Playbook - GeniusWorks

A hands-on guide for modeling designing and leading your

companys next radical innovation

Playbook

FOR STRATEGIC FORESIGHT AND Innovation

Playbook Development TeamTamara CarletonŶŶŽǀĂƟŽŶgtĞĂĚĞƌƐŚŝƉŽĂƌĚgtgthŶŝƚĞĚ^ƚĂƚĞƐ

William CockayneampŽƌĞƐŝŐŚƚΘŶŶŽǀĂƟŽŶ^ƚĂŶĨŽƌĚhŶŝǀĞƌƐŝƚǇhŶŝƚĞĚ^ƚĂƚĞƐ

ŶƫͲƵƐƐŝdĂŚǀĂŶĂŝŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

SponsorsdĞŬĞƐƚŚĞampŝŶŶŝƐŚampƵŶĚŝŶŐŐĞŶĐǇĨŽƌdĞĐŚŶŽůŽŐǇĂŶĚŶŶŽǀĂƟŽŶampŝŶůĂŶĚ

gtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

art coordinationgtĂƵƌĂDĞůůĂŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

Graphic design and layoutAnna RaikkonenŶŬĂƌĂĞƐŝŐŶampŝŶůĂŶĚ

Research PartnerssĞƐĂĂƌŵĂĂŬŽƌƉŝgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

dƵŝũĂKŝŬĂƌŝŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

^ĂŬƵDćŬŝŶĞŶŶĚƵƐƚƌŝĂůDĂŶĂŐĞŵĞŶƚdĂŵƉĞƌĞhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

WĞŬŬĂĞƌŐŶŶŽǀĂƟŽŶDĂŶĂŐĞŵĞŶƚŶƐƟƚƵƚĞĂůƚŽhŶŝǀĞƌƐŝƚǇampŝŶůĂŶĚ

Playbook for Strategic Foresight and Innovation

ΞϮϬϭϯd ĂƌůĞƚŽŶtŽĐŬĂǇŶĞĂŶĚdĂŚǀĂŶĂŝŶĞŶdŚŝƐǁŽƌŬŝƐŵĂĚĞĂǀĂŝůĂďůĞƵŶĚĞƌƚŚĞƚĞƌŵƐŽĨƚŚĞƌĞĂƟǀĞŽŵŵŽŶƐƩƌŝďƵƟŽŶͲEŽŶŽŵŵĞƌĐŝĂůͲ^ŚĂƌĞůŝŬĞϯϬhŶƉŽƌƚĞĚgtŝĐĞŶƐĞ

Playbook overviewWelcome to a guide for the strategic manager the person who is responsible for innovationmdash^OL[OLY[OPZTLHUZAumlUKPUN[OLnext market describing the future customer or developing an amazing team who can reliably take new visions to new markets

Benefit to youdŚŝƐ ƉůĂǇďŽŽŬ ĂĚĚƌĞƐƐĞƐ ƚǁŽ ĞƐƐĞŶƟĂůƚŽƉŝĐƐͻ ŽǁƚŽĐƌĞĂƚĞĂƌĂĚŝĐĂůŝĚĞĂƚŚĂƚ

ďĞĐŽŵĞƐĂŶĞǁďƵƐŝŶĞƐƐƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞĂŶĚ

ͻ ŽǁƚŽďƵŝůĚĂŶŽƌŐĂŶŝǌĂƟŽŶƚŚĂƚƐƵƉƉŽƌƚƐƚŚĞŽŶŐŽŝŶŐĚĞǀĞůŽƉŵĞŶƚŽĨƌĂĚŝĐĂůŝĚĞĂƐ

ampŽƌ ƚŚĞƐĞ ƚŽƉŝĐƐ ǁĞ ƉƌŽǀŝĚĞ ŵƵůƟƉůĞŵĞƚŚŽĚƐ ĂŶĚ ƚĞĐŚŶŝƋƵĞƐ ƐƚĞƉͲďǇͲƐƚĞƉŝŶƐƚƌƵĐƟŽŶƐ ƟƉƐ ĞǆĂŵƉůĞƐ ĐĂƐĞ ƐƚƵĚŝĞƐĂŶĚ ŵŽƌĞ dŚĞ ŵĂƚĞƌŝĂů ŝƐ ĚŝǀŝĚĞĚ ŝŶƚŽŵƵůƟƉůĞĐŚĂƉƚĞƌƐĨŽƌĨĂƐƚĞƌůĞĂƌŶŝŶŐĂŶĚƵƐĞ

Strategic focus tĞ ĨŽĐƵƐ ŽŶ ƌĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ tŚǇƌĂĚŝĐĂů ZĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ ŝƐ ĂďŽƵƚĐŚĂŶŐŝŶŐ ƚŚĞŵĂŐŶŝƚƵĚĞŽĨ ǇŽƵƌ ĞīŽƌƚĞŝƚŚĞƌŝŶƚĞƌŵƐŽĨŚŽǁǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶĂƉƉƌŽĂĐŚĞƐ ŝŶŶŽǀĂƟŽŶ Žƌ ŝŶ ƚĞƌŵƐ ŽĨƚŚĞ ŝŵƉĂĐƚ ǇŽƵǁŽƵůĚ ůŝŬĞ ƚŽ ƐĞĞ ŝŶ ƚŚĞŵĂƌŬĞƚtĞĂƐƐƵŵĞǇŽƵĂƌĞƐĞƌŝŽƵƐĂďŽƵƚŵĂŬŝŶŐďŝŐĐŚĂŶŐĞƐDŽƐƚĐĂƐĞƐŽĨƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶƌĞůǇŽŶĂďƌĞĂŬƚŚƌŽƵŐŚŝŶŶĞǁƚĞĐŚŶŽůŽŐǇ ĂŶĚƚĞĐŚŶŽůŽŐǇ ŝŶǀĞƐƚŵĞŶƚƐĂƌĞŽŌĞŶďŝŐďĞƚƐ

How to use itůů ƚŚĞ ŵĂƚĞƌŝĂů ŝŶ ƚŚĞ ƉůĂǇďŽŽŬŝƐ ĚĞƐŝŐŶĞĚ ƚŽ ďĞ ƉƌĂĐƚŝĐĂů ĂŶĚƐƚƌĂŝŐŚƚĨŽƌǁĂƌĚ ĨŽƌ ƚŚĞ ƐĞůĨͲŐƵŝĚĞĚůĞĂƌŶĞƌ dŚŽƐĞ ůŽŽŬŝŶŐ ĨŽƌ ƋƵŝĐŬƐŽůƵƚŝŽŶƐĐĂŶƐƚĂƌƚĂŶǇǁŚĞƌĞdŚŽƐĞůŽŽŬŝŶŐ ƚŽ ďƵŝůĚ ĂŶ ŝŶƚĞŐƌĂƚĞĚ ĂŶĚƌĞƉĞĂƚĂďůĞƉƌĂĐƚŝĐĞǁŝůůǁĂŶƚƚŽƐƚĂƌƚĂƚ ƚŚĞ ďĞŐŝŶŶŝŶŐ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞďƌŽĂĚĞƌĨƌĂŵĞǁŽƌŬDƵůƟƉůĞƌĞĂĚǇͲƚŽͲƵƐĞƚĞŵƉůĂƚĞƐĂƌĞ

ƉƌŽǀŝĚĞĚ ĂƐǁŽƌŬƐŚĞĞƚƐ ƚŚĂƚ ǇŽƵ ĐĂŶƵƐĞ ĚŝƌĞĐƚůǇ ƉƌŝŶƚ ŽƵƚ Žƌ ƉĂƐƚĞ ŝŶƚŽǇŽƵƌƉƌĞĨĞƌƌĞĚƐŽŌǁĂƌĞtŚĂƚ ǇŽƵ ůĞĂƌŶ ŚĞƌĞǁŝůů ŚĞůƉ ǇŽƵ

ĐŽĂĐŚ ĂŶĚ ŝŶƐƉŝƌĞ ƚŚŽƐĞ ĂƌŽƵŶĚ ǇŽƵĂƐǁĞůůĂƐĂĚǀĂŶĐĞǇŽƵƌŽǁŶĞīŽƌƚƐŝŶƐƚƌĂƚĞŐŝĐĨŽƌĞƐŝŐŚƚĂŶĚŝŶŶŽǀĂƟŽŶ

Chapter 1 The Foresight FrameworkWe introduce a comprehensive framework [OH[VMMLYZHZ[YJ[YLKHWWYVHJO[VAumlUKthe big idea Chapter 2 How to Start Discover the different types of innovation paths people and industry contexts to help you start in the right place with the right mindset

Chapter 3 PerspectiveThe Context Map Progression Curves and Janus Cones methods broaden your view of the problem space helping you to better anticipate the future

Chapter 4 OpportunityThe Generational Arcs Future User and Futuretelling methods identify your future customers in terms of macro micro and narrative views

Chapter 5 SolutionThe White Spots Paper Mockups and Change Path methods turn your idea into a tangible artifact and plan

Chapter 6 TeamThe Buddy Checks VOICE Stars and YV^KSV]LYZTL[OVKZOLSW`VAumlUKand keep the right people engaged in your pursuit of radical innovation

Chapter 7 VisionThe Vision Statement DARPA Hard Test HUK7H[OAumlUKLYZTL[OVKZZL[[OLYPNO[organizational vision to direct your teamrsquos efforts

AppendixSupporting material includes a list of readings suggested data sources and other related items

TABLE OF CONTENTS9

PERSPECTIVE OPPORTUNITY SOLUTION TEAM VISION

ŽŶƚĞǆƚDĂƉїƉĂŐĞϲϭ

ĞŶĞƌĂƟŽŶĂůƌĐƐїƉĂŐĞϵϰ

tŚŝƚĞ^ƉŽƚƐїƉĂŐĞϭϮϳ

ƵĚĚǇŚĞĐŬƐїƉĂŐĞϭϲϴ

sŝƐŝŽŶ^ƚĂƚĞŵĞŶƚїƉĂŐĞϮϬϯ

WƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐїƉĂŐĞϳϬ

ampƵƚƵƌĞhƐĞƌїƉĂŐĞϭϬϯ

WĂƉĞƌDŽĐŬƵƉƐїƉĂŐĞϭϯϲ

sK^ƚĂƌƐїƉĂŐĞϭϳϴ

ZWĂƌĚdĞƐƚїƉĂŐĞϮϭϯ

ĂŶƵƐŽŶĞƐїƉĂŐĞϴϭ

ampƵƚƵƌĞƚĞůůŝŶŐїƉĂŐĞϭϭϰ

ŚĂŶŐĞWĂƚŚƐїƉĂŐĞϭϰϵ

ƌŽǁĚůŽǀĞƌƐїƉĂŐĞϭϴϴ

WĂƚŚĮŶĚĞƌƐїƉĂŐĞϮϯϬ

METHOD SHORTCUTS

FUTURE VISION FOR PAPER gtĞĂƌŶŚŽǁŽŶĞŵĂŶƵĨĂĐƚƵƌŝŶŐĐŽŵƉĂŶǇƌĞƐƚĂƌƚĞĚĂŶŝŶŝƟĂůůǇƵŶĨƌƵŝƞƵůƉůĂŶŶŝŶŐƉƌŽĐĞƐƐĨŽƌŝƚƐĐŽƌĞďƵƐŝŶĞƐƐїƉĂŐĞϮϰ

10 WORKSHOP LESSONS FROM AN INDUSTRY VETERAN^ĞĞǁŚĂƚǁŽƌŬƐĂŶĚǁŚĂƚĚŽĞƐŶΖƚǁŚĞŶƉůĂŶŶŝŶŐǁŽƌŬƐŚŽƉƐĨŽƌŐĞŶĞƌĂƟŶŐďŝŐŝĚĞĂƐїƉĂŐĞϱϯ

A SECOND FUTURE FOR UBICOMĂŝŶĂŶŝŶͲĚĞƉƚŚůŽŽŬĂƚƵƉĚĂƟŶŐƚŚĞǀŝƐŝŽŶĨŽƌŽŶĞŽĨdĞŬĞƐůĂƌŐĞƐƚĂŶĚŵŽƐƚƐƵĐĐĞƐƐĨƵůƚĞĐŚŶŽůŽŐǇƉƌŽŐƌĂŵƐїƉĂŐĞϳϴ

HOW YLE DEFINED A NEW FORESIGHT CAPABILITYampŽůůŽǁŽŶĞƚĞĂŵ ƐƉƌŽŐƌĞƐƐĂƐƚŚĞǇĚĞƐŝŐŶĂƉĂƌƟĐŝƉĂƚŽƌǇŵŽĚĞůŽĨĨŽƌĞƐŝŐŚƚƉůĂŶŶŝŶŐїƉĂŐĞϭϱϴ

SEEKING VISIONARIES AT DARPAhŶĚĞƌƐƚĂŶĚŚŽǁZWĂƩƌĂĐƚƐĂĐĞƌƚĂŝŶƚǇƉĞŽĨƉĞƌƐŽŶĨŽƌƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶĂƚĂĨĞĚĞƌĂůĂŐĞŶĐǇїƉĂŐĞϭϳϳ

PROGRAM MANAGERS AT DARPAŝƐĐŽǀĞƌƚŚĞďĂƐŝĐƉƌŽĮůĞĨŽƌĂZWƉƌŽŐƌĂŵŵĂŶĂŐĞƌďĞŚŝŶĚƚŚĞĂŐĞŶĐǇ ƐƵŶŝƋƵĞĞƚŚŽƐїƉĂŐĞϭϴϳ

DARPArsquoS LESSONS FOR INDUSTRYgtĞĂƌŶƐĞǀĞŶǁĂǇƐĐŽŵƉĂŶŝĞƐĐĂŶďĞŶĞĮƚĨƌŽŵZW ƐůŽŶŐƚƌĂĐŬƌĞĐŽƌĚĨŽƌƐƵĐĐĞƐƐїƉĂŐĞϭϵϳ

TECHNOLOGY VISIONS AT DARPAZĞǀŝĞǁƚǁŽĞǆĂŵƉůĞƐŽĨďŝŐƚĞĐŚŶŽůŽŐǇͲĚƌŝǀĞŶǀŝƐŝŽŶƐƚŚĂƚĂƌĞŚŝŐŚƌŝƐŬĂŶĚŚŝŐŚƌĞǁĂƌĚїƉĂŐĞϮϭϮ

THE HEILMEIER CATECHISM AT DARPAgtĞĂƌŶĂǁĞůůͲŬŶŽǁŶƐĞƚŽĨĐƌŝƚĞƌŝĂƚŚĂƚůĞƚƐǇŽƵƚĞƐƚŝĨǇŽƵƌŐƌŽƵƉ ƐǀŝƐŝŽŶŚĂƐƉƌĂĐƟĐĂůĂƉƉůŝĐĂƟŽŶїƉĂŐĞϮϮϳ

THE ORIGINAL VISION OF EPCOTŝƐĐŽǀĞƌƚŚĞƌĞĂůŐƌĂŶĚĐŚĂůůĞŶŐĞĨŽƌĂŶŝĚĞĂůŝǌĞĚŵĞƌŝĐĂŶĐŝƚǇĂŶĚŚŽǁŝƚǁĂƐΗZWĂƌĚΗїƉĂŐĞϮϮϴ

Multiple case studies are presented throughout the playbook for deeper insight into how various organizations have applied the methods or approached long-range planning

A variety of case studies

How to use the playbookThe playbook adopts two simple schemas to help you follow the material TVYLXPJRS OLAumlYZ[ZJOLTHPZHZL[VMJVSVYLKKV[Z[OH[PKLU[PM`KPMMLYLU[types of content The second schema applies to each methodrsquos presentation

ĞŶĞƌĂůŝŶĨŽƌŵĂƟŽŶ

DĞƚŚŽĚŽǀĞƌǀŝĞǁƟƉƐĂŶĚŽƚŚĞƌŝƚĞŵƐƚŚĂƚƌĞƋƵŝƌĞĂƩĞŶƟŽŶ

ŶŶŽƚĂƚĞĚĚŝĂŐƌĂŵƐŝŶƐŝŐŚƚƐĂŶĚƌĞůĂƚĞĚŵĂƚĞƌŝĂůĨŽƌƐƵŐŐĞƐƚĞĚƌĞŇĞĐƟŽŶ

DĞƚŚŽĚŝŶƐƚƌƵĐƟŽŶƐĂŶĚŽƚŚĞƌŝƚĞŵƐƚŚĂƚĞŶĐŽƵƌĂŐĞĂĐƟŽŶ

OverviewŶŽǀĞƌǀŝĞǁƉĂŐĞŝŶƚƌŽĚƵĐĞƐĞĂĐŚŵĞƚŚŽĚĚĞƐĐƌŝďŝŶŐǁŚǇŝƚŝƐŚĞůƉĨƵůǁŚĞŶƚŽƵƐĞŝƚĂŶĚǁŚĂƚǇŽƵŐĞƚ

VU[L_[4HWZJHW[YL[OL[OLTLZ[OH[LTLYNL^OLUKPZJZZPUNJVTWSL_WYVISLTZ

WhEN to use itͻ dŽƉƵƌƐƵĞĂŶĞŶƟƌĞůǇŶĞǁĂƌĞĂŽĨ

researchͻ dŽĮŶĚŐƌŽƵƉĂŐƌĞĞŵĞŶƚŽŶƚŚĞ

ŝŵƉŽƌƚĂŶƚĂƐƉĞĐƚƐŽĨĂƉƌŽďůĞŵͻ dŽŐĂŝŶĨĂƐƚďĂĐŬŐƌŽƵŶĚĨŽƌĂ

ƉĂƌƟĐƵůĂƌƚŽƉŝĐ

WhY itrsquos helpful

ŽŶƚĞǆƚ DĂƉ ĂĚǀĂŶĐĞƐ ƚŚĞ ǁŽƌŬ ŽĨƚŚĞƵƐƵĂůŝĚĞĂŐĞŶĞƌĂƟŽŶƚŽŽůƐƐƵĐŚĂƐďƌĂŝŶƐƚŽƌŵŝŶŐ ĂŶĚŵŝŶĚͲŵĂƉƉŝŶŐ dŚĞŐŽĂůŽĨďƌĂŝŶƐƚŽƌŵŝŶŐ ŝƐƚŽŐĞŶĞƌĂƚĞĂƐŵĂŶǇ ŝĚĞĂƐ ĂƐ ƉŽƐƐŝďůĞ ĂŶĚ ŶŽ ĨŽĐƵƐŝƐƌĞƋƵŝƌĞĚ ŶĐŽŶƚƌĂƐƚĂŽŶƚĞǆƚDĂƉůĞƚƐ ǇŽƵ ďĞŐŝŶ ĐŽŶǀĞƌŐŝŶŐ ŽŶ ƚŚĞ ƚŽƉƚŚĞŵĞƐ Žƌ ĚŝŵĞŶƐŝŽŶƐ ŽĨ Ă ƉĂƌƟĐƵůĂƌƚŽƉŝĐŽƌŽƉƉŽƌƚƵŶŝƚǇƐƉĂĐĞtŚǇ ĞŝŐŚƚ ĚŝŵĞŶƐŝŽŶƐ ƚŽ Ă ŽŶƚĞǆƚ

DĂƉ zŽƵ ŚĂǀĞ ĞŶŽƵŐŚ ƚŽ ĐĂƉƚƵƌĞ ƚŚĞƉƌŽďůĞŵ ƐĐŽŵƉůĞǆŝƚǇ ǇĞƚŶŽƚƚŽŽĨĞǁƚŽůŽƐĞƐŝŐŚƚŽĨǁŚĂƚŝƐŝŵƉŽƌƚĂŶƚ

Context Maps

What you getzŽƵǁŝůů ŝĚĞŶƟĨǇĞŝŐŚƚĐŽƌĞĚŝŵĞŶƐŝŽŶƐŽĨǇŽƵƌĐƵƌƌĞŶƚƉƌŽďůĞŵŽƌŽƉƉŽƌƚƵŶŝƚǇƐƉĂĐĞ Ǉ ŬŶŽǁŝŶŐ ƚŚĞƐĞ ĚŝŵĞŶƐŝŽŶƐǇŽƵĐĂŶĂƐŬƚŚĞƌŝŐŚƚƋƵĞƐƟŽŶƐƚŚĂƚŝŶƚƵƌŶ ƉƌŽŵƉƚ Ă ŵŽƌĞ ŝŶĨŽƌŵĞĚ ƐĞĂƌĐŚĨŽƌƉƌŽŵŝƐŝŶŐŝŶŶŽǀĂƟŽŶŽƉƉŽƌƚƵŶŝƟĞƐDŽƌĞŽǀĞƌ ƚŚŝƐŵĞƚŚŽĚŝƐĂŶĞǆĐĞůůĞŶƚ

ŝĐĞͲďƌĞĂŬĞƌĨŽƌĂŶĞǁƚĞĂŵƚŽƐƚĂƌƚƚŚĞŝƌŝŶŶŽǀĂƟŽŶ ĚŝƐĐƵƐƐŝŽŶƐ ŽŶƚĞǆƚ DĂƉƐĂůƐŽƉƌŽǀŝĚĞ ƌĂƉŝĚ ƌĞŇĞĐƟŽŶĂƚƉƌŽũĞĐƚŵŝůĞƐƚŽŶĞƐ

ExampletĞǁĂůŬǇŽƵƚŚƌŽƵŐŚĂŶĂĐƚƵĂůĞǆĂŵƉůĞƵƐŝŶŐƚŚĞŵĞƚŚŽĚƐŚŽǁŝŶŐĂƌĞůĂƚĞĚĚŝĂŐƌĂŵ

Instructions^ƚĞƉͲďǇͲƐƚĞƉŝŶƐƚƌƵĐƟŽŶƐĂƌĞƉƌŽǀŝĚĞĚǁŚŝĐŚĂƌĞƚŚĞŶůŝŶŬĞĚƚŽƚŚĞĞǆĂŵƉůĞĚŝĂŐƌĂŵ

InsightstĞĚŝƐĐƵƐƐŚŽǁƚŽĚƌĂǁŝŶƐŝŐŚƚƐĂŶĚŝŵƉůŝĐĂƟŽŶƐĨƌŽŵƚŚĞŵĞƚŚŽĚĂůƐŽůŝŶŬĞĚƚŽƚŚĞĞǆĂŵƉůĞ

TipsƟƉƐƉĂŐĞŚŝŐŚůŝŐŚƚƐůĞƐƐŽŶƐƚŚĂƚŽƚŚĞƌƐŚĂǀĞůĞĂƌŶĞĚƵƐŝŶŐƚŚĞŵĞƚŚŽĚŝŶĚŝīĞƌĞŶƚƐŝƚƵĂƟŽŶƐ

PhotosZĞĂůƉŚŽƚŽƐǁŝƚŚƐŚŽƌƚĚĞƐĐƌŝƉƟŽŶƐŚĞůƉƐŚŽǁŚŽǁĚŝīĞƌĞŶƚƚĞĂŵƐŚĂǀĞƵƐĞĚƚŚĞŵĞƚŚŽĚ

Template ďůĂŶŬƚĞŵƉůĂƚĞŝƐƉƌŽǀŝĚĞĚĨŽƌĞĂĐŚŵĞƚŚŽĚĂƐǁŽƌŬƐŚĞĞƚƐĨŽƌƉĞƌƐŽŶĂůŽƌƚĞĂŵƵƐĞ

Letrsquos look at an example^ŝƌ WĞƚĞƌ Ăůů ŝƐ ĂŶ ĞŵŝŶĞŶƚ ƌŝƟƐŚƐĐŚŽůĂƌǁŚŽƐƚƵĚŝĞƐƚŚĞŚŝƐƚŽƌǇŽĨƵƌďĂŶƉůĂŶŶŝŶŐĂŶĚĚĞƐŝŐŶampŽƌƚŚĞyWKϮϬϬϬtŽƌůĚǆŚŝďŝƟŽŶĂůůĂŶĚŚŝƐĐŽůůĞĂŐƵĞƉƌĞƉĂƌĞĚ ĂŶ ĞǆƚĞŶƐŝǀĞ ƌĞƉŽƌƚ ĐĂůůĞĚhƌďĂŶampƵƚƵƌĞϮϭŝŶǁŚŝĐŚƚŚĞǇŽƵƚůŝŶĞĂŐůŽďĂůĂŐĞŶĚĂĨŽƌϮϭƐƚĐĞŶƚƵƌǇĐŝƟĞƐ ƵŶŝǀĞƌƐŝƚǇ ƐƚƵĚĞŶƚ ƚĞĂŵ ƵƐĞĚ

Ăůů Ɛ ƌĞƉŽƌƚ ƚŽ ŐĂŝŶ ƋƵŝĐŬ ďĂĐŬŐƌŽƵŶĚĨŽƌ Ă ĐůĂƐƐ ƉƌŽũĞĐƚ ŵĂũŽƌ ĂƵƚŽŵĂŶƵĨĂĐƚƵƌĞƌ ǁŚŝĐŚ ƐƉŽŶƐŽƌĞĚ ƚŚĞƐƚƵĚĞŶƚƐƉƌŽũĞĐƚǁŝƐŚĞĚƚŽƵŶĚĞƌƐƚĂŶĚŚŽǁ ƉƌĞŵŝƵŵ ƚƌĂŶƐƉŽƌƚĂƟŽŶ ǁŽƵůĚĐŚĂŶŐĞŝŶŐůŽďĂůŵĞŐĂĐŝƟĞƐgtĂĐŬŝŶŐŬŶŽǁůĞĚŐĞŽĨƚŚĞĂƵƚŽŝŶĚƵƐƚƌǇ

ƚŚĞƐƚƵĚĞŶƚƐƵƐĞĚƚŚĞŽŶƚĞǆƚDĂƉĂƐĂĐŽŶĐĞƉƚƵĂů ƐŚŽƌƚŚĂŶĚƚŽŐĞƚƐƚĂƌƚĞĚŽŶƚŚĞŝƌƉƌŽũĞĐƚĂŶĚĂůƐŽƚŽƌĞŵĞŵďĞƌƚŚĞŵĂŝŶƚŚĞŵĞƐŽĨƚŚĞƌĞƉŽƌƚtŝƚŚŽƵƚ ƌĞĂĚŝŶŐ ƚŚĞ ƌĞƉŽƌƚǇŽƵƌƐĞůĨ

ǇŽƵ ĐĂŶ ůŽŽŬ Ăƚ ƚŚĞ ƐƚƵĚĞŶƚƐ ŽŶƚĞǆƚDĂƉ ĂŶĚ ĂůƐŽ ŬŶŽǁ ƚŚĞ ĞŝŐŚƚ ŬĞǇĚŝŵĞŶƐŝŽŶƐƚŚĂƚĂůůĨĞůƚĂƌĞŝŵƉŽƌƚĂŶƚƚŽĂĨƵƚƵƌĞŝĚĞĂůĐŝƚǇ

WƌŽĚ

ƵĐƟǀ

WŽƉƵůĂƟŽŶŐƌŽǁƚŚ

ĞŵŽĐƌĂƟǌĂƟŽŶ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂůƚŚǇΘƐĂĨĞ

ƵůƚƵƌĂůůǇǀŝďƌĂŶƚ

^ŽĐŝĂůůǇĞƋƵŝƚĂďůĞ

ĂƉƉǇůŝǀĞƐ

IDEAL CITY

gt ŵƉŽǁĞƌŝŶŐĐŝƟǌĞŶƐĂƚůŽĐĂůůĞǀĞůƐ gt ^ŽĐŝĂůĐĂƉŝƚĂů

^ŽƵƌĐĞWĞƚĞƌĂůůĂŶĚhůƌŝĐŚWĨĞŝīĞƌ ϮϬϬϬ

hƌďĂŶampƵƚƵƌĞϮϭůŽďĂůŐĞŶĚĂĨŽƌϮϭƐƚĞŶƚƵƌǇŝƟĞƐ

Instructions1 Agree on a broad topic or

opportunity area your team wants to pursue You set the scale of topic Very broad topics may ƌĞƋƵŝƌĞƐĞǀĞƌĂůŝƚĞƌĂƟŽŶƐ

2 Draw an outline for a Context Map or use the worksheet template in the playbook

3 Start talking with your team about ǇŽƵƌƚŽƉŝĐŶŽƟŶŐĂŶǇƐĂůŝĞŶƚdimensions as they arise Points of intense discussion or even disagreement are good to include in your Context Map

4 EŽƚĞƐŝĚĞƚŽƉŝĐƐĂŶĚĐŽŶŶĞĐƟŽŶƐaround your Context Map At ƟŵĞƐǇŽƵŵĂǇũƵŵƉƚŽĐƌĞĂƚĞĂƚĂŶŐĞŶƟĂůŽƌĚŝīĞƌĞŶƚŽŶƚĞǆƚDĂƉdŚĂƚŝƐŐƌĞĂƚĂƐƐŽĐŝĂƟŽŶ

5 ZĞƉĞĂƚƚŚĞƉƌŽĐĞƐƐƵŶƟůǇŽƵƌƚĞĂŵarrives at a map (or set of maps) that captures your problem space ƐĂƟƐĨĂĐƚŽƌŝůǇ

ї^ĞĞƚŚĞĂĚũĂĐĞŶƚĚŝĂŐƌĂŵĨŽƌĂŶannotated example The numbers in ƚŚĞŝŶƐƚƌƵĐƟŽŶƐĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞnumbers in the diagram

ŌĞƌ ǇŽƵƌ ƚĞĂŵ ŚĂƐ ĐŽŵƉůĞƚĞĚ ĂŶŝŶŝƟĂůĂŶĂůǇƐŝƐǁĞƐƵŐŐĞƐƚǇŽƵƌĞŇĞĐƚďƌŝĞŇǇ ŽŶǁŚĂƚ ǇŽƵ ŚĂǀĞ ůĞĂƌŶĞĚ ŝŶƚŚĞƉƌŽĐĞƐƐĞƌĞĂƌĞƐŽŵĞƋƵĞƐƟŽŶƐƚŽĨƌĂŵĞǇŽƵƌŐƌŽƵƉ ƐĚŝƐĐƵƐƐŝŽŶĂŶĚĂĚǀĂŶĐĞǇŽƵƌƚŚŝŶŬŝŶŐ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚĚŝŵĞŶƐŝŽŶĚŝĚǇŽƵƐƉĞŶĚ

ƚŚĞŵŽƐƚƟŵĞĚŝƐĐƵƐƐŝŶŐͻ tŚŝĐŚĚŝŵĞŶƐŝŽŶŐĞŶĞƌĂƚĞĚƚŚĞ

ŐƌĞĂƚĞƐƚŶƵŵďĞƌŽĨƋƵĞƐƟŽŶƐͻ tŚŝĐŚĚŝŵĞŶƐŝŽŶŐĞŶĞƌĂƚĞĚƚŚĞ

ŐƌĞĂƚĞƐƚŶƵŵďĞƌŽĨƋƵĞƐƟŽŶƐƚŚĂƚǇŽƵĐĂŶƚĂŶƐǁĞƌƚŽĚĂǇ

ͻ ŌĞƌĚŝƐĐƵƐƐŝŶŐĂƐĂŐƌŽƵƉĚŽǇŽƵǁĂŶƚƚŽƌĞĚƌĂǁƚŚĞŽŶƚĞǆƚDĂƉďĂƐĞĚŽŶǁŚĂƚǇŽƵŚĂǀĞůĞĂƌŶĞĚ

Tips amp lessons from othersͻ ƌĂǁďŝŐŵĂƉƐƉƌĞĨĞƌĂďůǇŽŶĂ

ǁŚŝƚĞďŽĂƌĚŽƌůĂƌŐĞŇŝƉĐŚĂƌƚƐŽĞǀĞƌǇŽŶĞĐĂŶƐĞĞĂŶĚĐŽŵŵĞŶƚŽŶƚŚĞǀĂƌŝŽƵƐĚŝŵĞŶƐŝŽŶƐĞĂƐŝůǇ

ͻ ŽŶƚǁŽƌƌǇĂďŽƵƚŬĞĞƉŝŶŐƚŚĞĞŝŐŚƚĚŝŵĞŶƐŝŽŶƐĂƚƚŚĞƐĂŵĞůĞǀĞůdŚĞŵĂŝŶŽďũĞĐƟǀĞŝƐƚŽĐĂƉƚƵƌĞǁŚĂƚŝƐŝŵƉŽƌƚĂŶƚŝŶĐŽŶƚĞǆƚ

ͻ EŽƚĞĂŶǇƌĞůĂƚĞĚƉŽŝŶƚƐĂŶĚƋƵĞƐƟŽŶƐ^ŽŵĞƟŵĞƐƚŚĞƋƵĞƐƟŽŶƐĂƌĞƚŚĞŵŽƐƚŝŶƚĞƌĞƐƟŶŐƚŽƌĞǀŝƐŝƚůĂƚĞƌ ǁŚĞŶǇŽƵƌƚĞĂŵƵŶĚĞƌƐƚĂŶĚƐŵŽƌĞĂďŽƵƚƚŚĞƉƌŽďůĞŵƐƉĂĐĞĂŶĚŝƐƐƵĞƐ

ͻ ŽŶƐŝĚĞƌŐĞŶĞƌĂƟŶŐĂŽŶƚĞǆƚDĂƉĨƌŽŵĂŶŽƵƚƐŝĚĞƌ ƐǀŝĞǁƐƵĐŚĂƐĂƐƵƉƉůŝĞƌŽƌĞŶĚƵƐĞƌ ƚŽƐĞĞŚŽǁƚŚĞŝƌƚŽƉĚŝŵĞŶƐŝŽŶƐĐŽŵƉĂƌĞƚŽĂŶŝŶƚĞƌŶĂůƚĞĂŵŽƌŽƌŐĂŶŝǌĂƟŽŶĂůƉĞƌƐƉĞĐƟǀĞ

ͻ zŽƵĐĂŶĂůǁĂǇƐĐƌĞĂƚĞŵŽƌĞŽŶƚĞǆƚDĂƉƐzŽƵŵĂǇǁĂŶƚƚŽƉĂƵƐĞŵŝĚǁĂǇƚŚƌŽƵŐŚŽŶĞŵĂƉƚŽĐƌĞĂƚĞĂƐĞĐŽŶĚŵĂƉŝŶŽƌĚĞƌŶŽƚƚŽůŽƐĞǇŽƵƌŐƌŽƵƉ ƐĐŽŶǀĞƌƐĂƟŽŶŇŽǁ

ͻ ĂŶŐŽƌƉŽƐƚĐŽŵƉůĞƚĞĚŵĂƉƐŝŶƉƵďůŝĐǀŝĞǁƐƵĐŚĂƐŶĞĂƌǇŽƵƌĚĞƐŬŶƚŚŝƐǁĂǇ ǇŽƵĐĂŶŐĞŶĞƌĂƚĞĐŽŶƟŶƵŽƵƐŝŶƐŝŐŚƚƐǁŝƚŚŽƚŚĞƌƐĂƐǁĞůůĂƐĞŶĐŽƵƌĂŐĞĂĚĚŝƟŽŶĂůƉĞƌƐŽŶĂůƌĞŇĞĐƟŽŶĂŶĚŝŶĐƵďĂƟŽŶĂďŽƵƚƚŚĞŝŶŶŽǀĂƟŽŶƚŽƉŝĐ

REFLECTIONWhat is the proposed topic Why do you want to pursue it

Additional examples

A major consumer electronics company used a ŽŶƚĞǆƚ DĂƉ ƚŽ ƌĞǀŝĞǁ ƚŚĞŝƌ ƉƌŽĚƵĐƚ ƉŽƌƞŽůŝŽĚŝƐĐŽǀĞƌŝŶŐƐŽŵĞŝŶƚĞƌŶĂůĚŝīĞƌĞŶĐĞƐŝŶƉƌŝŽƌŝƟĞƐ

An American police force considered how decreasing state funds would impact a range of ĨƵƚƵƌĞƉůĂŶŶŝŶŐŶĞĞĚƐ

ORIGINALS MISSING

copy 2012 William Cockayne amp Tamara Carleton69

CONTEXT MAPS | method worksheet

Drawing insights amp implicationsŌĞƌ ĚĞǀĞůŽƉŝŶŐ ĂŶ ŝŶŝƟĂů ŽŶƚĞǆƚDĂƉ ƚŚĞ ƐƚƵĚĞŶƚ ƚĞĂŵ ƌĞĂůŝǌĞĚ ƚŚĂƚƉŽƉƵůĂƟŽŶ ŐƌŽǁƚŚ ĂŶĚ ƉƌŽĚƵĐƟǀŝƚǇǁĞƌĞ ŽŶůǇ ƚǁŽ ŵĞĂƐƵƌĞŵĞŶƚƐ ĨŽƌ ƚŚĞĨƵƚƵƌĞĚĞǀĞůŽƉŵĞŶƚŽĨŵĞŐĂͲĐŝƟĞƐKƚŚĞƌŝŶƚĂŶŐŝďůĞĂŶĚƋƵĂůŝƚĂƟǀĞĂƐƉĞĐƚƐƐƵĐŚĂƐƉĞƌƐŽŶĂůŚĂƉƉŝŶĞƐƐĂŶĚĐƵůƚƵƌĂůǀŝďƌĂŶĐǇ ĂƌĞĞƐƐĞŶƟĂůƚŽĐŝƚǇĚǁĞůůĞƌƐdŚŝƐŝŶƐŝŐŚƚĐŚĂŶŐĞĚƚŚĞŝƌĂƉƉƌŽĂĐŚƚŽĚĂƚĂĐŽůůĞĐƟŽŶĂŶĚƚŚĞǇŶŽǁůŽŽŬĞĚĨŽƌĂďƌŽĂĚĞƌƐĞƚŽĨŵĞĂƐƵƌĞƐdŚĞƚĞĂŵĚĞĐŝĚĞĚƚŽƚĂŬĞƚŚĞŝƌŽŶƚĞǆƚ

DĂƉƐ ĂŶŽƚŚĞƌ ƐƚĞƉ ĨƵƌƚŚĞƌ ĂƐĞĚ ŽŶ ĂĚĞĞƉĞƌůŝƚĞƌĂƚƵƌĞƌĞǀŝĞǁƚŚĞǇĚĞǀĞůŽƉĞĚĂ ůŝƐƚ ŽĨ ƚŚĞ ĞŝŐŚƚ ƉƌŝŵĂƌǇ ĨĂĐƚŽƌƐ ƚŚĂƚĚĞĮŶĞ Ă ŚĞĂůƚŚǇ ĐŝƚǇ dŚĞǇ ƵƐĞĚ ƚŚĞƐĞĞŝŐŚƚĨĂĐƚŽƌƐĂƐƚŚĞďĂƐĞůŝŶĞĨŽƌĂŽŶƚĞǆƚDĂƉƚŽĂƐƐĞƐƚŚĞƚŽƉŵĞƚƌŽƉŽůŝƚĂŶƌĞŐŝŽŶƐ

ĂƌŽƵŶĚƚŚĞǁŽƌůĚdŚĞǇĐŽůŽƌĐŽĚĞĚĞĂĐŚĚŝŵĞŶƐŝŽŶŽƌŇŽǁĞƌƉĞƚĂůͿŝŶƚŚĞŽŶƚĞǆƚDĂƉ ďĂƐĞĚ ŽŶ ƚŚĞ ƉŽƚĞŶƟĂů ŝŵƉĂĐƚ ŽĨĐŚĂŶŐĞ ĞǆƉĞĐƚĞĚ ŝŶ ƚŚĞ ŶĞǆƚ ϮϬ ǇĞĂƌƐŶ ŽƚŚĞƌǁŽƌĚƐ ƚŚĞ ĐŝƟĞƐ Ăůů ƐŚĂƌĞĚ ƚŚĞƐĂŵĞ ĚŝŵĞŶƐŝŽŶƐ ďƵƚ ƐŚŽǁĞĚ ĚŝīĞƌĞŶƚĐŽůŽƌĐŽŵďŝŶĂƟŽŶƐhƐŝŶŐƐƵďũĞĐƟǀĞƌĂŶŬŝŶŐƐƚŚĞƐƚƵĚĞŶƚƐ

ŵĂĚĞĂĚŝŵĞŶƐŝŽŶŐƌĞĞŶĨŽƌůŽǁĐŚĂŶŐĞĂŶŽƌĂŶŐĞĚŝŵĞŶƐŝŽŶŝŶĚŝĐĂƚĞĚŵŽĚĞƌĂƚĞĐŚĂŶŐĞ ĂŶĚ Ă ƌĞĚ ĚŝŵĞŶƐŝŽŶ ƐŚŽǁĞĚŚŝŐŚĐŚĂŶŐĞŌĞƌƚŚŝƐĞǆĞƌĐŝƐĞƚŚĞƚĞĂŵƌĞĂůŝǌĞĚĂŶŽƚŚĞƌŝŶƐŝŐŚƚŶŽŶĞŽĨƚŚĞŵĞƚƌŽƌĞŐŝŽŶƐŚĂĚ ƚŚĞƐĂŵĞĐŽůŽƌŵĂƉƉŝŶŐ ĨŽƌĐŚĂŶŐĞůůƚŚĞĐŝƟĞƐŚĂĚĂĚŝīĞƌĞŶƚĐŽůŽƌĐŽŵďŝŶĂƟŽŶǁŚŝĐŚƌĂŝƐĞĚŶĞǁƋƵĞƐƟŽŶƐĂďŽƵƚ ƚŚĞ ǀĂůƵĞ ŽĨ Ă ŐĞŶĞƌŝĐ ŵŽĚĞů ĨŽƌƵƌďĂŶ ŐƌŽǁƚŚ dŚĞ ƚĞĂŵ ƚŚĞŶ ďƌŽƵŐŚƚŵŽƌĞĞŶůŝŐŚƚĞŶĞĚƋƵĞƐƟŽŶƐďĂĐŬƚŽƚŚĞŝƌƉƌŽũĞĐƚƐƉŽŶƐŽƌ

