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

Recruting 30 Working Graduate StudentsFor April 2015 Enrollment

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.

Graduate School of Project DesignPublishing Department

Media for Innovators

Research Institute of Project Design

A Platform for Industry-Academia Collaboration

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

Degre

e o

f Fre

edom

Idea Concept Strategy Action

Fre

edom

Reso

urc

e a

llocatio

n

Upper process is more importantFocusing on upper process of business design

The Innovator’s DNA

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

Innovation Pattern

• Business Domain × Pattern

• Pattern

-SCAMPER

-TRIZ

-Innovators thinking

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？

お題ヒト 資源 仕組み 技術 価値 環境

S

C

A

M

P

E

R

Innovators Thinking

• Analyzing Innovators thinking pattern

Processプロセス

Input

情報知識 体験

Outputアイデア発明

発想を因数分解する

Personal Computer ＝

発想を因数分解する

Personal Computer ＝ Main

Frame× Individually

Owned

思考のパターン

発想を因数分解する

PersonalComputer ＝ Main

Frame×

Transistor Radio

(Analogy)

思考の刺激

• 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…

Finding the Contradiction

Safety HighLow

Pro

ductiv

ityLow

Hig

h

Transcending the Contradiction

Safety HighLow

Pro

ductiv

ityLow

Hig

h

White space

イサドア・シャープ

Cozy HighLow

Functio

nLow

Hig

h

Four Seasons

First Motel

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 Words of Alan Kay

The best way to predict the future is to invent it.

• The founding father of Personal Computers

• The Diagram shows how he envisioned the future of PC in 1972

Ideal future

Probable future

A Personal Computer for Children of All Ages.

The case of Sony

• Envisioned a future where radio becomes portable

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 is Vision Making

• Where there is vision, there is evolution

• Vision attracts people

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

Kamiyama Town, Tokushima Prefecture

Backcasting case of Kamiyama Town

② Current Situation

① Ideal Future

④ Solution

③ Gap

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

Backcasting example for Regional Cooperation

② Current Situation

① Ideal Future

④ Solution

③ Gap

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!)

One example of envisioningFuture Homes

Future Homes

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

Group Visioning

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