DMI REVIEW Contents:Fall 2014 02 President’s Letter Michael Westcott 04 20 Michael Hendrix Q&A Validation in the Wild John Maeda Dave Sonders and Lauren Braun John Maeda is a past president of Rhode Island We can ask, What should we create? The tough School of Design and an internationally question is, How do we know it will succeed? known designer. He’s now involved in helping entrepreneurs build design into their company cultures. Steven Heller and Tim Hoover 28 Writer and educator Steven Heller pairs up What Can Design Thinkers Learn with Tim Hoover, head of product and design at from Entrepreneurs Canary, to talk about designer CEOs, start-ups, Akhil Nigram and cutting out the middleman. Here are two groups with so much in common and so much to teach each other. 10 Designing an Innovation Culture 30 within an Entrepreneurial Prescribing Design Environment TJ Parker Apurva Kochargaonkar and John Boult He was studying pharmacy, but design was his avocation. After graduation, he built a business. For a company that wants to be truly innovative, building the right corporate culture should be a matter of deliberate design. 34 Tech Startups Touching Hearts 17 Gulay Ozkan Update from Hell “The 360 People” is what one analyst calls them. James Cooper They are fed up with overconsumption, In which “iteration” becomes a four-letter word. environmental crisis, and apathy. And they are young and online. DMI FALL 2014 1 DMI:REVIEW PREsident’S LETTER President’s Letter Design and Entrepreneurship: Thinkers, Makers, Doers For this issue, I’ve been joined by IDEO been rebranded as a convening platform to partner Michael Hendrix. Michael serves give access to talent, networks, funding, as managing director of the Boston studio and community: General Assembly, and guides the firm’s design directors in Techstars, Betaworks, Hattery, and Y Boston, Chicago, and New York. Michael Combinator all represent different flavors joined IDEO in 2008 and has built a robust of this phenomenon. Even established creative community in the Boston area. companies are getting into the business He’s on the front line of the new world of of launching new businesses. The design entrepreneurship, and I thank him “intrepreneur” is a fresh take on R&D, for his input. operating nimbly to get ideas to market At the core of design thinking and faster. A recent collaboration of the entrepreneurship is a desire to build Harvard iLab, Fidelity Investments, and something new. So it’s not surprising that IDEO is a prime example of this new kind 2014 has seen so many designer-led start- of venture. ups and incubators. That’s not just because In this issue, we’ve asked design of a shared mindset, though. We’re living experts in the field to share what they’ve in a unique moment in which the cost of learned during the rise of the sharing tools and technologies to get ideas into economy. Gulay Ozkan shares what she has the world has dropped to near-nothing. learned about some social implications. Squarespace, Kickstarter, Shapeways, and John Maeda points to principles every similar sites have democratized access to designer-entrepreneur should know, and marketing, capital, and production needs. Dave Sonders and Lauren Braun offer A plethora of new development some thoughts about how to validate that services—many with a design mind—have new innovation. Steven Heller and Tim popped up too. The start-up incubator has Hoover share their thoughts on how design 2 DMI FALL 2014 dmi:review The dmi:review is the world’s leading publication dedicated to design as a strategic business resource. The Review explores how design can be managed to provide long-term competitive advantage in a changing world, addressing such themes as cutting-edge innovation, compelling and differentiated brands, and more effective design and development processes. Every issue connects you with the latest insights on design thinking, strategy, methods, research, sustainability, and leadership. You’ll find a lively mix of articles, case studies, interviews, and opinion pieces written by today’s leading experts who are part of the DMI community. The Review was founded in 1989 and is published quarterly. A subscription to the Review also includes the peer-reviewed Design Management Journal, founded in 2000 and published once per year. All DMI membership categories include a subscription to the Review and Journal, as well as access to all back articles. PUBLISHER Michael Westcott President, DMI EDITOR Sue Bencuya Creative CONsultaNT James de Vries, Advisory Board Art DirectOR Ian Chong EDITORIAL AdvisOrs Kathryn Best, Head of Research, INHolland University Tonya Peck, frogdesign Alan Siegel, Chairman, Siegel & Gale education plays a role in this new era. T.J. Scott Stropkay, Partner, Essential Parker describes a design journey that led Craig Vogel, Professor, Associate