ŶŶŽǀĂƟŽŶĐĂŶďĞƐǇƐƚĞŵĂƟĐĂůůǇŵĂŶĂŐĞĚŝĨŽŶĞŬŶŽǁƐǁŚĞƌĞĂŶĚŚŽǁƚŽůŽŽŬ ͶPeter DruckerƉƌŽĨĞƐƐŽƌŽĨŵĂŶĂŐĞŵĞŶƚĂƌǀĂƌĚƵƐŝŶĞƐƐZĞǀŝĞǁƵŶĞϭϵϴϱͿ

dŚĞŽŶůǇǁĂǇƚŽĚŝƐĐŽǀĞƌƚŚĞůŝŵŝƚƐŽĨƚŚĞƉŽƐƐŝďůĞŝƐƚŽŐŽďĞǇŽŶĚƚŚĞŵŝŶƚŽƚŚĞŝŵƉŽƐƐŝďůĞ

ͶArthur C ClarkeƐĐŝĞŶĐĞĮĐƟŽŶǁƌŝƚĞƌΗWƌŽĮůĞƐŽĨƚŚĞampƵƚƵƌĞΗϭϵϳϳͿ

FORESIGHT FRAMEworkChaptER 1

Shortcuts

Foresight Framework 10

Five planning phases 11

Two guiding principles 14

The methodology 15

Underlying theories 18

An integrated system 21

Case study Paper 24

What do you need to do to plan your next big idea

This chapter will get you started It walks ǇŽƵƚŚƌŽƵŐŚƚŚĞĮǀĞƉůĂŶŶŝŶŐƉŚĂƐĞƐŝŶƚŚĞampŽƌĞƐŝŐŚƚampƌĂŵĞǁŽƌŬǁŚŝĐŚĂƌĞĚĞƐŝŐŶĞĚƚŽ ŝĚĞŶƟĨǇ ĂŶĚ ĂƐƐĞƐƐ ŶĞǁ ƚĞĐŚŶŽůŽŐŝĞƐĂŶƟĐŝƉĂƚĞƚŚĞĐƵƌƌĞŶƚĂŶĚĞŵĞƌŐŝŶŐŶĞĞĚƐŽĨ ǇŽƵƌ ĨƵƚƵƌĞ ĐƵƐƚŽŵĞƌƐ ĂŶĚ ĂĚĚƌĞƐƐĐŽŵƉůĞǆ ƉƌŽďůĞŵƐ ĂƐ ƋƵŝĐŬůǇ ĐƌĞĂƟǀĞůǇ ĂŶĚĂƐƐǇƐƚĞŵĂƟĐĂůůǇĂƐƉŽƐƐŝďůĞdŚĞĮǀĞƉŚĂƐĞƐďƵŝůĚŽŶĞĂĐŚŽƚŚĞƌbull WŚĂƐĞWĞƌƐƉĞĐƟǀĞ shows you

ŚŽǁƚŽĚĞǀĞůŽƉĂůŽŶŐĐůĞĂƌǀŝĞǁďĂƐĞĚŽŶƉĂƩĞƌŶƐŽĨŚŝƐƚŽƌǇ

bull Phase II OpportunityĞǆƉůŽƌĞƐŶĞǁƉƌŽŵŝƐŝŶŐŽƉƉŽƌƚƵŶŝƟĞƐ

bull WŚĂƐĞ^ŽůƵƟŽŶ builds a ǁŽƌŬĂďůĞƉƌŽƚŽƚǇƉĞĨŽƌĂĨƵƚƵƌĞƐŽůƵƟŽŶ

bull Phase IV Team addresses the ƚĂůĞŶƚďĞŚŝŶĚǇŽƵƌďŝŐŝĚĞĂ

bull Phase V VisionĨŽĐƵƐĞƐŽŶĐŽŵƉŽƐŝŶŐĂŶĚĐŽŵŵƵŶŝĐĂƟŶŐƚŚĞŝŶŶŽǀĂƟŽŶǀŝƐŝŽŶƚŚĂƚǁŝůůŐƵŝĚĞĂůůĨƵƚƵƌĞĂĐƟŽŶƐ

The Foresight Framework

dŚĞ ampŽƌĞƐŝŐŚƚ ampƌĂŵĞǁŽƌŬ ƚĂŬĞƐ ĂŶĂĐƟŽŶͲŽƌŝĞŶƚĞĚƐƚĂŶĐĞ ĨŽĐƵƐŝŶŐŽŶǀĞƌǇƉƌĂĐƟĐĂů ŚĂŶĚƐͲŽŶ ƚŽŽůƐ zŽƵǁŝůů ůĞĂƌŶŚŽǁƚŽƵƐĞŵƵůƟƉůĞŵĞƚŚŽĚƐĂƐďƵŝůĚŝŶŐďůŽĐŬƐ ĨŽƌ ǇŽƵƌ ŝŶŶŽǀĂƟŽŶ ƉůĂŶŶŝŶŐǁŚŝĐŚǁŝůůŚĞůƉǇŽƵŵŽǀĞŐƌĂĚƵĂůůǇĨƌŽŵƚŚĞďŝŐƉŝĐƚƵƌĞƚŽĂƐƉĞĐŝĮĐƉůĂŶŽĨĂĐƟŽŶdŚŝƐŵŽĚĞůǁĂƐ ĚĞǀĞůŽƉĞĚ ďǇtŝůůŝĂŵ

ŽĐŬĂǇŶĞĂŶĚdĂŵĂƌĂĂƌůĞƚŽŶ ŝŶ ^ŝůŝĐŽŶsĂůůĞǇĂŶĚŚĂƐďĞĞŶƚĞƐƚĞĚĂŶĚǀĂůŝĚĂƚĞĚǁŝƚŚ ŽƌŐĂŶŝǌĂƟŽŶƐ ĂƌŽƵŶĚ ƚŚĞ ǁŽƌůĚKŶĐĞ ǇŽƵǀĞ ŵĂƐƚĞƌĞĚ ƚŚĞƐĞ ŵĞƚŚŽĚƐǇŽƵĐĂŶƐƚĂƌƚĂƚĂŶǇƉŽŝŶƚ ŝŶƚŚĞƉƌŽĐĞƐƐĂŶĚĐŽŵďŝŶĞƚŚĞŵĂƐŶĞĞĚĞĚ

Five planning phases

WZ^Wds KWWKZdhEdz ^KgthdKE dD s^KE

The Foresight Framework is JVTWVZLKVMAuml]LWOHZLZ[OH[guide innovation planning and action

Phase I PerspectivetĞ ƐƚĂƌƚ ǁŝƚŚ WĞƌƐƉĞĐƟǀĞ ƐŽ ǇŽƵƵŶĚĞƌƐƚĂŶĚǁŚĂƚ Ɛ ďĞĞŶĚŽŶĞďĞĨŽƌĞ ŝŶǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶŽƌŝŶĚƵƐƚƌǇWĞƌƐƉĞĐƟǀĞŝƐ ĨŽĐƵƐĞĚ ŽŶ ůŽŶŐͲƚĞƌŵ ƐƚƌĂƚĞŐǇ ǁŚĂƚǇŽƵŵŝŐŚƚĐŽŶƐŝĚĞƌĂƐƚŚƌĞĞŽƌŵŽƌĞZΘĐǇĐůĞƐŽƵƚŝŶƚŚĞĨƵƚƵƌĞĨŽƌǇŽƵƌŐƌŽƵƉ

Phase II OpportunityŶ ƚŚĞ ŶĞǆƚ ƉŚĂƐĞ ŽĨ KƉƉŽƌƚƵŶŝƚǇ ǇŽƵ ĚĞǀĞůŽƉ ĂŶ ĂďŝůŝƚǇ ƚŽ ƐĞĞ ŐƌŽǁƚŚŽƉƉŽƌƚƵŶŝƟĞƐ ƚŚĂƚ ĞǆŝƐƚ ƚŽĚĂǇ ĂŶĚĞǆƚĞŶĚ ŝŶƚŽ ƚŚĞ ĨƵƚƵƌĞ īŽƌƚƐ ĚƵƌŝŶŐƚŚŝƐƉŚĂƐĞŽŌĞŶĨĂůůƵŶĚĞƌƌĞƐĞĂƌĐŚĂŶĚĚĞǀĞůŽƉŵĞŶƚ

Phase III SolutionƵƌŝŶŐƚŚĞƚŚŝƌĚƉŚĂƐĞǇŽƵĚĞĮŶĞǇŽƵƌƐŽůƵƟŽŶƐƉĂƚŚƚŽŝŶŶŽǀĂƟŽŶdŚŝƐƉŚĂƐĞŝƐ ĂďŽƵƚ ƉƌŽƚŽƚǇƉŝŶŐ ǇŽƵƌ ŝŶŶŽǀĂƟŽŶ

ŝĚĞĂĂŶĚƵŶĚĞƌƐƚĂŶĚŝŶŐǁŚĂƚǇŽƵŵƵƐƚďƵŝůĚ ƚŽĚĂǇ ƚŽ ƌĞĂůŝǌĞ ǇŽƵƌ ĚĞƐŝƌĞĚĨƵƚƵƌĞ

Phase IV TeamKŶĐĞ ǇŽƵǀĞ ŽƵƚůŝŶĞĚ ǇŽƵƌ ƐŽůƵƟŽŶǇŽƵ ŶŽǁ ŶĞĞĚ ƚŽ ĮŶĚ ŵŽƌĞ ƉĂƌƚŶĞƌƐĂŶĚ ƚĞĂŵŵĞŵďĞƌƐEŽƚŽŶůǇǁŝůů ƚŚĞƐĞƉĞŽƉůĞŚĞĂƌƟůǇĞŵďƌĂĐĞǇŽƵƌǀŝƐŝŽŶƚŚĞǇǁŝůů ĐŽŽƌĚŝŶĂƚĞ ĂŶĚ ƐƵƉƉŽƌƚ ƚŚĞ ĐƌŝƟĐĂůĚĞƚĂŝůƐŽĨĞǆĞĐƵƟŽŶ

Phase V VisionƐ Ă ƚĞĂŵ ǇŽƵ ǁŝůů ŶĞĞĚ ƚŽ ĚĞǀĞůŽƉ ĂƐƚƌŽŶŐ ǀŝƐŝŽŶ ƚŚĂƚ ǁŝůů ŐƵŝĚĞ ĞǀĞƌǇŽŶĞ ƐĂĐƟŽŶƐĨŽƌǁĂƌĚƚŽƐƵĐĐĞƐƐŶĞĂƐǇǁĂǇƚŽƌĞŵĞŵďĞƌƚŚĞĮǀĞƉŚĂƐĞƐŝƐ ƚŽŬŶŽǁƚŚĂƚ ƚŽŐĞƚŚĞƌ ƚŚĞǇŐŝǀĞǇŽƵĂWK^dsƉŽƐŝƟǀĞͿƉĂƚŚƚŽƚŚĞĨƵƚƵƌĞ

ŝīĞƌĞŶƚŽƌŐĂŶŝǌĂƟŽŶƐǁŝůůƵƐĞĚŝīĞƌĞŶƚƚĞƌŵƐ ƚŽ ĚĞƐĐƌŝďĞ ƚŚĞƐĞ ĮǀĞ ƉŚĂƐĞƐƐƵĐŚ ĂƐ ^ƚƌĂƚĞŐŝĐ WůĂŶŶŝŶŐ ŝƐĐŽǀĞƌǇ ŶǀŝƐŝŽŶŝŶŐ ĞƐŝŐŶ dŚŝŶŬŝŶŐ EĞǁdĞĐŚŶŽůŽŐǇ ^ŽůƵƟŽŶƐ ĂŶĚ ŵŽƌĞ tŚŝĐŚƚĞƌŵƐĚŽĞƐǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶƉƌĞĨĞƌůƐŽ ƚŚĞƌĞ ŝƐ ŶŽ ƐĞƚ ƟŵĞ ƉĞƌŝŽĚ

ĨŽƌ ĞĂĐŚ ƉŚĂƐĞ ďĞĐĂƵƐĞ ƚŚĞ ĚƵƌĂƟŽŶĚĞƉĞŶĚƐŽŶǇŽƵƌ ŝŶĚƵƐƚƌǇŽƌŐĂŶŝǌĂƟŽŶ

ĂŶĚ ŽƉƉŽƌƚƵŶŝƚǇ ƚǇƉŝĐĂů ŝŶŶŽǀĂƟŽŶŚŽƌŝǌŽŶ ĞŶĐŽŵƉĂƐƐĞƐ ĞǀĞƌǇƚŚŝŶŐ ĨƌŽŵĐŽŶĐĞƉƚƚŽůĂƵŶĐŚĂŶĚĂƐǇŽƵŬŶŽǁĨƌŽŵĞǆƉĞƌŝĞŶĐĞ ƚŚĞƌĞ ĂƌĞ ĨĞǁ ƐŚŽƌƚĐƵƚƐ ƚŽŝŶŶŽǀĂƟŽŶdŚĞƐĞĮǀĞƉŚĂƐĞƐǁŝůůŐŝǀĞǇŽƵĂŚĂŶĚůĞ

ƚŚƌŽƵŐŚŽƵƚ ƚŚĞ ŝŶŶŽǀĂƟŽŶ ƉůĂŶŶŝŶŐŚŽƌŝǌŽŶ ĨŽƌ ůŽŶŐͲƚĞƌŵ ŵŝĚͲƚĞƌŵ ĂŶĚƐŚŽƌƚͲƚĞƌŵŶĞĞĚƐ

^ŽƵƌĐĞƵůŝĞŶsĂǇƐƐŝğƌĞϮϬϭϮ

The ambiguity curveůƚŚŽƵŐŚƚŚĞƚŚƌĞĞƉůĂŶŶŝŶŐƉŚĂƐĞƐƚĞŶĚƚŽŽǀĞƌůĂƉŝŶƌĞĂůůŝĨĞĞĂĐŚƉŚĂƐĞŝŶǀŽůǀĞƐĂĚŝƐƟŶĐƚƐĞƚŽĨĂĐƟǀŝƟĞƐǁŝƚŚŝŶƚŚĞďƌŽĂĚĞƌůŝĨĞĐǇĐůĞŽĨůŽŶŐͲƌĂŶŐĞŝŶŶŽǀĂƟŽŶKŌĞŶ ƚŚĞ ƐƚĂƌƚ ŽĨ ƚŚĞ ƉƌŽĐĞƐƐ ŚĂƐ

ƚŚĞ ŚŝŐŚĞƐƚ ĂŵďŝŐƵŝƚǇ ĨŽƌ ƵƐĞƌƐ dŚŝƐ ŝƐǁŚĞŶ ƚŚĞ ŵŽƐƚ ŶƵŵďĞƌ ŽĨ ƋƵĞƐƟŽŶƐĂŶĚ ƵŶŬŶŽǁŶƐ ĞǆŝƐƚ Ɛ ƚŚĞ ŝŶŶŽǀĂƟŽŶƉƌŽĐĞƐƐ ƉƌŽŐƌĞƐƐĞƐ ƉĂƌƟĐŝƉĂŶƚƐ ŐĂŝŶŵŽƌĞ ĂŶƐǁĞƌƐ ǁŚŝĐŚ ůĞĂĚƐ ƚŽ Ă ƐƚĞĂĚǇĂŶĚŽŌĞŶĐŽŵĨŽƌƟŶŐͿĚƌŽƉŝŶĂŵďŝŐƵŝƚǇ

Aŵď ŝ ŐƵ ŝ ƚ Ǉ Ƶ ƌ vĞ

ƉĞƌŝŽĚŽĨŚŝŐŚĂŵďŝŐƵŝƚǇ

ZampgtdKEWhere would you put yourself

on the Ambiguity Curve

Two guiding principles

Principle 1What you foresee is what you getWĞŽƉůĞǁŚŽďĞůŝĞǀĞƚŚĂƚƚŚĞǇĐĂŶĐŚĂŶŐĞƚŚĞ ǁŽƌůĚ ĂůƌĞĂĚǇ ƉŽƐƐĞƐƐ Ă ůŽŶŐͲƚĞƌŵǀŝƐŝŽŶ ŽĨ ĐŚĂŶŐĞ dŚĞ ŝŶĚŝǀŝĚƵĂůƐ ǁŚŽŵĂŬĞ Ă ĚŝīĞƌĞŶĐĞ ŝŶ ƚŚĞ ǁŽƌůĚ ĂƌĞƉƌŽĂĐƟǀĞ Ăƚ ŚĞĂƌƚ ůŝŶŬŝŶŐ ƚŚŝŶŬŝŶŐ ĂŶĚĚŽŝŶŐŶŽƚŚĞƌǁŽƌĚƐŝĨǇŽƵĐĂŶŝŵĂŐŝŶĞĂŶ ŝŵƉƌŽǀĞĚ ĨƵƚƵƌĞ ƐƚĂƚĞ ǇŽƵ ĐĂŶ ůŝŬĞůǇŵĂŬĞ ŝƚ ŚĂƉƉĞŶ gtŝŬĞ ĂŶ ĂƚŚůĞƚĞ ŝĨ ǇŽƵĐĂŶƉŝĐƚƵƌĞǇŽƵƌƐĞůĨǁŝŶŶŝŶŐƚŚĞƌĂĐĞǇŽƵǁŝůů ŝŶĐƌĞĂƐĞǇŽƵƌ ĐŚĂŶĐĞƐ ƚŽ ƌĞĂůŝǌĞ ƚŚĞŽƵƚĐŽŵĞǇŽƵǁĂŶƚ

Principle 2You canrsquot put off tomorrowWƌŽĐƌĂƐƟŶĂƟŽŶĚŽĞƐŶŽƚƐƚŽƉ ƚŚĞ ĨƵƚƵƌĞĨƌŽŵŚĂƉƉĞŶŝŶŐ^ŝŵŝůĂƌ ƚŽ ƚŚĞĐŽŵŵŽŶƉŚƌĂƐĞŽŶĂĐĂƌ ƐƐŝĚĞǀŝĞǁŵŝƌƌŽƌKďũĞĐƚƐŝŶƚŚĞŵŝƌƌŽƌĂƌĞĐůŽƐĞƌƚŚĂŶƚŚĞǇĂƉƉĞĂƌ dŚĞĨƵƚƵƌĞƚĂŬĞƐƟŵĞƚŽďƵŝůĚĂŶĚĞĂĐŚĚĂǇ ŝƐ ĂŶ ŽƉƉŽƌƚƵŶŝƚǇ ƚŽ ƌĞŇĞĐƚ ŽŶ ĂŶĚƉůĂŶĨŽƌƚŚĞŶĞǆƚĚĂǇǇůĞĂƌŶŝŶŐĚŝīĞƌĞŶƚŵĞƚŚŽĚƐ ŽĨ ĨŽƌĞƐŝŐŚƚ ĂŶĚ ŝŶŶŽǀĂƟŽŶƐƚƌĂƚĞŐǇ ǇŽƵĐĂŶĞŶũŽǇŵŽƌĞŽĨƚŚĞƟŵĞǇŽƵŚĂǀĞƚŽĚĂǇĂŶĚĂůƐŽĞŶƐƵƌĞĂďƌŝŐŚƚĞƌƚŽŵŽƌƌŽǁ

The methodology

PHASE I PERSPECTIVEWĞƌƐƉĞĐƟǀĞ ŐŝǀĞƐ ǇŽƵ Ă ďƌŽĂĚ ĨƌĂŵĞ ŽĨ ƌĞĨĞƌĞŶĐĞŚŽůĚŝŶŐ ƵƉ Ă ŵŝƌƌŽƌ ƚŽ ƚŚĞ ƉĂƐƚ ƐŽ ǇŽƵ ŵĂǇ ďĞƩĞƌĂŶƟĐŝƉĂƚĞƚŚĞĨƵƚƵƌĞ

ŽŶƚĞǆƚDĂƉƐŝĚĞŶƟĨǇƚŚĞŵĂŝŶĚŝŵĞŶƐŝŽŶƐŽĨǇŽƵƌĐƵƌƌĞŶƚƉƌŽďůĞŵŽƌŽƉƉŽƌƚƵŶŝƚǇƐƉĂĐĞїƉĂŐĞϲϭ

WƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐƉƵƚĞǀĞŶƚƟŵĞůŝŶĞƐŝŶĚƵƐƚƌǇůŝĨĞͲĐǇĐůĞƐĂŶĚŽƚŚĞƌĚĞǀĞůŽƉŵĞŶƚƐŝŶĐŽŶƚĞǆƚїƉĂŐĞϳϬ

ĂŶƵƐŽŶĞƐůĞƚǇŽƵƚŽǀŝĞǁŵƵůƟƉůĞŽǀĞƌͲůĂƉƉŝŶŐĂŶĚŝŶƚĞƌƐĞĐƟŶŐĞǀĞŶƚƐŝŶĂƐŝŶŐůĞĨƌĂŵĞǁŽƌŬїƉĂŐĞϴϭ

ĞŶĞƌĂƟŽŶĂůƌĐƐǀŝĞǁƐƚŚĞĚĞŵŽŐƌĂƉŚŝĐĐŚĂŶŐĞƐĂŶĚŐĞŶĞƌĂƟŽŶĂůǀŝĞǁƐŽĨĂƚĂƌŐĞƚƉŽƉƵůĂƟŽŶїƉĂŐĞϵϰ

ampƵƚƵƌĞhƐĞƌƉƌŽĮůĞƐǇŽƵƌĨƵƚƵƌĞĐƵƐƚŽŵĞƌďĂƐĞĚŽŶǁŚĂƚǁŝůůĂŶĚǁŝůůŶŽƚͿĐŚĂŶŐĞĨƌŽŵƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌїƉĂŐĞϭϬϯ

ampƵƚƵƌĞƚĞůůŝŶŐƵƐĞƐůŝǀĞƚŚĞĂƚĞƌƚŽŝůůƵƐƚƌĂƚĞĂƉĂƌƟĐƵůĂƌƵƐĞƌŶĞĞĚĂƐĂƌĞĂůŝƐƟĐƐĐĞŶĞĨƌŽŵƚŚĞĨƵƚƵƌĞїƉĂŐĞϭϭϰ

PHASE II OPPORTUNITYdŚĞ ƐĞĐŽŶĚ ƉŚĂƐĞ ĚĞǀĞůŽƉƐ ĂŶ ĂďŝůŝƚǇ ƚŽ ƐĞĞ ŐƌŽǁƚŚŽƉƉŽƌƚƵŶŝƟĞƐ ƚŚĂƚ ĞǆŝƐƚ ƚŽĚĂǇ ĂŶĚ ĞǆƚĞŶĚ ŝŶƚŽ ƚŚĞĨƵƚƵƌĞďǇƵŶĚĞƌƐƚĂŶĚŝŶŐĨƵƚƵƌĞĐƵƐƚŽŵĞƌĐŚĂŶŐĞƐ

PHASE III SOLUTIONdŚĞ ƚŚŝƌĚ ƉŚĂƐĞ ƐĞĞŬƐ ƚŽ ĚĞĮŶĞ ƚŚĞ ƋƵĞƐƟŽŶƐ ƚŚĂƚĞǆŝƐƚ ĂůŽŶŐ ĚŝīĞƌĞŶƚ ƉĂƚŚƐ ƚŽ ŝŶŶŽǀĂƟŽŶ ǁŚŝĐŚ ĂƌĞƐƉĞĐŝĮĐƚŽǇŽƵƌŝŶĚƵƐƚƌǇ ĐƵƐƚŽŵĞƌƐŽƌŐĂŶŝǌĂƟŽŶĂŶĚƚĞĂŵƐŬŝůůƐ

tŚŝƚĞ^ƉŽƚƐĮŶĚƐŚŝĚĚĞŶŵĂƌŬĞƚƐĂŶĚƉƌŽǀŝĚĞƐĂďƌŽĂĚůŽŽŬĂƚƚŚĞĐŽŵƉĞƟƚŽƌůĂŶĚƐĐĂƉĞїƉĂŐĞϭϮϳ

WĂƉĞƌDŽĐŬƵƉƐĐƌĞĂƚĞƚĂŶŐŝďůĞŵŽĚĞůƐŽĨǇŽƵƌŝĚĞĂƐƚŚĂƚǇŽƵĐĂŶƚĞƐƚĂƚůŽǁĐŽƐƚĨŽƌŚŝŐŚůĞĂƌŶŝŶŐǀĂůƵĞ їƉĂŐĞϭϯϲ

ŚĂŶŐĞWĂƚŚƐƉůŽƚƚŚĞŵĂũŽƌŵŝůĞƐƚŽŶĞƐƚŚĂƚǇŽƵǁŝůůŶĞĞĚƚŽĂĐŚŝĞǀĞŽŶǇŽƵƌƉĂƚŚƚŽĂĐƚŝŽŶїƉĂŐĞϭϰϵ

ƵĚĚǇŚĞĐŬƐŚĞůƉƐǇŽƵĮŶĚŐŽŽĚƉŽƚĞŶƟĂůŵĂƚĐŚĞƐĨŽƌŵŽƌĞƉĂƌƚŶĞƌƐĂŶĚƚĞĂŵŵĂƚĞƐїƉĂŐĞϭϲϴ

sK^ƚĂƌƐŝĚĞŶƟĮĞƐǇŽƵƌƚĞĂŵ ƐĂƉƟƚƵĚĞĨŽƌƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉїƉĂŐĞϭϳϴ

ƌŽǁĚůŽǀĞƌƐŚĞůƉƐǇŽƵŵĂƉǇŽƵƌƚĞĂŵ ƐŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬƚŽďƌŝŶŐǇŽƵƌŝĚĞĂƚŽůŝĨĞїƉĂŐĞϭϴϴ

ƐƉĞĐŝĮĐŝƚĞƌĂƟŽŶŝƐƚŚĞĂƌŬŽƌƐĞPrototypeїƉĂŐĞϭϰϱ

PHASE IV TEAMdŚĞ ĨŽƵƌƚŚ ƉŚĂƐĞ ĨŽĐƵƐĞƐ ŽŶ ĮŶĚŝŶŐ ƚŚĞ ƚĂůĞŶƚ ĂŶĚůĞĂĚĞƌƐŚŝƉǇŽƵƌƚĞĂŵŶĞĞĚƐƚŽƚĂŬĞĂŶŝĚĞĂĨŽƌǁĂƌĚĂƐĂŶĞǁŝŶŶŽǀĂƟŽŶ

PHASE V VISIONdŚĞ ĮŌŚ ƉŚĂƐĞ ƐŚĂƌƉĞŶƐ ǇŽƵƌ ƚĞĂŵ Ɛ ǀŝƐŝŽŶ ƐŽ ƚŚĂƚ ŝƚŵĂǇƚĂŬĞŽŶĂůŝĨĞŽĨŝƚƐŽǁŶĂŶĚŐƵŝĚĞĞǀĞƌǇŽŶĞ ƐĂĐƟŽŶƐĨŽƌǁĂƌĚ

dŚĞsŝƐŝŽŶ^ƚĂƚĞŵĞŶƚŚĞůƉƐǇŽƵƚĞůůǇŽƵƌŝĚĞĂĂƐĂĐůĞĂƌĂŶĚĐŽŶĐŝƐĞƐƵŵŵĂƌǇїƉĂŐĞϮϬϯ

dŚĞDARPA ĂƌĚdĞƐƚŵĞĂƐƵƌĞƐƚŚĞǀŝƐŝŽŶĂƌǇƉŽƚĞŶƟĂůŽĨǇŽƵƌƚĞĂŵ ƐƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶїƉĂŐĞϮϭϯ

WĂƚŚĮŶĚĞƌƐĚĞƚĞƌŵŝŶĞƐĂŶŝĚĞĂ ƐďĞƐƚƉĂƚŚƚŚƌŽƵŐŚǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶŽƌŶĞƚǁŽƌŬїƉĂŐĞϮϯϬ

Underlying theories

dŚŝƐƉůĂǇďŽŽŬĚĞůŝďĞƌĂƚĞůǇĨŽĐƵƐĞƐŽŶƚŚĞĂƉƉůŝĐĂƟŽŶ ŽĨ ƚŚĞ ŵĞƚŚŽĚƐ ĨŽƌ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶ ůů ŚŝƐƚŽƌŝĐĂů ĂŶĚ ƚŚĞŽƌĞƟĐĂůĚĞƚĂŝůƐ ŚĂǀĞ ďĞĞŶ ŝŶƚĞŶƟŽŶĂůůǇ ŽŵŝƩĞĚƐŽƚŚĞƉůĂǇďŽŽŬĨĞĞůƐŵŽƌĞůŝŬĞĂŚĂŶĚƐͲŽŶǁŽƌŬďŽŽŬĂŶĚůĞƐƐůŝŬĞĂƚĞǆƚďŽŽŬampŽƌ ƚŚŽƐĞ ǁŚŽ ůŝŬĞ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ

ƚŚĞŽƌĞƟĐĂůƵŶĚĞƌƉŝŶŶŝŶŐƐĂůůƚŚĞŵĞƚŚŽĚƐŚĂǀĞ ďĞĞŶ ŝŶƐƉŝƌĞĚ Žƌ ƌĞͲĐŽŵďŝŶĞĚ ĨƌŽŵƚŚĞ ďĞƐƚ ŝŶ ďƵƐŝŶĞƐƐ ƐƚƌĂƚĞŐǇ ŝŶĚƵƐƚƌŝĂůZΘĨƵƚƵƌĞƐƚƵĚŝĞƐĐƵƐƚŽŵĞƌĞǆƉĞƌŝĞŶĐĞĚĞƐŝŐŶĂŶĚŽƚŚĞƌƌĞůĂƚĞĚĮĞůĚƐƚƉƌŽǀŝĚĞƐĂ ƌŽďƵƐƚ ŚĂŶĚďŽŽŬ ĨŽƌ ƚŚĞ ƚĂĐƟĐƐƚĞĐŚŶŝƋƵĞƐĂŶĚƉƌŽĐĞĚƵƌĞƐǇŽƵǁŝůůŶĞĞĚƚŽĚĞǀĞůŽƉǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂĂŶĚƚĞĂŵdŚĞ ĂĚũĂĐĞŶƚ ƚĂďůĞ ďƌŝĞŇǇ ĞǆƉůĂŝŶƐ

ŚŽǁƚŚĞŵĞƚŚŽĚƐŚĞƌĞƌĞůĂƚĞƚŽĞǆŝƐƟŶŐƚĞĐŚŶŝƋƵĞƐĂŶĚƚŽŽůƐ

DĞƚŚŽĚ ZĞůĂƚĞĚƚŽŽůƐΘƚĞĐŚŶŝƋƵĞƐ KƵƌƵŶŝƋƵĞďĞŶĞĮƚ

ŽŶƚĞǆƚDĂƉƐ

хƌĂŝŶƐƚŽƌŵŝŶŐхDŝŶĚŵĂƉƉŝŶŐ

ZĞƚĂŝŶƐĐŽŵƉůĞǆŝƚǇŽĨƚŽƉŝĐǁŚŝůĞďĞŐŝŶŶŝŶŐƚŽĐŽŶǀĞƌŐĞŽŶƉƌŝŽƌŝƚǇĂƌĞĂƐ

WƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐ

х^ͲĐƵƌǀĞƐƚĞĐŚŶŽůŽŐǇĂĚŽƉƟŽŶͿхŝƐƚŽƌŝĐĂůƟŵĞůŝŶĞƐ

ŽŶŶĞĐƚƐŵƵůƟƉůĞƌĞůĂƚĞĚĞǀĞŶƚƐĂŶĚŚŝŐŚůŝŐŚƚƐƉƌĞĐĞĚĞŶƚƐ

ĂŶƵƐŽŶĞƐ

хŽŶĞƐŽĨƵŶĐĞƌƚĂŝŶƚǇхDŝůŝĞƵƐƚƵĚŝĞƐ

hŶĐŽǀĞƌƐŝŶĚŝƌĞĐƚŝŶŇƵĞŶĐĞƐĂŶĚĞǀĞŶƚƐǁŝƚŚŝŶĂŶĞƌĂ

ĞŶĞƌĂƟŽŶĂůƌĐƐ

хWŽƉƵůĂƟŽŶĂŶĂůǇƟĐƐĚĞŵŽŐƌĂƉŚŝĐƐͿхĞŶĞƌĂƟŽŶĂůƌĞƐĞĂƌĐŚ

ĚĞŶƟĮĞƐƌĞůĞǀĂŶƚƉŽƉƵůĂƟŽŶŐƌŽƵƉĂŶĚƐŚĂƌĞĚǀĂůƵĞƐ

ampƵƚƵƌĞhƐĞƌ

хhƐĞƌƉĞƌƐŽŶĂƐхsŽŝĐĞŽĨƚŚĞĐƵƐƚŽŵĞƌĞǆĞƌĐŝƐĞƐхEĞĞĚͲĮŶĚŝŶŐ

ĞƐĐƌŝďĞƐĨƵƚƵƌĞƵƐĞƌŶĞĞĚƐǁŝƚŚŽƵƚĞǆƚƌĂƉŽůĂƟŶŐďŝĂƐĞƐĨƌŽŵƚŽĚĂǇ ƐƵƐĞƌƐ

ampƵƚƵƌĞͲƚĞůůŝŶŐ

х^ƚŽƌǇƚĞůůŝŶŐхǆƉĞƌŝĞŶƟĂůĚĞƐŝŐŶхhƐĞĐĂƐĞƐхZŽůĞͲƉůĂǇŝŶŐ

ŽŶǀĞǇƐŶŽŶǀĞƌďĂůĂŶĚĐŽŶƚĞǆƚƵĂůĚĞƚĂŝůƐĂďŽƵƚĂĨƵƚƵƌĞƵƐĞĐĂƐĞ

tŚŝƚĞ^ƉŽƚƐ

хƌŽǁƚŚͲƐŚĂƌĞŵĂƚƌŝǆŵĂƚƌŝǆͿхůƵĞŽĐĞĂŶƐƚƌĂƚĞŐǇ

ĞƚĞƌŵŝŶĞƐĨƵƚƵƌĞĨŽĐƵƐŽĨŽƉƉŽƌƚƵŶŝƚǇƚŚƌŽƵŐŚŝƚĞƌĂƟǀĞĮůƚĞƌƐ

WĂƉĞƌDŽĐŬƵƉƐ

хWƌŽĚƵĐƚƉƌŽƚŽƚǇƉŝŶŐůŽǁĮĚĞůŝƚǇͿх^ĐĂůĞŵŽĚĞůƐŵĂƋƵĞƩĞƐͿ

WƌŽĚƵĐĞƐƐǇƐƚĞŵŵŽĚĞůƐƚŚĂƚĚŝƐƉůĂǇƚŚĞŝŶƚĞƌĂĐƟŽŶƐĂŶĚƌĞůĂƚĞĚĐŽŵƉŽŶĞŶƚƐ

ĂƌŬŽƌƐĞ

хKƵƚͲŽĨͲďŽǆƚŚŝŶŬŝŶŐ ZĞƐĞƚƐŝĚĞĂďĂĐŬƚŽĞƐƐĞŶƟĂůĐŽƌĞŝŶŶŽǀĂƟŽŶ

ŚĂŶŐĞWĂƚŚƐ

хĂĐŬĐĂƐƟŶŐх^ƚƌĂƚĞŐŝĐŝŶŇĞĐƟŽŶƉŽŝŶƚƐ

WƌŝŽƌŝƟǌĞƐƚŽƉĚĞĐŝƐŝŽŶƐďĂƐĞĚŽŶĚŝƌĞĐƚƉĂƚŚƚŽĚĞƐŝƌĞĚĨƵƚƵƌĞ

ƵĚĚǇŚĞĐŬƐ

х^ƚĂƌƚƵƉƐƉĞĞĚĚĂƟŶŐхZŽůĞͲƉůĂǇŝŶŐ

gtĞƐƚǇŽƵƋƵŝĐŬůǇĮůƚĞƌƉƌŽŵŝƐŝŶŐŝŶŶŽǀĂƟŽŶƉĂƌƚŶĞƌƐĂŶĚƚĞĂŵŵĂƚĞƐ

sK^ƚĂƌƐ

хdͲƐŚĂƉĞĚƉĞŽƉůĞхĂƌĞĞƌƉůĂŶŶŝŶŐƚĞƐƚƐхƌĞĂƟǀĞůĞĂĚĞƌƐŚŝƉƉƌŽĮůĞƐ

ĞƐĐƌŝďĞƐƚŚĞŵŝǆŽĨƚƌĂŝƚƐŶĞĞĚĞĚĨŽƌƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉ

ƌŽǁĚůŽǀĞƌƐ

х^ŽĐŝĂůŶĞƚǁŽƌŬŵĂƉƉŝŶŐхtĞĂŬƟĞƐхŽůůĂďŽƌĂƟǀĞŶŶŽǀĂƟŽŶEĞƚǁŽƌŬŽEͿ

ĚĞŶƟĮĞƐƚŚĞƚǇƉĞƐŽĨƌĞůĂƟŽŶͲƐŚŝƉƐƌĞƋƵŝƌĞĚĨŽƌĨŽƐƚĞƌŝŶŐĂĐƵůƚƵƌĞŽĨŝŶŶŽǀĂƟŽŶ

sŝƐŝŽŶ^ƚĂƚĞŵĞŶƚ

х^ƚĂƌƚͲƵƉĞůĞǀĂƚŽƌƉŝƚĐŚĞƐхDŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚƐ

WƌŽǀŝĚĞƐĂƐŝŵƉůĞĨŽƌŵƵůĂƚŽƚĞůůĂĨƵƚƵƌĞǀŝƐŝŽŶ

DARPA ĂƌĚdĞƐƚ

хdĞĐŚŶŽůŽŐǇƌĞĂĚŝŶĞƐƐƐĐĂůĞƐ

ǀĂůƵĂƚĞƐĨƵƚƵƌĞǀŝƐŝŽŶŝŶƚĞƌŵƐŽĨŝƚƐďƌĞĂŬƚŚƌŽƵŐŚƉŽƚĞŶƟĂů

WĂƚŚĮŶĚĞƌƐ

хtĂǇĮŶĚŝŶŐхŝīƵƐŝŽŶŽĨŝŶŶŽǀĂƟŽŶхltŶŽǁůĞĚŐĞĂĐƟǀŝƐƚƐ

ŚĂƌƚƐƚŚĞŵŽƐƚĞĸĐŝĞŶƚƐƵĐĐĞƐƐƉĂƚŚĨŽƌĂŶŝŶŶŽǀĂƟŽŶŝĚĞĂƚŚƌŽƵŐŚĂŶŽƌŐĂŶŝǌĂƟŽŶ

ůůƚŚĞŵĞƚŚŽĚƐĂƌĞĚĞƐŝŐŶĞĚƚŽŝŶƚĞŐƌĂƚĞƚŽŐĞƚŚĞƌĂƐĂĐŽŵƉůĞƚĞĐŽŵƉƌĞŚĞŶƐŝǀĞĂŶĚĐŽŚĞƌĞŶƚƐǇƐƚĞŵdŚŝŶŬŽĨĐƌĞĂƟŶŐĂďƵŝůĚŝŶŐďǇďƌŝŶŐŝŶŐ ƚŚĞďůŽĐŬƐ ƚŽŐĞƚŚĞƌǁŝƚŚƚŚĞƌŝŐŚƚĮƚ^ǇƐƚĞŵƐƚŚŝŶŬĞƌƐͶƚŚŽƐĞǁŚŽĂƉƉƌŽĂĐŚ

ƉƌŽďůĞŵƐĂƐŝŶƚĞƌͲƌĞůĂƚĞĚƉĂƌƚƐŽĨĂŶŽǀĞƌĂůůƐǇƐƚĞŵͶƉĂƌƟĐƵůĂƌůǇ ĞŶũŽǇ ƵŶĚĞƌƐƚĂŶĚŝŶŐŚŽǁ ƚŚĞ ǀĂƌŝŽƵƐ ŵĞƚŚŽĚƐ ǁŽƌŬ ƚŽŐĞƚŚĞƌĂŶĚŝŶŇƵĞŶĐĞŽŶĞĂŶŽƚŚĞƌĂƐĂǁŚŽůĞdŚĞŵĞƚŚŽĚƐĐĂŶďĞůĂǇĞƌĞĚŽŶƚŽƉŽĨ

ŽŶĞ ĂŶŽƚŚĞƌ ŝŶ ƚĞƌŵƐ ŽĨ ƟŵŝŶŐ ŝŶƚĞŶƚĂŶĚƚŚĞŵĞǇůĂǇĞƌŝŶŐǇŽƵĐĂŶƐĞĞŚŽǁƚŚĞĚŝīĞƌĞŶƚĞůĞŵĞŶƚƐĐŽŵƉůĞŵĞŶƚĂŶĚĞǆƚĞŶĚĨƌŽŵŽŶĞĂŶŽƚŚĞƌ dŚŝƐĂƉƉƌŽĂĐŚĂůƐŽĂůůŽǁƐǇŽƵƚŽƐĞĞƚŚĞĐŽŵƉůĞǆŝƚǇŽĨǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂdŚĞ ĂŶƵƐ ŽŶĞƐ ŵĞƚŚŽĚ ƉƌŽǀŝĚĞƐ

ƚŚĞ ƵŶĚĞƌůǇŝŶŐ ďĂƐĞůŝŶĞ ŽĨ ƟŵĞ ĨŽƌ ĂůůƚŚĞ ŽƚŚĞƌ ƚŽŽůƐ ĂŶĚ ƚŚĞ ĐĞŶƚĞƌ ŽĨ ŝƚǀŝƐƵĂůůǇŵĂƌŬƐƚŽĚĂǇDĞƚŚŽĚƐŝŶWŚĂƐĞĨŽĐƵƐŽŶƌĞǀŝĞǁŝŶŐƉĂƐƚĚĞǀĞůŽƉŵĞŶƚƐ

