gspace20150719 introduction to project design
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Introduction to Project Design
@G-Space Monthly Tutorial
Graduate School of Project DesignAssociate Professor
小塩篤史 Atsushi Koshio
• Self introduction
• Vision of Our Grad School
• How to make innovation
• Idea based innovation
• Imagination based innovation
• Back casting work
Data ScienceSimulation for Social Science@ Graduate School of Frontier ScienceThe University of Tokyo
Visiting ScholarHealthcare ManagementSystem science @ MIT Sloan
Business Producer CSK-ISArthur Inc.Developing EMR, ERM system
Assistant ProfessorHealthcare ManagementHealth Informatics @ Nippon Medical School
Associate ProfessorProject DesignData Science @ MPD
Mina LabNatural Language ProcessingBig data analysis
Atsushi KoshioAssociate Professor, Graduate School of Project Design
Graduate School Overview
Founding 学校法人東教育研究団
Representative 東英弥
President 清成忠男
Address 3-13-16 Minami Aoyama Minato-Ku, Tokyo
1 min walk from Metro Omotesando Station
Research Institution Research Institute of Project Design
Affiliated Organization Research Laboratory of Project Design
• Conducting Project Research and seminars
Publishing Department
・Monthly “Project Design” and other books
Established April 2012
The Power of Project Design is the Power to Open Up the FutureMBA allows a business person to acquire management skills however, are such skills the priority in starting a business project? Given how the world is changing in high speed, the needs of customers are also changing at the same rate. In times like this we are expected to respond and adapt in a timely manner. What is in need are the skills to construct ideas and concepts that captures social needs. These skills are not offered in MBA but at the Graduate School of Project Design.
Existing MBA program extracts data from the past to identify phenomena that are striking, and stock-piles case studies as business empirics. However this approach is insufficient in designing a new project. It is the power to foresee and envision the needs of the future that is required for the modern day project leader with a creative mind to conceptualize and implement new project design. The idea behind project design is to link practice and theory. As the only graduate school in Japan that offers a degree in project design, we engage in rigorous coaching and conduct research on conceptual vision making and designing projects.
Gen
eralistIn
tensificatio
n o
f Exp
ertise↓
Specialist
Business Flow →
MPD
MBA
Idea/conceptual vision
Comparison between MPD and MBA (conceptual diagram)
Analysis & Optimization
The Scope of MBA(Research, planning, management, and making)Utilizes past case studies
Beyond the Scope of MBA(Idea and Conceptual Vision Making)Power to envision the future, requires visionary skills, and cannot be applied using past case studies
事業構想の枠組みと流れ
ideation, inspiration, imagination• Idea• Epiphany• Awakening• Detecting/Finding
Conceptual Vision Making• knowledge and
wisdom brainstorming• Empirical case analysis• Collecting necessarily
information
Field Research• Receiving Comments • Collecting feedbacks
Conceptual Plan Making• Verifying management
resources• Marketing strategy• To seek out customers
and clients by conducting surveys and preliminary investigations
Communications• Making presentations to:
internal/external stakeholders
• Lucid explanations• Marketing Communications
The Framework and the Flow of Conceptual Vision Making
Project Design
Finding the ‘seeds’ of necessities in society
Prospective Students
Business persons in charge of new projects
Business successors
Business persons aspiring regional development/revitalization
Entrepreneurs
Research Department of Project Design
Training for Project Design Specialist
Basic Training Contents
The Graduate School of Project Design is aimed to train business persons aspiring to start a project that is creative, innovative, and ground breaking.
2 year Master CourseCampus located in central Tokyo, Minami-Aoyama district. 1 min from Omote-Sando Metro. Offers in small class sizes of 30 students per grade.
Project ResearchIndustry-Academia Collaboration PlatformDesigning a Company’s New
研究員
研究員
研究員
研究員
研究員
研究員
研究員
Researcher
ProfessorGuest Lecturers
Research Topic
Epiphany, Realization, co-creation
• 10-15 Researchers
• 1 Appointed Professor
• Multiple Guest
Lecturers
• Twice per month
Regular Meetings held
• 4 hours per meeting
• Duration 1 year
研究員という身分で、自社の事業構想を構築事業構想大学院大学事業構想研究所の研究員という立場が付与されます。大学院主催のセミナーへの参加、図書室やサロンなどの施設の活用をしながら、自社の事業構想を考え抜き、研究員同士や教授、ゲスト講師などさまざまな立場からの意見や助言を交わしながら、実現性が高く魅力的な構想を構築していきます。また、担当教授とは緊密に個別相談など年間を通じて連携を図ります。本気で考えていく時間と環境が、次期幹部として真の資質を磨いていくことに繋がります。
Students acquire skills to be innovative, and skills to raise the literacy on project design. The aim is to train students who can construct new business design.
