Websites

• Social

• Mobile Applications

• Marketing Automation

• Content Marketing

• Trade shows

• Fam Tours• Cocktails and handshakes

• Employer Surveys• Council Meetings

• Sub Committees • Elevated PR

• Digital Marketing BROKEN.

The oldmarketing playbook

is

CIRCULAR QUAY, SYDNEY

Poll

Poll Results

WHAT ROLE WILL YOU PLAY IN THE FUTURE OF YOUR DESTINATION?

FACILITATING DESIGN THINKING

When you find yourself facing a wicked problem…

STOP

1

Take a deep, cleansing breath.

2

Step back.

3

What voices have I not been hearing?

What conversations have not been had?

4

5

Go listen to those voices.

Facilitate those conversations.

6

Become a new observer.

Reframe the problem.

Meta-collaborate.

7

Create new frames together.

8

Explore themes together.

9

Co-create a new possibility together.

10

A Design Thinking Worksheet

IF THE ONLY TOOL THAT YOU HAVE IS A HAMMER, YOU TEND TO SEE EVERY PROBLEM AS A NAIL

- Abraham Maslow

CITIES ARE CHANGINGWITH OR WITHOUT YOU

IF YOU WEREN’T A HAMMER…

IF YOU WEREN’T A HAMMER…WHAT COULD YOU BE?

Guillermo Mazier, CEO

1860 Blake Street, Suite B101 Denver,

CO 80202 USA

+913 742-1720 (Cell)

+303 292-3300 (Office)

www.atlas-advertising.com

www.blog.atlas-advertising.com

Connect With Us + Questions

Guillermom@atlas-advertising.com 913.742.1720

joe@betterpractice.com 303.941.2659