ƐŽ ƵƐĞƌƐ ǁŽƌŬ ŽŶ ƚŚĞ ůĞŌ ƐŝĚĞ ŽĨ ƚŚĞĂŶƵƐ ŽŶĞƐ dŚĞŶ ŵĞƚŚŽĚƐ ŝŶ WŚĂƐĞ ĐŽŶŶĞĐƚ ƚŽĚĂǇƐ ŬŶŽǁůĞĚŐĞ ƚŽ ĨƵƚƵƌĞĞǆƉĞĐƚĂƟŽŶƐ ƐŽ ƵƐĞƌƐ ďĞŐŝŶ ƚŽ ĐƌŽƐƐŝŶƚŽ ƚŚĞ ƌŝŐŚƚ ƐŝĚĞ ŽĨ ƚŚĞ ĂŶƵƐ ŽŶĞƐǇ WŚĂƐĞ ƵƐĞƌƐǁŽƌŬ ĞŶƟƌĞůǇ ŝŶ ƚŚĞĨƵƚƵƌĞ ǁŚŝĐŚ ŝƐ ĐĂƉƚƵƌĞĚ ŽŶ ƚŚĞ ƌŝŐŚƚƐŝĚĞŽĨƚŚĞĂŶƵƐŽŶĞƐdŚĂƚ ƐĂŝĚ ǁŝƚŚŽƵƚ ƐĞĞŝŶŐ ƚŚĞ ǀĂƌŝŽƵƐ

ŵĞƚŚŽĚƐ ŝŶ ĂĐƟŽŶ ƚŚŝƐ ŝŶƚĞŐƌĂƟŽŶŵĂǇƐŽƵŶĚ ďĞǁŝůĚĞƌŝŶŐ tĞ ǁŝůů ƐŚŽǁ ǇŽƵŚŽǁƚŚĞŵĞƚŚŽĚƐĮƚƚŽŐĞƚŚĞƌ ĂƐǁĞůůĂƐƚŚĞŝƌ ƉůĂĐĞŵĞŶƚ ŝŶ ƚŚĞ ŽǀĞƌĂůů ƐǇƐƚĞŵƚŚƌŽƵŐŚƚŚĞŶĞǆƚƐĞƚŽĨĐŚĂƉƚĞƌƐzŽƵŵĂǇǁŝƐŚƚŽƌĞǀŝƐŝƚƚŚŝƐƐĞĐƟŽŶƚŽ

ƐĞĞŚŽǁǇŽƵĐĂŶůŝŶŬƐŽŵĞŽƌĂůůŽĨƚŚĞĨŽƌĞƐŝŐŚƚ ŵĞƚŚŽĚƐ ƚŽŐĞƚŚĞƌ ĚǀĂŶĐĞĚƵƐĞƌƐŽŌĞŶƚĂŬĞƚŚĞŶĞǆƚƐƚĞƉĚŝƐƉůĂǇŝŶŐƚŚĞƉƌŽŐƌĞƐƐŽĨƚŚĞŝƌ ŝĚĞĂƐŽŶ ůĂƌŐĞŇŝƉĐŚĂƌƚƐ ĂŶĚ ǁĂůů ƉŽƐƚĞƌƐ ĨŽƌ ŝŶƉƵƚ ĂŶĚƌĞŇĞĐƟŽŶĨƌŽŵƚŚĞĐŽŵŵƵŶŝƚǇŶŵĂŶǇĐĂƐĞƐƚŚŝŶŬŝŶŐďŝŐƌĞƋƵŝƌĞƐĚƌĂǁŝŶŐďŝŐ

An integrated system

22copy ϮϬϭϮtŝůůŝĂŵŽĐŬĂǇŶĞΘdĂŵĂƌĂĂƌůĞƚŽŶ

Ŷ ĂĚĚŝƟŽŶ ŵĂŶǇ ŽĨ ƚŚĞ ŵĞƚŚŽĚƐǁŽƌŬ ǁĞůů ĂƐ ƐƵďͲƐĞƚƐ ^ŽŵĞ ƉŽƐƐŝďůĞĐŽŵďŝŶĂƟŽŶƐŝŶĐůƵĚĞ

dŚĞ WƌŽŐƌĞƐƐŝŽŶ ƵƌǀĞƐ ŵĞƚŚŽĚ ǁŚŝĐŚĂĚĚƌĞƐƐĞƐƚŚĞĞǀŽůƵƟŽŶŽĨǀĂƌŝŽƵƐĞǀĞŶƚƐŵĂǇ ďĞ ĞīĞĐƟǀĞůǇ ĐŽŵďŝŶĞĚ ǁŝƚŚ ƚŚĞĂŶƵƐ ŽŶĞƐ ŵĞƚŚŽĚ ǁŚŝĐŚ ƉƌŽǀŝĚĞƐ ĂďƌŽĂĚĞƌŵĂƉƉŝŶŐŽĨĐŽŝŶĐŝĚŝŶŐŚŝƐƚŽƌŝĐĂůĞǀĞŶƚƐ

dŚĞ ĞŶĞƌĂƟŽŶĂů ƌĐƐ ŵĞƚŚŽĚ ƚĂŬĞƐĂ ŵĞƚĂ ǀŝĞǁ ŽĨ ŐĞŶĞƌĂƟŽŶĂů ĐŚĂŶŐĞƐǁŚŝůĞ ƚŚĞ ampƵƚƵƌĞ hƐĞƌ ŵĞƚŚŽĚ ƚĂŬĞƐ ĂŵŝĐƌŽ ǀŝĞǁ ŽĨ ŝŶĚŝǀŝĚƵĂů ĚŝīĞƌĞŶĐĞƐǇ ĐŽŵďŝŶŝŶŐ ƚŚĞ ƚǁŽ ŵĞƚŚŽĚƐ ƚŚĞŝŶĚŝǀŝĚƵĂůĐĂŶƚŚĞŶďĞƉůĂĐĞĚǁŝƚŚŝŶŚŝƐŽƌŚĞƌŐĞŶĞƌĂƟŽŶĂůĐŽŶƚĞǆƚ

dŚĞ ampƵƚƵƌĞ hƐĞƌ ŵĞƚŚŽĚ ŵĂǇ ďĞĐŽŵďŝŶĞĚǁŝƚŚƚŚĞampƵƚƵƌĞƚĞůůŝŶŐŵĞƚŚŽĚƚŽŵĂŬĞƚŚĞŝŶƐŝŐŚƚƐŵŽƌĞŝŶƚĞƌĂĐƟǀĞĂŶĚƚĂŶŐŝďůĞ

dŚĞĚŝŵĞŶƐŝŽŶƐŝĚĞŶƟĮĞĚŝŶƚŚĞŽŶƚĞǆƚDĂƉƐ ĞǆĞƌĐŝƐĞ ƉƌŽǀŝĚĞ Ă ĨĂƐƚ ǁĂǇ ƚŽĚĞƚĞƌŵŝŶĞ ƚŚĞ ĂǆĞƐ ŝŶ ƚŚĞtŚŝƚĞ ^ƉŽƚƐŵĞƚŚŽĚ

zŽƵƌampƵƚƵƌĞhƐĞƌƐŚŽƵůĚĞǆŝƐƚŝŶƚŚĞǀŝƐŝŽŶǇŽƵĚĞĮŶĞŝŶƚŚĞtŚŝƚĞ ƉŽƚƐŵĞƚŚŽĚĂŶĚǇŽƵ ƐŚŽƵůĚ ƐĞĞ ƚŚĞ ƉĞƌƐŽŶ Ɛ ĂŶƟĐŝƉĂƚĞĚŶĞĞĚƐƌĞŇĞĐƚĞĚŝŶǇŽƵƌĂŶĂůǇƐŝƐ

dŚĞ ƐŽůƵƟŽŶ ĞŵďŽĚŝĞĚ ŝŶ ƚŚĞ WĂƉĞƌDŽĐŬƵƉƐ ŵĞƚŚŽĚ ƐŚŽƵůĚ ĞǆŝƐƚ ĞŝƚŚĞƌĂůŽŶŐ ƚŚĞǁĂǇ Žƌ Ăƚ ƚŚĞ ĞŶĚ ƉŽŝŶƚ ŽĨ ĂŚĂŶŐĞWĂƚŚ

dŚĞ ŽƉƉŽƌƚƵŶŝƚǇ ŝŶ ƚŚĞ tŚŝƚĞ ^ƉŽƚƐŵĞƚŚŽĚ ĐĂŶ ďĞ ůŝŶŬĞĚ ǁŝƚŚ ƚŚĞ ŚĂŶŐĞWĂƚŚƐŵĞƚŚŽĚƐŚŽǁŝŶŐƚŚĞƐƉĞĐŝĮĐƐƚĞƉƐůĞĂĚŝŶŐƵƉƚŽĂĚĞƐŝƌĞĚĨƵƚƵƌĞ

gtĞĂŶŝŶŐ ďĂĐŬ ŝŶ ŚĞƌ ŽĸĐĞ ĐŚĂŝƌ ŶŶĂWĞŶƌŽƐĞ Ă ƉƐĞƵĚŽŶǇŵͿ ƌĞŇĞĐƚĞĚ ŽŶŚĞƌ ůĂƚĞƐƚ ĐŚĂůůĞŶŐĞǁŝƚŚŵŝǆĞĚ ĨĞĞůŝŶŐƐ^ĞǀĞƌĂů ǁĞĞŬƐ ĂŐŽ ƐŚĞ ŚĂĚ ĂŐƌĞĞĚ ƚŽůĞĂĚĂŶĞǁ ƚĂƐŬ ĨŽƌĐĞĂƚŚĞƌ ĐŽŵƉĂŶǇ ĂůĞĂĚĞƌ ŝŶ ƚŚĞ ƉƵůƉ ĂŶĚ ƉĂƉĞƌ ŝŶĚƵƐƚƌǇ ZĞƐƉŽŶĚŝŶŐ ƚŽ ƚŚĞ ŐƌŽǁŝŶŐ ŝŶƚĞƌĞƐƚ ŝŶĐůĞĂŶĞƌ ĂŶĚ ŵŽƌĞ ƐƵƐƚĂŝŶĂďůĞ ƉĂƉĞƌƉƌŽĚƵĐƟŽŶƉƌĂĐƟĐĞƐĨƌŽŵĐƵƐƚŽŵĞƌƐĂŶĚƐƵƉƉůŝĞƌƐ ŚĞƌ ĐŽŵƉĂŶǇ Ɛ ƚĂƐŬ ĨŽƌĐĞ ŚĂĚƚŚĞ ĂŵďŝƟŽƵƐ ƚĂƐŬ ƚŽ ƌĞǁŽƌŬ ƚŚĞ ůŽŶŐͲƚĞƌŵƐƚƌĂƚĞŐǇŽĨŝƚƐĐŽƌĞďƵƐŝŶĞƐƐŽĨƉĂƉĞƌ Žǁ ĐŽƵůĚ ƚŚĞǇ ƌĞƚŚŝŶŬ ƉĂƉĞƌ WĂƉĞƌ

ǁĂƐĂĐůĂƐƐŝĐĞǆĂŵƉůĞŽĨĂŵĂƐƐƉƌŽĚƵĐĞĚƌĞƐŽƵƌĐĞͲŝŶƚĞŶƐŝǀĞĂŶĚƵůƚƌĂͲĐŽŶǀĞŶƟŽŶĂůĐŽŵŵŽĚŝƚǇ ƚŚĂƚ ƚŚǁĂƌƚĞĚ ƉŽƐŝƟǀĞĞŶǀŝƌŽŶŵĞŶƚĂůďƌĂŶĚŝŶŐDŽƐƚǁŽƌŬĞƌƐĂŶĚĐŽŶƐƵŵĞƌƐǁĞƌĞĚƌŝǀĞŶƚŽŵŝŶŝŵŝǌĞƉĂƉĞƌĐŽŶƐƵŵƉƟŽŶ ŵĂǆŝŵŝǌĞ ƌĞĐǇĐůĞĚ ĐŽŶƚĞŶƚĂŶĚĂůƐŽŚĂĚďŝŐŐĞƌŶĞĞĚƐŽŶƚŚĞŝƌŵŝŶĚĂƚǁŽƌŬĂŶĚŚŽŵĞĞŶĐĞ WĞŶƌŽƐĞ ŬŶĞǁ ƚŚĞǇ ŶĞĞĚĞĚ

ƚŽ ƌĞĂĐŚ ŽƵƚ ƚŽ ƚŚĞ ƵƐĞƌƐ ĂŶĚ ĐŚĂŶŐĞƚŚĞŝƌ ƉĞƌĐĞƉƟŽŶƐ ĂďŽƵƚ ƉĂƉĞƌ ďŽůĚĐŚĂůůĞŶŐĞ

How should my team begindŽ ƐƵĐĐĞĞĚ ŝŶ ƌĞĂĐŚŝŶŐ ŽƵƚ ƚŽ ƚŚĞ ƵƐĞƌ WĞŶƌŽƐĞ ĚĞĐŝĚĞĚ ƚŚĞ ƚĞĂŵ Ɛ ĨŽĐƵƐ ǁĂƐŽŶ ŝŵƉƌŽǀŝŶŐ ƚŚĞ ĨƵƚƵƌĞ ĞŶǀŝƌŽŶŵĞŶƚĂůĐŽŵŵƵŶŝĐĂƟŽŶĂďŽƵƚƉĂƉĞƌ WĞŶƌŽƐĞĂŶĚƚǁŽŽĨŚĞƌĐŽůůĞĂŐƵĞƐŶĂƌƌŽǁĞĚĚŽǁŶƚŚĞƚĂƐŬƚŽƚŚĞƚŚƌĞĞŵŽƐƚŝŵƉŽƌƚĂŶƚŐƵŝĚŝŶŐƋƵĞƐƟŽŶƐͻ ƌĞƚŚĞƌĞŶĞǁǁĂǇƐŽĨ

ĐŽŵŵƵŶŝĐĂƟŶŐƚŚĞĞŶǀŝƌŽŶŵĞŶƚĂůĨƌŝĞŶĚůŝŶĞƐƐŽĨƉĂƉĞƌ

ͻ ĨƐŽǁŚĂƚƚǇƉĞŽĨŵĞƐƐĂŐĞƐǁŽƵůĚƌĞƐŽŶĂƚĞŵŽƐƚǁŝƚŚǁŚŝĐŚŐƌŽƵƉƐ

ͻ ŽǁƐŚŽƵůĚƚŚĞĐŽŵƉĂŶǇĐŽŶǀĞǇƚŚĞŵĞƐƐĂŐĞƐĂƐƉĂƌƚŽĨƚŚĞŝƌĨƵƚƵƌĞďƵƐŝŶĞƐƐ

Ŷ ĞĐŽͲĐŽŶƐĐŝŽƵƐ ĐŽŵŵƵŶŝĐĂƟŽŶƐƚƌĂƚĞŐǇ ǁŽƵůĚ ĨŽƌƟĨǇ ƚŚĞ ĐŽŵƉĂŶǇ ƐďƌĂŶĚ ĂŶĚ ďŽŽƐƚ ƚŚĞ ĐŽŵƉĞƟƟǀĞŶĞƐƐŽĨ ƚŚĞ ĐŽŵƉĂŶǇ Ɛ ŬĞǇ ƉƌŽĚƵĐƚ tŚŝůĞWĞŶƌŽƐĞĨĞůƚĐŽŶĮĚĞŶƚƚŚĂƚƚŚĞĐŽŵƉĂŶǇǁĂƐĂůƌĞĂĚǇŐŽŝŶŐŝŶƚŚĞƌŝŐŚƚĚŝƌĞĐƟŽŶŝŶŝƚƐŐĞŶĞƌĂůĐŽŵŵƵŶŝĐĂƟŽŶƐŚĞǁĂƐƐƵƌĞƚŚĞƌĞǁĂƐŵƵĐŚƌŽŽŵĨŽƌƐƉĞĐŝĮĐĨƵƚƵƌĞŝŵƉƌŽǀĞŵĞŶƚƐ Ğƌ ŬĞǇ ĐŽŶĐĞƌŶ ǁĂƐ ƚŽ

CASE STUDY | Future vision for paper

ŵĂŬĞƐƵƌĞƚŚĂƚƚŚĞĮŶĂůƉƌŽƉŽƐĂůǁŽƵůĚĂĚĚƌĞƐƐ ŝƐƐƵĞƐ ƚŚĂƚ ƌĞĂůůǇ ŵĂƩĞƌĞĚ ƚŽƚŚĞŝƌ ĐƵƐƚŽŵĞƌƐ ĂŶĚ ŽƚŚĞƌ ƐƚĂŬĞŚŽůĚĞƌƐŽƵƚƐŝĚĞƚŚĞĐŽŵƉĂŶǇ

How do we introduce new methods in radical innovationWĞŶƌŽƐĞƌĞĐƌƵŝƚĞĚƚǁŽĐŽůůĞĂŐƵĞƐƚŽƉůĂŶƚŚĞŶĞǆƚƐƚĞƉƐďĞĐĂƵƐĞƚŚĞǇǁĞƌĞĂůƌĞĂĚǇĨĂŵŝůŝĂƌ ǁŝƚŚ ƚŚĞ WůĂǇďŽŽŬƐ ŝŶŶŽǀĂƟŽŶŵĞƚŚŽĚƐdŚĞǇǁŽƵůĚƵƐĞƚŚĞŵĞƚŚŽĚƐƚŽƐƚƌƵĐƚƵƌĞĂďƌŽĂĚĞƌŐƌŽƵƉŝĚĞĂƟŽŶWĂƌƚŽĨ ƚŚĞŝƌ ƉŚŝůŽƐŽƉŚǇ ǁĂƐ ƚŽ ĞůĞǀĂƚĞ ƚŚĞƵƐƵĂůĚŝƐĐƵƐƐŝŽŶƐĂƌŽƵŶĚĨƵƚƵƌĞďƵƐŝŶĞƐƐĐŽŵŵƵŶŝĐĂƟŽŶďǇŝŶƚƌŽĚƵĐŝŶŐĂŶĞǁƐĞƚŽĨŵĞƚŚŽĚƐƚŚĂƚǁŽƵůĚƐĞƌǀĞĂƐĂŶĞƵƚƌĂůƐŚĂƌĞĚƉůĂƞŽƌŵĨŽƌŝŶŶŽǀĂƟǀĞƚĞĂŵǁŽƌŬĂŶĚƉƌŽŵƉƚŵŽƌĞŽƵƚͲŽĨͲďŽǆƚŚŝŶŬŝŶŐŶƐƚĞĂĚ ŽĨ Ă ƚǇƉŝĐĂů ďƌĂŝŶƐƚŽƌŵ ƚŚĞ

ƚĞĂŵ ƉůĂŶŶĞĚ Ă ĨŽƌĞƐŝŐŚƚ ǁŽƌŬƐŚŽƉ ƚŽďƵŝůĚƐŚĂƌĞĚĂǁĂƌĞŶĞƐƐĂŶĚĐŽŵŵŝƚŵĞŶƚĂƌŽƵŶĚƚŚĞƚŽƉŝĐdŚĞǇǁĂŶƚĞĚƚŽŝŶĐůƵĚĞĂŶĚ ĂůŝŐŶ ĚŝǀĞƌƐĞ ƉĞƌƐƉĞĐƟǀĞƐ ĂĐƌŽƐƐĚŝīĞƌĞŶƚ ĚŝǀŝƐŝŽŶƐ ƐŽ ƚŚĞǇ ŝŶǀŝƚĞĚ ϭϲ

ĚŝƌĞĐƚŽƌƐ ŵĂŶĂŐĞƌƐ ĂŶĚ ĞǆƉĞƌƚƐ ĨƌŽŵƚĞĐŚŶŝĐĂů ĐƵƐƚŽŵĞƌ ƐƵƉƉŽƌƚ ƐĂůĞƐĐŽŵŵƵŶŝĐĂƟŽŶƐ ĂŶĚ ƉƌŽĚƵĐƟŽŶǀĞƌǇŽŶĞŚĂĚĂĚŝīĞƌĞŶƚďĂĐŬŐƌŽƵŶĚĂŶĚǁŽƌŬĞĚŝŶĂĚŝīĞƌĞŶƚďƵƐŝŶĞƐƐƵŶŝƚďƵƚǁĂƐƉĂƌƚŽĨƚŚĞƐĂŵĞǀĂůƵĞĐŚĂŝŶƚŚĂƚƐĞƌǀĞĚƚŚĞƐĂŵĞĐƵƐƚŽŵĞƌƐ Ŷ Ă ƐŝǆͲŚŽƵƌǁŽƌŬƐŚŽƉWĞŶƌŽƐĞŚŽƉĞĚƚŽŐĂŝŶĂƉŽƌƞŽůŝŽŽĨŶĞǁŝĚĞĂƐ ƚŚĂƚ ĐŽƵůĚ ďĞ ĐĂƌƌŝĞĚ ĨŽƌǁĂƌĚ ŝŶƚŽĨƵƌƚŚĞƌĚĞǀĞůŽƉŵĞŶƚĂŶĚĞǀĞŶƚƵĂůůǇ ŝŶƚŽŝŵƉůĞŵĞŶƚĂƟŽŶ

How can we set the right focus and still embrace ambiguityŶƚŚĞǁŽƌŬƐŚŽƉƚŚĞƚĂƐŬĨŽƌĐĞƐĞƚĂůŽŽƐĞŽďũĞĐƟǀĞƚŽŝŵƉƌŽǀĞƚŚĞĞŶǀŝƌŽŶŵĞŶƚĂůĐŽŵŵƵŶŝĐĂƟŽŶ ŽĨ ƉĂƉĞƌ ǁŚŝĐŚ ƚŚĞǇŚŽƉĞĚ ǁŽƵůĚ ĞŶĐŽƵƌĂŐĞ ĐƌĞĂƟǀĞĨƌĞĞĚŽŵ ŽǁĞǀĞƌ ƚŚĞ ƉůĂŶ ƐĞĞŵĞĚ ƚŽďĂĐŬĮƌĞŶƐƚĞĂĚŽĨĐƌĞĂƟǀĞĨƌĞĞĚŽŵƉĂƌƟĐŝƉĂŶƚƐ

ǁĂŶƚĞĚĚĞĮŶĞĚĨŽĐƵƐĞĚƋƵĞƐƟŽŶƐƚŽŐƵŝĚĞƚŚĞŝƌ ŝĚĞĂƟŽŶ dŚĞǇ ǁĞƌĞ ƵŶĐŽŵĨŽƌƚĂďůĞǁŝƚŚƚŚĞŚŝŐŚůĞǀĞůŽĨĂŵďŝŐƵŝƚǇĐŽŵŵŽŶƚŽŵĂŶǇĞĂƌůǇͲƐƚĂŐĞŝŶǀĞƐƟŐĂƟŽŶƐ

dŽ ĂĚĚ ƚŽ ƚŚĞ ĐŚĂůůĞŶŐĞƐ ƉĂƌƟĐŝƉĂŶƚƚĞĂŵƐ ĞĂĐŚ ŝĚĞŶƟĮĞĚ Ă ĚŝīĞƌĞŶƚ ƚĂƌŐĞƚŐƌŽƵƉ ǁŚŝĐŚ ĐƌĞĂƚĞĚ ŵŽƌĞ ĂŵďŝŐƵŝƚǇ dŚĞǇĂƩĞŵƉƚĞĚƚŽŚƵŐƚŚĞĞŶƟƌĞǁŽƌůĚ ƐĂŝĚŽŶĞĨĂĐŝůŝƚĂƚŽƌ ŝŶĐĞƚŚĞƉůĂŶŶŝŶŐƚĞĂŵĚŝĚŶŽƚƉƌŽǀŝĚĞĚĞŵŽŐƌĂƉŚŝĐŽƌƵƐĞƌĚĂƚĂŝŶĂĚǀĂŶĐĞƉĂƌƟĐŝƉĂŶƚƐƌĞůŝĞĚŽŶƉĞƌƐŽŶĂůĞǆƉĞƌŝĞŶĐĞƐĂďŽƵƚ ƚŚĞŝƌ ƌĞƐƉĞĐƟǀĞ ƚĂƌŐĞƚŐƌŽƵƉƐƚŽĚĞǀĞůŽƉampƵƚƵƌĞhƐĞƌƉƌŽĮůĞƐdŚĞĨƵǌǌǇǇŝĞůĚŽĨƚŚĞƉƌŽĐĞƐƐĚŝƐĐŽƵƌĂŐĞĚ

ŵĂŶǇƉĂƌƟĐŝƉĂŶƚƐtŝƚŚŽƵƚĂĐůĞĂƌƉƌŽĮůĞŽĨ ƚŚĞ ƚĂƌŐĞƚ ŐƌŽƵƉ ƚĞĂŵƐ ƐƚƌƵŐŐůĞĚ ƚŽĚĞǀĞůŽƉĐŽŵƉĞůůŝŶŐǀŝƐŝŽŶƐĂŶĚĨƵƚƵƌĞƵƐĞƐĐĞŶĂƌŝŽƐǁŝƚŚƚŚĞĞŶĞƌĂƟŽŶĂůƌĐƐĂŶĚampƵƚƵƌĞhƐĞƌŵĞƚŚŽĚƐdŚĞǇƐĂǁůŝƩůĞǀĂůƵĞŝŶƐĐƌŝƉƟŶŐĂƐĐĞŶĂƌŝŽƚŚĂƚǁŽƵůĚĞǆƉůŽƌĞĂĨƵƚƵƌĞĐƵƐƚŽŵĞƌ ƐďĞŚĂǀŝŽƌĂŶĚŝŶƚĞƌĂĐƟŽŶŝŶ ĐŽŶƚĞǆƚ ǁŝƚŚ ƉĂƉĞƌ DŽƌĞŽǀĞƌ ŵĂŶǇŚĂĚďĞĞŶƚĞĐŚŶŝĐĂůůǇƚƌĂŝŶĞĚƐŽƚŚĞǇǁĞƌĞĐŽŶĨŽƵŶĚĞĚǁŝƚŚĂƵƐĞƌͲĐĞŶƚƌŝĐĂƉƉƌŽĂĐŚdŚĞ ƵƐĞ ŽĨ ƵŶĨĂŵŝůŝĂƌ ĂŶĚ ǀĞƌǇ ĂŶĂůǇƟĐƚŽŽůƐǁĂƐĂŶŽƚŚĞƌĐŚĂůůĞŶŐĞƚŽƚŚĞĞǆƉĞƌƚƐǁŚŽ ǁĞƌĞ ƵƐĞĚ ƚŽ ĐůŽƐĞ ŝŶ ŽŶ ƉƌŽďůĞŵƐƵƐŝŶŐƉƌĂĐƟĐĂůŚĂŶĚƐͲŽŶĂƉƉƌŽĂĐŚĞƐWĞŶƌŽƐĞŵĂĚĞĂŶŝŶƚĞƌŝŵŶŽƚĞƚŽĨŽůůŽǁ

ƵƉ ŽŶ ƚŚĞ ampƵƚƵƌĞhƐĞƌ ƉƌŽĮůĞƐ Ăƚ Ă ůĂƚĞƌ

ĚĂƚĞ ^ŚĞ ǁŽƵůĚ ŝŶǀŝƚĞ ƌĞƉƌĞƐĞŶƚĂƟǀĞĐƵƐƚŽŵĞƌƐƚŽƚŚĞĚŝƐĐƵƐƐŝŽŶƚŽŚĞůƉƌĞƐĞƚĞǀĞƌǇŽŶĞ ƐƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨĐƵƌƌĞŶƚŶĞĞĚƐďĞĨŽƌĞĂŶƟĐŝƉĂƟŶŐĨƵƚƵƌĞŶĞĞĚƐŶǀŽůǀŝŶŐŬĞǇ ƐƚĂŬĞŚŽůĚĞƌƐ ĨƌŽŵ ŽƵƚƐŝĚĞ ƚŚĞĐŽŵƉĂŶǇ ǁŽƵůĚ ŚĂǀĞ ƌĞĚŝƌĞĐƚĞĚ ŝŶƚĞƌŶĂůďŝĂƐĞƐĂŶĚŝŶĨƵƐĞĚŵŽƌĞĐƵƐƚŽŵĞƌͲĚƌŝǀĞŶƚŚŝŶŬŝŶŐ ŝŶƚŽ ƚŚĞ ŝĚĞĂƟŽŶ ƐĞƐƐŝŽŶƐ dŚĞƉĂƌƟĐŝƉĂŶƚƐǁŽƵůĚŚĂǀĞůĞĂƌŶĞĚĮƌƐƚŚĂŶĚǁŚĂƚĐƵƐƚŽŵĞƌƐĂƉƉƌĞĐŝĂƚĞĂŶĚĚĞŵĂŶĚŝŶƚĞƌŵƐŽĨĞŶǀŝƌŽŶŵĞŶƚĂůĐŽŵŵƵŶŝĐĂƟŽŶŌĞƌ ƐĞǀĞƌĂů ƵŶƉƌŽĚƵĐƟǀĞĂƩĞŵƉƚƐ Ăƚ

ĚĞĮŶŝŶŐƚŚĞƵƐĞƌŽĨƚŚĞĨƵƚƵƌĞWĞŶƌŽƐĞ ƐƚĞĂŵ ƉƌŽĐĞĞĚĞĚ ƚŽ ƚŚĞ tŚŝƚĞ ^ƉŽƚƐŵĞƚŚŽĚ ĞƐƉŝƚĞ ĞĂŐĞƌůǇ ĞǆƉĞƌŝŵĞŶƟŶŐǁŝƚŚĚŝīĞƌĞŶƚĚŝŵĞŶƐŝŽŶƐƚŽĂŶĐŚŽƌƚŚĞŝƌĂŶĂůǇƐŝƐ ƉĂƌƟĐŝƉĂŶƚƐ ƐƚĂƌƚĞĚ ƚŽ ůŽŽŬ ĨŽƌŽƚŚĞƌ ĨĂŵŝůŝĂƌ ĐŽŶĐĞƉƚƐ ƚŽ ďŽƌƌŽǁ ĨƌŽŵĂŐĂŝŶŶƚŚĞĨĂĐĞŽĨĂŵďŝŐƵŝƚǇĐƌĞĂƚĞĚďǇƚŚĞůĂĐŬŽĨĂĐůĞĂƌůǇĚĞĮŶĞĚƚĂƌŐĞƚŐƌŽƵƉƚŚĞǇĐŽŶǀĞƌŐĞĚŽŶƐŽůƵƟŽŶƐƚŚĂƚǁĞƌĞŶŽƚƉĂƌƟĐƵůĂƌůǇŝŶŶŽǀĂƟǀĞŽƌǁĞůůͲĚĞĮŶĞĚdŚĞĚŝƐĐƵƐƐŝŽŶŚĂĚƐŚŝŌĞĚĨƌŽŵĂĚĚƌĞƐƐŝŶŐƚŚĞƌĂƚŚĞƌĂŵďŝŐƵŽƵƐŽƌŝŐŝŶĂůƚŚƌĞĞƋƵĞƐƟŽŶƐƚŽ ĞǆƉůŽƌŝŶŐ ŵŽƌĞ ƚĂŶŐŝďůĞ ĂŶĚ ĞĂƐǇ ƚŽĂƉƉƌŽĂĐŚ ƚĞĐŚŶŽůŽŐŝĐĂů ƐŽůƵƟŽŶƐ ĨŽƌ

ĐŽŶǀĞǇŝŶŐŶĞǁĐŽŵŵƵŶŝĐĂƟŽŶŵĞƐƐĂŐĞƐŶ ƚŚĞ ĞŶĚ WĞŶƌŽƐĞ ĨĞůƚ ƚŚĞ ŐĞŶĞƌĂƚĞĚŝĚĞĂƐ ƌĞŵĂŝŶĞĚ ǀĂŐƵĞ ĂŶĚ ŐĂǀĞ ůŝƩůĞ ƚŽĞƐƚĂďůŝƐŚŝŶŐŝŵƉůĞŵĞŶƚĂďůĞĂĐƟŽŶƐǆŚĂƵƐƚĞĚ ĂŶĚ ůŽŽŬŝŶŐ Ăƚ ŵŝƐĚŝƌĞĐƚĞĚ

ŝĚĞĂƐ WĞŶƌŽƐĞ Ɛ ƚĞĂŵ ĚĞĐŝĚĞĚ ƚŽ ĞŶĚƚŚĞ ǁŽƌŬƐŚŽƉ ĞĂƌůǇ ampŽĐƵƐŝŶŐ ŽŶ ƚŚĞƉŽƐŝƟǀĞ ƚŚĞ ĚĂǇ ŚĂĚ ŚĞůƉĞĚ ƐƉĂǁŶŵĂŶǇ ĚŝƐĐƵƐƐŝŽŶƐ ƚŚĂƚ ŝŶ ƚƵƌŶ ŚĂĚ ůĞĚ ƚŽƵŶĞǆƉĞĐƚĞĚ ŝĚĞĂ ƐƉŝůůŽǀĞƌƐ ǁŝƚŚ ŐƌĞĂƚƉŽƚĞŶƟĂů ƚŽ ďĞ ĚĞǀĞůŽƉĞĚ ĨƵƌƚŚĞƌ ƐƵĐŚĂƐĂĚŽƉƟŶŐƉƌŝŶĐŝƉůĞƐŽĨŐĂŵŝĮĐĂƟŽŶĂŶĚƌĞƐƚƌƵĐƚƵƌŝŶŐ ŝŶƚĞƌŶĂůƉƌŽĐĞƐƐĞƐ ĨŽƌ ĐůŝĞŶƚŵŽŶŝƚŽƌŝŶŐ ĂŶĚ ĚĂƚĂ ĐŽůůĞĐƟŽŶ ŝƌĞĐƚĞĚƉƌŽƉĞƌůǇ ŵĂǇďĞ ĞǀĞƌǇŽŶĞ ĐŽƵůĚ ĞǆƉĂŶĚƚŚĞƐĞ ĐŽŶĐĞƉƚƐ ŝŶ ůŝŐŚƚ ŽĨ ĞŶǀŝƌŽŶŵĞŶƚĂůƉƌŽŵŽƟŽŶ

How do we restart if our first group discussions are uninspiringŌĞƌ ĂŶ ŚŽŶĞƐƚ ĚĞďƌŝĞĨ ƚŚĞ ƚĂƐŬ ĨŽƌĐĞĚĞĐŝĚĞĚ ƚŽ ŽƌŐĂŶŝǌĞ Ă ƐĞĐŽŶĚǁŽƌŬƐŚŽƉƐĞǀĞƌĂůǁĞĞŬƐůĂƚĞƌĂƐĂŵŽƌĞƐƚƌƵĐƚƵƌĞĚĚĞĞƉĚŝǀĞWĞŶƌŽƐĞĨĞůƚŐŝǀŝŶŐƉĂƌƟĐŝƉĂŶƚƐƚŽŽŵƵĐŚ ůĞĞǁĂǇƌĞƐƵůƚĞĚ ŝŶŽǀĞƌůǇ ůŽŶŐ

ĂŶĚ ƵŶƉƌŽĚƵĐƟǀĞ ĚĞďĂƚĞƐ ĂďŽƵƚ ƚŚĞƉƌŽũĞĐƚ Ɛ ĨŽĐƵƐ ĂŶĚ ĐŽŶƚĞǆƚ ďĂůĂŶĐĞǁĂƐŶĞĞĚĞĚďĞƚǁĞĞŶĞŶĂďůŝŶŐĐƌĞĂƟǀŝƚǇĂŶĚ ĚĞŵĂŶĚŝŶŐ ƉƌŽĚƵĐƟǀŝƚǇ DŽƌĞŝŵƉŽƌƚĂŶƚůǇ Ă ǁĞůůͲĚĞĮŶĞĚ ĐŚĂůůĞŶŐĞǁŽƵůĚ ƉƌŽǀŝĚĞ Ă ƐƚƌŽŶŐ ĨŽƵŶĚĂƟŽŶ ĨŽƌĚĞǀĞůŽƉŝŶŐ ŝŶŶŽǀĂƟǀĞ ƐŽůƵƟŽŶƐ ǁŝƚŚƐƵďƐƚĂŶĐĞtŚŝůĞƚŚĞĨƵƚƵƌĞŵĂǇŽŌĞŶďĞĨƵǌǌǇ ƐŚĞĚŝĚŶƚǁĂŶƚĨƵǌǌǇƉůĂŶƐdŚŝƐƟŵĞ ƚŚĞǁŽƌŬƐŚŽƉŽďũĞĐƟǀĞǁĂƐ

ĐůĞĂƌůǇ ĚĞĮŶĞĚ ŚĞƌ ƚĞĂŵ ŽĨ ĨĂĐŝůŝƚĂƚŽƌƐƐĞůĞĐƚĞĚ ƚŚĞŵŽƐƚ ŝŶƚĞƌĞƐƟŶŐ ƚŽƉŝĐ ůĞĂĚƐĨƌŽŵ ƚŚĞ ĮƌƐƚ ǁŽƌŬƐŚŽƉ ĂŶĚ ƉƌĞƉĂƌĞĚƋƵĞƐƟŽŶƐ ŝŶƚĞŶĚĞĚ ƚŽ ĨŽĐƵƐ ƚĞĂŵƐWĂƌƟĐŝƉĂŶƚƐǁĞƌĞƚĂƐŬĞĚƚŽƉƌŽǀŝĚĞĚĞƚĂŝůĚĞƉƚŚ ĂŶĚ ĂĐƟŽŶĂďŝůŝƚǇ ƚŽ ƚŚĞƐĞ ƚŽƉŝĐƐŶ ĂĚĚŝƟŽŶ ƚŚĞ ƐĞĐŽŶĚ ǁŽƌŬƐŚŽƉ ŚĂĚĂ ĚŝīĞƌĞŶƚ ŵŝǆ ŽĨ ƉĂƌƟĐŝƉĂŶƚƐ ǁŝƚŚ ĂŶĞŵƉŚĂƐŝƐ ŽŶ ĐƵƐƚŽŵĞƌ ĐŽŵŵƵŶŝĐĂƟŽŶƐĞǆƉĞƌƚƐ WĞŶƌŽƐĞ ŚŽƉĞĚ ƚŚĞ ŶĞǁ ǀŽŝĐĞƐǁŽƵůĚĂĚĚĨƌĞƐŚƉĞƌƐƉĞĐƟǀĞĂƐĞĚ ŽŶ ƉŽƐŝƟǀĞ ƉƌŝŽƌ ĞǆƉĞƌŝĞŶĐĞƐ

ƉĂƌƟĐŝƉĂŶƚƐ ǁĞƌĞ ŽƌŐĂŶŝǌĞĚ ĂĐĐŽƌĚŝŶŐ ƚŽƚŚĞ tŽƌůĚ ĂĨĠ ĐŽŶĐĞƉƚ Ă ŵĞƚŚŽĚŽůŽŐǇĨŽƌ ĞīĞĐƟǀĞůǇ ĨĂĐŝůŝƚĂƟŶŐ ůĂƌŐĞ ŐƌŽƵƉĚŝĂůŽŐƵĞŝŶĂǀĞƌǇůŝŵŝƚĞĚĂŵŽƵŶƚŽĨƟŵĞ

ĂĐŚ ƚĞĂŵ ĚŝƐĐƵƐƐĞĚ ŽŶĞ ŽĨ ƚŚĞ ĐŚŽƐĞŶƚŽƉŝĐƐ Ŷ Ă ĮƌƐƚ ϮϬͲŵŝŶƵƚĞ ƌŽƵŶĚ ĞĂĐŚƚĞĂŵƌĞƐƉŽŶĚĞĚƚŽĂƐĞƚŽĨŐŝǀĞŶƋƵĞƐƟŽŶƐƚŽ ŇĞƐŚ ŽƵƚ ƚŚĞŝƌ ƌĞƐƉĞĐƟǀĞ ƚŽƉŝĐ ǁŝƚŚĚĞƚĂŝůƐ ŌĞƌ ƚŚĞ ƌŽƵŶĚ Ăůů ďƵƚ ŽŶĞŵĞŵďĞƌŽĨĞĂĐŚƚĞĂŵƐǁŝƚĐŚĞĚƚŽĂŶŽƚŚĞƌƚĂďůĞƚŽĨŽƌŵŶĞǁŐƌŽƵƉƐdŚĞƌĞŵĂŝŶŝŶŐŵĞŵďĞƌƉůĂǇĞĚƚŚĞƌŽůĞŽĨƚŚĞƚĂďůĞŚŽƐƚƵƉĚĂƟŶŐŚĞƌŶĞǁƚĞĂŵŽŶ ƚŚĞ ƌĞƐƵůƚƐŽĨƚŚĞ ĮƌƐƚ ƌŽƵŶĚ dŚĞ ŶĞǁ ƚĞĂŵŵĞŵďĞƌƐĐŽŵŵĞŶƚĞĚ ŽŶ ƚŚĞ ƉƌŝŽƌ ǁŽƌŬ ĂŶĚ ƚŚĞŶĐŽůůĂďŽƌĂƚĞĚ ĨŽƌ ĂŶŽƚŚĞƌ ϮϬ ŵŝŶƵƚĞƐ ŽŶƚŚĞ ƚŽƉŝĐDŝǆŝŶŐ ƚĞĂŵƐ ďĞƚǁĞĞŶ ƌŽƵŶĚƐǁĂƐ ŝŶƚĞŶĚĞĚ ƚŽ ďŽŽƐƚ ŐƌŽƵƉ ƐŚĂƌŝŶŐƌĞĐŽŵďŝŶŝŶŐ ĂŶĚ ǀĂůŝĚĂƟŶŐ ŝŶĚŝǀŝĚƵĂůŝĚĞĂƐ ŝƚĞƌĂƟǀĞůǇ ďƵŝůĚŝŶŐ ŽŶ ƚŚĞ ƌĞƐƵůƚƐŽĨ ƚŚĞ ƉƌĞǀŝŽƵƐ ƌŽƵŶĚ dŚĞ ƚĞĂŵƐ ƚŚĞŶƌĞƐŚƵŋĞĚ ĂŐĂŝŶ ƚŽ ƌĞƉĞĂƚ ƚŚĞ ƉƌŽĐĞƐƐďĞĨŽƌĞ ŽƉĞŶůǇ ƉƌĞƐĞŶƟŶŐ ƚŚĞ ƌĞƐƵůƚƐ ƚŽĞǀĞƌǇŽŶĞdŽĐŽŶĐůƵĚĞƚŚĞǁŽƌŬƐŚŽƉǁŝƚŚƚĂŶŐŝďůĞ