Researcher
Researcher
As a researcher, the student will construct a project design for his/her company
Idea Concept Strategy Action
Fre
edom
Reso
urc
e a
llocatio
n
Upper process is more importantFocusing on upper process of business design
Innovator’s DNA
①The skill to combine
The four skill to discovery are:
②power of questioning (query power)
③power of observing
④power of networking
⑤power of Experimenting
The skill to combine
• The Medici Effect
• Einstein “Creative thinking is to play with combinations”
• The more blocks of ideas you have, the more combinations you produce
Power of Question
• ”Why does a computer need a fan?”
• power to question; the query power
• Q/A Ratio
• Question storming, Question conference is good to define a problem and improving skills of questioning.
Power of Observation
• Everything becomes the subject of observation
• Customers, product, service, enterprises, technologies
• Mackintosh –through the power of observation was born at Zerox PARC
•
Power of Networking
• Innovators come from diverse background and holds a wide range of networks
• Collecting information on its idea, and spend a great deal of time in speculating and discussing its idea
• Contacting external specialist
Power of Experimenting
• Always challenge and try new things
• Experiment under hypothetical settings
• Challenge experimentally
• Aim beyond material challenges
• Acquire new skills
• Decompose products
Model of Innovator’s DNA
Object against the current
situation
Taking Risks
Power of question
Power of observation
Power of networking
Power of Experimenting
Skill to combine
How to make Innovation
• User-centered Approach
• Technology centered Approach
• Business model Innovation
All are important, but don’t follow project development process.
Our approach
Idea basedinnovation
Inspiration basedInnovation
Imagination basedInnovation
Strategic Visioning Go to fieldwork!
Whole System of Project Design
Creating Future (Future Life Style)
Vision (what you will create or provide to societ)
Resources(Human, Organization,
Material, Information)
Technology(Innovation, Disruptive
Innovation, Domain)
Value(User, social,
functional, sentimental)
Business Mechanism (Business model, Management, Marketing)
WHY?
WHAT?
HOW?
Ideation Innovation
• Creating something new by strategic process
• Using frameworks and patterns to create new by combination
-Innovation Pattern
-Contradiction and Integration
Area/Field of Novelty
• Users (experience, new users, improved access)
• Values (rational, emotional, social)• Resources (labor,
information/intellectual property, material resource)
• Mechanism (business model, IT, operation)
• Technology (anew, combining the existing, destructive)
• Environment (area, rules, countries)
Users
• New user experience
• Discover and develop new users
• Finding neglected users
• Improving user access
Values
• Rational Values (profit, and enjoying the benefit of function)
• Emotional Values (passion, aesthetics)
• Social Values (solving social agendas, enhancing social systems and pursuing sustainability)
Resources
• Labor (new labor force, utilizing diverse labor force, robots)
• Information, intellectual property (knowledge, know-hows, patent)
• Physical resources (material, processed goods)
• Energy
Mechanism
• Business model
• Management style
• IT
• Operation
• Logistics
• Organization
• Finance
• Sales and marketing
Technology
• New technology (development of new technology)
• Shuffling of technologies (combinations of existing technology)
• Unexpected utilization
• Destructive technology (in affordable price)
Environment
• Field (industry, category)
• Rules (business practice, law regulations, rules)
• Countries
• Relationship between stakeholders
S Substitute何を代用することができるか?誰を?他にないか?他の能力に替えられないか?他の場所はどうか?他のやり方はないか?代わりにどんなものがあるか?他の手順はないか?
C Combineどんなアイデアを結びつけられるか?目的を結びつけることができるか?この仕分け方はどうか?混ぜたり、化合したり、アンサンブルは?
部分同士を結びつけると?他にどんなものを一緒にできるか?使いみちを増やすためには何をくっつければいいか?魅力的なもの、正反対のものをくっつけたら?
A Adapt他に似たものはないか?これから他の考えが思いつかないか?
過去に似たものはなかったか?何か真似することができないか?誰かを見習うことはできないか?他のアイデアは取り入れられないか?このコンセプトを違う状況に置くことが出来ないか?この分野以外のもので何か取り入れられないか?
M Modify Magnify
何を拡大できるだろうか?大きくしたり、引き伸ばしたりできるだろうか?誇張したり、大袈裟に言ったりできるだろうか?何か付け加えられないか?時間や力、高さは?頻度は?特徴は?何か付加価値を与えられるだろうか?複製できるところはないか?どこを修正できるか?新しい工夫はあるか?意味、色、形、動き、音、香り、形態、形状を変えたら?名前を変えたら?
P Put to other use
他にどんな使い道があるか?そのままで使える新しい用途はないか?修正したら他の使い道がうまれないか?他にどんなものが出来るだろうか?拡張したら?他の市場では?
E Eliminate orminify
もっと小さくなったらどうなるだろうか?何を省けるか?分割できないか?裂くことができないか?控えめに表現したら?簡素化できないか?縮小版は?濃縮版は?引き算できないか?削除できないか?そのルールはなくせないか?不必要なものはないか?