Dean, University of Cincinnati to a breakthrough in pharmacy services. COPY EDITOR Arlene G. Richman And James Cooper shares a humorous SUBscriptiONS & SUBmissiONS op-ed about how democratization of DMI 38 Chauncy Street, Suite 800 technology can lead to gimmickry. Boston, MA 02111 USA We are well beyond a trend. We’re [email protected] establishing a new set of behaviors for Tel: 617-338-6380 BOARD OF DirectOrs getting to market faster, and these essays Jerome Kathman (Chairman of Board) and interviews point to the exciting future President/CEO, LPK Darrel K. Rhea (Vice Chairman of Board) we are all making. Founder & CEO, Rhea Insight Chris Bedford (Chairman of Board of Advisors) President, Karo Group Carole Bilson President, Strategic Change & Innovation LLC Pamela DeCesare Founder, Brand Muse MICHAEL WestcOtt John Geishecker Managing Director, Phillips Screw Company PresideNT, DMI Lee D. Green [email protected] Worldwide VP, Brand and Values Experience, IBM Corporation Mauro Porcini Chief Design Officer, Pepsico Bob Schwartz GM Design, GE Healthcare Rob Wallace MICHAEL HENDRIX Partner, Wallace Church PARTNER, IDEO Michael Westcott President, DMI DMI FALL 2014 3 Q&A Q&A John Maeda Design Partner Kleiner Perkins Caulfield & Byers [This is an] era in which those who can make things, services, experiences, can monetize their capabilities in a different way than was available to creatives in the past. Steven Heller Co-Chair and Co-Founder of MFA Designer as Author and Entrepreneur program at the School of Visual Arts, NY Tim Hoover Head of Product and Design at Canary Today, people ask, “What are you working on?” not “Where do you work?. 4 DMI SUMMER 2014 Q&A MAEDA John Maeda Design Partner Kleiner Perkins Caulfield & Byers John Maeda has been a design partner for a phase, and then we swing back 1) Start with design; don’t just end with at Kleiner Perkins Caufield & Byers since toward the concrete and hands-on for it. Design is most potent when seen January 2014, helping entrepreneurs and a phase. We’re in a making phase again, as a competency that is built in at portfolio companies to build design into and we’ll be out of it again with time. the very beginning and throughout their company cultures. He served as the the evolution of a technology-based president of Rhode Island School of Design Continuing with convergence, product (Apple, Flipboard, and for six years, through 2013, and also served design and designers are core to Square are great examples of this as an associate director of research at the many successful new businesses: approach). It’s much more common to MIT Media Lab. Maeda has been a practicing Airbandb, Kickstarter, Warby Parker, prototype and develop a technology designer since 1990, and his work is in the Nest, and Mailbox. This convergence to completion, and then later tack on permanent collections of the Museum of design and venturing seems very design to “pretty it up.” This latter of Modern Art, San Francisco Museum of different from the start-up boom of approach can compromise the delight Modern Art, and the Cartier Foundation. He the ’90s. Why do you think design of the ultimate user experience. serves on the boards of several corporations, thinking and entrepreneurial thinking 2) Let designers code and engineers including Sonos and Wieden + Kennedy, and have merged? design. In the early stages of a is chair of eBay’s Design Advisory Board. The difference is that the ’90s onward company, when roles are more fluid, His four published books include The Laws was about having a website. Then it was there’s room to blur the definition of of Simplicity and Redesigning Leadership. about having an app, when everyone a designer as someone who can also Maeda is the recipient of a variety of already had a website. And then at some code, and an engineer as someone international awards for his creative work, point, anyone could make an app or a who can make design decisions. Such including induction into the Art Director’s website—and they didn’t need a gazillion people serve as unique bridges that Club Hall of Fame. In 2001, he received dollars to get it set up and running. The can accelerate design and technology the White House National Design Award; barriers to entry were lowered around development. Though commonly in 2002, he received the Mainichi Design 2010 so that anybody could set up a referred to as elusive unicorns, these Prize in Japan; and in 2005 he was awarded storefront on the Internet. Add to this types are becoming less rare as coding the Raymond Loewy Foundation Prize in the fact that we can now 3D-print via becomes a more accessible skill. Germany. Maeda earned a BS and an MS Shapeways or MakerBot, 3D-sense the 3) Don’t view business as anathema from MIT in computer science and electrical world via Kinect, or 3D-display via to designers.