ŽƵƚƉƵƚ ƚŚĞ ĨĂĐŝůŝƚĂƚŽƌƐ ĂƐŬĞĚ ƚŚĞ ƚĞĂŵƐƚŽ ƐĐƌŝƉƚ ƐƚŽƌŝĞƐ ďĂƐĞĚ ŽŶ ƚŚĞ ŐƌŽƵƉƉƌĞƐĞŶƚĂƟŽŶƐ dŚĞ ƐƚŽƌŝĞƐ ǁĞƌĞ ƵƐĞĚĂƐ ĂŶ ĂůƚĞƌŶĂƟǀĞ ƚŽ ampƵƚƵƌĞ dĞůůŝŶŐ ĂŶĚƉƌŽƚŽƚǇƉŝŶŐǁŝƚŚWĂƉĞƌDŽĐŬƵƉƐĂŶĚĂƌŬ

ŽƌƐĞWƌŽƚŽƚǇƉĞƐŶƚŚŝƐƐĞŶƐĞƚŚĞƐƚŽƌŝĞƐǁĞƌĞ ŶĂƌƌĂƟǀĞ ƉƌŽƚŽƚǇƉĞƐ ŽĨ ƚŚĞ ƚĞĂŵǀŝƐŝŽŶƐ ŝŶ Ă ƌĞĂůͲǁŽƌůĚ ƐĞƫŶŐ WĞŶƌŽƐĞĐŽůůĞĐƚĞĚƚŚĞƐƚŽƌŝĞƐĂŶĚƚŚĂŶŬĞĚĞǀĞƌǇŽŶĞĨŽƌƚŚĞŝƌŝŶƉƵƚƚǁĂƐŶŽǁƵƉƚŽŚĞƌƚĞĂŵƚŽŝŶƚĞŐƌĂƚĞƚŚĞƐƚŽƌŝĞƐŝŶƚŽƚŚĞŝƌƉůĂŶŶŝŶŐ

How can we turn experiences into lessonsWĞŶƌŽƐĞ ůĞĂŶĞĚĨŽƌǁĂƌĚ ŝŶŚĞƌĐŚĂŝƌĂŶĚĨŽĐƵƐĞĚŽŶ ƚŚĞƉŝůĞŽĨ ƐƚŽƌŝĞƐŽĐĐƵƉǇŝŶŐƚŚĞ ĨĂƌ ĐŽƌŶĞƌŽĨŚĞƌĚĞƐŬEŽǁ ƐĞǀĞƌĂůŵŽŶƚŚƐ ĂŌĞƌ ƚŚĞ ǁŽƌŬƐŚŽƉƐ ƐŚĞ ǁĂƐĂďůĞƚŽĂƐƐĞƐƐƚŚĞŝƌŽƵƚĐŽŵĞŵŽƌĞĐůĞĂƌůǇdŚĞ ƐƚŽƌŝĞƐ ŚĞůƉĞĚ ƚƌĂƉ ƉĂƌƟĐŝƉĂŶƚƐ

ďĞůŝĞĨƐ ĂŶĚ ĂƐƐƵŵƉƟŽŶƐ ĂďŽƵƚ ǁŚĂƚǁĂƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ƚŚĞŵ dŚĞ ǁŽƌŬƐŚŽƉƐĂůƐŽ ŚĞůƉĞĚ ŐĞŶĞƌĂƚĞ ƐĞĞĚůŝŶŐƐ ŽĨ ŝĚĞĂƐƚŚĂƚĐŽƵůĚƚƵƌŶŝŶƚŽĂĐƟŽŶampŽƌŝŶƐƚĂŶĐĞƚŚĞ ĐŽŵŵƵŶŝĐĂƟŽŶ ĐŚĂŶŶĞůƐ ďĞƚǁĞĞŶƉƌŽĚƵĐƟŽŶ ƐĂůĞƐ ĂŶĚ ĐƵƐƚŽŵĞƌƐ ŚĂĚĐůĞĂƌůǇ ƐĞĞŶ ŝŵƉƌŽǀĞŵĞŶƚƐ ŝŶĐůƵĚŝŶŐŵŽƌĞ ĐƵƐƚŽŵĞƌͲĨƌŝĞŶĚůǇ d ƐŽůƵƟŽŶƐǁŝƚŚ ďĞƩĞƌ ƌĞƐƉŽŶƐŝǀĞŶĞƐƐ ƚŽ ĐƵƐƚŽŵĞƌĨĞĞĚďĂĐŬ ĂŶĚ ŝŵƉƌŽǀĞĚ ĐĂƉĂďŝůŝƟĞƐ ƚŽĐŽůůĞĐƚ ĂŶĚ ŝŶƚĞƌƉƌĞƚ ŝƚ KŶĞ ĐƵƐƚŽŵĞƌ

ŝŶĨŽƌŵĂƟŽŶ ƐǇƐƚĞŵ ǁĂƐ ƵŶĚĞƌŐŽŝŶŐĐŚĂŶŐĞƐ ƚŽ ŵŽƌĞ ĞīĞĐƟǀĞůǇ ƚĂƌŐĞƚƚŚĞ ĐŽŵŵƵŶŝĐĂƟŽŶ ŽĨ ĞŶǀŝƌŽŶŵĞŶƚĂůŵĞƐƐĂŐĞƐůƚŚŽƵŐŚWĞŶƌŽƐĞĚŝĚŶŽƚŐĂŝŶŝŶŶŽǀĂƟǀĞ

ŶĞǁ ŝĚĞĂƐ ĨŽƌ ƚŚĞ ĂĐƚƵĂů ĐŽŶƚĞŶƚ ŽĨ ƚŚĞĐŽŵƉĂŶǇ ƐĞŶǀŝƌŽŶŵĞŶƚĂůĐŽŵŵƵŶŝĐĂƟŽŶĂƐ ŚŽƉĞĚ ƐŚĞ ĨĞůƚ ƚŚĂƚ ƚŚĞ ĐƵƌƌĞŶƚŝŵƉƌŽǀĞŵĞŶƚƐ ŝŶ ƚŚĞ ĐƵƐƚŽŵĞƌ ŝŶƚĞƌĨĂĐĞǁŽƵůĚ ƌĞƐƵůƚ ŝŶ ĨĞĞĚďĂĐŬ ƚŚĂƚ ĐŽƵůĚ ůĞĂĚƚŽ ĨƵƚƵƌĞ ĐŽŶƚĞŶƚŽƉƉŽƌƚƵŶŝƟĞƐͶĐŽŶƚĞŶƚƚŚĂƚ ǁŽƵůĚ ďĞ ĚĞƐŝŐŶĞĚ ŝŶ ĐŽͲŽƉĞƌĂƟŽŶǁŝƚŚĐƵƐƚŽŵĞƌƐŶŚŝŶĚƐŝŐŚƚWĞŶƌŽƐĞǁŝƐŚĞĚƐŚĞŚĂĚƐĞƚ

ƉĂƌƟĐŝƉĂŶƚƐĞǆƉĞĐƚĂƟŽŶƐďĞƩĞƌĂďŽƵƚƚŚĞĐŚĂůůĞŶŐĞƐŝŶŚĞƌĞŶƚŝŶůŽŶŐͲƌĂŶŐĞƉůĂŶŶŝŶŐĞĮŶŝŶŐ ĐůĞĂƌ ŽďũĞĐƟǀĞƐ ǁĂƐ ŽŶĞ ůĞƐƐŽŶůĞĂƌŶĞĚ^ŚĞĂůƐŽŬŶĞǁ ŝƚǁĂƐĚĂŶŐĞƌŽƵƐƚŽ ƌĞůǇ ƐŽůĞůǇ ŽŶ ƉĞƌƐŽŶĂů ĂƐƐƵŵƉƟŽŶƐĂďŽƵƚƚŚĞƐƚĂƚĞŽĨƚŚŝŶŐƐǁŚŝĐŚŵĂǇĐĂƵƐĞŐƌŽƵƉƐ ƚŽ ŵŝƐƐ ůĂƌŐĞƌ ƉĂƩĞƌŶƐ Žƌ ŝŶǀĞŶƚǁŝƚŚŽƵƚ ĐŽŶƚĞǆƚ ampŽƌ ĨƵƚƵƌĞ ŵĞĞƟŶŐƐŚĞƌƚĞĂŵǁŽƵůĚƉƌĞƉĂƌĞŵŽƌĞƌĞĂůͲǁŽƌůĚĚĂƚĂĂƐ ŝŶƉƵƚĨŽƌƚŚĞŵĞƚŚŽĚƐĂƐǁĞůůĂƐĞŶĐŽƵƌĂŐĞ ƟŵĞ ĂŌĞƌ ƚŚĞ ǁŽƌŬƐŚŽƉ ƚŽǀĂůŝĚĂƚĞĂŶĚƐƵƉƉůĞŵĞŶƚƚĞĂŵŐƵĞƐƐĞƐ

ĮŶĂů ŝŵƉŽƌƚĂŶƚ ůĞĂƌŶŝŶŐ ǁĂƐ ƚŚĂƚ ĂĨƵƚƵƌĞ ĐŚĂůůĞŶŐĞ ĐŽƵůĚ ŶŽƚ ďĞ ƐŽůǀĞĚŝŶ ĂŶǇ ƐŝŶŐůĞŵĞĞƟŶŐ ŶƐƚĞĂĚ WĞŶƌŽƐĞ ƐĞǆƉĞƌŝĞŶĐĞƐ ƌĞŵŝŶĚĞĚ ŚĞƌ ƚŚĂƚ ƚŚĞ ŶĞǁŝŶŶŽǀĂƟŽŶ ŵĞƚŚŽĚƐ ǁĞƌĞ ƵƐĞĨƵů ƚŽƐƚƌƵĐƚƵƌĞ ůŽŶŐͲƚĞƌŵ ŐƌŽƵƉ ĐŽůůĂďŽƌĂƟŽŶĂƌŽƵŶĚ ĐŽŵƉůĞǆ ƉƌŽďůĞŵƐ ŝƐĐƵƐƐŝŽŶƐǁŽƵůĚŶĞĞĚƚŽďĞĐĂƌƌŝĞĚĨŽƌǁĂƌĚĂƐŚĞƌƚĞĂŵ ŐĂŝŶĞĚŵŽƌĞ ŝŶƐŝŐŚƚ ĂŶĚ ĂĚǀĂŶĐĞĚƚŚĞŝƌ ŽǁŶ ƚŚŝŶŬŝŶŐ Ŷ ƚŚĞ ƐƉŝƌŝƚ ŽĨ ƚŚĞƚŽƉŝĐ ƐŚĞ ĂůƐŽ ŶĞĞĚĞĚ ƚŽ ĐŽŶƐŝĚĞƌ ŚĞƌĨƵƚƵƌĞ ĐŽŵŵƵŶŝĐĂƟŽŶ ǁŝƚŚ ĚŝīĞƌĞŶƚƐƚĂŬĞŚŽůĚĞƌƐ ďŽƚŚ ŝŶƚĞƌŶĂů ĂŶĚ ĞǆƚĞƌŶĂůĂďŽƵƚƚŚĞƉƌŽŐƌĞƐƐŽĨƚŚŝƐĨŽƌǁĂƌĚͲůŽŽŬŝŶŐŝŶŝƟĂƟǀĞtŝƚŚ ƚŚĞƐĞ ƚŚŽƵŐŚƚƐ ŝŶŵŝŶĚ WĞŶƌŽƐĞ

ƉŝĐŬĞĚ ƵƉ ƚŚĞ ƐƚŽƌŝĞƐ ĨƌŽŵ ŚĞƌ ĚĞƐŬ ĂŶĚǁĂůŬĞĚ ŽƵƚ ŽĨ ŚĞƌ ŽĸĐĞ dŚĞƌĞ ƐƟůů ǁĂƐĂ ůŽƚ ŽĨ ƵŶƌĞĂůŝǌĞĚ ƉŽƚĞŶƟĂů ƉƌĞƐĞƌǀĞĚŝŶ ƚŚĞ ƉŝůĞ ŽĨ ƉĂƉĞƌ ƚƵĐŬĞĚ ƵŶĚĞƌ ŚĞƌĂƌŵ dŚŝƐ ŽŶůǇŵĞĂŶƚ ƚŚĂƚ ŚĞƌǁŽƌŬǁĂƐĨĂƌ ĨƌŽŵ ĮŶŝƐŚĞĚ WĞŶƌŽƐĞ ƐŵŝůĞĚ ĂƐ ƐŚĞĚĞƚĞƌŵŝŶĞĚůǇ ǁĂůŬĞĚ ĚŽǁŶ ƚŚĞ ĐŽƌƌŝĚŽƌ ^ŚĞ ĂŶĚ ŚĞƌ ƚĞĂŵ ŚĂĚ ƉĞŽƉůĞ ƚŽ ĞǆĐŝƚĞĂŶĚ ƐŚĞ ǁŽƵůĚ ǁŝŶ ƚŚĞŵ ŽǀĞƌ ŽŶĞ Ăƚ ĂƟŵĞƐƚĂƌƟŶŐƚŽĚĂǇ

tĞĂƌĞǁŚĂƚǁĞƚŚŝŶŬůůƚŚĂƚǁĞĂƌĞĂƌŝƐĞƐǁŝƚŚŽƵƌƚŚŽƵŐŚƚƐtŝƚŚŽƵƌƚŚŽƵŐŚƚƐǁĞŵĂŬĞƚŚĞǁŽƌůĚ

ͶBuddhaŶĚŝĂŶƐƉŝƌŝƚƵĂůƚĞĂĐŚĞƌdŚĞŚĂŵŵĂƉĂĚĂĐϯϬϬͿ

^ƚĂƌƚǁŚĞƌĞǇŽƵĂƌĞŝƐƚĂŶƚĮĞůĚƐĂůǁĂǇƐůŽŽŬŐƌĞĞŶĞƌ ďƵƚŽƉƉŽƌƚƵŶŝƚǇůŝĞƐƌŝŐŚƚǁŚĞƌĞǇŽƵĂƌĞ

ͶRobert CollierĨŽƵŶĚĞƌŽĨŽůůŝĞƌWƵďůŝĐĂƟŽŶƐdŚĞgtĂǁŽĨƚŚĞŝŐŚĞƌWŽƚĞŶƟĂůϭϵϰϳͿ

HOW TO STARTChaptER 2

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Letrsquos start with questions 30

Why a playbook 31

VTLKLAumlUP[PVUZ 35

Types of growth 36

Finding inspiration 38

Who leads change 39

Which industries 41

Viewpoint Revisionist 42

Sample problems 43

Learning process 45

WLJPAumlJVIQLJ[P]LZ 47

Starting midway 49

Teams or alone 51

Finding data 52

Case study 10 lessons 53

With the basic framework in mind how should you begin approaching your groups innovation process

tĞƉƌŽǀŝĚĞƐŽŵĞďĂƐŝĐƉŽŝŶƚĞƌƐŽŶŚŽǁƚŽ ƵƐĞ ŝƚ ŝŶ ǇŽƵƌ ŝŶŶŽǀĂƟŽŶ ǁŽƌŬ dŚŝƐĐŚĂƉƚĞƌƐĞƌǀĞƐŵŽƌĞĂƐĂĐŽŶĐŝƐĞampYĂƚƚŚĞ ƐƚĂƌƚ ŽĨ ǇŽƵƌŽǁŶƉůĂŶŶŝŶŐƉƌŽĐĞƐƐĚƌĂǁŝŶŐ ĨƌŽŵ ƚŚĞ ƋƵĞƐƟŽŶƐ ŽƚŚĞƌŝŶŶŽǀĂƟŽŶŵĂŶĂŐĞƌƐĐŽŵŵŽŶůǇĂƐŬƵƐampŝƌƐƚ ǁĞ ĞǆƉůĂŝŶ ǁŚǇ ǁĞ ĐĂůů ŝƚ Ă

ƉůĂǇďŽŽŬ WůĂǇďŽŽŬƐ ĂƌĞ ƵƐĞĚ ŝŶ ŵĂŶǇƐƉŽƌƚƐĂŶĚǁĞĐŽŶƐŝĚĞƌ ŝŶŶŽǀĂƟŽŶĂƐĂĐŽŵƉĞƟƟǀĞƐƉŽƌƚƚŚĂƚƌĞƋƵŝƌĞƐĐŽŶƐƚĂŶƚƚĞĂŵ ƚƌĂŝŶŝŶŐ ĂŶĚ ƉƌĞƉĂƌĂƟŽŶ dŚĞŶƐůŝŐŚƚůǇ ƚŽŶŐƵĞ ŝŶ ĐŚĞĞŬ ǁĞ ŐŝǀĞ ƚŚĞƐŬĞƉƟĐƐϭϬǀĂůŝĚ ƌĞĂƐŽŶƐŶŽƚ ƚŽƵƐĞ ƚŚĞƉůĂǇďŽŽŬtĞŽŶůǇǁĂŶƚƌĞĂĚĞƌƐǁŚŽǁŝůůŵĂƚĐŚŝŶƐƉŝƌĂƟŽŶǁŝƚŚƉĞƌƐƉŝƌĂƟŽŶtĞ ĂůƐŽ ĚĞƐĐƌŝďĞ ƚŚƌĞĞ ƉĂƚŚƐ ƚŽ

ŝŶŶŽǀĂƟŽŶ ŝŶ ĂŶ ŽƌŐĂŶŝǌĂƟŽŶ ŶĂŵĞůǇĐŽƌĞŐƌŽǁƚŚŶĞǁŐƌŽǁƚŚĂŶĚĞŵĞƌŐŝŶŐ

Letrsquos start with questions

ŐƌŽǁƚŚdŚĞƐĞƉĂƚŚƐǁŝůůŚĞůƉĚĞƚĞƌŵŝŶĞƚŚĞ ǀĂůƵĞ ĂŶĚ ŝŵƉĂĐƚ ǇŽƵ ǁĂŶƚ ƚŽ ƐĞĞŽǀĞƌƟŵĞtĞƚŚĞŶŽƵƚůŝŶĞƐĞǀĞƌĂůĐŽŵŵŽŶƌŽůĞƐ

ĂŶĚ ŝŶĚƵƐƚƌǇ ĐŽŶƚĞǆƚƐ ĨŽƌ ŝŶŶŽǀĂƟŽŶĞīŽƌƚƐ ƐƵŐŐĞƐƟŶŐ ƐƉĞĐŝĮĐ ǁĂǇƐ ĞĂĐŚƌŽůĞ ĐĂŶ ŐĂŝŶ ƚŚĞŵŽƐƚďĞŶĞĮƚǁŝƚŚ ƚŚĞŵĞƚŚŽĚƐ^ŽǇŽƵĐĂŶŐĞƚĂƐĞŶƐĞŽĨƚŚĞŵĞƚŚŽĚƐ

ŝŶĂĐƟŽŶƐĞǀĞƌĂůĂĐƚƵĂůĂƉƉůŝĐĂƟŽŶƐĂŶĚƉƌŽďůĞŵƐĂƌĞƉƌĞƐĞŶƚĞĚŌĞƌ ƌĞĂĚŝŶŐ ƚŚŝƐ ĐŚĂƉƚĞƌ ƚƵƌŶ ƚŽ

ŚĂƉƚĞƌƐϯϰĂŶĚϱƚŽĚŝƌĞĐƚůǇĂĚĚƌĞƐƐƚŚĞŽƵƚƉƵƚĂŶĚƚŚĞŶĂƚƵƌĞŽĨŝĚĞĂǇŽƵǁŽƵůĚůŝŬĞ ƚŽ ƉƵƌƐƵĞ dŚĞŶ ƌĞůǇ ŽŶ ŚĂƉƚĞƌƐ ϲĂŶĚϳƚŽĨŽĐƵƐŽŶƚŚĞƵŶĚĞƌůǇŝŶŐƉƌŽĐĞƐƐĂŶĚŵŝŶĚƐĞƚ ƚŚĂƚ ĂůůŽǁƐ ƚŚĞƐĞ ƚǇƉĞƐ ŽĨŝĚĞĂƐƚŽŇŽƵƌŝƐŚƌĞƉĞĂƚĞĚůǇ

Ŷ ƐƉŽƌƚƐ Ă ƉůĂǇďŽŽŬ ŝƐ Ă ŶŽƚĞďŽŽŬĐŽŶƚĂŝŶŝŶŐƚŚĞĚĞƐĐƌŝƉƟŽŶƐĂŶĚĚŝĂŐƌĂŵƐŽĨ Ăůů ƚŚĞ ƉŽƐƐŝďůĞ ƉůĂǇƐ ĂŶĚ ƐƚƌĂƚĞŐŝĞƐƵƐĞĚ ďǇ Ă ƚĞĂŵ ƚŚůĞƚĞƐ ƐƚƵĚǇ ĂŶĚŵĞŵŽƌŝǌĞ ƚŚĞ ƉůĂǇďŽŽŬ ďĞĨŽƌĞ ƚŚĞŝƌƐĞĂƐŽŶďĞŐŝŶƐ^ŝŵŝůĂƌůǇ ŝŶŶŽǀĂƟŽŶŝŶĂŶŽƌŐĂŶŝǌĂƟŽŶ

ƌĞƋƵŝƌĞƐ Ă ŚŝŐŚͲƉĞƌĨŽƌŵĂŶĐĞ ƚĞĂŵ ƚŽǁŽƌŬ ƐĞĂŵůĞƐƐůǇ ƚŽŐĞƚŚĞƌ ƚŽ ĚĞůŝǀĞƌ ŽŶĂ ŶĞǁ ŝĚĞĂtŚĞƌĞ ĚŽ ǇŽƵ ŐŽ ĨŽƌ ǇŽƵƌĐŽĂĐŚŝŶŐampŽƌǇŽƵƌƚƌĂŝŶŝŶŐĂŶĚƟƉƐampŽůůŽǁŝŶŐ ƚŚĞ ƐƉŝƌŝƚ ŽĨ ƚŚŝƐ ƐƉŽƌƚƐ

ĂŶĂůŽŐǇ ƚŚŝƐƉůĂǇďŽŽŬŝƐǇŽƵƌƌĞƐŽƵƌĐĞƚŽŚĞůƉĐŽĂĐŚǇŽƵĂŶĚĨŽƌǇŽƵƚŽůĞĂƌŶŚŽǁƚŽĐŽĂĐŚŽƚŚĞƌƐŝŶƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶdŚŝƐ ƉůĂǇďŽŽŬ ŝƐ ĚĞƐŝŐŶĞĚ ĨŽƌ ǇŽƵ ĂƐ

ƚŚĞǇƐĂǇŝŶƐƉŽƌƚƐƚŽƚĂŬĞƚŚĞĮĞůĚDŽƐƚŝŵƉŽƌƚĂŶƚůǇ ŝƚŝƐĚĞƐŝŐŶĞĚƚŽďĞĚŽĂďůĞŶŽƚŚĞƌ ĂƐƉĞĐƚ ŽĨ Ă ƉůĂǇďŽŽŬ ŝƐ

ĂďŽƵƚ ůĞĂƌŶŝŶŐ ƚŚƌŽƵŐŚ ƉůĂǇ WůĂǇ ŝƐŽŌĞŶ ŽǀĞƌůŽŽŬĞĚ Žƌ ĚŝƐŵŝƐƐĞĚ ǁŚĞŶŝŶŶŽǀĂƟŶŐĂŶĚĂƐĞŶƐĞŽĨĐƌĞĂƟǀŝƚǇĂŶĚĨƵŶŝƐƌĞƋƵŝƌĞĚƚŽƌĞůĞĂƐĞŝŶŚŝďŝƟŽŶƐĂŶĚƐĞĞƚŚŝŶŐƐŝŶĂĨƌĞƐŚůŝŐŚƚ

Why a playbook

10 Reasons Not to Use This Playbook

ϭ zŽƵǁŝůůŶŽƚĮŶĚĂƐ

ŝŶŐůĞƌĞĂĚǇͲƚŽͲƵƐĞŝĚĞĂ

Ϯ hƐŝŶŐƚŚŝƐƉůĂǇďŽŽŬ

ŝƐŚĂƌĚǁŽƌŬ

ϯ dŚĞƉůĂǇďŽŽŬĚŽĞƐ

ŶŽƚŬŶŽǁǇŽƵƌƉƌŽďůĞŵ

ϰ zŽƵǁŝůůŵĂŬĞǇŽƵƌƐĞ

ůĨĂŶĚŽƚŚĞƌƐƵŶĐŽŵĨŽƌƚĂďůĞ

ϱ dŚĞƌĞŝƐŶŽŐƵĂƌĂŶƚ

ĞĞĚƐƵĐĐĞƐƐŝŶƌĂĚŝĐĂůŝŶ

ŶŽǀĂƟŽŶ

ϲ dŚŝƐƉůĂǇďŽŽŬǁŽŶ

ƚƉƌŽǀŝĚĞĂƋƵŝĐŬĮǆ

ϳ ƚŝƐůĞŶŐƚŚǇ

ϴ ^ŽŵĞĂĐĂĚĞŵŝĐƐǁĞƌĞŝŶǀŽůǀĞĚ

ϵ ƚǁŽŶƚŚĞůƉǇŽƵƉ

ƌĞĚŝĐƚƚŚĞĨƵƚƵƌĞ

ϭϬzŽƵĐĂŶƚĐŚĞĂƚĂƚ

ŝŶŶŽǀĂƟŽŶ

1 You will not find a single ready-to-use idea ĞŶĞƌĂƟŶŐ ǇŽƵƌ ŶĞǆƚ ďŝŐ ŝĚĞĂ ŝƐ ǇŽƵƌũŽďdŚŝƐƉůĂǇďŽŽŬŝƐŚĞƌĞƚŽƐƵƉƉŽƌƚĂŶĚŐƵŝĚĞǇŽƵŝŶƚŚŝƐĚĂƵŶƟŶŐƚĂƐŬďǇŐŝǀŝŶŐǇŽƵ ƉƌĂĐƟĐĂů ƚŽŽůƐ ĂŶĚ ƐƵŐŐĞƐƚĞĚ ƐƚĞƉƐƚŽǁĂƌĚƐŵĂŬŝŶŐǇŽƵƌǀŝƐŝŽŶƌĞĂů

2 Using this playbook is hard work ƐĂǁŽƌŬďŽŽŬŝƚŝƐŶŽƚĐĂůůĞĚĂtKZltďŽŽŬĨŽƌ ŶŽƚŚŝŶŐ ŶŶŽǀĂƟŽŶ ŝƐ ŚĂƌĚ ǁŽƌŬdŚĞƌĞƌĞĂůůǇĂƌĞŶŽƐŚŽƌƚĐƵƚƐƚŽďŝŐŝĚĞĂƐŶƐƚĞĂĚ ǁĞ ǁŝůů ƐŚŽǁ ǇŽƵ ŚŽǁ ŽƚŚĞƌƐŚĂǀĞƵƐĞĚƚŚĞƚŽŽůƐƚŽĂƉƉƌŽĂĐŚĂŶĚƐŽůǀĞƚŚĞŝƌ ƉƌŽďůĞŵƐ ƐŽ ǇŽƵ ĐĂŶ ďĞŶĞĮƚ ĨƌŽŵŵƵůƟƉůĞƌĞĂůͲǁŽƌůĚĞǆĂŵƉůĞƐĂŶĚƟƉƐ

3 The playbook does not know your problem zŽƵ ŚĂǀĞ ƚŽ ŬŶŽǁ ǇŽƵƌ ƉƌŽďůĞŵ dĂŬĞƚŚĞ ƚŽŽůƐ ƉƌĞƐĞŶƚĞĚ ŚĞƌĞ ĂŶĚ ŵĂŬĞƚŚĞŵ ǇŽƵƌ ŽǁŶ ĚĂƉƚ ƚŚĞŵ ƵƐĞ ƚŚĞŵ

ĐƌĞĂƟǀĞůǇ ĂŶĚŵĂŬĞƚŚĞŵǁŽƌŬĨŽƌǇŽƵdŚĞƚŽŽůƐŚĂǀĞďĞĞŶĚĞƐŝŐŶĞĚƚŽǁŽƌŬŝŶĚŝǀĞƌƐĞĐŽŶƚĞǆƚƐĂŶĚĨŽƌĚŝǀĞƌƐĞŐƌŽƵƉƐ

4 You will make yourself and others uncomfortable ŝŐŝĚĞĂƐŽŌĞŶƌĞƋƵŝƌĞďŝŐĐŚĂŶŐĞƐǁŚŝĐŚĐĂŶĨĞĞůƐĐĂƌǇampŽƌƚƵŶĂƚĞůǇ ƚŚŝƐƉůĂǇďŽŽŬŐŝǀĞƐ ǇŽƵ ƚŚĞ ƚŽŽůƐ ƚŽ ŵĂŬĞ ǇŽƵƌ ĐĂƐĞĂŐĂŝŶƐƚ ƚŚĞ ƌĞƐŝƐƚĂŶĐĞ zŽƵ ĐĂŶ ƵƐĞ ƚŚĞƚŽŽůƐ ƚŽ ƌĞĂƐŽŶ ĨŽƌ ƚŚĞ ŝŶĞǀŝƚĂďŝůŝƚǇ ŽĨĐŚĂŶŐĞƐ ĂŶĚ ƚŽ ƐŚŽǁ ǁŚǇ ƚŚĞ ĐŚĂŶŐĞƐĂƌĞŶŽƚŽŶůǇũƵƐƟĮĞĚďƵƚŶĞĐĞƐƐĂƌǇ

5 There is no guaranteed success in radical innovation hƐŝŶŐ ƚŚŝƐ ƉůĂǇďŽŽŬ ǁŝůů ŶŽƚ ĐŚĂŶŐĞƚŚŝƐ ĨĂĐƚ KŶ ƚŚĞ ĐŽŶƚƌĂƌǇ ƚŚĞ ďŽŽŬƵƌŐĞƐǇŽƵ ƚŽ ĨĂŝů ĞĂƌůǇĂŶĚ ƚŽ ĨĂŝů ŽŌĞŶǇ ĞǆƉĞƌŝŵĞŶƟŶŐ ǁŝƚŚ ŝĚĞĂƐ ǇŽƵ ǁŝůůĞǀĞŶƚƵĂůůǇ ĮŶĚ Ă ďŝŐ ĂŶĚ ƐƵĐĐĞƐƐĨƵůŽŶĞ dŽ ŚĞůƉ ǇŽƵ ĨĂŝů ŵŽƌĞ ĞĂŐĞƌůǇ ƚŚĞƉůĂǇďŽŽŬ ŽīĞƌƐ Ă ůŽǁͲĐŽƐƚ ůŽǁͲƌŝƐŬĞŶǀŝƌŽŶŵĞŶƚƚŽƉƌŽƚŽƚǇƉĞĂŶĚƚĞƐƚ

6 This playbook wonrsquot provide a quick fix dŚĞŵŽƌĞƌĂĚŝĐĂůǇŽƵƌŝĚĞĂŝƐƚŚĞďŝŐŐĞƌĐŚĂŶŐĞƐĂƌĞƌĞƋƵŝƌĞĚĂŶĚƚŚĞůŽŶŐĞƌŝƚǁŝůůƚĂŬĞƚŽĞǆĞĐƵƚĞtŝƚŚƚŚŝƐƉůĂǇďŽŽŬǇŽƵĐĂŶƚĂŬĞƚŚĞĮƌƐƚĐŽŶĐƌĞƚĞƐƚĞƉƐƚŽǁĂƌĚƐŝŵƉůĞŵĞŶƟŶŐǇŽƵƌǀŝƐŝŽŶĂƐƐŽŽŶĂƐƚŚŝƐĂŌĞƌŶŽŽŶƚĂŵŝŶŝŵƵŵǇŽƵǁŝůůŬŶŽǁǁŚĂƚƚŽĚŽŶĞǆƚĂŶĚƌŽƵŐŚůǇŚŽǁůŽŶŐŝƚǁŝůůƚĂŬĞƚŽĚŽŝƚ

7 It is lengthy tĞ ĚŽŶƚ ĞǆƉĞĐƚ ǇŽƵ ƚŽ ǁĂĚĞ ƚŚƌŽƵŐŚƚŚĞ ƉůĂǇďŽŽŬ ĨƌŽŵ ĐŽǀĞƌ ƚŽ ĐŽǀĞƌ zŽƵĐĂŶŐƌĂďǁŚĂƚǇŽƵŶĞĞĚĂƐǇŽƵŶĞĞĚ ŝƚůůƚŽŽůƐĂƌĞĚĞƐŝŐŶĞĚƚŽƐƚĂŶĚĂůŽŶĞ

8 Some academics were involved DĂŶǇ ŽĨ ƚŚĞƐĞ ƚŽŽůƐ ǁĞƌĞ ƚĂƵŐŚƚ ĂŶĚƚĞƐƚĞĚĂƚƵŶŝǀĞƌƐŝƟĞƐKƵƌƚĞĂŵƌĞŐƵůĂƌůǇĐƌŽƐƐĞƐ ĂĐĂĚĞŵŝĐ ĂŶĚ ďƵƐŝŶĞƐƐ ƐĞƫŶŐƐǁŝƚŚ ĞĂƐĞ ďĞĐĂƵƐĞ ŝĚĞĂůůǇ ŐŽŽĚ ƚŚĞŽƌǇĂŶĚŐŽŽĚƉƌĂĐƟĐĞƐŚŽƵůĚŐŽŚĂŶĚŝŶŚĂŶĚ

9 It wonrsquot help you predict the future gtŝŬĞ ƚŚĞ ǁĞĂƚŚĞƌ ƌĞƉŽƌƚ ǇŽƵ ĐĂŶ ƚƌƵƐƚĂ ĨŽƌĞĐĂƐƚ ŽŶůǇ ƐŽŵƵĐŚďĞĐĂƵƐĞ ƚŚŝŶŐƐĐŚĂŶŐĞ tŚĂƚ ǇŽƵ ĐĂŶ ĚŽ ŚŽǁĞǀĞƌ ŝƐƚŽƉůĂŶĂŚĞĂĚĂŶĚƉƌĞƉĂƌĞǇŽƵƌƐĞůĨ dŚĞƚŽŽůƐ ŝŶ ƚŚŝƐ ƉůĂǇďŽŽŬ ĐĂŶ ŚĞůƉ ǇŽƵ ŽƵƚǁŝƚŚ ƚŚŝƐ ĐŚĂůůĞŶŐĞ ĂŶĚ ĂƌĞ ƐƉĞĐŝĮĐĂůůǇĚĞƐŝŐŶĞĚ ƚŽ ďĞ ŇĞǆŝďůĞ ĂƐ Ă ƐŝƚƵĂƟŽŶĐŚĂŶŐĞƐ

10 You canrsquot cheat at innovation zŽƵŵĂǇďĞƚĞŵƉƚĞĚƚŽƚĂŬĞƐŚŽƌƚĐƵƚƐŽƌĨĂŬĞǇŽƵƌĂŶĂůǇƐŝƐdĂŬŝŶŐƚŚĞƐĂŵĞƌŽĂĚŽƌƌĞƉĞĂƟŶŐŽůĚƌŽƵƟŶĞƐǁŽŶƚƚĂŬĞǇŽƵĂŶǇ ĨƵƌƚŚĞƌ ŝŶ ǇŽƵƌ ƉƵƌƐƵŝƚ ŽĨ ĂŶǇƚŚŝŶŐƌĂĚŝĐĂůdŚĞƐĂŵĞŚŽůĚƐƚƌƵĞĨŽƌĂĚŽƉƟŶŐǁŚĂƚ Ɛ ƉŽƉƵůĂƌ dŚŝƐ ŝƐ ǁŚĞƌĞ ǇŽƵ ǁŝůůŶĞĞĚ Ă ůŽƚ ŽĨ ƐĞůĨͲĚŝƐĐŝƉůŝŶĞ ĂŶĚ ƐĞůĨͲƌĞŇĞĐƟŽŶƚ ƐĂůůƵƉƚŽǇŽƵ

ZampgtdKEWhich reasons(s) resonated

most with you Why

Strategic foresightampŽƌĞƐŝŐŚƚ ŝƐ ƚŚĞ ĂďŝůŝƚǇ ƚŽ ƉůĂŶ ĨŽƌƚŚĞ ĨƵƚƵƌĞ ƚ ŝƐ Ă ŵŝǆ ŽĨ ŵŝŶĚƐĞƚ ĂŶĚŵĞƚŚŽĚŽůŽŐǇ Ă ǀŝĞǁ ŽĨ ƚŚĞ ĨƵƚƵƌĞ ĂŶĚƚŚĞƉƌĂĐƟĐĞŽĨůŽŽŬŝŶŐĨŽƌǁĂƌĚŶƉĂƌƟĐƵůĂƌ ŽƌŐĂŶŝǌĂƟŽŶƐƵƐĞƐƚƌĂƚĞŐŝĐ

ĨŽƌĞƐŝŐŚƚƚŽŚĞůƉƚŚĞŵĚĞǀĞůŽƉůŽŶŐͲƚĞƌŵƉůĂŶƐĨŽƌŶĞǁďƵƐŝŶĞƐƐŐƌŽǁƚŚWĂƌƚŽĨƚŚĞƉƌĞŵŝƐĞ ŝƐ ƚŚĂƚ ĨƵƚƵƌĞ ŽƵƚĐŽŵĞƐ ĐĂŶ ďĞŝŶŇƵĞŶĐĞĚďǇŽƵƌĐŚŽŝĐĞƐŝŶƚŚĞƉƌĞƐĞŶƚ ŬĞǇ ĚŝīĞƌĞŶĐĞ ĞǆŝƐƚƐ ďĞƚǁĞĞŶ

ĨŽƌĞƐŝŐŚƚ ĂŶĚ ƉƌĞĚŝĐƟŽŶ ampŽƌĞƐŝŐŚƚĂĐŬŶŽǁůĞĚŐĞƐ ƚŚĂƚ ƚŚĞ ĨƵƚƵƌĞ ŝƐĂŵďŝŐƵŽƵƐ ĂŶĚ ĂŝŵƐ ƚŽ ƉƌĞƉĂƌĞĚĞĐŝƐŝŽŶͲŵĂŬĞƌƐĨŽƌŚŽǁƚŚĞĨƵƚƵƌĞŵĂǇĐŚĂŶŐĞ Ŷ ĐŽŶƚƌĂƐƚ ƉƌĞĚŝĐƟŽŶƐ ƚƌǇ ƚŽƌĞŵŽǀĞƵŶĐĞƌƚĂŝŶƚǇ ĨƌŽŵ ƚŚĞ ĨƵƚƵƌĞďǇĨŽƌĞĐĂƐƟŶŐǁŚĂƚǁŝůů ŚĂƉƉĞŶ ďĂƐĞĚ ŽŶƚŚĞůŝŬĞůŝŚŽŽĚŽĨĐĞƌƚĂŝŶĞǀĞŶƚƐ

InnovationampƵŶĚĂŵĞŶƚĂůůǇ ŝŶŶŽǀĂƟŽŶ ŝƐ ĂďŽƵƚĮŶĚŝŶŐďƵŝůĚŝŶŐĂŶĚƚĂŬŝŶŐĂŶĞǁŝĚĞĂƚŽ ƚŚĞ ŵĂƌŬĞƚƉůĂĐĞ ŶŶŽǀĂƟŽŶ ĂůůŽǁƐĂůů ƚǇƉĞƐ ŽĨ ŽƌŐĂŶŝǌĂƟŽŶƐͶďƵƐŝŶĞƐƐĞƐŶŽŶƉƌŽĮƚƐ ĂŶĚ ŐŽǀĞƌŶŵĞŶƚ ŝŶƐƟƚƵͲƟŽŶƐͶƚŽ ĐƌĞĂƚĞ ŶĞǁ ĐƵƐƚŽŵĞƌƐ ďƵŝůĚƐƚƌŽŶŐĞƌůŽǇĂůƚǇĂŵŽŶŐĐƵƌƌĞŶƚĐƵƐƚŽŵĞƌƐĂŶĚƐƚĂǇƌĞůĞǀĂŶƚŝŶƚŚĞǁŽƌůĚDŽƌĞŽǀĞƌ ŝŶŶŽǀĂƟŽŶ ĐĂŶ ĚĞƐĐƌŝďĞ

ĞŝƚŚĞƌƚŚĞŽƵƚƉƵƚŽƌƚŚĞƉƌŽĐĞƐƐ ŶƚŚŝƐƉůĂǇďŽŽŬ ǁĞ ĨŽĐƵƐ ŽŶ ƚŚĞ ƉƌŽĐĞƐƐ ŝŶŽƌĚĞƌƚŽŝŵƉƌŽǀĞƚŚĞŽƵƚƉƵƚ

Radical innovationZĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ ƚĂŬĞƐ ĚĂŝůǇ ZΘĂŶĚ ŶĞǁ ƉƌŽĚƵĐƚ ĚĞǀĞůŽƉŵĞŶƚ ĞīŽƌƚƐĂŶŽƚŚĞƌ ƐƚĞƉ ĨƵƌƚŚĞƌ ZĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶŝƐ Ă ǁĂǇ ŽĨ ŝŵĂŐŝŶŝŶŐ ďŝŐ ŝĚĞĂƐ ƚŚĂƚ