R Reverse or Rearrange
どんな再編をすればよいだろうか?構成要素を交換できないか?他の並べ方はないか?原因と結果を入れ替えたら?スピードを変えてみたら?スケジュールを変えてみたら?肯定・否定をいれかえたら?反対にあるものは何か?否定的なものは何か?回転させたら?後ろ向きに考えてみたら?役割を逆転させたら?予想と反対だと?
• You can find similar patterns in many innovation
• Try to analyze your success and your domain’s success
• Innovator game
- Thinking like innovators such as Airbnb, Uber, Amazon, Google, Oriental rand, Hoshino Resourt, Apple…
Imagination based Innovation
• Starting from WHY
• Making vision and imagine future life style you will be creating
• Core approach: Backcasting
Backcasting: Thinking from the Future
Backcasting
Current Stage
Forecasting
Ideal Future
Expected Future
• The founding father of Personal Computers
• The Diagram shows how he envisioned the future of PC in 1972
Applied to One’s Career Plan…Predictive Thinking
Current skills and resources
Current skills +αCurrent Resources+α
What he/she is likely to become
Self-Career Examination through Backcasting
Required Skills and Resources
(necessarily skills)-(current skills)= skills that need to be acquired or obtained
When thinking about skills that is needed, it must not
presuppose its current skills.
Do not base your thinking on uncertain matters.
Current skills and resources
General Framework of Backcasting
② Current and the PastFinding its IdentityConfirming its Mission
② Predictive FuturePEST Analysis and Future Scenarios
① Ideal FutureConstructing Vision and Concepts
③ Finding Gaps and SolutionsImplementing Visions into Action Plans
④ Back CalculationNon-linear ProgramOrganizational LearningPrototyping
Backcasting is the Creation of ‘Exit’ (Exit Strategy)
• Backcasting has a policy implication on Japan’s Product and Research Development that contains no exit strategy
• Optimal route is easily envisioned from the exit
Backcasting isIdea Making
• Different scenery lies at the top of the mountain
• You can also find a new route that is left untouched
• You can also discover new resources
Backcasting is Story Making
• Offer experience by making a story
• Make a story that differentiates from competitors
Example: Establishing ‘Regional Cooperation System’
Existing discussion may include:
○Increase in the excess burden if the system is introduced○Bad reputation prohibits regional cooperation between for example, hospitals○Reluctance to change the existing system○The belief that the new system will not make a difference prohibits the new
How Backcasting Flows
1. Envision your ideal future
2. Acknowledge your present situation and predict the future
3. Find the gap
4. Prioritize and find a solution
Why do we need to build future visions?
• The foundation of futuristic thinking is to build on ‘future visions’
• Vision is a definition that answers the following question; ‘what are we going to create?’
Vision is Free!!
• Good vision attracts
- myself (motivation)
- members (team building)
- customers (marketing & branding)
- idea (back casting)
- stakeholders (alliance strategy)
- investment (get money!)
The Future of ‘Living’
• Living together with someone
• Living in two places
• Living in places outside of homes
Thinking in terms of:
‘noun’ –makes us think about its function
‘verb’ –makes us think about its experience
(or lifestyle)
Dialogue about the future with people at present:Thinking about the ‘verbs’ used to describe ‘living’
• living
• working
• playing
• curing
• buying
• being cared
• moving
• raising
• learning
• healing
• connecting
• dying
• sleeping
• loving
• supporting
• helping
• eating
• making
• earning
• talking
• listening
• leaving
• drinking
• riding etc.
Thinking using ‘verbs’
• Helps to image the ‘subject’
It helps to envision the ideal future in detail
It can help imagine the future persona, and think about the ideal lifestyle per persona.
• It connects to envisioning the ‘lifestyle’
• Thinking in ‘verbs’ serves as the last frontier
Creating Future Life Style Verb
Common Practices
Uncommon Practices
Future Trend( Society, Technology, Value)
Future Life style
Creating Future Life Style Verb
Common Practices
-Agriculture is labor intensive-Agriculture is unfashionable
Uncommon Practices
Future Trend( Society, Technology, Value)
Future Life style
Creating Future Life Style Verb
Common Practices
-Agriculture is labor intensive-Agriculture is unfashionable
Uncommon Practices
-Agriculture is creative cluster-Agriculture is fashionable
Future Trend( Society, Technology, Value)
-back to nature movement
Future Life style
Creating Future Life Style Verb Growing
Common Practices
-Agriculture is labor intensive-Agriculture is unfashionable
Uncommon Practices
-Agriculture is creative cluster-Agriculture is fashionable
Future Trend( Society, Technology, Value)
-back to nature movement
Future Life style
Farmer is Future creater, Fashionable…
You can show your image graphically
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