SEGRA 2016

DESIGN THINKING:
LEADING CHANGE MANAGEMENT

Idris Mootee
CEO Idea Couture

© Copyright 2016 Idris Mootee

 World Top 20 Design Thinkers

© Copyright 2016 Idris Mootee

“Success is a beast. And it actually puts
the emphasis on the wrong thing. You
get away with more instead of looking
within..”
- Brad Pitt
© Copyright 2016 Idris Mootee
WHY DO WE NEED DESIGN THINKING

© Copyright 2016 Idris Mootee

 THE WORLD CONTINUES TO AGE

© Copyright 2016 Idris Mootee

 WHERE DO WE FIND GROWTH?

© Copyright 2016 Idris Mootee

 CAN WE FEED EVERYONE ON
THIS PLANET?

© Copyright 2016 Idris Mootee

 CAN WE TRUST THE ALGORITHM
THAT WE CREATED?

© Copyright 2016 Idris Mootee

 ARE WE OVER INDUSTRIALIZED?

© Copyright 2016 Idris Mootee

 ARE HUMAN BECOMING TOOLS?

© Copyright 2016 Idris Mootee

WE NEED DESIGN THINKING

© Copyright 2016 Idris Mootee

 MANY COMPANIES’ BUSINESS
MODELS HAVE LONG EXPIRED

© Copyright 2016 Idris Mootee

 WHAT TO DO WITH DEAD CAMEL?

© Copyright 2016 Idris Mootee

 DECLARE THAT THIS CAMEL IS
NOT DEAD YET

© Copyright 2016 Idris Mootee

WHIP THE CAMEL A LITTLE
HARDER AND REBRAND IT

© Copyright 2016 Idris Mootee

AFFIRM THAT “THIS IS THE WAY WE
HAVE ALWAYS RIDDEN THE CAMEL”

© Copyright 2016 Idris Mootee

HIRE CONSULTANTS TO STUDY THE
DEAD CAMEL AND DEVELOP BEST
PRACTICES

© Copyright 2016 Idris Mootee

AND IF NONE OF THESE WORK….

© Copyright 2016 Idris Mootee

PAY I-BANKERS TO MERGE SEVERAL
CAMELS TOGETHER FOR INCREASED
POWER AND VALUATION

© Copyright 2016 Idris Mootee

 AS A COMPANY GETS BIGGER AND
BIGGER, PEOPLE GET MORE AND
MORE SPECIALIZED. THE NUMBER OF
PEOPLE WHO UNDERSTAND HOW
THE BIG MACHINE WORKS AS A
WHOLE ARE VERY FEW.

© Copyright 2016 Idris Mootee

WE ARE ON THE BRINK OF A REVOLUTION
THAT WILL FUNDAMENTALLY ALTER THE
WAY WE LIVE, WORK AND OUR ECONOMICS.
IT WILL BE UNLIKE ANYTHING WE HAVE
EXPERIENCED.

DO YOU AGREE WITH THIS STATEMENT?

© Copyright 2016 Idris Mootee

© Copyright 2016 Idris Mootee
© Copyright 2016 Idris Mootee
© Copyright 2016 Idris Mootee
© Copyright 2016 Idris Mootee
© Copyright 2016 Idris Mootee
© Copyright 2016 Idris Mootee
 WE USED TO CALL THIS TECHNOLOGY

© Copyright 2016 Idris Mootee

 THIS FUTURE IS HERE

© Copyright 2016 Idris Mootee

 AS SOCIETIES GROW MORE COMPLEX, AND
STAKEHOLDERS BECOME MORE DIVERSE,
"DESIGN THINKING" IS PLAYING A CRITICAL
ROLE IN FINDING NEW SOLUTIONS

© Copyright 2016 Idris Mootee

DESIGN THINKING WILL BECOME THE
“COMPETITIVE ADVANTAGE OF NATIONS,
REGIONS AND CITIES”

© Copyright 2016 Idris Mootee

DESIGN THINKING IS NOT ABOUT
FINDING NEW IDEAS.
IT INVOLVES RETHINKING ABOUT
CUSTOMER VALUE, STRATEGIC
FUTURES, MANAGING CHANGE AND
COMPLEXITY.

© Copyright 2016 Idris Mootee

 EXPLORING THE
WIDER SYSTEMS creating a dynamic system
map of the current situations

Reframing and acting explore multiple strategic

to understand and themes or scenarios
influence the system

mapping
opportunities

© Copyright 2016 Idris Mootee

 DESIGN THINKING IS HUMAN CENTRIC.
DESIGN THINKING PUTS USER NEEDS AT
THE CENTRE OF THE POLICY
FORMULATION SYSTEM.

© Copyright 2016 Idris Mootee

 UNDERSTANDING
HUMAN NEEDS
Self-Actualization

Starbucks

New iPhone

Wi-Fi

Vacation

© Copyright 2016 Idris Mootee

DESIGN THINKING IS A DYNAMIC
CONSTRUCTIVE PROCESS.
IT IS ITERATIVE IN NATURE AND
REQUIRES ONGOING DEFINITION,
REDEFINITION, ASSESSMENT AND
VISUALIZATION.