What definitions are we using

ƵůƟŵĂƚĞůǇ ĐĂŶ ĐƌĞĂƚĞ ďŝŐ ŝŵƉĂĐƚ ƚ ŝƐĂďŽƵƚ ĐŚĂŶŐŝŶŐ ƚŚĞ ŵĂŐŶŝƚƵĚĞ ŽĨ ǇŽƵƌĞīŽƌƚĞŝƚŚĞƌŝŶƚĞƌŵƐŽĨŚŽǁǇŽƵƌŐƌŽƵƉĂƉƉƌŽĂĐŚĞƐ ŝŶŶŽǀĂƟŽŶ Žƌ ŝŶ ƚĞƌŵƐ ŽĨƚŚĞ ŝŵƉĂĐƚ ǇŽƵǁŽƵůĚ ůŝŬĞ ƚŽ ƐĞĞ ŝŶ ƚŚĞŵĂƌŬĞƚtŚŝůĞ ƐĐŚŽůĂƌƐ ŵĂǇ ƌĞĨĞƌ ƚŽ ƌĂĚŝĐĂů

ŝŶŶŽǀĂƟŽŶ ďǇ Ă ǀĂƌŝĞƚǇ ŽĨ ƐǇŶŽŶǇŵƐͶƐƵĐŚ ĂƐ ĚŝƐƌƵƉƟǀĞ ďƌĞĂŬƚŚƌŽƵŐŚ ŽƌƌĞǀŽůƵƟŽŶĂƌǇͶĂůů ƚŚĞ ƚĞƌŵƐ ƐŚĂƌĞ ĂĐŽƌĞĚĞĮŶŝƟŽŶZĂĚŝĐĂůŝŶŶŽǀĂƟŽŶŝƐŶŽƚŝŶĐƌĞŵĞŶƚĂůĚĞǀĞůŽƉŵĞŶƚŝŶƐƚĞĂĚŝƚŝƐĂŶĞǁƚĞĐŚŶŽůŽŐǇŽƌƐŽůƵƟŽŶƚŚĂƚĐƌĞĂƚĞƐĂŶ ĞŶƟƌĞůǇ ŶĞǁ ĂŶĚ ŽŌĞŶ ƵŶĞǆƉĞĐƚĞĚŵĂƌŬĞƚ Ŷ ƐŽŵĞ ĐĂƐĞƐ ƚŚĞ ƐŽůƵƟŽŶƉƵƐŚĞƐƚŚĞůŝŵŝƚƐŽĨƉƌĞǀŝŽƵƐŝŶǀĞŶƟŽŶƐĂŶĚ ŵĂǇ ƌĞƋƵŝƌĞ ƚŚĞ ĐƌĞĂƟŽŶ ŽĨ ŶĞǁƚĞĐŚŶŽůŽŐŝĞƐŝŶŽƌĚĞƌƚŽďĞďƵŝůƚ

What do you see as the most rational path to innovation What does your leadership team believe

hůƟŵĂƚĞůǇ ǇŽƵƌ ŽƌŐĂŶŝǌĂƟŽŶ ŚĂƐ ĂǀŝĞǁƉŽŝŶƚŽŶŝŶŶŽǀĂƟŽŶdŚĞƌĞĂƌĞƚŚƌĞĞďĂƐŝĐ ǁĂǇƐ ĂŶ ŽƌŐĂŶŝǌĂƟŽŶ ĐĂŶ ŐƌŽǁƚŚƌŽƵŐŚ ŝŶŶŽǀĂƟŽŶ ĐŽƌĞ ŐƌŽǁƚŚ ŶĞǁŐƌŽǁƚŚĂŶĚĞŵĞƌŐŝŶŐŐƌŽǁƚŚĂĐŚƚǇƉĞǁŝůůĚĞƚĞƌŵŝŶĞƚŚĞĂƉƉƌŽĂĐŚĂŶĚƚŽŽůƐĨŽƌŝŶŶŽǀĂƟŽŶ

Core growthdŚĞŐŽĂůŽĨŽƌĞƌŽǁƚŚŝƐƚŽƐƚƌĞŶŐƚŚĞŶƚŚĞĐŽƌĞďƵƐŝŶĞƐƐĂŶĚĞŶƚĞƌƉƌŝƐĞŵŝƐƐŝŽŶďǇ ĐƌĞĂƟŶŐ ĂŶĚ ĚĞůŝǀĞƌŝŶŐ ƐƵĐĐĞƐƐĨƵůŶĞǁ ƉƌŽĚƵĐƚƐ ĂŶĚ ƐĞƌǀŝĐĞƐ ƚŚĂƚ Įƚ ƚŚĞĞǆŝƐƟŶŐƉŽƌƞŽůŝŽdŚŝƐƉĂƚŚ ŝƐŐĞŶĞƌĂůůǇĨŽĐƵƐĞĚŽŶƐŚŽƌƚͲƚĞƌŵŽƉƉŽƌƚƵŶŝƟĞƐ

New growthdŚĞŐŽĂůŽĨEĞǁƌŽǁƚŚŝƐƚŽĞǆƉĂŶĚƚŚĞďƵƐŝŶĞƐƐďǇĚĞǀĞůŽƉŝŶŐŶĞǁŽƉĞƌĂƟŽŶƐŽƌĮŶĚŝŶŐŶĞǁŵĂƌŬĞƚƐĐŽŵƉůĞŵĞŶƚĂƌǇƚŽ ĞǆŝƐƟŶŐ ĞīŽƌƚƐ dŚŝƐ ƉĂƚŚ ƚĞŶĚƐ ƚŽĨŽĐƵƐŽŶŵŝĚͲƚĞƌŵŽƉƉŽƌƚƵŶŝƟĞƐ

Emerging growthdŚĞ ŐŽĂů ŽĨ ŵĞƌŐŝŶŐ ƌŽǁƚŚ ŝƐ ƚŽĐĂƉŝƚĂůŝǌĞ ŽŶ ĞŵĞƌŐŝŶŐ ĂƌĞĂƐ ĂŶĚ ďŝŐďĞƚƐ ƚŚĂƚ ŵĂǇ ďĞ ŝŶ ĞŶƟƌĞůǇ ŶĞǁ ŽƌƵŶƌĞůĂƚĞĚ ƐĞĐƚŽƌƐ dŚŝƐ ƉĂƚŚ ƉƵƌƐƵĞƐůŽŶŐͲƚĞƌŵ ƉŽƐƐŝďŝůŝƟĞƐ ǁŝƚŚ ƉŽƚĞŶƟĂůŚŝŐŚƌĞǁĂƌĚZĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ ƌĞůŝĞƐ ŵŽƐƚ ŽŶ

ŵĞƌŐŝŶŐƌŽǁƚŚďĞĐĂƵƐĞƚŚĞĂŝŵŝƐƚŽŐĞŶĞƌĂƚĞƚŚĞŐƌĞĂƚĞƐƚŝŵƉĂĐƚdŚŝƐƉĂƚŚŝƐ ŶŽƚ ŶĞĐĞƐƐĂƌŝůǇ Ă ŚŝŐŚͲƌŝƐŬ ƐƚƌĂƚĞŐǇ ĂůƚŚŽƵŐŚ ďŝŐ ďĞƚƐ ŝŶ ƚĞĐŚŶŽůŽŐǇ ŵĂǇďĞ ŝŶǀŽůǀĞĚ ŶƐƚĞĂĚ ƌŝƐŬ ŝƐ ŵŝŶŝŵŝǌĞĚďǇ ĞǀĂůƵĂƟŶŐ ĨƵƚƵƌĞ ƉŽƐƐŝďŝůŝƟĞƐƐǇƐƚĞŵĂƟĐĂůůǇ ĂŶĚ ƚŚĞŶ ďǇ ƚĂŬŝŶŐĚĞůŝďĞƌĂƚĞ ĂŶĚ ŝŶĨŽƌŵĞĚ ĂĐƟŽŶ zŽƵŬŶŽǁǁŚĂƚǇŽƵĂƌĞĚŽŝŶŐŶĞǆƚĞǀĞŶ ŝĨƚŚĞĞŶĚƌĞƐƵůƚƐĂƌĞŶŽƚĞǆĂĐƚůǇĐůĞĂƌǇĞƚ

What type of growth do we seek

ZampgtdKEWhich growth path does your

work focus most on Why

37ĚĂƉƚĞĚĨƌŽŵƌŽǁƚŚŐĞŶĚĂgtŝŵŝƚĞĚ

ŽƌĞƌŽǁƚŚ

EĞǁƌŽǁƚŚ EĞǁƌŽǁƚŚ

ŵĞƌŐŝŶŐƌŽǁƚŚ

gtŽŶŐƚĞƌŵďĞƚƐ^ƚƌĂƚĞŐŝĐǀĞŶƚƵƌĞƐampƵƚƵƌĞŝŶǀĞƐƚŵĞŶƚƐƌŽƐƐƐĞĐƚŽƌƉĂƌƚŶĞƌƐŚŝƉƐ

ƵƐŝŶĞƐƐŵŽĚĞůŝŶŶŽǀĂƟŽŶĚũĂĐĞŶƚƐĞĐƚŽƌĚŝƐƌƵƉƟŽŶEĞǁŵĂƌŬĞƚĞŶƚƌǇEĞǁĐĂƉĂďŝůŝƟĞƐ

EƵƌƚƵƌŝŶŐƚŚĞĞĐŽƐǇƐƚĞŵEĞǁƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐEĞǁĐƵƐƚŽŵĞƌĂĐƋƵŝƐŝƟŽŶKƉĞƌĂƟŽŶĂůĞŶŚĂŶĐĞŵĞŶƚ

Where should we look for ideas VTH`AumlUK`VYPUP[PHSMVJZPUthree simple places

Organizational startŶ ŵĂŶǇ ĐĂƐĞƐ ƐƚƌĂƚĞŐǇ Žƌ ZΘ ƚĞĂŵƐĂƌĞ ĂůƌĞĂĚǇ ǁŽƌŬŝŶŐ ǁŝƚŚŝŶ ĂŶ ĞǆŝƐƟŶŐůŽŶŐͲƚĞƌŵ ƌŽĂĚŵĂƉ zŽƵ ƚŚƵƐ ŬŶŽǁǁŚŝĐŚ ĞŵĞƌŐŝŶŐ ŵĂƌŬĞƚ ŶĞĞĚƐ ĂŶĚŽƌƚĞĐŚŶŽůŽŐǇ ĂƌĞĂƐ ƌĞƉƌĞƐĞŶƚ ƉƌŝŽƌŝƟĞƐƚŽ ǇŽƵƌ ŽƌŐĂŶŝǌĂƟŽŶ ampŽƌ ĞǆĂŵƉůĞ ĂƐ ĂĮŶĂŶĐŝĂůƐĞƌǀŝĐĞƐŵĂŶĂŐĞƌ ǇŽƵŬŶŽǁǇŽƵŵƵƐƚ ƐƚĂƌƚ ĞǆƉůŽƌŝŶŐ ƚŚĞ ĨƵƚƵƌĞ ŽĨ ƌĞƚĂŝůďĂŶŬŝŶŐ

Internal startŶ ŽƚŚĞƌ ĐĂƐĞƐ ĂŶ ŝŶŶŽǀĂƚŽƌ Žƌ ƚĞĂŵůĞĂĚĞƌ ďĞŐŝŶƐ ǁŝƚŚ Ă ƚŽƉŝĐ ĂƌĞĂ ƚŚĂƚƐŽƵŶĚƐƉƌŽŵŝƐŝŶŐzŽƵŵĂǇĂůƌĞĂĚǇŚĂǀĞ

ƐŽŵĞ ĞǆƉĞƌƟƐĞ ŝŶ Ă ƉĂƌƟĐƵůĂƌ ƐƉĂĐĞ ŽƌĨĞĞů ƉĞƌƐŽŶĂůůǇ ŵŽƟǀĂƚĞĚ ƚŽ ƉƵƌƐƵĞ ĂŶĂƌĞĂ ŵŽƌĞ ĚĞĞƉůǇ zŽƵ ƐƚĂƌƚ ǁŝƚŚ ǇŽƵƌŐƵƚ ĂŶĚ ƐŝŵƉůǇ ĂĚũƵƐƚ ĨƌŽŵ ƚŚĞƌĞ ampŽƌĞǆĂŵƉůĞ ǇŽƵ ŚĂǀĞ Ă ƉĞƌƐŽŶĂů ƉĂƐƐŝŽŶĂďŽƵƚŚŝŐŚͲƚĞĐŚŚǇĚƌŽƉŽŶŝĐĨĂƌŵŝŶŐƚŚĂƚǇŽƵĚůŝŬĞƚŽƉƵƌƐƵĞ

External startKƚŚĞƌ ƟŵĞƐ ǇŽƵŵĂǇ ŚĂǀĞ ƚŚĞ ĨŽƌƚƵŶĞƚŽƐƚĂƌƚĚĞŶŽǀŽǁŝƚŚŽƵƚĂŶǇĐŽƌƉŽƌĂƚĞĞǆƉĞĐƚĂƟŽŶŽƌ ƚĞĂŵŐŽĂů zŽƵ ĐĂŶ ƚŚĞŶůŽŽŬ ĨŽƌ ŶƵŐŐĞƚƐ ŽĨ ŝŶŶŽǀĂƟŽŶ ŝĚĞĂƐĂƌŽƵŶĚ ǇŽƵ ĂŶĚŵĂŶǇ ƐŽƵƌĐĞƐ ĂƌĞ ƌŝĐŚĨŽƌĚŝƐĐŽǀĞƌǇdŚĞŵŽƐƚĐŽŵŵŽŶƐŽƵƌĐĞƐĨŽƌ ĮŶĚŝŶŐ ĨƵƚƵƌĞ ŶĞĞĚƐ ĂƌĞ ƐƚĂƟƐƟĐƐĮĞůĚ ƌĞƉŽƌƚƐ ĨƵƚƵƌĞ ƐĐĞŶĂƌŝŽƐ ŚŝƐƚŽƌǇ ĂŶĚ ĐƵƌƌĞŶƚ ŶŝĐŚĞƐ dŚĞƐĞ ƐŽƵƌĐĞƐ ĂƌĞƉƌĞƐĞŶƚĞĚŝŶƚŚĞĂĚũĂĐĞŶƚƚĂďůĞ

Where do we find inspiration

ĂƚĞŐŽƌǇ ǆĂŵƉůĞƐŽƵƌĐĞƐ

^ƚĂƟƐƟĐƐ

gt WƌŽĚƵĐƚƐĂůĞƐĨŽƌĞĐĂƐƚƐgt dƌĞŶĚĚĂƚĂgt ^ŝŵƵůĂƟŽŶƐgt ĞŵŽŐƌĂƉŚŝĐƌĞƉŽƌƚƐ

^ƚĂƟƐƟĐƐ

gt hƐĞƌĞǆƉĞƌƚŝŶƚĞƌǀŝĞǁƐgt ^ŽĐŝĂůŶĞƚǁŽƌŬƵƐĂŐĞgt ampŽĐƵƐŐƌŽƵƉƐgt ƚŚŶŽŐƌĂƉŚǇ

ampƵƚƵƌĞƐĐĞŶĂƌŝŽƐ

gt ZŽůĞͲƉůĂǇŝŶŐgt ĞůƉŚŝŵĞƚŚŽĚgt DŽǀŝĞƐgt ^ĐŝĞŶĐĞĮĐƟŽŶ

ŝƐƚŽƌǇgt ƌĐŚŝǀĞƐgt ĂƐĞƐƚƵĚŝĞƐgt ŽĐƵŵĞŶƚƐ

Common ŶŝĐŚĞƐ

gt ĂƌůǇĂĚŽƉƚĞƌƐgt dƌĞŶĚƐĞƩĞƌƐgt gtĞĂĚƵƐĞƌƐgt dŚŽƵŐŚƚůĞĂĚĞƌƐgt tĞĂŬƐŝŐŶĂůƐ

Multiple innovation rolesmdashor what you might call personality typesmdashcoexist within an organization at any given time

Who leads change in innovation

ŶĂĚĚŝƟŽŶ ŝƚŚĞůƉƐ ƚŽŬŶŽǁŚŽǁƚŚĞǀĂƌŝŽƵƐ ƌŽůĞƐ ŝŶƚĞƌĂĐƚǁŝƚŚ ŽŶĞ ĂŶŽƚŚĞƌ tŚŝůĞĞĂĐŚƌŽůĞŚĂƐĂŶŝŵƉŽƌƚĂŶƚƉĂƌƚƚŽƉůĂǇ ŝŶ ƚŚĞ ƉƵƌƐƵŝƚ ĨŽƌ ŝŶŶŽǀĂƟŽŶ ĞĂĐŚƌŽůĞƚĞŶĚƐƚŽƐĞĞƚŚŝŶŐƐǀĞƌǇĚŝīĞƌĞŶƚůǇ ĐĞƌƚĂŝŶ ĂŵŽƵŶƚ ŽĨ ĐƌĞĂƟǀĞ ĨƌŝĐƟŽŶ ŝƐŶĂƚƵƌĂůƐǇŽƵƌƚĞĂŵŝƐƉƵƚŝŶƚŽƐƚƌĞƐƐĨƵůƐŝƚƵĂƟŽŶƐ ǇŽƵĐĂŶŚĞůƉ ƚŚĞŽƚŚĞƌ ƚĞĂŵŵĞŵďĞƌƐ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ǀĂůƵĞ ŽĨďƌŝŶŐŝŶŐŵƵůƟƉůĞŵŝŶĚƐƚŽŐĞƚŚĞƌ

tĞ ƉƌĞƐĞŶƚ Ɛŝǆ ĐŽŵŵŽŶ ƌŽůĞƐ ƚŚĂƚ ǇŽƵŽŌĞŶ ĮŶĚ ǁŝƚŚŝŶ ĂŶ ZΘ ĞŶĚĞĂǀŽƌ ŽƌŶĞǁ ŝŶŶŽǀĂƟŽŶ ǀĞŶƚƵƌĞ ƚŚĞ WŝŽŶĞĞƌ WƌŽďůĞŵ^ŽůǀĞƌ ŶĂůǇƐƚWƌŽĚƵĐĞƌ ZĞďĞůĂŶĚWƌĂŐŵĂƟƐƚĂĐŚƌŽůĞƚĂŬĞƐĂĚŝīĞƌĞŶƚĂƉƉƌŽĂĐŚƚŽ

ƚŚĞ ŝŶŶŽǀĂƟŽŶƉƌŽĐĞƐƐĂŶĚ ƚŚƵƐǀĂůƵĞƐĚŝīĞƌĞŶƚ ŽƵƚƉƵƚ tŚŝůĞ ŽŶĞ ƌŽůĞ ŵĂǇĚŽŵŝŶĂƚĞǇŽƵƌƵƐƵĂůďĞŚĂǀŝŽƌ ǇŽƵ ůŝŬĞůǇƐŚĂƌĞƚƌĂŝƚƐĂĐƌŽƐƐƐĞǀĞƌĂůƌŽůĞƐƐ ĂŶ ŝŶŶŽǀĂƟŽŶ ŵĂŶĂŐĞƌ ůŽŽŬ ƚŽ

ďĂůĂŶĐĞ ƚŚĞƐĞ ƌŽůĞƐ ǁŝƚŚŝŶ ǇŽƵƌ ƚĞĂŵůƐŽ ĐŽŶƐŝĚĞƌ ƚŚĞ ƌŽůĞƐ ǁŝƚŚŝŶ ǇŽƵƌďƌŽĂĚĞƌŶĞƚǁŽƌŬƐŽƚŚĂƚǇŽƵŵĂǇƐŚĂƉĞǇŽƵƌŐƌŽƵƉ ƐĐŽŵŵƵŶŝĐĂƟŽŶƐƚƌĂƚĞŐŝĐĂůůǇ

dWZKhZĚĞĂƐŵĂǇƐƚĂƌƚǁŝƚŚŽŶĞƉĞƌƐŽŶďƵƚƚŚĞǇƌĞƋƵŝƌĞĂƚĞĂŵƚŽĚĞůŝǀĞƌ zŽƵƌĂůůǇŽƚŚĞƌƐƚŽĂŐŽŽĚĐĂƵƐĞĂŶĚƚĂŬĞƉƌŝĚĞŝŶƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞƉĞŽƉůĞďĞŚŝŶĚƚŚĞƉƌŽĐĞƐƐŶŶŽǀĂƟŽŶŵƵƐƚďĞĂƐŚĂƌĞĚŵŝŶĚƐĞƚͻĞŐŝŶĂƚŚĂƉƚĞƌϰŽŶKƉƉŽƌƚƵŶŝƚǇͻǀĂŶŐĞůŝǌĞƚŚĞampƵƚƵƌĞƚĞůůŝŶŐŵĞƚŚŽĚ

dZgtzŽƵƉƵƚƚŚĞƌĂĚŝĐĂůŝŶƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶzŽƵĐŽŶƐŝĚĞƌƌŽƵƟŶĞƐĂƐŶĞŐŽƟĂďůĞĂŶĚŽŌĞŶŚĞůƉŽƚŚĞƌƐƚŽƚŚŝŶŬŽƵƚƐŝĚĞƚŚĞƉƌŽǀĞƌďŝĂůďŽǆtŚĂƚŵĂŶǇŵŝƐƐŝƐƚŚĂƚǇŽƵŬŶŽǁƚŚĞƐǇƐƚĞŵĐůŽƐĞůǇƐŽǇŽƵŬŶŽǁǁŚĞƌĞƚŽďĞŶĚƌƵůĞƐͻƵŵƉĮƌƐƚƚŽŚĂƉƚĞƌϳŽŶsŝƐŝŽŶͻǆƚĞŶĚƚŚĞampƵƚƵƌĞhƐĞƌƚŽŽů

dWZDd^dtŚĂƚ ƐŽŵĞ ŵŝŐŚƚ ĐĂůů ůĂǌǇ ǇŽƵ ĐĂůů ĨŽĐƵƐĞĚ zŽƵǀĂůƵĞƚĂŬŝŶŐƚŚĞŵŽƐƚĞĸĐŝĞŶƚƉĂƚŚƚŽƚŚĞĚĞƐŝƌĞĚŽƵƚĐŽŵĞĂŶĚǇŽƵŚĞůƉŽƚŚĞƌƐƚŽŐĞƚƚŚĞĞƐƐĞŶƟĂůƐĚŽŶĞǁŝƚŚŽƵƚĐƌĞĂƟŶŐĞǆƚƌĂǁŽƌŬŶŶŽǀĂƟŽŶĐŽŵĞƐĚŽǁŶƚŽĞǆĞĐƵƟŽŶͻ^ŬŝŵƚŚĞƟƉƐĮƌƐƚĨŽƌĞĂĐŚŵĞƚŚŽĚͻtŽƌŬǁŝƚŚƚŚĞƚĞŵƉůĂƚĞƐ

dWKEZzŽƵ ďƵƌŶ ƚŽ ĮŶĚ ĂŶĚ ĐŽŶƋƵĞƌ ƵŶĚŝƐĐŽǀĞƌĞĚŽƉƉŽƌƚƵŶŝƟĞƐtŚĂƚŵĂƩĞƌƐŵŽƐƚĂƌĞĨĂƐƚƌĞƐƵůƚƐzŽƵ ƚƌƵƐƚǁŚĂƚ ǇŽƵ ĐĂŶ ƐĞĞ ĂŶĚ ĨŽůůŽǁ ǇŽƵƌ ŐƵƚƚŚƌŽƵŐŚ ƚƌŝĂů ĂŶĚ ĞƌƌŽƌ zŽƵ ůĞĂƌŶ ďĞƐƚ ďǇ ĚŽŝŶŐĂŶĚƐŚŽǁŝŶŐŽƚŚĞƌƐͻ^ĐĂŶƚŚĞĞǆĂŵƉůĞƐŐŝǀĞŶƚŽƐƉĂƌŬŝĚĞĂƐͻĚŽƉƚƚŚĞZWĂƌĚdĞƐƚ

dWZKgtD^KgtsZzŽƵ ůŽǀĞĂŐŽŽĚĐŚĂůůĞŶŐĞĂŶĚǁŽŶƚďĂĐŬĚŽǁŶƵŶƟů ǇŽƵ ƐŽůǀĞ ŝƚ zŽƵƌĞ ŐŽŽĚ Ăƚ ŝĚĞŶƟĨǇŝŶŐĂƐƐƵŵƉƟŽŶƐĐŽŶƐƚƌĂŝŶƚƐĂŶĚĂůƚĞƌŶĂƟǀĞƐ^ŵĂƌƚŝŶŶŽǀĂƟŽŶ ƌĞƋƵŝƌĞƐ ƐĞƫŶŐ ŐŽĂůƐ ƐŽ ǇŽƵ ĐĂŶŶĂƌƌŽǁǇŽƵƌŽƉƟŽŶƐǁŝƐĞůǇͻĂŝŶĨĂƐƚĐŽŶƚĞǆƚǁŝƚŚŚĂƉƚĞƌϯŽŶWĞƌƐƉĞĐƟǀĞͻĚŽƉƚƚŚĞŚĂŶŐĞWĂƚŚƐŵĞƚŚŽĚ

dEgtz^dzŽƵ ůŝŬĞ ƚŽ ƐĞĞ ƚŚĞ ĨĂĐƚƐ ĮƌƐƚ ďĞĨŽƌĞ ũƵŵƉŝŶŐ ƚŽĐŽŶĐůƵƐŝŽŶƐ ƐŬŝŶŐ ƚŚĞ ƌŝŐŚƚ ƋƵĞƐƟŽŶƐ ŵĂƩĞƌǁŚĞŶ ŐĞƫŶŐ ƚŽ ƚŚĞ ƚƌƵƚŚ zŽƵ ďĞůŝĞǀĞ ĞīĞĐƟǀĞŝŶŶŽǀĂƟŽŶ ƚĂŬĞƐ ĚŝƐĐŝƉůŝŶĞ ĂŶĚ ǇŽƵ ĂƉƉƌĞĐŝĂƚĞƐǇƐƚĞŵĂƟĐƌŝŐŽƌͻgtĞĂƌŶŚŽǁƚŽůĂǇĞƌƚŚĞampŽƌĞƐŝŐŚƚŵĞƚŚŽĚƐͻDĂƐƚĞƌƚŚĞtŚŝƚĞ^ƉŽƚƐŵĞƚŚŽĚ

This playbook can be applied easily to different types of organizations and contexts

dŚĞ ŵĞƚŚŽĚƐ ŚĂǀĞ ďĞĞŶ ĚĞůŝďĞƌĂƚĞůǇĚĞƐŝŐŶĞĚƚŽĂĚĚƌĞƐƐƚŚĞĨƵŶĚĂŵĞŶƚĂůƐŽĨƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶŝŶĂďƵƐŝŶĞƐƐƐĞƫŶŐĂŶĚŚĂǀĞďĞĞŶƚĞƐƚĞĚǁŝƚŚŵƵůƟƉůĞĐŽŵƉĂŶŝĞƐĂŶĚŝŶƐƟƚƵƟŽŶƐĂƌŽƵŶĚƚŚĞǁŽƌůĚŶŽƚŚĞƌǁŽƌĚƐĞǆƉĞƌŝĞŶĐĞŚĂƐƐŚŽǁŶ

ƵƐ ƚŚĂƚ ĂŶǇŽŶĞ ĐĂŶƵƐĞ ƚŚĞƐĞŵĞƚŚŽĚƐdŚĞǇ ĂƌĞ ŶŽƚ ůŝŵŝƚĞĚ ƚŽ Ă ƉĂƌƟĐƵůĂƌŝŶĚƵƐƚƌǇ ĐŽƵŶƚƌǇ ŽƌƚǇƉĞŽĨŽƌŐĂŶŝǌĂƟŽŶŶ ĂĚĚŝƟŽŶ ƚŚĞ ůĞƐƐŽŶƐ ĂŶĚ ĞǆĂŵƉůĞƐ

ƉƌĞƐĞŶƚĞĚ ƚŚƌŽƵŐŚŽƵƚ ƚŚĞ ƉůĂǇďŽŽŬ ĂƌĞĚƌĂǁŶ ĨƌŽŵ Ă ǀĂƌŝĞƚǇ ŽĨ ŝŶĚƵƐƚƌŝĞƐ ĂŶĚĐŽŵƉĂŶŝĞƐ zŽƵ ĐĂŶ ůĞĂƌŶ ĨƌŽŵ ŽƚŚĞƌƐŽƵƚƐŝĚĞǇŽƵƌĮĞůĚǁŚŝĐŚŵĂǇŚĞůƉǇŽƵƐĞĞǇŽƵƌŽǁŶĞīŽƌƚĨƌŽŵĂĚŝīĞƌĞŶƚĂŶŐůĞ

Industry sectorgtŝŬĞ ƚŚĞ ďĞƐƚ ƚŽŽůƐ ŽƵƌ ŵĞƚŚŽĚƐ ĂƌĞĚĞƐŝŐŶĞĚ ƚŽ ďĞ ŝŶĚƵƐƚƌǇͲĂŐŶŽƐƟĐ zŽƵĚŽŶƚĨŽůůŽǁƚŚĞŝŶĚƵƐƚƌǇǇŽƵĨŽůůŽǁƚŚĞŽƉƉŽƌƚƵŶŝƚǇ tĞǀĞ ƐĞĞŶ ŽƵƌ ŵĞƚŚŽĚƐƵƐĞĚ ŝŶ ŚĞĂůƚŚĐĂƌĞ ĂƵƚŽŵŽƟǀĞ ŚĞĂǀǇŝŶĚƵƐƚƌŝĞƐ ĐŽŶƐƵŵĞƌ ĞůĞĐƚƌŽŶŝĐƐƐŽŌǁĂƌĞ ĮŶĂŶĐŝĂů ƐĞƌǀŝĐĞƐ ĂŶĚ ŵĂŶǇŽƚŚĞƌ ŝŶĚƵƐƚƌŝĂů ƐĞĐƚŽƌƐ ĞƐŝŐŶĞĚ ƚŽ ďĞŇĞǆŝďůĞƚŚĞƐĞŵĞƚŚŽĚƐƐƵƉƉŽƌƚĂŶĚŚĞůƉ

Which contexts or industries work best

ƐƚƌƵĐƚƵƌĞǇŽƵƌĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐƌĞŐĂƌĚůĞƐƐŽĨǇŽƵƌĐŽŶƚĞŶƚĨŽĐƵƐ

Type of organizationampƌĂŶŬůǇ ǁĞǀĞ ƐĞĞŶ ƚŚĞ ŐƌĞĂƚĞƐƚ ƵƐĞďǇ ĐŽŵƉĂŶŝĞƐ ^ŽŵĞ ĐŽŵƉĂŶŝĞƐ ǁĂŶƚƚŽ ĨŝŶĚ ƚŚĞ ŶĞǆƚ ďŝŐ ŝĚĞĂ ƐŽŵĞ ǁĂŶƚƚŽ ƌĞŶĞǁ Žƌ ŝŵƉƌŽǀĞ ƚŚĞŝƌ ƉƌĂĐƚŝĐĞŽĨ ŝŶŶŽǀĂƚŝŽŶ KƚŚĞƌ ŽƌŐĂŶŝǌĂƚŝŽŶƐͶŝŶĐůƵĚŝŶŐ ƵŶŝǀĞƌƐŝƚŝĞƐ ŶŽŶƉƌŽĨŝƚƐŐŽǀĞƌŶŵĞŶƚĂů ĂŐĞŶĐŝĞƐ ĂŶĚĨŽƵŶĚĂƚŝŽŶƐͶŚĂǀĞĂůƐŽĨŽƵŶĚďŽƚŚƚŚĞŵŝŶĚƐĞƚ ĂŶĚ ŵĞƚŚŽĚŽůŽŐǇ ǀĂůƵĂďůĞ ƚŽƚŚĞŝƌ ŵŝƐƐŝŽŶ tĞ ǁŝůů ƚƌǇ ƚŽ ŚŝŐŚůŝŐŚƚĞǆĂŵƉůĞƐĨƌŽŵĂůůƚǇƉĞƐŽĨŽƌŐĂŶŝǌĂƚŝŽŶƐŝŶƚŚĞƉůĂǇďŽŽŬ

Company sizeDĂŶĂŐĞƌƐ Ăƚ ůĂƌŐĞ ĞƐƚĂďůŝƐŚĞĚĐŽƌƉŽƌĂƟŽŶƐ ƐŵĂůů ďƵƐŝŶĞƐƐĞƐ ^DƐͿĂŶĚ ƐƚĂƌƚƵƉƐ ŚĂǀĞ Ăůů ƵƐĞĚ ĂŶĚ ƚĞƐƚĞĚƚŚĞƐĞŵĞƚŚŽĚƐŝŶƚŚĞůĂƐƚĨĞǁǇĞĂƌƐtŚŝůĞƚŚĞ ůĞǀĞů ŽĨ ďƵƌĞĂƵĐƌĂĐǇ ĂŶĚ ĂǀĂŝůĂďůĞƌĞƐŽƵƌĐĞƐŵĂǇĚŝīĞƌďǇĐŽŵƉĂŶǇƐŝǌĞƚŚĞƵŶĚĞƌůǇŝŶŐ ŶĞĞĚ ƚŽ ĚĞǀĞůŽƉ Ă ĚŝƐĐŝƉůŝŶĞŽĨŝŶŶŽǀĂƟŽŶƌĞŵĂŝŶƐƚŚĞƐĂŵĞ

Country and cultureKƵƌ ŵĞƚŚŽĚƐ ĚĞůŝďĞƌĂƚĞůǇ ĐƌŽƐƐŐĞŽŐƌĂƉŚŝĐ ďŽƵŶĚĂƌŝĞƐ WůĂǇďŽŽŬĞǆĂŵƉůĞƐ ĂŶĚ ƟƉƐ ĐŽŵĞ ĨƌŽŵ ampŝŶůĂŶĚĂŶĚ ƚŚĞhŶŝƚĞĚ ^ƚĂƚĞƐͶĂƐǁĞůů ĂƐ ĨƌŽŵŵƵůƟƉůĞ ƉůĂĐĞƐ ŝŶ ƵƌŽƉĞ ĂƐƚ ƐŝĂĨƌŝĐĂĂŶĚŶĚŝĂKƵƌŐŽĂůŝƐƚŽŵĂǆŝŵŝǌĞůĞĂƌŶŝŶŐ ƌĞĐŽŐŶŝǌŝŶŐ ďŽƚŚ ƐŝŵŝůĂƌŝƟĞƐĂŶĚĚŝīĞƌĞŶĐĞƐĂĐƌŽƐƐĐƵůƚƵƌĞƐ

I am a social scientist in Finland and our usual Scandinavian planning principle is to plan rigorously and execute once After working with several American colleagues from Silicon Valley I have discovered an unexpected difference in their approach to problem-solving

In Silicon Valley they tend to L_LJ[L AumlYZ[ YL]PZL HUK [OLUexecute again While I can see the

value in rapid learning cycles at the same time this approach creates a headache for Finns who have already settled contentedly and deliberately ^P[O[OLPYAumlYZ[JYLH[PVU

As we work with more foreign innovators Finnish managers should be exposed earlier to other ways of workingmdashultimately leading to better harmony and making iteration a welcome part of our planning process

VIEWPOINT | Revisionist thinking

What types of problems are other companies and innovation managers addressing with the methods in this playbook

ĞƌĞ Ɛ ƚŚĞ ƋƵŝĐŬ ĂŶƐǁĞƌ ƐŽŵĞ ŐƌŽƵƉƐƐƚĂƌƚ ǁŝƚŚ Ă ƐƉĞĐŝĮĐ ŽƉƉŽƌƚƵŶŝƚǇ ŽƌƉƌŽďůĞŵ ŝŶŵŝŶĚ ŽƚŚĞƌ ŐƌŽƵƉƐǁĂŶƚ ƚŽĞǆƉůŽƌĞ Ă ƌĂŶŐĞ ŽĨ ĨƵƚƵƌĞ ƉŽƐƐŝďŝůŝƟĞƐdŚĞŵĞƚŚŽĚƐĂƌĞĚĞůŝďĞƌĂƚĞůǇŇĞǆŝďůĞ^ĞĞ ǁŚĂƚ ŽƚŚĞƌ ƚĞĂŵƐ ŚĂǀĞ ĚŽŶĞ

ĂƌŽƵŶĚƚŚĞǁŽƌůĚ

Global forestry companyΗtĞ ƵƐĞĚ ƚŚĞ ŵĞƚŚŽĚƐ ƚŽ ĚĞǀĞůŽƉ ĂŶĞŶƟƌĞůǇŶĞǁƉƌŽĚƵĐƚĐŽŶĐĞƉƚďĂƐĞĚŽŶĂƌĞĐĞŶƚůǇĚĞǀĞůŽƉĞĚǁŽŽĚͲďĂƐĞĚŵĂƚĞƌŝĂůtĞ ĂƉƉůŝĞĚ ƚŚĞ ŵĞƚŚŽĚƐ ƚŽ ƚĂŶŐŝďůǇĞŶǀŝƐŝŽŶĂƉƌŽĮůĞŽĨƚŚĞƉƌŽĚƵĐƚ ƐĨƵƚƵƌĞƵƐĞƌŝŶŽƌĚĞƌƚŽďƵŝůĚĂƵƐĞƌͲĚƌŝǀĞŶǀŝƐŝŽŶΗ

International paper producerΗtĞǁĂŶƚĞĚƚŽƚŚŝŶŬŽƵƚŽĨƚŚĞďŽǆĂŶĚĨŝŶĚŶĞǁ ŝĚĞĂƐ ĨŽƌĞǆŝƐƚŝŶŐĂƐƐĞƚƐ dŚĞƚŽŽůƐ ŐĂǀĞ ƵƐ Ă ƐƚƌƵĐƚƵƌĞĚ ĂƉƉƌŽĂĐŚƚŽ ŝŶǀĞŶƚŝŶŐ ŶĞǁ ƵƐĞƐ ĨŽƌ ĂŶ ŽďƐŽůĞƚĞƉƌŽĚƵĐƚŝŽŶ ĐĂƉĂĐŝƚǇ Ŷ Ă ŚĞĂǀŝůǇĐĂƉŝƚĂůͲŝŶƚĞŶƐŝǀĞŝŶĚƵƐƚƌǇƐƵĐŚĂƐŽƵƌƐŝƚ ƌĞĂůůǇ ƉĂŝĚ ŽĨĨ ƚŽ ďĞ ĐƌĞĂƚŝǀĞ ǁŝƚŚĂůƚĞƌŶĂƚŝǀĞ ƵƐĞƐ ĨŽƌ ŽƵƌ ƐůĂĐŬ ĐĂƉĂĐŝƚǇĂŶĚƌĞƐŽƵƌĐĞƐΗ

National media companyΗtŝƚŚ ƚŚĞŵĞƚŚŽĚƐ ǁĞ ƌĞĚĞƐŝŐŶĞĚ ŽƵƌĐŽŵƉĂŶǇ ƐůŽŶŐͲƌĂŶŐĞƉůĂŶŶŝŶŐĂƉƉƌŽĂĐŚĂŶĚ ĂůŝŐŶĞĚ ŵƵůƟƉůĞ ŽƌŐĂŶŝǌĂƟŽŶĂůƉƌŽĐĞƐƐĞƐŝŶƚƌĞŶĚͲĮŶĚŝŶŐdŚĞŵĞƚŚŽĚƐůĞƚ ƵƐ ũŽŝŶƚůǇ ĚĞƐŝŐŶ ĂŶĚ ĞĸĐŝĞŶƚůǇĐŽŵŵƵŶŝĐĂƚĞƚŚĞŶĞǁƉƌŽĐĞƐƐĞƐĂŵŽŶŐĐŽůůĞĂŐƵĞƐĂŶĚĞǆƚĞƌŶĂůĐŽůůĂďŽƌĂƚŽƌƐΗ

What types of problems are addressed

Software developer ΗtĞ ǁĂŶƚĞĚ ƚŽ ĂŶƟĐŝƉĂƚĞ ĨƵƚƵƌĞƚĞĐŚŶŽůŽŐǇĐŚĂŶŐĞƐƐŽǁĞĐŽƵůĚƉƌĞƉĂƌĞŽƵƌƐĞůǀĞƐ ĨŽƌ ƚŚĞƐĞ ĐŚĂŶŐĞƐ ĂŶĚ ĐƌĂŌƐŽůƵƟŽŶƐ ĨŽƌ ŽƵƌ ĐůŝĞŶƚƐ ƚŚĂƚ ƐƵƉƉŽƌƚƚŚĞ ŶĞǁ ƌŽƵƟŶĞƐ ĂŶĚ ǁĂǇƐ ŽĨ ǁŽƌŬŝŶŐŝŶ ƚŚĞ ĨƵƚƵƌĞtĞ ƵƐĞĚ ƚŚĞ ŵĞƚŚŽĚƐ ƚŽďƵŝůĚŐƌŽƵŶĚĞĚƐĐĞŶĂƌŝŽƐŽĨ ĨƵƚƵƌĞǁŽƌŬĞŶǀŝƌŽŶŵĞŶƚƐ ĂŶĚ ƉƌĂĐƟĐĞƐ ŚĞůƉŝŶŐ ƵƐĚĞƚĞƌŵŝŶĞƚŚĞĂĐƟŽŶƐƚŽƚĂŬĞƚŽĚĂǇƚŽďĞƌĞĂĚǇĨŽƌƚŽŵŽƌƌŽǁΗ

Training service providerΗtĞ ďĞůŝĞǀĞ ĨŽƌĞƐŝŐŚƚ ŝƐ Ă ƐŬŝůů ĂŶĚ ĂǁĂǇŽĨƚŚŝŶŬŝŶŐƚŚĂƚĐĂŶďĞůĞĂƌŶĞĚtĞƵƐĞĚƚŚĞŵĞƚŚŽĚƐŝŶŽƵƌĂŶŶƵĂůƐƚƌĂƚĞŐǇƉůĂŶŶŝŶŐ ƉƌŽĐĞƐƐ ƚŽ ŐĂƚŚĞƌ ŝŶƉƵƚ ĨƌŽŵŽƵƌ ĞǆƚĞƌŶĂů ŶĞƚǁŽƌŬ ĂŶĚ ŐƵŝĚĞ ƚŚĞĚĞǀĞůŽƉŵĞŶƚ ŽĨ Ă ĮǀĞͲǇĞĂƌ ƐƚƌĂƚĞŐǇƌŽĂĚŵĂƉΗ

Marketing departmentΗtĞ ŶĞĞĚĞĚ ƚŽ ƌĞďƌĂŶĚ ŽŶĞ ŽĨ ŽƵƌŵŽƌĞ ĐŽŶǀĞŶƟŽŶĂů ƉƌŽĚƵĐƚ ůŝŶĞƐ ŵĂŬĞŝƚ ΖŐƌĞĞŶĞƌΖƚŽĐŽŶƐƵŵĞƌƐƌĂŶĚƐĂƌĞĂůůĂďŽƵƚ ĐƌĞĂƟŶŐ ƉĞƌĐĞƉƟŽŶƐ ĂŶĚ ŚĞŶĐĞŝŶŇƵĞŶĐŝŶŐƉĞŽƉůĞdŚŝƐƌĞƋƵŝƌĞĚďŽƚŚĂƐƚƌŽŶŐĞǆĐŝƟŶŐĂŶĚďĞůŝĞǀĂďůĞǀŝƐŝŽŶĂƐǁĞůůĂƐĂĐŽŚĞƌĞŶƚĂŶĚƚĂƌŐĞƚĞĚĐŽŵŵƵͲŶŝĐĂƟŽŶ ƐƚƌĂƚĞŐǇ dŚĞ ŵĞƚŚŽĚƐ ŚĞƌĞŚĞůƉĞĚƵƐĂĐŚŝĞǀĞũƵƐƚƚŚĂƚΗ

Federal governmental agencyΗKŶĞ ŽĨ ŽƵƌ ůĂƌŐĞƐƚ ĨƵŶĚŝŶŐ ƉƌŽŐƌĂŵƐǁĂƐ ĚƌĂǁŝŶŐ ƚŽ ĂŶ ĞŶĚ tĞ ŶĞĞĚĞĚ ƚŽĮŐƵƌĞ ŽƵƚ ŚŽǁ ƚŚĞ ǁŽƌůĚ ĂŶĚ ŶĂƟŽŶĂůŝŶŶŽǀĂƟŽŶĐŚĂůůĞŶŐĞƐŚĂĚĐŚĂŶŐĞĚƐŝŶĐĞŝƚ ƐƚĂƌƚĞĚ ƐŽ ǁĞ ĐŽƵůĚ ĚĞǀĞůŽƉ ŶĞǁƉƌŽŐƌĂŵ ƐƚƌƵĐƚƵƌĞƐ ĂŶĚ ĐŽŶƚĞŶƚ ƚŚĂƚǁŽƵůĚ ďĞ ƌĞůĞǀĂŶƚ ĨŽƌ ĨƵƚƵƌĞ ĨƵŶĚŝŶŐ

ŶĞĞĚƐ dŚĞ ŵĞƚŚŽĚƐ ŵĂĚĞ ŝƚ ĞĂƐǇ ƚŽŽƌŐĂŶŝǌĞĚŝƐĐƵƐƐŝŽŶƐǁŝƚŚĞǆƉĞƌƚƐĂŶĚƚĞƐƚǁŚĞƚŚĞƌ ƚŚĞ ŶĞǁ ƉƌŽŐƌĂŵ ǀŝƐŝŽŶƐǁĞƌĞĨĂƌͲƌĞĂĐŚŝŶŐĂŶĚĂŵďŝƟŽƵƐĞŶŽƵŐŚΗ

Strategic RampD consortiumΗZΘ ĂĐƟǀŝƟĞƐ ƚĂŬĞ ƉůĂĐĞ ŝŶ ŚŝŐŚůǇŶĞƚǁŽƌŬĞĚ ĐŽŵŵƵŶŝƟĞƐ ŽĨ ĂĐĂĚĞŵŝĐĐŽƌƉŽƌĂƚĞĂŶĚŐŽǀĞƌŶŵĞŶƚĂůĂĐƚŽƌƐtĞƵƐĞĚ ƚŚĞŵĞƚŚŽĚƐ ƚŽ ĐƌĞĂƚĞ ĂŶĚ ƉůĂŶ ĂũŽŝŶƚƌĞƐĞĂƌĐŚĂŐĞŶĚĂƚŚĂƚŝƐĨĂƌͲƌĞĂĐŚŝŶŐǇĞƚĂĐƟŽŶĂďůĞƚǁĂƐŚĞůƉĨƵůƚŽŵĂƉĂŶĚƚŚĞŶ ƌĞͲƉŽƐŝƟŽŶ ŽƵƌ ŶĞƚǁŽƌŬ ƉĂƌƚŶĞƌƐďĂƐĞĚŽŶƚŚĞŝƌĮƚǁŝƚŚŽƵƌĨƵƚƵƌĞŐŽĂůƐΗ

International steel companyΗtĞ ĞƐƉĞĐŝĂůůǇ ůŝŬĞĚ ƚŚĞ ǀŝƐƵĂůŝǌŝŶŐ ĂŶĚĨĂƐƚ ƉƌŽƚŽƚǇƉŝŶŐ ǁŝƚŚ ƐŝŵƉůĞ ŵŽĐŬƵƉƐǁŚŝĐŚŚĂƐĂīĞĐƚĞĚŽƵƌŵŽĚĞŽĨŽƉĞƌĂƟŽŶ

ĂŶĚ ŽƉĞŶĞĚ ŶĞǁ ǁĂǇƐ ƚŽ ƚŚŝŶŬ ĂŶĚĐŽŵŵƵŶŝĐĂƚĞŝĚĞĂƐƚŽŽƚŚĞƌƐΗNational IT companyΗdŚĞ ŵĞƚŚŽĚƐ ŚĂǀĞ ďĞĞŶ ƵƐĞĚ ŝŶ ƚŚĞĂŶŶƵĂůƉůĂŶŶŝŶŐŽĨƐŽŵĞŽĨŽƵƌĐŽŵƉĂŶǇ ƐĂƌĞĂƐ dŚĞǇ ŚĂǀĞ ďĞĞŶ ƵƐĞĨƵů ǁŚĞŶƉƌŽĚƵĐŝŶŐƐƵƉƉŽƌƟŶŐ ŝĚĞĂƐĂŶĚŵĂƚĞƌŝĂůĨŽƌďƵƐŝŶĞƐƐŵŽĚĞůĚĞǀĞůŽƉŵĞŶƚŽĨŶĞǁƐĞƌǀŝĐĞƐůůŝŶĂůůĐŽŶƐŝĚĞƌƚŚĞƐĞƐĂŵƉůĞƐŝƚƵĂƟŽŶƐĂƐŚŝŶƚƐĨŽƌǇŽƵƌŽǁŶƉůĂŶŶŝŶŐΗ

dŚĞŐƵŝĚĞůŝŶĞƐƉƌŽǀŝĚĞĚŝŶƚŚŝƐƉůĂǇďŽŽŬǁŝůů ŚĞůƉ ǇŽƵ ůĞĂƌŶ ƚŚĞ ĐŽƌĞ ƉƌŝŶĐŝƉůĞƐŶĞĞĚĞĚ ƚŽ ƵƐĞ ƚŚĞ ŵĞƚŚŽĚƐ ĐŽƌƌĞĐƚůǇ ĂŶĚĂƐǁŝƚŚŵŽƐƚƉůĂŶƐǇŽƵƚŚĞŶŶĞĞĚƚŽƚƌĂŶƐůĂƚĞƚŚĞŵŝŶƚŽǇŽƵƌĐŽŶƚĞǆƚ

^ŽŵĞ ƚĞĂŵƐ ƉƌĞĨĞƌ ƚŽ ĨŽůůŽǁ Ă ƐƚĞƉͲďǇͲƐƚĞƉ ƉƌŽĐĞƐƐ ƚŚĂƚ ƉƌŽǀŝĚĞƐ ĐŽŶƐŝƐƚĞŶƚƌĞƐƵůƚƐ tĞ ŚĂǀĞ ĂĚŽƉƚĞĚ ůŽŽŵ ƐdĂǆŽŶŽŵǇŽĨůĞĂƌŶŝŶŐŽƵƚĐŽŵĞƐƚŽĞŶƐƵƌĞƚŚĂƚ ǇŽƵƌ ƚŚŝŶŬŝŶŐ ĂĚǀĂŶĐĞƐ ƚŽ ŚŝŐŚĞƌůĞǀĞůƐ Ăƚ ĞĂĐŚ ƐƚĞƉ ĂƐ ǁĞůů ĂƐ ŝŶĐůƵĚĞƐƐĞǀĞƌĂůŝŶƚĞƌŶĂůůĞĂƌŶŝŶŐůŽŽƉƐ

What is the learning process

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ĚĞĮŶĞƌĞƉĞĂƚƌĞĐŽƌĚůŝƐƚƌĞĐĂůůŶĂŵĞƌĞůĂƚĞƵŶĚĞƌůŝŶĞ

ƚƌĂŶƐůĂƚĞƌĞƐƚĂƚĞĚŝƐĐƵƐƐĚĞƐĐƌŝďĞƌĞĐŽŐŶŝǌĞĞǆƉůĂŝŶĞǆƉƌĞƐƐŝĚĞŶƟĨǇůŽĐĂƚĞƌĞƉŽƌƚƌĞǀŝĞǁƚĞůů

ŝŶƚĞƌƉƌĞƚĂƉƉůǇĞŵƉůŽǇƵƐĞĚĞŵŽŶƐƚƌĂƚĞĚƌĂŵĂƟǌĞƉƌĂĐƟĐĞŝůůƵƐƚƌĂƚĞŽƉĞƌͲĂƚĞƐĐŚĞĚƵůĞƐŚŽƉƐŬĞƚĐŚ

ĚŝƐƟŶŐƵŝƐŚĂŶĂůǇǌĞĚŝīĞƌĞŶƟĂƚĞĂƉƉƌĂŝƐĞĐĂůĐƵůĂƚĞĞǆƉĞƌŝŵĞŶƚƚĞƐƚĐŽŵƉĂƌĞĐŽŶƚƌĂƐƚĐƌŝƟĐŝǌĞĚŝĂŐƌĂŵŝŶƐƉĞĐƚĚĞďĂƚĞŝŶǀĞŶƚŽƌǇƋƵĞƐƟŽŶƌĞůĂƚĞƐŽůǀĞĞǆĂŵŝŶĞĐĂƚĞŐŽƌŝǌĞ

ĐŽŵƉŽƐĞƉůĂŶƉƌŽƉŽƐĞĚĞƐŝŐŶĨŽƌŵƵůĂƚĞĂƌƌĂŶŐĞĂƐƐĞŵďůĞĐŽůůĞĐƚĐŽŶƐƚƌƵĐƚĐƌĞĂƚĞƐĞƚƵƉŽƌŐĂŶŝǌĞŵĂŶĂŐĞƉƌĞƉĂƌĞ

ũƵĚŐĞĂƉƉƌĂŝƐĞĞǀĂůƵĂƚĞƌĂƚĞĐŽŵƉĂƌĞǀĂůƵĞƌĞǀŝƐĞƐĐŽƌĞƐĞůĞĐƚĐŚŽŽƐĞĂƐƐĞƐƐĞƐƟŵĂƚĞŵĞĂƐƵƌĞ

111213 14

^ƚĞƉ gtĞĂƌŶŝŶŐKďũĞĐƟǀĞ DĞƚŚŽĚ ŽƚŽWĂŐĞ

1 ĞĮŶĞƚŚĞĚŝīĞƌĞŶƚĚŝŵĞŶƐŝŽŶƐŝŶǇŽƵƌŝŶŶŽǀĂƟŽŶƐƉĂĐĞ ŽŶƚĞǆƚDĂƉ ϲϭ

2 ZĞĐĂůůƚŚĞŚŝƐƚŽƌŝĐĂůƉĂƩĞƌŶƐĨŽƌƚŚĞƌĞůĞǀĂŶƚĚŝŵĞŶƐŝŽŶƐ WƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐ ϳϬ

3 gtŽĐĂƚĞƚŚĞƉĂƩĞƌŶƐŝŶƟŵĞŶŽƟŶŐŽƚŚĞƌƌĞůĂƚĞĚŝŶŇƵĞŶĐĞƐ ĂŶƵƐŽŶĞƐ ϴϭ

4 ĚĞŶƟĨǇĂŶǇŽƉƉŽƌƚƵŶŝƟĞƐŝŶƉŽƉƵůĂƟŽŶĐŚĂŶŐĞƐ ĞŶĞƌĂƟŽŶĂůƌĐƐ ϵϰ

5 ^ŬĞƚĐŚƚǁŽƵƐĞƌƉƌŽĮůĞƐƚŽĂŶƟĐŝƉĂƚĞĨƵƚƵƌĞĐƵƐƚŽŵĞƌŶĞĞĚƐ ampƵƚƵƌĞhƐĞƌ ϭϬϯ

6 ƌĂŵĂƟǌĞƚŚĞĨƵƚƵƌĞĐƵƐƚŽŵĞƌŶĞĞĚŝŶĂƌĞĂůĐŽŶƚĞǆƚ ampƵƚƵƌĞƚĞůůŝŶŐ ϭϭϰ

7 ŝĂŐƌĂŵĂƌĂŶŐĞŽĨƐŽůƵƟŽŶƐƚŽĮŶĚĂŐĂƉŝŶĐƵƐƚŽŵĞƌŶĞĞĚ tŚŝƚĞ^ƉŽƚƐ ϭϮϳ

8 ŽŶƐƚƌƵĐƚĂƋƵŝĐŬƉŚǇƐŝĐĂůƉƌŽƚŽƚǇƉĞŽĨǇŽƵƌĨƵƚƵƌĞƐŽůƵƟŽŶ WĂƉĞƌDŽĐŬƵƉƐ ϭϯϲ

9 ZĞͲĐƌĞĂƚĞǇŽƵƌƉƌŽƚŽƚǇƉĞĨŽĐƵƐŝŶŐŽŶƚŚĞĐŽƌĞďĞŶĞĮƚ ĂƌŬŽƌƐĞWƌŽƚŽƚǇƉĞ ϭϰϱ

10 WůĂŶĂƉĂƚŚŽĨĂĐƟŽŶƚŽĂĚĚƌĞƐƐƚŚĞĨƵƚƵƌĞĐƵƐƚŽŵĞƌŶĞĞĚ ŚĂŶŐĞWĂƚŚƐ ϭϰϵ

11 ƵĚŐĞĐŽůůĞĂŐƵĞƐĂŶĚĨƌŝĞŶĚƐĂƐƉŽƚĞŶƟĂůŝŶŶŽǀĂƟŽŶƉĂƌƚŶĞƌƐ ƵĚĚǇŚĞĐŬƐ ϭϲϴ

12 ZĂƚĞǇŽƵƌƐĞůĨĂŶĚǇŽƵƌƚĞĂŵĨŽƌŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉĂƉƟƚƵĚĞ sK^ƚĂƌƐ ϭϳϴ

13 sĂůƵĞŚŽǁǇŽƵƌŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬĐĂŶƐƵƉƉŽƌƚǇŽƵƌŝĚĞĂ ƐŐƌŽǁƚŚ ƌŽǁĚůŽǀĞƌƐ ϭϴϴ

14 ^ĞůĞĐƚĂƐŚŽƌƚĚĞƐĐƌŝƉƟŽŶĂďŽƵƚǇŽƵƌĨƵƚƵƌĞƐŽůƵƟŽŶ sŝƐŝŽŶ^ƚĂƚĞŵĞŶƚ ϮϬϯ

15 ^ĐŽƌĞǇŽƵƌƐŽůƵƟŽŶ ƐǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚĨŽƌŝƚƐǀŝƐŝŽŶĂƌǇƉŽƚĞŶƟĂů ZWĂƌĚdĞƐƚ Ϯϭϯ

16 ŚŽŽƐĞǇŽƵƌŝĚĞĂ ƐŵŽƐƚĞĸĐŝĞŶƚŶĞƚǁŽƌŬƉĂƚŚƚŽƐƵĐĐĞƐƐ WĂƚŚĮŶĚĞƌƐ ϮϯϬ

tŚĂƚƐƚŚĞďŝŐƉŝĐƚƵƌĞїƉĂŐĞϲϭ

tŚĂƚǁĂƐĚŽŶĞŝŶƚŚĞƉĂƐƚїƉĂŐĞϳϬ

tŚĂƚƉĂƩĞƌŶƐĐĂŶǁĞĂŶƟĐŝƉĂƚĞїƉĂŐĞϴϭ

tŚĂƚĐŚĂŶŐĞƐŝŶƉĞŽƉůĞŵĂƩĞƌїƉĂŐĞϵϰ

tŚŽĂƌĞŽƵƌĨƵƚƵƌĞĐƵƐƚŽŵĞƌƐїƉĂŐĞϭϬϯ

ŽǁĐĂŶǁĞĞǆĐŝƚĞŽƵƌĂƵĚŝĞŶĐĞїƉĂŐĞϭϭϰ

tŚĞƌĞŝƐƚŚĞƵŶƚĂƉƉĞĚŵĂƌŬĞƚїƉĂŐĞϭϮϳ

tŚĂƚŝƐŽƵƌĮƌƐƚƉƌŽƚŽƚǇƉĞїƉĂŐĞϭϯϲ

tŚĂƚŝƐĞƐƐĞŶƟĂůĂďŽƵƚŽƵƌŝĚĞĂїƉĂŐĞϭϰϱ

tŚĂƚĂĐƟŽŶƐŚŽƵůĚǁĞĚŽŶĞǆƚїƉĂŐĞϭϰϵ

ƌĞ ǇŽƵ ĨŽĐƵƐĞĚ ŽŶ Ă ƉĂƌƟĐƵůĂƌ ĂƐƉĞĐƚŽĨ ĂƉƌŽďůĞŵtŚŝůĞ Ăůů ƚŚĞŵĞƚŚŽĚƐ ĂƌĞĚĞƐŝŐŶĞĚƚŽǁŽƌŬĂƐĂƐǇƐƚĞŵǇŽƵĐĂŶũƵŵƉƚŽĂƉĂƌƟĐƵůĂƌŵĞƚŚŽĚĂƐŶĞĞĚĞĚďĂƐĞĚŽŶƚŚĞƋƵĞƐƟŽŶĨĂĐŝŶŐǇŽƵƌƚĞĂŵŶŽǁ

Can we start with a specific objective

ŽǁĚŽǁĞĮŶĚŐŽŽĚƉĂƌƚŶĞƌƐїƉĂŐĞϭϲϴ

tŚĂƚůĞĂĚĞƌƐŚŝƉĚŽǁĞŶĞĞĚїƉĂŐĞϭϳϴ

ŽǁĐĂŶǁĞƵƐĞŽƵƌŶĞƚǁŽƌŬїƉĂŐĞϭϴϴ

tŚĂƚŝƐĂŐŽŽĚǀŝƐŝŽŶїƉĂŐĞϮϬϯ

ŽǁĐĂŶǁĞƚĞƐƚŽƵƌǀŝƐŝŽŶїƉĂŐĞϮϭϯ

ŽǁĐĂŶŽƵƌǀŝƐŝŽŶƐƵĐĐĞĞĚїƉĂŐĞϮϯϬ

ĨǇŽƵƌƚĞĂŵŝƐŵŝĚǁĂǇƚŚƌŽƵŐŚĂƉƌŽũĞĐƚǇŽƵ ĐĂŶ ƵƐĞ ƚŚĞ ƋƵŝĐŬ ƐĞůĨͲĂƐƐĞƐƐŵĞŶƚŚĞƌĞ ƚŽĚĞƚĞƌŵŝŶĞǇŽƵƌŶĞǆƚƐƚĞƉŽƌ ƌĞͲĐŚĞĐŬƚŚĂƚĂůůŐĂƉƐŚĂǀĞďĞĞŶƐƵĸĐŝĞŶƚůǇĂĚĚƌĞƐƐĞĚ dŚŝƐ ĞǀĂůƵĂƟŽŶ ǁŝůů ůĞƚ ǇŽƵũƵŵƉƚŽƚŚĞƐƉĞĐŝĮĐŵĞƚŚŽĚƐͿǇŽƵŶĞĞĚInstructionsWůĞĂƐĞ ŵĂƌŬ ŽŶĞ y ĨŽƌ ĞĂĐŚ ƌŽǁ ƚŽĞǀĂůƵĂƚĞǇŽƵƌƚĞĂŵ ƐůĞǀĞůŽĨŬŶŽǁůĞĚŐĞŝŶĂĚĚƌĞƐƐŝŶŐƚŚĞƐƉĞĐŝĮĐƐƚĂƚĞŵĞŶƚ

^ĐŽƌŝŶŐŬĞǇϭƉŽŝŶƚсŵŝƐƐŝŶŐŬŶŽǁůĞĚŐĞϮƉŽŝŶƚƐсůŝŵŝƚĞĚŬŶŽǁůĞĚŐĞϯƉŽŝŶƚƐсĂĚĞƋƵĂƚĞŬŶŽǁůĞĚŐĞϰƉŽŝŶƚƐсŐŽŽĚŬŶŽǁůĞĚŐĞϱƉŽŝŶƚƐсĞǆĐĞůůĞŶƚŬŶŽǁůĞĚŐĞ

Where do we start midway in a project

ZĂĚŝĐĂůŝŶŶŽǀĂƟŽŶƐƚĂƚĞŵĞŶƚdĞĂŵƐůĞǀĞůŽĨŬŶŽǁůĞĚŐĞ

ϭ Ϯ ϯ ϰ ϱ

ǆĂŵƉůĞĐůĞĂƌůǇƵŶĚĞƌƐƚĂŶĚƚŚĞŝŶƐƚƌƵĐƟŽŶƐ X

Ă tĞĐĂŶŝĚĞŶƟĨǇƚŚĞŵĂŝŶŝƐƐƵĞƐŝŶŽƵƌƚŽƉŝĐ

ďtĞĐĂŶĚĞƐĐƌŝďĞƚŚĞƉƌĞĐĞĚĞŶƚƐŽĨƚŚŝƐŝĚĞĂƚŚĂƚŚĂǀĞƐƵĐĐĞĞĚĞĚŽƌĨĂŝůĞĚŝŶŽƵƌŽƌŐĂŶŝǌĂƟŽŶƌĞůĂƚĞĚŝŶĚƵƐƚƌŝĞƐĚŝƐĐŝƉůŝŶĞƐĂŶĚŽƚŚĞƌĐŽƵŶƚƌŝĞƐ

Đ tĞŬŶŽǁǁŚŝĐŚĞǀĞŶƚƐĐŽŵƉĂŶŝĞƐĂŶĚŽƚŚĞƌŝĚĞĂƐƚŚĂƚŚĂǀĞŝŶŇƵĞŶĐĞĚƚŽĚĂǇ ƐƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨƚŚŝƐƚŽƉŝĐ

Ě tĞŬŶŽǁǁŚŽƚŚĞůĂƌŐĞƐƚĂŶĚŽƌŵŽƐƚƌĞůĞǀĂŶƚƉŽƉƵůĂƟŽŶŐƌŽƵƉŝƐŝŶŽƵƌƚĂƌŐĞƚĨƵƚƵƌĞŚŽƌŝǌŽŶ

Ğ tĞĐĂŶŝĚĞŶƟĨǇƚŚĞƐŚĂƌĞĚǀĂůƵĞƐĂŶĚďĞůŝĞĨƐŽĨƚŚŝƐƐƉĞͲĐŝĮĐƉŽƉƵůĂƟŽŶŐƌŽƵƉ

Ĩ tĞŚĂǀĞĚĞǀĞůŽƉĞĚĂĐŽŵƉƌĞŚĞŶƐŝǀĞƉƌŽĮůĞƉĞƌƐŽŶĂͿŽĨŽƵƌƚĂƌŐĞƚĨƵƚƵƌĞƵƐĞƌ

ŐtĞŬŶŽǁŚŽǁƚŚĞƵŶŝƋƵĞŶĞĞĚƐŽĨƚŚĞƚĂƌŐĞƚĨƵƚƵƌĞƵƐĞƌǁŝůůďĞĚŝīĞƌĞŶƚĨƌŽŵƚŽĚĂǇ ƐƵƐĞƌ ƐŽŶĂͿŽĨŽƵƌƚĂƌŐĞƚĨƵƚƵƌĞƵƐĞƌ

Ś tĞĐĂŶƉƌĞƐĞŶƚĂĐůĞĂƌƵƐĞĐĂƐĞƚŚĂƚƉƌĞƐĞŶƚƐƚŚĞƵƐĞƌ ƐďĞŚĂǀŝŽƌƐŝŶĂƌĞĂůŝƐƟĐĨƵƚƵƌĞĐŽŶƚĞǆƚ

ŝ tĞŬŶŽǁŚŽǁŽƵƌƐŽůƵƟŽŶĐƌĞĂƚĞƐĂƌĂĚŝĐĂůůǇŶĞǁŽƉƉŽƌͲƚƵŶŝƚǇŝŶƚŚĞŵĂƌŬĞƚƉůĂĐĞ

ũ tĞĐĂŶŝĚĞŶƟĨǇƚŚĞƚŽƉϮͲϯĨĂĐƚŽƌƐƚŚĂƚĚĞĮŶĞƚŚĞƵŶŝƋƵĞǀĂůƵĞŽĨŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

ScoringĨǇŽƵƌƚĞĂŵ ƐƐĐŽƌĞŝƐůĞƐƐƚŚĂŶϯƉŽŝŶƚƐƉĞƌ ƌŽǁ ŝŶ ƚŚĞ ĂĚũĂĐĞŶƚ ƚĂďůĞ ĐŽŶƐŝĚĞƌƚƵƌŶŝŶŐƚŽƚŚĞĂƉƉƌŽƉƌŝĂƚĞŵĞƚŚŽĚƐͿĂƐŶĞĞĚĞĚĂŽŶƚĞǆƚDĂƉŽŶƉĂŐĞϲϭďWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐŽŶƉĂŐĞϳϬĐĂŶƵƐŽŶĞƐŽŶƉĂŐĞϴϭĚĞŶĞƌĂƟŽŶĂůƌĐƐŽŶƉĂŐĞϵϰĞĞŶĞƌĂƟŽŶĂůƌĐƐŽŶƉĂŐĞϵϰĨ ampƵƚƵƌĞhƐĞƌŽŶƉĂŐĞϭϬϯŐampƵƚƵƌĞhƐĞƌŽŶƉĂŐĞϭϬϯŚampƵƚƵƌĞƚĞůůŝŶŐŽŶƉĂŐĞϭϭϰŝtŚŝƚĞ^ƉŽƚƐŽŶƉĂŐĞϭϮϳũtŚŝƚĞ^ƉŽƚƐŽŶƉĂŐĞϭϮϳŬWĂƉĞƌDŽĐŬƵƉƐŽŶƉĂŐĞϭϯϲůĂƌŬŽƌƐĞWƌŽƚŽƚǇƉĞŽŶƉĂŐĞϭϰϱŵŚĂŶŐĞWĂƚŚƐŽŶƉĂŐĞϭϰϵŶƵĚĚǇŚĞĐŬƐŽŶƉĂŐĞϭϲϴŽsK^ƚĂƌƐŽŶƉĂŐĞϭϳϴƉƌŽǁĚůŽǀĞƌƐŽŶŽŶƉĂŐĞϭϴϴƋsŝƐŝŽŶ^ƚĂƚĞŵĞŶƚŽŶƉĂŐĞϮϬϯƌ ZWĂƌĚdĞƐƚŽŶƉĂŐĞϮϭϯƐWĂƚŚĮŶĚĞƌƐŽŶƉĂŐĞϮϯϬ

ZĂĚŝĐĂůŝŶŶŽǀĂƟŽŶƐƚĂƚĞŵĞŶƚ dĞĂŵƐůĞǀĞůŽĨŬŶŽǁůĞĚŐĞ

ϭ Ϯ ϯ ϰ ϱ

Ŭ tĞĐĂŶĞǆƉůĂŝŶƐĞǀĞƌĂůůĞƐƐŽŶƐŐĂŝŶĞĚĨƌŽŵďƵŝůĚŝŶŐĂŶĚƚĞƐƟŶŐĂƌŽƵŐŚŵŽĚĞůƉƌŽƚŽƚǇƉĞŽĨŽƵƌŝŶŶŽǀĂƟŽŶƐǇƐƚĞŵ

ů tĞĐĂŶƐƉĞĐŝĨǇƚŚĞĨƵŶĚĂŵĞŶƚĂůŝŶŶŽǀĂƟŽŶŝŶŽƵƌŝĚĞĂƚŚĂƚďƌŝŶŐƐƚŚĞŵŽƐƚǀĂůƵĞƚŽŽƵƌƚĂƌŐĞƚƵƐĞƌƐ

ŵ tĞĐĂŶŶĂŵĞƚŚĞƚŽƉϮͲϯŵŽƐƚĐƌŝƟĐĂůĚĞĐŝƐŝŽŶƐƚŚĂƚĂƌĞŽŶƚŚĞĚŝƌĞĐƚƉĂƚŚƚŽĚĞůŝǀĞƌŝŶŐŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

Ŷ tĞŚĂǀĞĂŐŽŽĚƐĞŶƐĞŽŶŚŽǁƚŽĮŶĚĐŽͲĐƌĞĂƚŽƌƐ

Ž KƵƌƚĞĂŵŬŶŽǁƐǁŚĂƚŝƐƌĞƋƵŝƌĞĚƚŽůĞĂĚĂŶĚŝŶƐƟůůĂĐƵůͲƚƵƌĞŽĨƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶ

Ɖ tĞŬŶŽǁŚŽǁƚŽƌĞůǇŽŶŽƵƌƉĞƌƐŽŶĂůŶĞƚǁŽƌŬƐĨŽƌĂĐƟŽŶ

Ƌ tĞĐĂŶƉƌĞƐĞŶƚĂŵŝŶŝƐƵŵŵĂƌǇŽĨŽƵƌŝŶŶŽǀĂƟŽŶǀŝƐŝŽŶƚŚĂƚĂŶǇƉŽƚĞŶƟĂůĐƵƐƚŽŵĞƌǁŽƵůĚƵŶĚĞƌƐƚĂŶĚ

ƌ tĞĐĂŶŝĚĞŶƟĨǇƚŚĞďƌĞĂŬƚŚƌŽƵŐŚƉŽƚĞŶƟĂůŽĨŽƵƌŝŶŶŽǀĂͲƟŽŶǀŝƐŝŽŶŝŶƌĞůĂƟŽŶƚŽŽƚŚĞƌǁĞůůͲŬŶŽǁŶŝŶŶŽǀĂƟŽŶƐ

Ɛ tĞŬŶŽǁƚŚĞĨŽƌŵĂůĂŶĚŝŶĨŽƌŵĂůƉĂƚŚŽƵƌŝĚĞĂŵƵƐƚƚĂŬĞǁŝƚŚŝŶƚŚĞŽƌŐĂŶŝǌĂƟŽŶƚŽƐƵĐĐĞĞĚ

The short answer is both All the methods can be used independently or within groups

Using methods alone ^ŽŵĞ ƉĞŽƉůĞ ƉƌĞĨĞƌ ƵƐŝŶŐ Ă ƉĂƌƟĐƵůĂƌŵĞƚŚŽĚ ŽŶ ƚŚĞŝƌ ŽǁŶ ĨŽƌ ƚŚĞ ĨŽůůŽǁŝŶŐƌĞĂƐŽŶƐͻ ĞĨŽƌĞƚŚĞǇƚĂůŬǁŝƚŚŽƚŚĞƌƐƚŚĞǇ

ƵƐĞƚŚĞƐĞŵĞƚŚŽĚƐƚŽŚĞůƉƚŚĞŵƐŽƌƚĂŶĚƉƌŝŽƌŝƟǌĞŵƵůƟƉůĞŽƉƟŽŶƐƚŚĂƚŚĂǀĞďĞĞŶƐƚĞǁŝŶŐƋƵŝĞƚůǇŝŶƚŚĞŝƌŚĞĂĚƐ

ͻ dŚĞŵĞƚŚŽĚƐůĞƚƚŚĞŵƉƌĞƉĂƌĞĂďĞƩĞƌƉƌĞƐĞŶƚĂƟŽŶƚŚĂƚŝƐŵŽƌĞǀŝƐƵĂůĂŶĚƉƌŽǀŽĐĂƟǀĞƚŚĂŶƚŚĞƵƐƵĂůƌĞƉŽƌƚƐůŝĚĞƐ

ͻ dŚĞŵĞƚŚŽĚƐĂƌĞƵŶĐŽŵŵŽŶĞŶĐŽƵƌĂŐŝŶŐĂƵƐĞƌƚŽůŽŽƐĞŶĞǆŝƐƟŶŐďŝĂƐĞƐĂŶĚďƌŽĂĚĞŶĂƉƌŽďůĞŵƐƉĂĐĞŝŶŶĞǁǁĂǇƐ

Using methods in teams KƚŚĞƌƐ ƚĂŬĞ ĂĚǀĂŶƚĂŐĞ ŽĨ ǁŽƌŬŝŶŐ ŝŶŐƌŽƵƉƐĨŽƌƚŚĞƐĞƌĞĂƐŽŶƐͻ dŚĞŵĞƚŚŽĚƐŽīĞƌĂŶŝŵƉĂƌƟĂů

ĐŽŵŵŽŶůĂŶŐƵĂŐĞǁŚŝĐŚŚĞůƉƐƉƌĞǀĞŶƚƉĞŽƉůĞĨƌŽŵĚŝīĞƌĞŶƚĚŝǀŝƐŝŽŶƐŽƌĨƵŶĐƟŽŶƐĨĂůůŝŶŐďĂĐŬƚŽĂůŝĞŶĂƟŶŐũĂƌŐŽŶŽƌďĞůŽǀĞĚƚŽŽůƐĂƐĞĂƐŝůǇ

ͻ dŚĞĨĞĞĚďĂĐŬĂŶĚĞŶƐƵŝŶŐĚŝĂůŽŐƵĞĂŵŽŶŐŐƌŽƵƉŵĞŵďĞƌƐĂůůŽǁŝĚĞĂƐƚŽƐŚĂƌƉĞŶĨĂƐƚĞƌĂŶĚĐŽͲĞǀŽůǀĞǁŝƚŚĂĚĚŝƟŽŶĂůŝŶƉƵƚ

ͻ ŶŽƚŚĞƌďĞŶĞĮƚŝƐŐƌĞĂƚĞƌĂůŝŐŶŵĞŶƚǁŝƚŚŝŶĂƚĞĂŵŽƌĐŽŵŵƵŶŝƚǇǇǁŽƌŬŝŶŐƚŽŐĞƚŚĞƌǁŝƚŚƚŚĞŵĞƚŚŽĚƐƉĞŽƉůĞĨĞĞůĂƐŚĂƌĞĚƐĞŶƐĞŽĨŽǁŶĞƌƐŚŝƉŝŶƚŚĞŝĚĞĂƐ

ͻ ƐǁŽƌŬŚĂƐďĞĐŽŵĞŵŽƌĞĐŽŵƉůĞǆĂŶĚƐƉĞĐŝĂůŝǌĞĚǁŽƌŬŝŶŐŝŶŐƌŽƵƉƐŽǀĞƌĐŽŵĞƐƚŚĞƉƌŽďůĞŵŽĨŶĂƌƌŽǁƚŚŝŶŬŝŶŐdŚĞŵĞƚŚŽĚƐĐĂŶďĞƵƐĞĚƚŽĞŶĐŽƵƌĂŐĞĂĐƌŽƐƐͲĚŝƐĐŝƉůŝŶĂƌǇĐŽŶǀĞƌƐĂƟŽŶĚƌĂǁŝŶŐƵƉŽŶĂǁŝĚĞƌƉŽŽůŽĨŬŶŽǁůĞĚŐĞŝŶƚŚĞŐƌŽƵƉ

Should we work in teams or alone

Optimal group size tĞ ĂƌĞ ŽŌĞŶ ĂƐŬĞĚ ǁŚĂƚ ŝƐ ƚŚĞ ƌŝŐŚƚŶƵŵďĞƌŽĨƉĞŽƉůĞ ŝŶĂŐƌŽƵƉdŚĞ ŝĚĞĂůŐƌŽƵƉƐŝǌĞƚĞŶĚƐƚŽďĞĂďŽƵƚĨŽƵƌƉĞŽƉůĞƐŽ ƚŚĂƚ ĞŶŽƵŐŚ ĚŝǀĞƌƐŝƚǇ ĞǆŝƐƚƐ ŝŶ ƚĞƌŵƐŽĨ ĂŐĞ ďĂĐŬŐƌŽƵŶĚ ĚŝƐĐŝƉůŝŶĞ ĞƚĐhůƟŵĂƚĞůǇ ĞǀĞƌǇŽŶĞ ƐŚŽƵůĚ ĨĞĞů ůŝŬĞ ĂĐŽŶƚƌŝďƵƟŶŐ ŵĞŵďĞƌ ƌŽƵƉ ƐŝǌĞƐ ƚĞŶĚƚŽďĞůĂƌŐĞƌŝŶƐŝĂŶĐƵůƚƵƌĞƐůƐŽĞǆƉĞƌƚĨĂĐŝůŝƚĂƟŽŶŝƐŶŝĐĞďƵƚŽƉƟŽŶĂůhƐĞ ƚŚĞ ŵĞƚŚŽĚƐ ƚŽ ƌĂůůǇ ǇŽƵƌ ƚĞĂŵ

ƚŽ Ă ĐŽŵŵŽŶ ĐĂƵƐĞ ĂŶĚ ƐƉĂƌŬ ŝŶͲĚĞƉƚŚĚŝƐĐƵƐƐŝŽŶƐŽŶŝĚĞĂƐĂŶĚǀŝƐŝŽŶƐƚŚĂƚǇŽƵǁĂŶƚ ƚŽ ƉƵƌƐƵĞ ŝƚŚĞƌ ƵƐĞĚ ŝŶĚŝǀŝĚƵĂůůǇŽƌŝŶŐƌŽƵƉƐƚŚĞŵĞƚŚŽĚƐŐŝǀĞƐƚƌƵĐƚƵƌĞƚŽ ƚŚĞ ƵŶƐƚƌƵĐƚƵƌĞĚ ƉƌŽĐĞƐƐ ŽĨ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶ

dŚĞ ŵĞƚŚŽĚƐ ŚĞƌĞ ƌĞůǇ ŽŶ ƌĞĂůͲǁŽƌůĚĚĂƚĂ ƐŽ ƚŚĂƚ ƚŚĞ ƌĞƐƵůƟŶŐ ƐŽůƵƟŽŶƐ ĂƌĞĨƵůůǇŐƌŽƵŶĚĞĚŝŶƌĞĂůŝƚǇŶŽƚŚĞƌǁŽƌĚƐƚŚĞƐĞƐŽůƵƟŽŶƐĂƌĞŝŶƚĞŶĚĞĚƚŽďĞďƵŝůƚtŚĞŶŝŶŶŽǀĂƟŽŶƉƌŽũĞĐƚƐƐƚĂƌƚŐƌŽƵƉƐ

ĂƌĞ ŽŌĞŶ ƐƚƵŵƉĞĚ ĂďŽƵƚǁŚĞƌĞ ƚŽ ĮŶĚĂƉƉƌŽƉƌŝĂƚĞ ĚĂƚĂ Ŷ ŐƌŽƵƉ ŵĞĞƟŶŐƐŝƚ ŝƐ ĞĂƐǇ ĂŶĚ ĐŽŶǀĞŶŝĞŶƚ ƚŽ ĚƌĂǁ ĨƌŽŵƉĞƌƐŽŶĂůĞǆƉĞƌŝĞŶĐĞƚŽŵĂŬĞĂďƵƐŝŶĞƐƐĐĂƐĞĨŽƌĂŶĞǁŝĚĞĂƚ ƐŽŵĞ ƉŽŝŶƚ ŚŽǁĞǀĞƌ ǇŽƵ ƐŚŽƵůĚ

ŐƌŽƵŶĚ ǇŽƵƌ ĂŶĞĐĚŽƚĂů ĞǀŝĚĞŶĐĞ ĂŶĚŚƵŶĐŚĞƐ ǁŝƚŚ ƌĞĂů ĚĂƚĂ ĞůŽǁ ĂƌĞƐĞǀĞƌĂů ĚĂƚĂ ƐŽƵƌĐĞƐ ĂƐ ƐƚĂƌƟŶŐ ƉŽŝŶƚƐĨŽƌ ĨŽƌĞƐŝŐŚƚ ĚĞǀĞůŽƉŵĞŶƚ dŚĞƐĞƐŽƵƌĐĞƐƐƉĂŶŶĞǁƐƉĂƉĞƌƐ ŝŶƚĞƌŶĂƟŽŶĂůĚĂƚĂďĂƐĞƐ ĂĐĂĚĞŵŝĐ ƉƌŽŐƌĂŵƐ ĂŶĚŵŽƌĞ tĞ ĞǆƉĞĐƚ ǇŽƵ ƚŽ ĞǆƉĂŶĚ ƚŚŝƐůŝƐƚďĂƐĞĚŽŶƚŚĞĞǆƉĞƌƚƐĂŶĚƌĞƐŽƵƌĐĞƐƵŶŝƋƵĞ ƚŽ ǇŽƵƌ ĮĞůĚ ŽĨ ǁŽƌŬ ĂŶĚŽƌŐĂŶŝǌĂƟŽŶŶĚ ĚŽŶƚ ĨŽƌŐĞƚ ƚŽ ŽďƐĞƌǀĞ ǁŚĂƚ