© Copyright 2016 Idris Mootee

DESIGN THINKING SHAPES
ORGANIZATIONAL CULTURE.
IT FOSTERS A CULTURE OF QUESTIONING,
CHALLENGING AND DISCOVERY INCLUDING
EMBRACING AMBIGUITY AND VISUAL SENSE
MAKING.

© Copyright 2016 Idris Mootee

DESIGN THINKING IS CHANGE.
IT IS PROVOCATIVE BY NATURE, AND
PROMOTES NEW WAYS OF LOOKING
AT PROBLEMS THROUGH NEW
LENSES.

© Copyright 2016 Idris Mootee

 LESSONS FROM GOOGLE

© Copyright 2016 Idris Mootee

 PAGE EXPECTS HIS EMPLOYEES TO
CREATE PRODUCTS AND SERVICES
THAT ARE 10X BETTER THAN THE
COMPETITION. IT IS NOT ABOUT
DISCOVERING A COUPLE OF HIDDEN
EFFICIENCIES.
© Copyright 2016 Idris Mootee
 500% IMPROVEMENT REQUIRES
RETHINKING PROBLEMS ENTIRELY,
EXPLORING DEEP HUMAN
BEHAVIOR AND THE EDGES OF
WHAT’S TECHNICALLY POSSIBLE.

© Copyright 2016 Idris Mootee

THE MOON-SHOT MENTALITY IS THE
BASIS OF GOOGLE X TO IDENTIFY AND
IMPLEMENT ONCE-IMPOSSIBLE SCI-FI
FANTASIES. PROJECT WING IS AN
EXAMPLE.

© Copyright 2016 Idris Mootee

 SHOOT FOR THE MOON

An inspirational short-film

© Copyright 2016 Idris Mootee

© Copyright 2016 Idris Mootee
 “Mediocrity is my biggest fear. I'm not afraid
of total failure because I don't think that will
happen. I'm not afraid of success because
that beats the hell out of failure. It's being in
the middle that scares me...”
© Copyright 2016 Idris Mootee
- Robert Downey Jr.
IT’S NATURAL FOR PEOPLE TO
WANT TO WORK ON THINGS THAT
THEY KNOW AREN’T GOING TO
FAIL. BUT INCREMENTAL
IMPROVEMENT IS GUARANTEED TO
BE OBSOLETE OVER TIME AND
PROVIDES NO SOLUTIONS TO OUR
WICKED PROBLEMS.

© Copyright 2016 Idris Mootee

 “I feel like there are all these
opportunities in the world to use
technology to make people’s lives
better. At Google we’re attacking
maybe 0.1% of that space. And all the
tech companies combined are only at
like 1%. That means there’s 99%
virgin territory.”
- Larry Page

ARE YOU ATTACKING 1% OR 2% OF THE PROBLEMS AND WHY?

© Copyright 2016 Idris Mootee

 IN THE AGRICULTURAL ERA,
SCHOOLS MIRRORED A GARDEN.
IN THE INDUSTRIAL ERA, CLASSES
MIRRORED THE FACTORY, WITH
AN ASSEMBLY LINE OF STUDENTS.
IN THE DIGITAL-INDUSTRIAL ERA,
HOW WILL LEARNING LOOK LIKE?

AND WHAT DOES YOUR ORGANIZATION LOOKS LIKE?

© Copyright 2016 Idris Mootee

IN 1940S, SCHUMPETER ARGUED
THAT LARGE FIRMS WOULD BE
MORE EFFECTIVE INNOVATORS
• ABLE TO SPREAD COSTS OF R&D
• GREATER ECONOMIES OF SCALE AND
LEARNING EFFECTS
• TAKING ON LARGE SCALE OR RISKY
PROJECTS

© Copyright 2016 Idris Mootee

 LONG-TERM STRUCTURAL
TRANSFORMATION HAS FOUR
CHARACTERISTICS: CORE
ASSUMPTIONS, SCALE (THE CHANGE
AFFECTS), DURATION (IT LASTS FOR
YEARS), AND EMOTIONAL COMMITMENT
OF STAKEHOLDERS.

© Copyright 2016 Idris Mootee

 AN ENVIRONMENT THAT IS TYPIFIED BY
AN INCREASED LEVEL OF COMPLEXITY
AND INTERCONNECTIVITY. WHAT DOES
REGIONAL ECONOMIC DEVELOPMENT
MEANS?

TIME FOR MOON-SHOT.

© Copyright 2016 Idris Mootee

 THERE ARE JUST WAY TOO MANY
PEOPLE WORKING AT WALL STREET.
NOT ENOUGH DESIGN THINKERS.

© Copyright 2016 Idris Mootee

 THANK YOU.

imootee@ideacouture.com

© Copyright 2016 Idris Mootee