ŝƐ ĂƌŽƵŶĚ ǇŽƵ ĂƐ ƌĞǀĞĂůŝŶŐ ƐŽƵƌĐĞƐŽĨ ŝŶĨŽƌŵĂƟŽŶ ampŽƌ ĞǆĂŵƉůĞ ǁŚĞŶ

ĂƩĞŵƉƟŶŐƚŽƵŶĚĞƌƐƚĂŶĚŶĞĞĚƐƚŽĚĂǇ ĂǁŽŶĚĞƌĨƵůĞǆĞƌĐŝƐĞ ŝƐƚŽƉŝĐŬƵƉĂƐĞƚŽĨŵĂŐĂǌŝŶĞƐĂƐƉƌŝŵĂƌǇƌĞƐĞĂƌĐŚŵĂƚĞƌŝĂůƐƐŬǇŽƵƌƐĞůĨͻ tŚĂƚĂƌĞƚŚĞĂƌƟĐůĞƐĂďŽƵƚͻ tŚĂƚŝƐƚŚĞƚŽŶĞͻ tŚĂƚŝƐƚŚĞďĂĐŬŐƌŽƵŶĚŽĨƚŚĞ

ǁƌŝƚĞƌƐͻ tŚĂƚŝƐƚŚĞƋƵĂůŝƚǇŽĨƚŚĞŵĂŐĂǌŝŶĞ

ŝƚƐĞůĨͻ tŚŽŝƐƚŚĞŵĂŐĂǌŝŶĞ ƐƚĂƌŐĞƚ

ƌĞĂĚĞƌǁŚŽŝƐŝƚƐƉĞƌĐĞŝǀĞĚƌĞĂĚĞƌ

zŽƵƌ ĚĂƚĂ ƐŽƵƌĐĞƐ ĨŽƌ ĨƵƚƵƌĞƉůĂŶŶŝŶŐĂƌĞ ĞŶĚůĞƐƐ ŝŶĐůƵĚŝŶŐ ƚĞǆƚďŽŽŬƐŶĞǁƐƉĂƉĞƌƐ ǁŝŬŝƐ ŝŶĚƵƐƚƌǇ ƌĞƉŽƌƚƐƵŶŝǀĞƌƐŝƟĞƐ ŐŽǀĞƌŶŵĞŶƚ ĂŐĞŶĐŝĞƐŝŶĚƵƐƚƌǇĂƐƐŽĐŝĂƟŽŶƐƌĞƐĞĂƌĐŚůĂďƐƚŚŝŶŬƚĂŶŬƐ ƉƌŽĨĞƐƐŝŽŶĂů ũŽƵƌŶĂůƐ ĂŶĚ ĞǆƉĞƌƚŝŶƚĞƌǀŝĞǁƐWůĞĂƐĞƐĞĞƚŚĞĂƉƉĞŶĚŝǆĨŽƌĂďƌŝĞĨůŝƐƚ

ŽĨ ƌĞƐŽƵƌĐĞƐ ŝŶ ĞŵĞƌŐŝŶŐ ƚĞĐŚŶŽůŽŐŝĞƐůŽĐĂƟŽŶ ĂŶĚ ƉŽƉƵůĂƟŽŶ ĐŽƌƉŽƌĂƚĞƌĞƐŽƵƌĐĞƐĂŶĚŵŽƌĞ

Where can we find credible data

ZampgtdKEWhat are your usual top

ƐŽƵƌĐĞƐĨŽƌŝŶĨŽƌŵĂƟŽŶWhy

Planning with foresight^ŽƉŚŝĞ ĞŶƌŝŬƐĞŶ Ă ƉƐĞƵĚŽŶǇŵͿĚĞǀĞůŽƉŵĞŶƚŵĂŶĂŐĞƌĂƚĂŐůŽďĂůƉůĂǇĞƌŝŶ ŽŶĞ ŽĨ ƚŚĞ ǁŽƌůĚ Ɛ ŵŽƐƚ ƉƌŽĚƵĐƟŽŶͲŝŶƚĞŶƐŝǀĞŝŶĚƵƐƚƌŝĞƐĂƩĞŶĚĞĚĂŵĂŶĂŐĞƌƉƌŽŐƌĂŵ ĨŽƌ ŝŶŶŽǀĂƟŽŶ ƚƌĂŝŶŝŶŐ ǁŝƚŚƐĞǀĞƌĂůĐŽůůĞĂŐƵĞƐŌĞƌǁĂƌĚƐ ƐŚĞ ƉůĂŶŶĞĚ ƚŽ ĂƉƉůǇ ƚŚĞ

ŶĞǁ ƚŽŽůƐ ĂŶĚ ƚĞĐŚŶŝƋƵĞƐ ƐŚĞ ůĞĂƌŶĞĚƚŽ ŽƚŚĞƌ ŝŶŝƟĂƟǀĞƐ ƵŶĚĞƌǁĂǇ Ăƚ ŚĞƌĐŽŵƉĂŶǇĞŶƌŝŬƐĞŶĚĞĐŝĚĞĚƚŽƉůĂŶƚǁŽĂĚĚŝƟŽŶĂů ǁŽƌŬƐŚŽƉƐ ƟĞĚ ƚŽ ƐƉĞĐŝĮĐƉƌŽũĞĐƚƐKŶĞ ǁŽƌŬƐŚŽƉ ǁŽƵůĚ ďĞ Ă ŚĂůĨͲĚĂǇ

ƐĞƐƐŝŽŶ ĨŽĐƵƐĞĚ ŽŶ ĞǆƉůŽƌŝŶŐ ŝŶŶŽǀĂƟǀĞďƵƐŝŶĞƐƐŵŽĚĞůƐ ĨŽƌ ŶĞǁ ƉƌŽĚƵĐƚƐ dŚĞƐĞĐŽŶĚ ǁŽƌŬƐŚŽƉ ǁŽƵůĚ ďĞ Ă ĨƵůůͲĚĂǇƐĞƐƐŝŽŶĚĞĚŝĐĂƚĞĚƚŽĮŶĚŝŶŐŶĞǁĞŶĚƵƐĞƐĂŶĚĂƉƉůŝĐĂƟŽŶƐĨŽƌĂŶĞǆŝƐƟŶŐƉƌŽĚƵĐƚ

The advantage of workshopsDŽƌĞƚŚĂŶƌŽƵƟŶĞŵĞĞƟŶŐƐǁŽƌŬƐŚŽƉƐĂƌĞ ĂŶ ĞīĞĐƟǀĞ ǁĂǇ ƚŽ ďƌŝŶŐ ƉĞŽƉůĞƚŽŐĞƚŚĞƌĂŶĚ ĨŽĐƵƐĞīŽƌƚƐŽŶĂ ƚŽƉŝĐŽĨĐŽŵŵŽŶŝŶƚĞƌĞƐƚampĞǁŽƚŚĞƌŵĞƚŚŽĚƐŽĨ

ĐŽůůĂďŽƌĂƟŽŶŐŝǀĞƉĞŽƉůĞ ƚŚĞ ĐŚĂŶĐĞ ƚŽŝŶƚĞƌĂĐƚĂŶĚŚĂǀĞĂĐŽŶĐĞŶƚƌĂƚĞĚƉĞƌŝŽĚƚŽƐƚƌĂƚĞŐŝĐĂůůǇƉůĂŶĂŶĚƌĞŇĞĐƚdǇƉŝĐĂůůǇ ŵĂŶĂŐĞƌƐ ŵĂǇ ĚĞǀŽƚĞ ŽŶůǇ

Ă ƐŵĂůů ƉŽƌƟŽŶ ŽĨ ƚŚĞŝƌ ƟŵĞ ŽŶ ĚĞĞƉĂŶĂůǇƐŝƐ ƐŽ ƚŚĞƐĞ ŬŝŶĚƐ ŽĨ ƐĞƐƐŝŽŶƐƉƌŽǀŝĚĞ ŬĞǇ ƉĞƌƐƉĞĐƟǀĞƐ ƚŚĂƚ ĐĂŶ ďĞĚŝĸĐƵůƚ ƚŽ ƉƵƌƐƵĞ ĚƵƌŝŶŐ ĚĂŝůǇ ǁŽƌŬŚŽƵƌƐŽǁ ŝƐ ĂŶ ŝŶŶŽǀĂƟŽŶ ǁŽƌŬƐŚŽƉ

ĚŝīĞƌĞŶƚ ĨƌŽŵ ĂŶǇ ŽƚŚĞƌ ƚǇƉĞ ŽĨǁŽƌŬƐŚŽƉ ampŝƌƐƚ ƚŚĞ ĂŐĞŶĚĂ ŝƐ ĨŽĐƵƐĞĚŽŶŐĞŶĞƌĂƟŶŐĂŶĚĞǀĂůƵĂƟŶŐŶĞǁŝĚĞĂƐĞŶƌŝŬƐĞŶ ǁŝƐŚĞĚ ƚŽ ƉƌŽǀŝĚĞ ƚŚĞ ƌŝŐŚƚŝŶŶŽǀĂƟŽŶ ƚŽŽůƐ ƚŽ ĞǆƉůŽƌĞ ŵŽƌĞ ŝĚĞĂƐďĞǇŽŶĚƚŚĞƵƐƵĂůďƌĂŝŶƐƚŽƌŵŝŶŐƚĂĐƟĐƐ^ĞĐŽŶĚ ƚŚĞ ŽƵƚĐŽŵĞ ŝƐ ŶŽƚ ƚŽ ƐŽůǀĞ

ƉƌŽďůĞŵƐ tŚŝůĞ ĞŶƌŝŬƐĞŶ ǁĂŶƚĞĚ ƚŽĞŶĐŽƵƌĂŐĞ ŽƉĞŶͲĞŶĚĞĚ ƚŚŝŶŬŝŶŐ ĂďŽƵƚĨƵƚƵƌĞ ƉŽƐƐŝďŝůŝƟĞƐ ĂŵŽŶŐ ƉĂƌƟĐŝƉĂŶƚƐƐŚĞŬŶĞǁƚŚĂƚƚŚĞƌĞĂůŐŽĂůǁĂƐƚŽŝĚĞŶƟĨǇƉƌŽŵŝƐŝŶŐďƵƐŝŶĞƐƐŽƉƉŽƌƚƵŶŝƟĞƐdŚŝƌĚ ƉĂƌƟĐŝƉĂŶƚƐ ŽŌĞŶ ǁŽƌŬ ǁŝƚŚ

ŝĚĞĂƐĂƐƉĂƌƚŽĨƚŚĞŝƌũŽďƌŽůĞƐĞŶƌŝŬƐĞŶǁŽƵůĚĮƌƐƚĐŽŶƐŝĚĞƌĐŽůůĞĂŐƵĞƐŝŶďƵƐŝŶĞƐƐƐƚƌĂƚĞŐǇ ƌĞƐĞĂƌĐŚĂŶĚĚĞǀĞůŽƉŵĞŶƚŶĞǁ

CASE STUDY | 10 workshop lessons from an industry veteran

ƉƌŽĚƵĐƚ ĚĞǀĞůŽƉŵĞŶƚ ŵĂƌŬĞƚ ƌĞƐĞĂƌĐŚĂŶĚŽƚŚĞƌƌĞůĂƚĞĚĂƌĞĂƐĂůůŽĨǁŚŽŵǁĞƌĞƌĞƐƉŽŶƐŝďůĞĨŽƌŝŶŶŽǀĂƟŽŶŝŶƐŽŵĞǁĂǇampƌŽŵ ƉƌŝŽƌ ĞǆƉĞƌŝĞŶĐĞ ĞŶƌŝŬƐĞŶ

ŬŶĞǁƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨƉůĂŶŶŝŶŐĐĞƌƚĂŝŶǁŽƌŬƐŚŽƉĚĞƚĂŝůƐďĞĨŽƌĞƐĞŶĚŝŶŐŽƵƚƚŚĞŝŶǀŝƚĂƟŽŶƐ ƐƵĐŚ ĂƐ ĨƌĂŵŝŶŐ ŽďũĞĐƟǀĞƐĂƉƉƌŽƉƌŝĂƚĞůǇ ĂŶĚ ĐƌĞĂƟŶŐ Ă ƐĂĨĞ ĂŶĚƐƵƉƉŽƌƟǀĞĞŶǀŝƌŽŶŵĞŶƚĨŽƌĞǀĞƌǇŽŶĞ ŚĞĂůƐŽĐŽŶƐƵůƚĞĚƚǁŽǁŽƌŬƐŚŽƉĨĂĐŝůŝƚĂƚŽƌƐŝŶĂĚǀĂŶĐĞĨŽƌƚŚĞŝƌƌĞĐŽŵŵĞŶĚĂƟŽŶƐdŽŐĞƚŚĞƌ ƚŚĞǇ ƌĞǀŝƐŝƚĞĚ ƚŚĞŝƌ ϭϬ

ŵŽƐƚ ĐĞŶƚƌĂů ƚĞŶĞƚƐ ĨŽƌ ŽƌŐĂŶŝǌŝŶŐ ĂŶŝŶŶŽǀĂƟŽŶǁŽƌŬƐŚŽƉ

Lesson 1 Maximize participant diversityWĞŽƉůĞƌĞůǇŽŶƚĞĐŚŶŝƋƵĞƐŚŽŶĞĚĨƌŽŵƉƌŝŽƌĞǆƉĞƌŝĞŶĐĞͶǁŚĂƚƐĐŚŽůĂƌƐĐĂůůŚĞƵƌŝƐƟĐƐͶĂŶĚƚƌŝĂůͲĂŶĚͲĞƌƌŽƌĨŽƌĚĂŝůǇƉƌŽďůĞŵƐŽůǀŝŶŐůĞĂƌŶŝŶŐĂŶĚĚŝƐĐŽǀĞƌǇ ŶǀŝƟŶŐƉĞŽƉůĞǁŝƚŚƐŝŵŝůĂƌďĂĐŬŐƌŽƵŶĚƐĂŶĚũŽďƌĞƐƉŽŶƐŝďŝůŝƟĞƐŵĞĂŶƐ ƚŚĂƚ ĞǀĞƌǇŽŶĞ ŝŶ ƚŚĞ ǁŽƌŬƐŚŽƉǁŝůů ĚƌĂǁ ŽŶ ƐŝŵŝůĂƌ ŵĞŶƚĂů ŵŽĚĞůƐ ĂŶĚďŝĂƐĞƐ ŶǀŝƟŶŐ ƉĞŽƉůĞ ĨƌŽŵŵŽƌĞ ĚŝǀĞƌƐĞďĂĐŬŐƌŽƵŶĚƐ ǁŝůů ďŽŽƐƚ ƚŚĞ ŶƵŵďĞƌ ŽĨŵĞŶƚĂů ŵŽĚĞůƐ ĂǀĂŝůĂďůĞ ǁŚŝĐŚ ĐŽƵůĚůĞĂĚ ƚŽ ŵŽƌĞ ĐƌĞĂƟǀĞ ƌĞͲͿĐŽŵďŝŶĂƟŽŶƐŝǀĞƌƐŝƚǇ ĐĂŶ ďĞ ĚĞĮŶĞĚ ĂĐƌŽƐƐ ŵƵůƟƉůĞĨĂĐƚŽƌƐƐƵĐŚĂƐĐŽƌƉŽƌĂƚĞĨƵŶĐƟŽŶũŽďƌŽůĞƉĞƌƐŽŶĂůŝƚǇƚǇƉĞŐĞŶĚĞƌ ĂŐĞĂŶĚĂĐĂĚĞŵŝĐƚƌĂŝŶŝŶŐ ŝǀĞƌƐĞ ƉĞƌƐƉĞĐƟǀĞƐ ǁŝůů ĂůƐŽĞŶĞƌŐŝǌĞ ƚĞĂŵ ĚŝƐĐƵƐƐŝŽŶƐ ĂŶĚ ďƌŝŶŐ ŶĞǁŝŶƐŝŐŚƚƐŝŶƚŽŽůĚĐŽŶƚĞǆƚƐ

Lesson 2 Divide people into smaller teams^ŵĂůůĞƌ ƚĞĂŵƐ ůĞĂĚ ƚŽ ŚŝŐŚĞƌ ůĞǀĞůƐ ŽĨĞŶŐĂŐĞŵĞŶƚĂŶĚŝŶƚĞƌĂĐƟŽŶĂŶĚƐƚƵĚŝĞƐƐŚŽǁ ƚŚĂƚ ƚŚĞ ŽƉƟŵĂů ŐƌŽƵƉ ƐŝǌĞ ĨŽƌƉƌŽďůĞŵƐŽůǀŝŶŐƚĞŶĚƐƚŽďĞĨŽƵƌƉĞŽƉůĞ

^ŵĂůůĞƌ ƚĞĂŵƐ ĂůƐŽ ŵĞĂŶƐ ŵŽƌĞ ŝĚĞĂƐĐĂŶďĞƉƵƌƐĞĚĂŶĚƐŚĂƌĞĚǁŝƚŚƚŚĞŽƚŚĞƌƚĞĂŵƐ ĨŽƌ ĨĞĞĚďĂĐŬ ƌĞĂŬŝŶŐ ƵƉ ŐƌŽƵƉƐƚŚĂƚĐŽůůĂďŽƌĂƚĞŝŶĚĂŝůǇǁŽƌŬĂŶĚŝŶǀŝƟŶŐĞǆƚĞƌŶĂů ƐƚĂŬĞŚŽůĚĞƌƐ ƐƵĐŚ ĂƐ ƉĂƌƚŶĞƌƐĂŶĚĐƵƐƚŽŵĞƌƐŚĞůƉƐĨŽƐƚĞƌĚŝǀĞƌƐŝƚǇ

Lesson 3 Assign light pre-work DĂŶǇ ǁŽƌŬƐŚŽƉƐ ƐƚĂƌƚ ǁŝƚŚ Ă ǁĂƌŵͲƵƉĂĐƟǀŝƚǇƚŚĂƚƐĞƚƐƚŚĞƚŽŶĞĨŽƌƚŚĞǁŽƌŬƐŚŽƉĂŶĚƐĞƌǀĞƐĂƐĂŐƌŽƵƉŝĐĞďƌĞĂŬĞƌ zŽƵĐĂŶĂĐŚŝĞǀĞ ƐŝŵŝůĂƌ ƌĞƐƵůƚƐ ďǇ ĂƐƐŝŐŶŝŶŐ ůŝŐŚƚƉƌĞͲǁŽƌŬ ŝŶ ĂĚǀĂŶĐĞ ŽĨ ƚŚĞ ǁŽƌŬƐŚŽƉǁŚŝĐŚ ƌĞĐŽǀĞƌƐ ƉƌĞĐŝŽƵƐ ƟŵĞ ĨƌŽŵƚŚĞ ǁŽƌŬƐŚŽƉ ŝƚƐĞůĨ ampŽƌ ĞǆĂŵƉůĞ ǇŽƵŵĂǇ ĂƐŬ ƉĂƌƟĐŝƉĂŶƚƐ ƚŽ ƌĞĂĚ ϮͲϯ ƐŚŽƌƚƌĞůĞǀĂŶƚ ĂƌƟĐůĞƐ ƉŽŶĚĞƌ Ă ƐŚŽƌƚ ůŝƐƚ ŽĨƉƌŽǀŽĐĂƟǀĞ ƋƵĞƐƟŽŶƐ ƚƌǇ ĂƉƉůǇŝŶŐ ĂŶŝŶŶŽǀĂƟŽŶƚŽŽůŽƌŽďƐĞƌǀĞŝŶƚĞƌǀŝĞǁϭͲϮƌĞƉƌĞƐĞŶƚĂƟǀĞĐƵƐƚŽŵĞƌƐdĞĂŵƐĐĂŶƚŚĞŶƐŚĂƌĞƚŚĞŝƌŝŶŝƟĂůƚŚŽƵŐŚƚƐĂŶĚƌĞƐƵůƚƐĂƚƚŚĞ ǁŽƌŬƐŚŽƉ ĨŽƌ ŽƉĞŶ ĚŝƐĐƵƐƐŝŽŶ dŚŝƐůĂǇƐĂŶĞīĞĐƟǀĞƐŚĂƌĞĚ ĨŽƵŶĚĂƟŽŶƚŚĂƚĞǀĞƌǇŽŶĞ ĐĂŶĚŝƌĞĐƚůǇ ďƵŝůĚ ŽŶ ĨƌŽŵ ƚŚĞƐƚĂƌƚ

Lesson 4 Frame the opportunities to be eXploredƚ ƚŚĞ ĞĂƌůǇ ƐƚĂŐĞƐ ŝŶŶŽǀĂƟŽŶ ĞīŽƌƚƐŽŌĞŶ ƌĞƋƵŝƌĞ ŵĂŬŝŶŐ ƐĞŶƐĞ ŽĨ ǀĞƌǇĂŵďŝŐƵŽƵƐ ƚĂƐŬƐ WĞŽƉůĞ Ɛ ŶĂƚƵƌĂůĚŝƐĐŽŵĨŽƌƚ ǁŝƚŚ ĂŵďŝŐƵŝƚǇ ŵĂǇ ůĞĂĚ ƚŽƚǁĞĂŬŝŶŐ ƉƌŽĚƵĐƚ ĨĞĂƚƵƌĞƐ ƚŚĞǇ ŬŶŽǁďǇ ŚĞĂƌƚ ĂŶĚ ŐƌĂǀŝƚĂƟŶŐ ƚŽǁĂƌĚ ĨĂŵŝůŝĂƌďƵƐŝŶĞƐƐƐŽůƵƟŽŶƐǀĞƌǇ ĨĂĐŝůŝƚĂƚŽƌŵƵƐƚ ƐƚƌŝŬĞ Ă ďĂůĂŶĐĞ

ďĞƚǁĞĞŶ ƵůƟŵĂƚĞ ĐƌĞĂƟǀĞ ĨƌĞĞĚŽŵ ĂŶĚĚŝƌĞĐƚĞĚ ŐƌŽƵƉ ŽďũĞĐƟǀĞƐ Ǉ ƐĞƫŶŐ ĂĐůĞĂƌ ĂŐĞŶĚĂ ĂŶĚ ĨƌĂŵŝŶŐ ƚŚĞ ďƵƐŝŶĞƐƐŽƉƉŽƌƚƵŶŝƟĞƐ ƐŽƵŐŚƚ ĨĂĐŝůŝƚĂƚŽƌƐ ĐĂŶŚĞůƉ ĞǀĞƌǇŽŶĞ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ĐŽŶƚĞǆƚŽĨ ƚŚĞĐƌĞĂƟǀĞĂĐƟǀŝƟĞƐ ƚŚĂƚǁŝůů ĨŽůůŽǁƌĂǁŝŶŐƚŚĞƐĞďŽƵŶĚĂƌŝĞƐŝƐůŝŬĞďƵŝůĚŝŶŐĂĨĞŶĐĞĂƌŽƵŶĚĂŐƌŽƵƉƉůĂǇŐƌŽƵŶĚǁŚŝĐŚŚĞůƉƐ ƉĂƌƟĐŝƉĂŶƚƐ ƐĞĞ ǁŚĞƌĞ ƚŽ ĨŽĐƵƐƚŚĞŝƌ ĞīŽƌƚƐ Ğ ƉƌĞƉĂƌĞĚ ƚŽ ƌĞƐĞƚ ƚĞĂŵĚŝƐĐƵƐƐŝŽŶƐƚŚƌŽƵŐŚŽƵƚƚŚĞƐĞƐƐŝŽŶ

Lesson 5 Prepare simple examplesDĂŶǇƟŵĞƐĐŽŵƉůĞǆŝƐƐƵĞƐĂƌĞĞĂƐŝĞƌƚŽůĞĂƌŶǁŚĞŶǁĞ ĐĂŶ ŽďƐĞƌǀĞ ŚŽǁŽƚŚĞƌƐŚĂǀĞ ĂƉƉƌŽĂĐŚĞĚ ĂŶĚ ƐŽůǀĞĚ ƚŚĞŵĞĨŽƌĞƚĞĂĐŚŝŶŐĂŶĞǁŵĞƚŚŽĚĐŽŶƐŝĚĞƌƉƌŽǀŝĚŝŶŐ ĂŶ ĞǆĂŵƉůĞ ƚŚĂƚ ƐŚŽǁƐ ƚŚĞŵĞƚŚŽĚ ŝŶ ĂĐƟŽŶ WĂƌƟĐŝƉĂŶƚƐǁŝůů ůĞĂƌŶĨĂƐƚĞƌ ǁŚĞŶ ĞǆĂŵƉůĞƐ ĂƌĞ ƐŚŽǁŶ ĨƌŽŵĐŽŶƚĞǆƚƐƚŚĞǇŬŶŽǁĂŶĚƌĞĐŽŐŶŝǌĞŝŶƚŚĞĚĂŝůǇǁŽƌŬĂŶĚŚŽŵĞůŝĨĞƐƵĐŚĂƐƚŚĞůĂƐƚƉƌŽũĞĐƚůĂƵŶĐŚŽƌƚǇƉŝĐĂůƐƵŵŵĞƌŚŽůŝĚĂǇ

Lesson 6 Apply real-world datadĞĂŵƐ ƚǇƉŝĐĂůůǇ ĚƌĂǁĮƌƐƚ ĨƌŽŵƉĞƌƐŽŶĂůĞǆƉĞƌŝĞŶĐĞƐ ĂŶĚ ŽƉŝŶŝŽŶƐ ĂƐ ŝŶƉƵƚ ƚŽĂŶĐŚŽƌ ƚŚĞ ƚŽŽůƐ ^ŽůĞůǇƵƐŝŶŐ ƐƵďũĞĐƟǀĞĚĂƚĂ ĐĂŶ ůĞĂĚ ƚŽ ŝŶǀĂůŝĚ ƵƚŽƉŝĂŶĐŽŶĐůƵƐŝŽŶƐĂďŽƵƚƚŚĞĨƵƚƵƌĞƐƚĂƚĞŽĨƚŚĞǁŽƌůĚ dŚĞ ŵŽƌĞ ƌĞĂůͲǁŽƌůĚ ĚĂƚĂ ƚĞĂŵƐĐĂŶ ďƵŝůĚ ŽŶ ƚŚĞ ŵŽƌĞ ŐƌŽƵŶĚĞĚ ƚŚĞŝƌŝŶŶŽǀĂƟŽŶ ƐŽůƵƟŽŶƐ ǁŝůů ďĞ dŚĞ ƌĞĂů

ƚƌƵƚŚƚŽƐƚƌĂƚĞŐŝĐĨŽƌĞƐŝŐŚƚĂŶĚŝŶŶŽǀĂƟŽŶŝƐƚŽƉƌĞƉĂƌĞĂĨĂĐƚƵĂů ĨŽƵŶĚĂƟŽŶŽĨƚŚĞƉƌĞƐĞŶƚŶŽƚƚŽǁŝůĚůǇƐƉĞĐƵůĂƚĞĂďŽƵƚƚŚĞĨƵƚƵƌĞ

Lesson 7 Follow the processtŚŝůĞ ƚŚĞ ƚǇƉĞƐ ŽĨ ĂĐƟǀŝƟĞƐ ǀĂƌǇ ǁŝƚŚĞǀĞƌǇŝŶŶŽǀĂƟŽŶǁŽƌŬƐŚŽƉƚŚĞŐŽĂůƐĂƌĞŶĞĂƌůǇ ĂůǁĂǇƐ ƚŚĞ ƐĂŵĞ ƚŽ ĞŶĐŽƵƌĂŐĞƉĂƌƟĐŝƉĂŶƚƐ ƚŽ ůŽŽŬ Ăƚ ĂŶ ŽƉƉŽƌƚƵŶŝƚǇŝŶ ĚŝīĞƌĞŶƚ ǁĂǇƐ ĚĞĂůůǇ ƚŚĞ ĐƵƌƌĞŶƚǁŽƌŬƐŚŽƉ ĂĐƟǀŝƚǇ ǁŝůů ďƵŝůĚ ŽŶ ŝŶƐŝŐŚƚƐĨƌŽŵƚŚĞƉƌĞǀŝŽƵƐĂĐƟǀŝƚǇdŚŝƐƉůĂǇďŽŽŬƉƌŽǀŝĚĞƐ ŽŶĞ ƚĞƐƚĞĚ ĨŽƌŵƵůĂ ĨŽƌ ĮŶĚŝŶŐƚŚĞŶĞǆƚďŝŐŝĚĞĂĂŶĚĂůƐŽĂĚĚƌĞƐƐĞƐƚŚĞŐĂƉƐ ŽŌĞŶ ĨŽƵŶĚǁŝƚŚ ƚŚĞ ƵƐƵĂů ĂĐƟǀŝƚǇĐŽŵďŝŶĂƟŽŶ ŽĨ ďƌĂŝŶƐƚŽƌŵŝŶŐ ƌŽůĞͲƉůĂǇŝŶŐĂŶĚŐƌŽƵƉǀŽƟŶŐ

Lesson 8 Allow time to reflect and rechargedŚĞ ƚĞŵƉƚĂƟŽŶ ŝƐ ƚŽ ďƵŝůĚ Ă ǁŽƌŬƐŚŽƉĂŐĞŶĚĂ ďƵƌƐƟŶŐ ǁŝƚŚ ĞǆĞƌĐŝƐĞƐ tŚŝůĞŝŶƚĞŶƐĞƉƌŽŐƌĂŵƐĐĂŶƚƌĂŶƐůĂƚĞ ŝŶƚŽŚŝŐŚƉƌŽĚƵĐƟǀŝƚǇ ĐƌĞĂƟǀĞ ƚĂƐŬƐ ŐĞŶĞƌĂůůǇƌĞƋƵŝƌĞ ƟŵĞ ƚŽ ĞǆƉůŽƌĞ ĂůƚĞƌŶĂƟǀĞƐĂŶĚ ĐŽŶŶĞĐƚ ƵŶƌĞůĂƚĞĚ ƚŚŝŶŐƐ ŝǀĞƉĂƌƟĐŝƉĂŶƚƐ ƟŵĞ ďǇ ƐƉƌĞĂĚŝŶŐ ƚŚĞĂŐĞŶĚĂŽǀĞƌŵƵůƟƉůĞǁŽƌŬƐŚŽƉƐŽƌĚĂǇƐWƌĞͲĂŶĚƉŽƐƚͲĂƐƐŝŐŶŵĞŶƚƐĐĂŶƐƚƌĞĂŵůŝŶĞƚŚĞǁŽƌŬƐŚŽƉĂŐĞŶĚĂĂŶĚƉƌŽǀŝĚĞĂŵƉůĞďƌĞĂŬƐ ĂŶĚ ĚŽǁŶƟŵĞ ĨŽƌ ƌĞŇĞĐƟŽŶƌĞĐŽǀĞƌǇ ĂŶĚƌĞĐŚĂƌŐŝŶŐ

Lesson 9 Encourage experimentation and iteration dŚĞŵĞƚŚŽĚƐŝŶƚŚŝƐƉůĂǇďŽŽŬĂƌĞĚĞƐŝŐŶĞĚƚŽ ŚĞůƉ ƐƚƌƵĐƚƵƌĞ ĂŶĚ ĂĚǀĂŶĐĞ ƚĞĂŵĚŝƐĐƵƐƐŝŽŶƐ tŝƚŚ ƚŚĂƚ ŝŶ ŵŝŶĚ ƌĞŵŝŶĚƉĂƌƟĐŝƉĂŶƚƐ ƚŚĂƚ ƚŚĞ ŽƵƚƉƵƚ ĨƌŽŵ ƚŚĞŵĞƚŚŽĚƐ ŝƐ ŶŽƚ ĮŶĂů ŶƐƚĞĂĚ ĨĂĐŝůŝƚĂƚŽƌƐƐŚŽƵůĚ ĞŶĐŽƵƌĂŐĞ ƚĞĂŵƐ ƚŽ ŝƚĞƌĂƚĞ ƚŚĞŝƌĂŶĂůǇƐŝƐ ƵƐŝŶŐ ƚŚĞ ƐĂŵĞ ŵĞƚŚŽĚƐͶƌĞǁŽƌŬŝŶŐ ĚŝƐĐĂƌĚŝŶŐ ĂŶĚ ƌĞǀŝƐŝƟŶŐĚƌĂŌƐĂƐŶĞĞĚĞĚĂĐŚŝƚĞƌĂƟŽŶǁŝůůďƌŝŶŐƚŚĞŵĐůŽƐĞƌƚŽĂƐƚƌŽŶŐĞƌƐŽůƵƟŽŶDŽƌĞŽǀĞƌ ĚŝƐĐƵƐƐŝŽŶƐ ǁŝƚŚŝŶ ĂŶĚ

ďĞƚǁĞĞŶ ƚĞĂŵƐ ŵĂǇ ƉƌŽůŝĨĞƌĂƚĞ ďĞǇŽŶĚƚŚĞ ďŽƵŶĚĂƌŝĞƐ ŽĨ ƚŚĞ ƐĞƚ ŽďũĞĐƟǀĞƐDĂŶĂŐĞƌƐ ƐŚŽƵůĚ ŶŽƚĞ Ăůů ŶĞǁ ŝĚĞĂƐ ĨŽƌĨƵƚƵƌĞ ƌĞĨĞƌĞŶĐĞ ďĞĐĂƵƐĞ ƚŚĞƐĞ ŝĚĞĂƐĂƌĞ ƚŚĞ ƐĞĞĚůŝŶŐƐ ŽĨ ƉŽƚĞŶƟĂůůǇ ǀĂůƵĂďůĞŶĞǁ ĂǀĞŶƵĞƐ ĨŽƌ ďƵƐŝŶĞƐƐ Žƌ ŝŶƚĞƌŶĂůĚĞǀĞůŽƉŵĞŶƚ

Lesson 10 Sustain the momentum of the workshopdŚĞĐŽͲĐƌĞĂƟŽŶŽĨŝĚĞĂƐŝƐŽŶĞŽĨƚŚĞŵŽƐƚƉŽǁĞƌĨƵů ǁĂǇƐ ŽĨ ĐŽŵŵŝƫŶŐ ƉĞŽƉůĞ ƚŽƚŚĞŝƌŝŵƉůĞŵĞŶƚĂƟŽŶdŚĞƌĞŝƐŶŽƐƚƌŽŶŐĞƌƐĞŶƐĞ ŽĨ ŽǁŶĞƌƐŚŝƉ ƚŚĂŶ ƚŽ ƚŚĂƚ ǁŚŝĐŚǁĞ ŚĂǀĞ ĐƌĞĂƚĞĚ ŽƵƌƐĞůǀĞƐ tŽƌŬƐŚŽƉƐďŝŶĚ ŝŶĚŝǀŝĚƵĂůƐ ƚŽŐĞƚŚĞƌ ĂŶĚ ĐƌĞĂƚĞ ĂƐĞŶƐĞ ŽĨ ƐŽůŝĚĂƌŝƚǇ ĂƌŽƵŶĚ ŶĞǁ ŝĚĞĂƐdŚŝƐ ŵŽŵĞŶƚƵŵ ĐĂŶ ďĞ ŚĂƌŶĞƐƐĞĚ ŝŶƚŽĂĐƟŽŶĂŌĞƌƚŚĞǁŽƌŬƐŚŽƉŶƐƚĞĂĚŽĨƚŚĞƵƐƵĂů ŝŶĚŝǀŝĚƵĂů ǁŚŽ ŝƐ ƐŝŶŐůĞͲŚĂŶĚĞĚůǇƚĂƐŬĞĚ ĂƐ Ă ƉƌŽũĞĐƚ ĐŚĂŵƉŝŽŶ ǇŽƵ ŶŽǁŐĂŝŶ ĂŶ ĞŶƟƌĞ ƚĞĂŵ ƚŚĂƚ ŝƐ ĞŶĞƌŐŝǌĞĚ ƚŽƉƵƐŚ ƚŚƌŽƵŐŚ ĐŚĂŶŐĞ dŚĞ ĚŝīĞƌĞŶĐĞ ŝŶůĞǀĞƌĂŐĞ ŝƐ ŐƌĞĂƚ ĂůůŽǁŝŶŐ ŝŶƐƉŝƌĂƟŽŶ ƚŽůĞĂĚƋƵŝĐŬůǇƚŽŝŶŶŽǀĂƟŽŶĞǆĞĐƵƟŽŶ

ΗdŚĞĐŚĂůůĞŶŐĞŽĨĐŽŵƉĞƟŶŐĨŽƌŝŶĚƵƐƚƌǇĨŽƌĞƐŝŐŚƚŝƐƚŽĐƌĞĂƚĞŚŝŶĚƐŝŐŚƚŝŶĂĚǀĂŶĐĞ

dŚĞƋƵĞƐƚĨŽƌŝŶĚƵƐƚƌǇĨŽƌĞƐŝŐŚƚŽŌĞŶƐƚĂƌƚƐǁŝƚŚǁŚĂƚĐŽƵůĚďĞĂŶĚƚŚĞŶǁŽƌŬƐďĂĐŬƚŽǁŚĂƚŵƵƐƚ

ŚĂƉƉĞŶĨŽƌƚŚĂƚĨƵƚƵƌĞƚŽĐŽŵĞĂďŽƵƚ ͶGary Hamel ĂŶĚ C K Prahalad ŽŵƉĞƟŶŐĨŽƌƚŚĞampƵƚƵƌĞϭϵϵϲͿ

PERSPECTIVEChaptER 3

Shortcuts

Phase I Perspective 59

Context Maps 61

Progression Curves 70

Case study Ubicom 78

Janus Cones 81

Have you ever spent time in a meeting and after 30 minutes realized the group should have discussed what has happened before in your organization let alone industry Or wondered when the brainstorm yoursquore in will ever converge to the main points

tŚŝůĞ ƐŽŵĞ ŐƌŽƵƉƐ ůŝŬĞ ƚŽ ďĞůŝĞǀĞ ƚŚĞŝƌďĞƐƚŝŶŶŽǀĂƟŽŶƐŽĐĐƵƌǁŚĞŶƚŚĞǇĚŝƐŵŝƐƐĂůůƉƌŝŽƌŬŶŽǁůĞĚŐĞƚŚŝƐƐŝƚƵĂƟŽŶŝƐŚĂƌĚƚŽƌĞƉĞĂƚdŚĞƌĞĂůĚŝƐĐŝƉůŝŶĞŽĨŝŶŶŽǀĂƟŽŶƌĞƋƵŝƌĞƐ ůĞĂƌŶŝŶŐ ƚŚĞ ƉƌŽďůĞŵ ƐƉĂĐĞƚŚŽƌŽƵŐŚůǇ Ǉ ďĞŝŶŐ ŝŵŵĞƌƐĞĚ ŝŶ ƚŚĞĨĂĐƚƐǇŽƵĐĂŶƐĞĞŶĞǁƉĂƩĞƌŶƐĞŵĞƌŐĞĂŶĚ ŵĂŬĞ ƵŶĞǆƉĞĐƚĞĚ ĐŽŶŶĞĐƟŽŶƐďĞǇŽŶĚ ƚŚĞ ŽďǀŝŽƵƐ dŚŝƐ ŝƐ Ă ƟŵĞ ƚŚĂƚƐĐŚŽůĂƌƐƚĞƌŵŝŶĐƵďĂƟŽŶ WŚĂƐĞ ŝŶ ƚŚĞ ampŽƌĞƐŝŐŚƚ ampƌĂŵĞǁŽƌŬ

ƚĂŬĞƐĂůůŽĨƚŚĞƐĞŝƐƐƵĞƐŝŶƚŽĂĐĐŽƵŶƚdŚĞŽďũĞĐƟǀĞŽĨƚŚĞĮƌƐƚƉŚĂƐĞŝƐƚŽĚĞǀĞůŽƉŚŝƐƚŽƌŝĐĂů ƉĞƌƐƉĞĐƟǀĞ ĂďŽƵƚ ĂŶ ĂƌĞĂ ŽĨŝŶƚĞƌĞƐƚƌĞůĞǀĂŶƚƚŽƚŚĞĨƵƚƵƌĞǇŽƵǁĂŶƚƚŽ ĐƌĞĂƚĞ zŽƵ ŵƵƐƚ ůŽŽŬ ďĂĐŬ ĮƌƐƚ ŝŶŽƌĚĞƌƚŽůŽŽŬĨŽƌǁĂƌĚǇŬŶŽǁŝŶŐǁŚĂƚŚĂƐŚĂƉƉĞŶĞĚŝŶƚŚĞƉĂƐƚǇŽƵĐĂŶďĞƩĞƌƵŶĚĞƌƐƚĂŶĚ ǁŚĂƚ ŵĂǇ ŚĂƉƉĞŶ ĂŐĂŝŶĂŶĚǁŚǇͶŽƌǁŚĂƚǇŽƵĐĂŶĚŽ ƚŽĞŝƚŚĞƌĞǆƉůŽŝƚŽƌƉƌĞǀĞŶƚƐŝŵŝůĂƌŽĐĐƵƌƌĞŶĐĞƐĂůů ƚŚŝƐ ƉŚĂƐĞ ďůƵĞ ƐŬǇ ƌĞƐĞĂƌĐŚ

ĚŝƐĐŽǀĞƌǇ Žƌ ǁŚĂƚĞǀĞƌ ƚĞƌŵŵĂŬĞƐ ƚŚĞŵŽƐƚ ƐĞŶƐĞ ĨŽƌ ǇŽƵƌ ƚĞĂŵ ŝƚ Ɛ Ăůů ĂďŽƵƚ

Phase I Perspective

ŐĂŝŶŝŶŐĂǀŝĞǁŽĨƚŚĞďŝŐƉŝĐƚƵƌĞƐŽǇŽƵĐĂŶĚŝƐĐĞƌŶƚŚĞƌŝŐŚƚƉĂƩĞƌŶƐdŚƌĞĞ ŵĞƚŚŽĚƐ ĐĂŶ ŚĞůƉ ǇŽƵ ŐĂŝŶ

ƉĞƌƐƉĞĐƟǀĞƋƵŝĐŬůǇͻ ŽŶƚĞǆƚDĂƉͻ WƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐͻ ĂŶƵƐŽŶĞƐ

PHASE I PERSPECTIVEWĞƌƐƉĞĐƟǀĞĚĞǀĞůŽƉƐĂďƌŽĂĚĞƌĨƌĂŵĞŽĨƌĞĨĞƌĞŶĐĞŚŽůĚŝŶŐƵƉĂŵŝƌƌŽƌƚŽƚŚĞƉĂƐƚƐŽǇŽƵŵĂǇďĞƩĞƌĂŶƟĐŝƉĂƚĞƚŚĞĨƵƚƵƌĞ YƵĞƐƟŽŶƐƚŚĂƚĚƌŝǀĞ

this phaseͻ tŚĂƚŝƐƚŚĞďŝŐŐĞƌĐŽŶƚĞǆƚĨŽƌ

ƚŚĞƚŽƉŝĐǁĞĂƌĞŝŶƚĞƌĞƐƚĞĚŝŶͻ tŚĂƚŚŝƐƚŽƌŝĐĂůĞǀĞŶƚƐŝŶĚƵƐƚƌǇ

ĂĐƟŽŶƐĂŶĚƐŽĐŝĞƚĂůŵŽǀĞŵĞŶƚƐĐĂŶďĞŝĚĞŶƟĮĞĚĂƐĚƌŝǀĞƌƐ

ͻ tŚĞŶƌĞǀŝĞǁŝŶŐƉƌĞǀŝŽƵƐŝŶǀĞŶƟŽŶƐĂŶĚŽƉƉŽƌƚƵŶŝƟĞƐǁŚĂƚƐŝŵŝůĂƌŝƟĞƐŝŶƟŵŝŶŐĂŶĚĂĚŽƉƟŽŶĞǆŝƐƚƚŽĚĂǇ

Context Maps capture the themes that emerge when discussing complex problems

ƌĞƐĞĂƌĐŚͻ dŽĮŶĚŐƌŽƵƉĂŐƌĞĞŵĞŶƚŽŶƚŚĞ

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂůƚŚǇΘƐĂ

ĂƉƉǇůŝǀĞƐ

gt ŵƉŽǁĞƌŝŶŐĐŝƟǌĞŶƐĂƚůŽĐĂůůĞǀĞůƐgt ^ŽĐŝĂůĐĂƉŝƚĂů

^ŽƵƌĐĞWĞƚĞƌĂůůĂŶĚhůƌŝĐŚWĨĞŝīĞƌ ϮϬϬϬhƌďĂŶampƵƚƵƌĞϮϭůŽďĂůŐĞŶĚĂĨŽƌϮϭƐƚĞŶƚƵƌǇŝƟĞƐ

Instructionsϭ ŐƌĞĞŽŶĂďƌŽĂĚƚŽƉŝĐŽƌ

ŽƉƉŽƌƚƵŶŝƚǇĂƌĞĂǇŽƵƌƚĞĂŵǁĂŶƚƐƚŽƉƵƌƐƵĞzŽƵƐĞƚƚŚĞƐĐĂůĞŽĨƚŽƉŝĐsĞƌǇďƌŽĂĚƚŽƉŝĐƐŵĂǇƌĞƋƵŝƌĞƐĞǀĞƌĂůŝƚĞƌĂƟŽŶƐ

Ϯ ƌĂǁĂŶŽƵƚůŝŶĞĨŽƌĂŽŶƚĞǆƚDĂƉŽƌƵƐĞƚŚĞǁŽƌŬƐŚĞĞƚƚĞŵƉůĂƚĞŝŶƚŚĞƉůĂǇďŽŽŬ

ϯ ^ƚĂƌƚƚĂůŬŝŶŐǁŝƚŚǇŽƵƌƚĞĂŵĂďŽƵƚǇŽƵƌƚŽƉŝĐŶŽƟŶŐĂŶǇƐĂůŝĞŶƚĚŝŵĞŶƐŝŽŶƐĂƐƚŚĞǇĂƌŝƐĞWŽŝŶƚƐŽĨŝŶƚĞŶƐĞĚŝƐĐƵƐƐŝŽŶŽƌĞǀĞŶĚŝƐĂŐƌĞĞŵĞŶƚĂƌĞŐŽŽĚƚŽŝŶĐůƵĚĞŝŶǇŽƵƌŽŶƚĞǆƚDĂƉ

ϰ EŽƚĞƐŝĚĞƚŽƉŝĐƐĂŶĚĐŽŶŶĞĐƟŽŶƐĂƌŽƵŶĚǇŽƵƌŽŶƚĞǆƚDĂƉƚƟŵĞƐǇŽƵŵĂǇũƵŵƉƚŽĐƌĞĂƚĞĂƚĂŶŐĞŶƟĂůŽƌĚŝīĞƌĞŶƚŽŶƚĞǆƚDĂƉdŚĂƚŝƐŐƌĞĂƚĂƐƐŽĐŝĂƟŽŶ

ϱ ZĞƉĞĂƚƚŚĞƉƌŽĐĞƐƐƵŶƟůǇŽƵƌƚĞĂŵĂƌƌŝǀĞƐĂƚĂŵĂƉŽƌƐĞƚŽĨŵĂƉƐͿƚŚĂƚĐĂƉƚƵƌĞƐǇŽƵƌƉƌŽďůĞŵƐƉĂĐĞƐĂƟƐĨĂĐƚŽƌŝůǇ

ї^ĞĞƚŚĞĂĚũĂĐĞŶƚĚŝĂŐƌĂŵĨŽƌĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞŶƵŵďĞƌƐŝŶƚŚĞŝŶƐƚƌƵĐƟŽŶƐĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

1 We agree that we

first want to know

how experts define

the city of the future

3 As we talk we note the biggest themes in Hallrsquos report as one theme per dimension

4 A team member captures related points near certain themes so we donrsquot forget our dialogue later

2 We then sketch the

tool outline which

looks like a big flower

with eight ldquopetalsrdquo

We realize a blend of data-driven and lifestyle-driven elements define a perfect city

As a variation of

the tool we changed

the background

color of each

dimension which

could show varying

levels of expected

change

ZampgtdKEWhat is the proposed topic

Why do you want to pursue it

Additional examples

ŵĂũŽƌ ĐŽŶƐƵŵĞƌ ĞůĞĐƚƌŽŶŝĐƐ ĐŽŵƉĂŶǇ ƵƐĞĚ ĂŽŶƚĞǆƚ DĂƉ ƚŽ ƌĞǀŝĞǁ ƚŚĞŝƌ ƉƌŽĚƵĐƚ ƉŽƌƞŽůŝŽĚŝƐĐŽǀĞƌŝŶŐƐŽŵĞŝŶƚĞƌŶĂůĚŝīĞƌĞŶĐĞƐŝŶƉƌŝŽƌŝƟĞƐ

Ŷ ŵĞƌŝĐĂŶ ƉŽůŝĐĞ ĨŽƌĐĞ ĐŽŶƐŝĚĞƌĞĚ ŚŽǁĚĞĐƌĞĂƐŝŶŐƐƚĂƚĞĨƵŶĚƐǁŽƵůĚŝŵƉĂĐƚĂƌĂŶŐĞŽĨĨƵƚƵƌĞƉůĂŶŶŝŶŐŶĞĞĚƐ

KZEgt^D^^E

copy 2012 William Cockayne amp Tamara Carletonϲϵ

Progression Curves represent the evolution of changes in terms of [LJOUVSVNPJHSZVJPHSHUKV[OLYAumlS[LYZ

Progression Curves

WhEn to use itͻ dŽƵŶĚĞƌƐƚĂŶĚƚŚĞƉĂƩĞƌŶŽĨĞǀĞŶƚƐ

ĨŽƌĂƉĂƌƟĐƵůĂƌƚŽƉŝĐĂŶĚŚŽǁƚŚĞƐĞĞǀĞŶƚƐŚĂǀĞůĞĚƚŽŝƚƐĐƵƌƌĞŶƚƐƚĂƚĞ

WhY itrsquos helpfulWƌŽŐƌĞƐƐŝŽŶ ƵƌǀĞƐ ƐŚŽǁ ǁŚĂƚ ĐŚĂŶŐĞƐǁŚĞŶ dŚĞǇ ĂƌĞ Ă ǀĂƌŝĂŶƚ ŽĨ ƚŚĞ ĐůĂƐƐŝĐƚĞĐŚŶŽůŽŐǇ ĂĚŽƉƟŽŶ ůŝĨĞĐǇĐůĞ ǁŚŝĐŚŽƵƚůŝŶĞƐ ƚŚĞ ĐŽŵŵŽŶ ƐƚĂŐĞƐ ŽĨ ƵƐĞƌĂĚŽƉƟŽŶŽǀĞƌƟŵĞƐǇŽƵƉůŽƚŵƵůƟƉůĞĞǀĞŶŽǀĞƌͲůĂƉƉŝŶŐ

ĐƵƌǀĞƐĐĞƌƚĂŝŶƉĂƩĞƌŶƐŵĂǇĞŵĞƌŐĞampŽƌĞǆĂŵƉůĞǇŽƵŵĂǇĚŝƐĐŽǀĞƌƚŚĂƚĂŵŝŶŝŵƵŵŽƌ ŵĂǆŝŵƵŵͿ ĚƵƌĂƟŽŶ ƌĞŐƵůĂƌůǇ ŽĐĐƵƌƐďĞƚǁĞĞŶ ƚǁŽ ƉŽŝŶƚƐ ƐƵĐŚ ĂƐ ƚŚĞ ƚǇƉŝĐĂůĐůŝŶŝĐĂů ƚƌŝĂů ƉĞƌŝŽĚ ĨŽƌ ƚŚĞ h^ ampĞĚĞƌĂůƌƵŐĚŵŝŶŝƐƚƌĂƟŽŶĂůůŽǁŝŶŐǇŽƵƚŽƉůĂŶĨŽƌƐŝŵŝůĂƌŝŶƚĞƌǀĂůƐŝŶƚŚĞĨƵƚƵƌĞƐĂŶŽƚŚĞƌĞǆĂŵƉůĞŝĨǇŽƵƉůŽƩĞĚƚŚĞ

ĚĞǀĞůŽƉŵĞŶƚŽĨƉĂǇŵĞŶƚ ŝŶŶŽǀĂƟŽŶƐ ŝŶŽƌĚĞƌ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ƉĞƌƐŽŶĂů ďĂŶŬŝŶŐǇŽƵǁŽƵůĚůĞĂƌŶƚŚĂƚƚŚĞƌĞŚĂǀĞďĞĞŶŽŶůǇ

Ă ĨĞǁ ŵĂũŽƌ ďƌĞĂŬƚŚƌŽƵŐŚƐ ŝŶ ŚŝƐƚŽƌǇͶƐƵĐŚ ĂƐ ƐŵĂƌƚ ĐĂƌĚƐ ǁŝƚŚŵŝĐƌŽĐŚŝƉƐ ŝŶƚŚĞϭϵϵϬƐDŽƌĞŽǀĞƌ ůĂƚĞƌƐƚĂŐĞƐďƵŝůĚŽŶĞĂƌůŝĞƌ

ƐƚĂŐĞƐ Ŷ ŵĂŶǇ ĐĂƐĞƐ ĐĞƌƚĂŝŶ ƐƚĞƉƐĐĂŶŶŽƚ ďĞ ƐŬŝƉƉĞĚ ǁŝƚŚŝŶ ǇŽƵƌ ŝŶĚƵƐƚƌǇŽƌŽƌŐĂŶŝǌĂƟŽŶƐŽŝĨǇŽƵĞǆƉĞĐƚĂƐŝŵŝůĂƌƉĂƩĞƌŶŽĨĞǀĞŶƚƐƚŽĐŽŶƟŶƵĞŝŶƚŚĞĨƵƚƵƌĞǇŽƵ ĐĂŶ ĂŶƟĐŝƉĂƚĞǁŚŝĐŚ ƐƚĞƉǁŝůů ůŝŬĞůǇŚĂƉƉĞŶ ŶĞǆƚ dŚŝƐ ŝƐ ƵƐĞĨƵů ŬŶŽǁůĞĚŐĞǁŚĞŶƉůĂŶŶŝŶŐĂŚĞĂĚ

What you getWƌŽŐƌĞƐƐŝŽŶ ƵƌǀĞƐ ĞǆƚĞŶĚƐ ƚŚĞ ĨĂŵŝůŝĂƌƟŵĞůŝŶĞ dŚŝƐ ŵĞƚŚŽĚ ƉƵƚƐ ĞǀĞŶƚƟŵĞůŝŶĞƐ ŝŶĚƵƐƚƌǇ ůŝĨĞĐǇĐůĞƐ ĂŶĚ ŽƚŚĞƌĚĞǀĞůŽƉŵĞŶƚƐ ŝŶ ŚŝƐƚŽƌŝĐĂů ĐŽŶƚĞǆƚƌĞůĞǀĂŶƚ ƚŽ ǇŽƵƌ ƚŽƉŝĐ Ǉ ŝĚĞŶƟĨǇŝŶŐƌĞƉĞĂƚĞĚ ƉĂƩĞƌŶƐ ǇŽƵ ŬŶŽǁ ǁŚĂƚ ƚŽĞǆƉĞĐƚŝŶƚŚĞĨƵƚƵƌĞdŚĞƵƐĞŽĨŵƵůƟƉůĞůĂǇĞƌƐŽĨĚĂƚĂŚĞůƉƐǇŽƵŝĚĞŶƟĨǇƉĂƩĞƌŶƐƚŚĂƚŵŝŐŚƚ ŚĂǀĞ ĞƐĐĂƉĞĚ ǇŽƵƌ ĂƩĞŶƟŽŶƉƌĞǀŝŽƵƐůǇ

^ŽƵƌĐĞ^ĂŶƚŚŝůĂǇĂƉĞƌƵŵĂů^ƚĂŶĨŽƌĚhŶŝǀĞƌƐŝƚǇ DϰϭϬϮϬϬϴ

Letrsquos look at an exampleŶĞŶŐŝŶĞĞƌŝŶŐŐƌĂĚƵĂƚĞƐƚƵĚĞŶƚǁĂŶƚĞĚƚŽŝŶǀĞƐƟŐĂƚĞƚŚĞĨƵƚƵƌĞŽĨƌŽďŽƟĐƐƵƌŐĞƌǇ ĞƐƉĞĐŝĂůůǇƵƐŝŶŐŝŶƚĞƌĂĐƟǀĞƚŽƵĐŚƐĐƌĞĞŶƐŝŶϮϬǇĞĂƌƐ^ŚĞŚĂĚŚĂŶĚƐͲŽŶĞǆƉĞƌŝĞŶĐĞŝŶƚŚĞƌĞƐĞĂƌĐŚůĂďĂŶĚĂůƐŽĂƐĂŶĞŶŐŝŶĞĞƌĨŽƌƚǁŽŵĞĚŝĂůĚĞǀŝĐĞĐŽŵƉĂŶŝĞƐdŚĞ ƐƚƵĚĞŶƚ ĚĞǀĞůŽƉĞĚ ŵƵůƟƉůĞ

WƌŽŐƌĞƐƐŝŽŶ ƵƌǀĞƐ ƚŽ ĐĂƉƚƵƌĞ ƚŚĞĞŵĞƌŐŝŶŐ ƐƚĂƚĞ ŽĨ ƚŚĞ ĮĞůĚ ĂƐ ĚĞĮŶĞĚŝŶ ϮϬϬϴƌĂǁŝŶŐ ĨƌŽŵĂŵŝǆŽĨ ƉƌŝŵĂƌǇĂŶĚ ƐĞĐŽŶĚĂƌǇ ƐŽƵƌĐĞƐ ƉůƵƐ ŚĞƌŽǁŶ ŬŶŽǁůĞĚŐĞ ƐŚĞ ůŽŽŬĞĚ Ăƚ ƚŚĞĞǀŽůƵƟŽŶ ŽĨ ƉƌŽũĞĐƟŽŶͲďĂƐĞĚ ĚŝƐƉůĂǇƐŝŶƚĞƌĂĐƟǀĞ ĚŝƐƉůĂǇƐ ŚĂƉƟĐ ŝŶƚĞƌĨĂĐĞƐŝŶĚƵƐƚƌŝĂůƌŽďŽƚĂƌŵƐŵŝŶŝŵĂůůǇ ŝŶǀĂƐŝǀĞƐƵƌŐĞƌǇ ƚĞĐŚŶŝƋƵĞƐ ŵĞĚŝĐĂů ƌŽďŽƚƐ ĂŶĚŵĞĚŝĐĂů ŝŵĂŐŝŶŐͶƚƌĂĐŝŶŐ ŵĂŶǇ ŚŝƐƚŽƌŝĐĂůĚĞǀĞůŽƉŵĞŶƚƐďĂĐŬƚŽƚŚĞϭϵϱϬƐ 1

(1990-

( 1995-

137702007-

amp2007-

+1987-

(1986-

( (2007-

Instructionsϭ ĚĞŶƟĨǇǇŽƵƌƐƚĂƌƟŶŐƚŽƉŝĐ

zŽƵƌƚĞĂŵĐŽƵůĚĚĞƐĐƌŝďĞƉĂƐƚĚĞǀĞůŽƉŵĞŶƚƐĨŽƌǇŽƵƌŝĚĞĂĐŽŵƉĂŶǇ ŝŶĚƵƐƚƌǇ ƐŽĐŝĞƚǇ ƚĞĐŚŶŽůŽŐǇĂƌĞĂĞƚĐ^ŽŵĞƚĞĂŵƐƌĞĨĞƌƚŽƚŚĞŝƌůĂƐƚŽŶƚĞǆƚDĂƉĚĞǀĞůŽƉŝŶŐĂWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƉĞƌĚŝŵĞŶƐŝŽŶ

Ϯ ƌĂǁĂůŽŶŐƐͲĐƵƌǀĞzŽƵĐĂŶĂůǁĂǇƐĞǆƚĞŶĚƚŚŝƐĐƵƌǀĞŽƌůŝŶŬŽƚŚĞƌĐƵƌǀĞƐƚŽŝƚůĂƚĞƌ dŚĞŚĞŝŐŚƚŽƌůĞŶŐƚŚŽĨƚŚĞĐƵƌǀĞĂƌĞůĂƌŐĞůǇƐǇŵďŽůŝĐ

ϯ ĞŐŝŶƉůŽƫŶŐŬĞǇĞǀĞŶƚƐƚŚĂƚŚĂǀĞŝŶŇƵĞŶĐĞĚŽƌĐŚĂŶŐĞĚŝŶƚŚĂƚƐƉĂĐĞĞƐƟŵĂƟŶŐĚĂƚĞƐǁŚĞŶŶĞĐĞƐƐĂƌǇdŚĞĨĂƌƚŚĞƐƚůĞŌĞŶĚƉŽŝŶƚŽŶƚŚĞĐƵƌǀĞŝƐƐĞƚďǇǇŽƵŐŽŝŶŐĂƐĨĂƌďĂĐŬŝŶƟŵĞĂƐǇŽƵǁŝƐŚdŚĞĨĂƌƚŚĞƐƚƌŝŐŚƚĞŶĚƉŽŝŶƚƌĞƉƌĞƐĞŶƚƐƚŽĚĂǇďĞĐĂƵƐĞǇŽƵĂƌĞŶŽƚůŽŽŬŝŶŐƚŽƉƌŽũĞĐƚƚŚĞĨƵƚƵƌĞ

ϰ ĚĚŵŽƌĞĚĂƚĂƉŽŝŶƚƐĂůŽŶŐƚŚĞĐƵƌǀĞzŽƵŵĂǇŵŝǆĂǀĂƌŝĞƚǇŽĨĚĂƚĂƉŽŝŶƚƐƐƵĐŚĂƐŚŝƐƚŽƌŝĐĂůĚĂƚĞƐŵĂũŽƌĞǀĞŶƚƐƉĞŽƉůĞĐŽŵƉĂŶǇŵŝůĞƐƚŽŶĞƐĂŶĚƐŽĐŝĂůŵŽǀĞŵĞŶƚƐ

ϱ ƌĂǁŵŽƌĞĐƵƌǀĞƐƚŚĂƚŝŶƚĞƌƐĞĐƚĞǆƚĞŶĚĂŶĚĞǀĞŶŽǀĞƌůĂƉǁŝƚŚǇŽƵƌĮƌƐƚĐƵƌǀĞ

ї ^ĞĞ ƚŚĞ ĂĚũĂĐĞŶƚ ĚŝĂŐƌĂŵ ĨŽƌ ĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞŶƵŵďĞƌƐŝŶƚŚĞŝŶƐƚƌƵĐƟŽŶƐ ĐŽƌƌĞƐƉŽŶĚ ƚŽ ƚŚĞŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚĚŝŵĞŶƐŝŽŶĚŝĚǇŽƵďĞŐŝŶ

ǁŝƚŚtŚǇͻ tŚŽĐĂŶǇŽƵĐŽŶƚĂĐƚƚŽǀĞƌŝĨǇ

ƟŵĞůŝŶĞƐĂŶĚĮůůŝŶĂŶǇŐĂƉƐͻ ƌĞǇŽƵƐƵƌƉƌŝƐĞĚďǇŚŽǁůŽŶŐ

ŽƌƋƵŝĐŬůǇͿƉƌŽŐƌĞƐƐƚĂŬĞƐͻ tĂƐŝƚĞĂƐŝĞƌƚŽĂĚĚĞǆĂŵƉůĞƐ

ĂŶĚĂĐƟǀŝƟĞƐǇŽƵƌƚĞĂŵǁĂƐƉĞƌƐŽŶĂůůǇŝŶǀŽůǀĞĚŝŶtŚǇ

73 1313

1 After reviewing my Context Map I decide to

look at the evolution of interactive touchscreens

for my first Progression

2 I draw a wavy line quickly

knowing that I can always extend

an end point or format later

4 I add more data points from history

realizing that I will want to continue

extending this curve during the course of

my research program

3 I keep my first pass simple noting major developments and dates that help me understand how the field has developed

Drawing insights amp implicationsƐ ƉĂƌƚ ŽĨ ŚĞƌ ĂŶĂůǇƐŝƐ ƚŚĞ ŐƌĂĚƵĂƚĞƐƚƵĚĞŶƚ ŝĚĞŶƟĮĞĚ ƚŚĞ ĐƵƌƌĞŶƚ ŵĂũŽƌƉůĂǇĞƌƐ ŝŶ ƚŚĞ ĐŽŵƉƵƚĞƌ ŐĂŵŝŶŐ ĂŶĚƐĞƌǀŝĐĞŝŶĚƵƐƚƌŝĞƐǁŚŝĐŚŐĂǀĞŚĞƌĂƐŚŽƌƚůŝƐƚŽĨĐŽŵƉĂŶŝĞƐƚŽǁĂƚĐŚĂƐĮĞůĚůĞĂĚĞƌƐŶĂĚĚŝƟŽŶƚŚĞĞǆĞƌĐŝƐĞŚĞůƉĞĚŚĞƌƚŽ

ƌĞĮŶĞ ŚĞƌ ƌĞƐĞĂƌĐŚ ƋƵĞƐƟŽŶƐ ƐŚĂƉŝŶŐŚĞƌƉĞƌƐƉĞĐƟǀĞ ƚŽǁĂƌĚĮŶĚŝŶŐ ƚŚĞ ƌŝŐŚƚŽƉƉŽƌƚƵŶŝƚǇampŽƌĞǆĂŵƉůĞƚŚƌĞĞƋƵĞƐƟŽŶƐǁĞƌĞ ƐŚĂƌƉĞŶĞĚ ƚŽ ĂͿ Žǁ ĚŽ ĚŽĐƚŽƌƐƐĞĞ ĂŶĚ ĨĞĞů ƚŚĞ ƉĂƟĞŶƚƐ ĂŶĂƚŽŵǇĚƵƌŝŶŐ ŵŝŶŝŵĂůůǇ ŝŶǀĂƐŝǀĞ ƐƵƌŐĞƌǇ ďͿtŚĂƚ ĂƌĞ ĐƵƌƌĞŶƚ ĐŚĂůůĞŶŐĞƐ ǁŝƚŚ ƚĞůĞͲŽƉĞƌĂƟŽŶƐ ĂŶĚ ĐͿ tŚĂƚ ĂƌĞ ƐŽŵĞĐƵƌƌĞŶƚĂĚǀĂŶĐĞƐŝŶŵĞĚŝĐĂůŝŵĂŐŝŶŐ

Tips amp lessons from othersͻ EĞǁƐĂƌƟĐůĞƐĂŶĚĐŽŵƉĂŶǇƟŵĞͲ

ůŝŶĞƐĐĂŶƉƌŽǀŝĚĞŚĞůƉĨƵůĚĂƚĂŽŌĞŶůŝƐƟŶŐŝŵƉŽƌƚĂŶƚŵŝůĞƐƚŽŶĞƐĂŶĚĚĂƚĞƐ

ͻ ŽŶƚƌĞůǇĞŶƟƌĞůǇŽŶƚĞĂŵŬŶŽǁůĞĚŐĞǁŚŝĐŚĐĂŶƐŽŵĞƟŵĞƐƐĞƌǀĞƚŽǀĂůŝĚĂƚĞĞǆŝƐƟŶŐďŝĂƐĞƐ

ͻ KůĚĞƌĞǆƉĞƌƚƐŵĂǇĮŶĚƚŚŝƐĞǆĞƌĐŝƐĞĞĂƐŝĞƌƚŽĚŽďĞĐĂƵƐĞƚŚĞǇƚǇƉŝĐĂůůǇŚĂǀĞŵŽƌĞƐƚŽƌŝĞƐĂŶĚůŝĨĞĞǆƉĞƌŝĞŶĐĞƐƚŽĚƌĂǁŽŶƚŚĂŶǇŽƵŶŐĞƌĐŽůůĞĂŐƵĞƐ

ͻ DĂŶǇƉƌŽũĞĐƚƚĞĂŵƐĐĂŶƚƌĂĐĞƚŚĞŝƌƟŵĞůŝŶĞƐďĂĐŬƚŽƌĞĞŬŚŝƐƚŽƌǇŽƌ^ŚĂŬĞƐƉĞĂƌĞĂŶůŝƚĞƌĂƚƵƌĞdŚŝƐƐŚŽƵůĚŶƚďĞĂƐƵƌƉƌŝƐĞDĂŶǇĂƐƉĞĐƚƐŽĨŚƵŵĂŶŝƚǇŚĂǀĞƚŚĞŝƌƌŽŽƚƐŝŶƚŚĞƐĞƵŶŝǀĞƌƐĂůĂĐĐŽƵŶƚƐ

ͻ dŚĞĐƵƌǀĞŚĞŝŐŚƚŝƐƐǇŵďŽůŝĐĨŽƌĐŚĂŶŐĞƐŽŵĞƉĞŽƉůĞůŝŬĞƚŽĚƌĂǁƚĂůůĞƌĞůĞǀĂƟŽŶƐƌĞůĂƚĞĚƚŽƚŚĞǀĂƌǇŝŶŐůĞǀĞůƐŽĨĂĚŽƉƟŽŶŽƌŐƌŽǁƚŚdŚĂƚŝƐŽƉƟŽŶĂůĞǆƚƌĂǁŽƌŬ

ZampgtdKEWho are some experts you

can ask for their wisdom

75 1313

This method helps me

become a fast expert of

this topic allowing me

to quickly identify the

major players in the

field at different points

Overall I am able to refine my

questions for finding potential

future applications in robotic

surgery

Additional examples

ƚƌĂŶƐƉŽƌƚĂƟŽŶƐĞƌǀŝĐĞƐƉƌŽǀŝĚĞƌŝŶ ^ŽƵƚŚ ĨƌŝĐĂ ĞǆĂŵŝŶĞĚ ƚŚĞĞǀŽůƵƟŽŶŽĨƚŚĞŝƌŝŶĚƵƐƚƌǇĚƌĂǁŝŶŐĚŽƩĞĚ ůŝŶĞƐ ďĞƚǁĞĞŶ ƌĞůĂƚĞĚĞǀĞŶƚƐĂŶĚĞƌĂƐ

ƚĞĂŵĨƌŽŵĂƵƌŽƉĞĂŶĐŽŶƐƵůƟŶŐĮƌŵ ĚŝƐĐƵƐƐĞĚ ƚŚĞ ĞŵĞƌŐŝŶŐ ĮĞůĚŽĨĐůŽƵĚĐŽŵƉƵƟŶŐƐĞƌǀŝĐĞƐƐĞĞŝŶŐǁŚŝĐŚ ĂƌĞĂƐ ĐŚĂŶŐĞĚ ŽƵƚƐŝĚĞƚĞĐŚŶŽůŽŐǇ

PROGRESSION CURVES | method worksheet

Ɛ ƚŚĞ ampŝŶŶŝƐŚ ĨƵŶĚŝŶŐ ĂŐĞŶĐǇ ĨŽƌƚĞĐŚŶŽůŽŐǇ ĂŶĚ ŝŶŶŽǀĂƟŽŶ dĞŬĞƐ ŝƐƚŚĞ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ƉƵďůŝĐůǇ ĨƵŶĚĞĚĞǆƉĞƌƚ ŽƌŐĂŶŝǌĂƟŽŶ ĨŽƌ ĮŶĂŶĐŝŶŐƌĞƐĞĂƌĐŚ ĚĞǀĞůŽƉŵĞŶƚ ĂŶĚ ŝŶŶŽǀĂƟŽŶŝŶ ampŝŶůĂŶĚ dŚĞ ĂŐĞŶĐǇ ďŽŽƐƚƐ ǁŝĚĞͲƌĂŶŐŝŶŐ ŝŶŶŽǀĂƟŽŶ ĂĐƟǀŝƟĞƐ ŝŶ ƌĞƐĞĂƌĐŚĐŽŵŵƵŶŝƟĞƐ ŝŶĚƵƐƚƌǇ ĂŶĚ ƐĞƌǀŝĐĞƐĞĐƚŽƌƐ ĂĐƌŽƐƐ ƚŚĞ ĐŽƵŶƚƌǇ dĂŬŝŶŐ ĂďƌŽĂĚͲďĂƐĞĚ ǀŝĞǁ ŽŶ ŝŶŶŽǀĂƟŽŶ dĞŬĞƐĨƵŶĚƐ ƚĞĐŚŶŽůŽŐŝĐĂů ďƌĞĂŬƚŚƌŽƵŐŚƐ ĂŶĚĂůƐŽ ĞŵƉŚĂƐŝǌĞƐ ƚŚĞ ƐŝŐŶŝĮĐĂŶĐĞ ŽĨƐĞƌǀŝĐĞͲƌĞůĂƚĞĚ ĚĞƐŝŐŶ ďƵƐŝŶĞƐƐ ĂŶĚƐŽĐŝĂů ŝŶŶŽǀĂƟŽŶƐ ǀĞƌǇ ǇĞĂƌ dĞŬĞƐĮŶĂŶĐĞƐ ƐŽŵĞ ϭϱϬϬ ďƵƐŝŶĞƐƐ ƌĞƐĞĂƌĐŚĂŶĚĚĞǀĞůŽƉŵĞŶƚƉƌŽũĞĐƚƐĂŶĚĂůŵŽƐƚϲϬϬƉƵďůŝĐ ƌĞƐĞĂƌĐŚ ƉƌŽũĞĐƚƐ Ăƚ ƵŶŝǀĞƌƐŝƟĞƐƌĞƐĞĂƌĐŚŝŶƐƟƚƵƚĞƐĂŶĚƉŽůǇƚĞĐŚŶŝĐƐ^ŝŶĐĞ ϮϬϬϳ dĞŬĞƐ ŚĂƐ ĨŽĐƵƐĞĚ ŽŶ

ƌĞŶĞǁŝŶŐ ƐĞƌǀŝĐĞƐ ĂŶĚ ƉƌŽĚƵĐƟŽŶďǇ ĚŝŐŝƚĂů ŵĞĂŶƐ KŶĞ ŽĨ ƚŚĞ ŵĂũŽƌĞǆŝƐƟŶŐ ŝŶǀĞƐƚŵĞŶƚƐ ƵŶĚĞƌ ƚŚŝƐ ĨŽĐƵƐĂƌĞĂ ŚĂƐ ďĞĞŶ ƚŚĞ hďŝĐŽŵͶŵďĞĚĚĞĚd ϮϬϬϳͲϮϬϭϯ ƉƌŽŐƌĂŵ hďŝĐŽŵ ǁĂƐďƵŝůƚ ĨƌŽŵŽǀĞƌϯϬϬƉƵďůŝĐ ƌĞƐĞĂƌĐŚĂŶĚŝŶĚƵƐƚƌŝĂů ƌĞƐĞĂƌĐŚ ĂŶĚ ĚĞǀĞůŽƉŵĞŶƚ

ZΘͿƉƌŽũĞĐƚƐŚĂǀŝŶŐŽǀĞƌΦϮϬϬŵŝůůŝŽŶƉƌŽũĞĐƚǀŽůƵŵĞhďŝĐŽŵƉƌŽũĞĐƚƐĨŽĐƵƐĞĚŽŶ ďƵŝůĚŝŶŐ ƌĞƐĞĂƌĐŚ ĐŽŵƉĞƚĞŶĐĞƐ ĂŶĚĚĞŵŽŶƐƚƌĂƟŶŐ ŶĞǁ ƐŽůƵƟŽŶƐ ďĂƐĞĚ ŽŶĚŝƐƚƌŝďƵƚĞĚ ĐŽŵƉƵƟŶŐ ĂŶĚ ĞŵďĞĚĚĞĚŝŶĨŽƌŵĂƟŽŶ ĐŽŵƉƵƚĞƌ ƚĞĐŚŶŽůŽŐǇ dͿƐǇƐƚĞŵƐ ϭϯͲƉĞƌƐŽŶ ƐƚĞĞƌŝŶŐ ŐƌŽƵƉǁŚŽƐĞŵĞŵďĞƌƐĐĂŵĞ ĨƌŽŵĐŽŵƉĂŶŝĞƐƌĞƐĞĂƌĐŚŝŶƐƟƚƵƟŽŶƐĂŶĚdĞŬĞƐĂĚǀŝƐĞĚƚŚĞŽǀĞƌĂůůĚŝƌĞĐƟŽŶĂŶĚĞǆĞĐƵƟŽŶŽĨƚŚĞhďŝĐŽŵƉƌŽŐƌĂŵ

The challenge Following the steps of a successful research programƉƌŽŐƌĂŵŵĂŶĂŐĞƌĂŶĚĐŚŝĞĨƚĞĐŚŶŽůŽŐǇĂĚǀŝƐĞƌ Ăƚ dĞŬĞƐ ltŝŵŵŽ ŚŽůĂ ǁĂƐƌĞƐƉŽŶƐŝďůĞ ĨŽƌ ŵĂŶĂŐŝŶŐ hďŝĐŽŵ ĂƐŽŶĞ ŽĨ ƚŚĞ ĂŐĞŶĐǇ Ɛ ůĂƌŐĞƐƚ ůŽŶŐͲƚĞƌŵƚĞĐŚŶŽůŽŐǇ ƉƌŽŐƌĂŵƐ ŌĞƌ ŶĞĂƌůǇ ĮǀĞƐƵĐĐĞƐƐĨƵů ǇĞĂƌƐŚŽůĂŶŽǁ ĨĂĐĞĚ ĂďŝŐĐŚĂůůĞŶŐĞǁŚĂƚǁĂƐŶĞǆƚĂŌĞƌhďŝĐŽŵdŚĞ ƉƌŽŐƌĂŵ ǁŽƵůĚ ĐŽŶĐůƵĚĞ ŝŶ ϮϬϭϯůĞĂǀŝŶŐŽƉĞŶŵĂŶǇƌĞƐŽƵƌĐĞƐƚŚĂƚĐŽƵůĚďĞĂƉƉůŝĞĚƚŽĂŶĞǁƐƚƌĂƚĞŐŝĐƉƌŽŐƌĂŵ

CASE STUDY | Crafting a new vision after Ubicom

ŚŽůĂ ǁŝƐŚĞĚ ƚŽ ƌĞĚĞƐŝŐŶ Ă ŶĞǁƉƌŽŐƌĂŵƐŽŝƚĐŽƵůĚŵĞĞƚƚŚĞĐŚĂůůĞŶŐĞƐŽĨ ƚŽŵŽƌƌŽǁ ŝŶ ƚĞƌŵƐŽĨ ďŽƚŚ ƐƚƌƵĐƚƵƌĞĂŶĚ ĐŽŶƚĞŶƚ Ğ ŬŶĞǁ ƚŚĂƚ ƐŝŵƉůǇĐŽƉǇŝŶŐƚŚĞƉƌĞǀŝŽƵƐƐƵĐĐĞƐƐĨŽƌŵƵůĂŽĨhďŝĐŽŵ ǁŽƵůĚ ŶŽƚ ŐƵĂƌĂŶƚĞĞ ĂŶŽƚŚĞƌĮǀĞ ǇĞĂƌƐŽĨ ƐƵĐĐĞƐƐďĞĐĂƵƐĞ ƚŚĞǁŽƌůĚŚĂƐƐĞĞŶŵĂŶǇƐŝŐŶŝĮĐĂŶƚĐŚĂŶŐĞƐƐŝŶĐĞƚŚĞƉƌŽŐƌĂŵǁĂƐŝŶŝƟĂƚĞĚŵŽŶŐ ŵĂŶǇ ƚŽƉŝĐƐ ŚŽůĂ ǁĂŶƚĞĚ

ƚŽ ŬŶŽǁ ǁŚŝĐŚ ƚǇƉĞƐ ŽĨ ŽƌŐĂŶŝǌĂƟŽŶƐƐŚŽƵůĚ ďĞ ĨƵŶĚĞĚ ǁŚĂƚ ƚŚĞ ŽǀĞƌĂůůƐĐĂůĞ ŽĨ ƚŚĞ ƉƌŽŐƌĂŵ ĐŽƵůĚ ďĞ ŚŽǁ ƚŽĞŶĐŽƵƌĂŐĞĐŽůůĂďŽƌĂƟŽŶďĞƚǁĞĞŶĨƵŶĚĞĚŽƌŐĂŶŝǌĂƟŽŶƐ ŚŽǁ ƚŽ ƟĞ ŝŶ ĨŽƌĞŝŐŶƐƚĂŬĞŚŽůĚĞƌƐ ĂŶĚ ĂůŝŐŶ ƚŚĞ ƉƌŽŐƌĂŵǁŝƚŚ ŐůŽďĂů ƉĂƌƚŶĞƌƐǁŚĂƚ ƚĞĐŚŶŽůŽŐŝĞƐƐŚŽƵůĚďĞĂƚƚŚĞĐĞŶƚĞƌŽĨƚŚĞƉƌŽŐƌĂŵĂŶĚŚŽǁƚŚĞƐĞƚĞĐŚŶŽůŽŐŝĞƐǁŽƵůĚƌĞůĂƚĞƐǇƐƚĞŵŝĐĂůůǇ

The approach Two days of expert prototypingŚŽůĂĚĞĐŝĚĞĚƚŽĂƉƉůǇƚŚĞĨŽƌĞƐŝŐŚƚĂŶĚŝŶŶŽǀĂƟŽŶŵĞƚŚŽĚƐŝŶĂŶŝŶƚĞŶƐŝǀĞƚǁŽͲĚĂǇǁŽƌŬƐŚŽƉƚǁĂƐƐĐŚĞĚƵůĞĚƚŽŽǀĞƌůĂƉǁŝƚŚ Ă ƉƌĞǀŝŽƵƐůǇ ƐĐŚĞĚƵůĞĚ hďŝĐŽŵďŽĂƌĚŵĞĞƟŶŐ ƐŽŚĞĐŽƵůĚĞŶƐƵƌĞ ƚŚĂƚƚŚĞƉƌŽŐƌĂŵ ƐĐƌŝƟĐĂůƐƚĂŬĞŚŽůĚĞƌƐǁŽƵůĚďĞ ƉƌĞƐĞŶƚ dŚĞ ĮƌƐƚ ĚĂǇ ŝŶǀŽůǀĞĚ ƚŚĞhďŝĐŽŵ ďŽĂƌĚŵĞŵďĞƌƐ ĂƐǁĞůů ĂƐ ŬĞǇƐĞŶŝŽƌ ĞǆĞĐƵƟǀĞƐ ĂŶĚ dĞŬĞƐ ƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐ ǁŚŽ ĨŽĐƵƐĞĚ ŽŶ ĞǆƉůŽƌŝŶŐǀĂƌŝŽƵƐ ƌĞƐĞĂƌĐŚ ƚŚĞŵĞƐ ĂŶĚ ƉŽƚĞŶƟĂůƉƌŽŐƌĂŵ ŵŽĚĞůƐ ĨŽƌ ƚŚĞ ŶĞǆƚ ƐƚĂŐĞ ŽĨhďŝĐŽŵ ŚŽůĂ ƐĞƚ ƚŚĞ ĚĂǇ Ɛ ĂŐĞŶĚĂ ďǇďƌŝĞŇǇ ƌĞǀŝĞǁŝŶŐ ƚŚĞ ƉƌŽŐƌĂŵ Ɛ ŽƌŝŐŝŶĂůǀŝƐŝŽŶ ĂŶĚ ŚŝƐƚŽƌǇ ĂŶĚ ŚĞ ƵƐĞĚ ƚŚĞŵĞƚŚŽĚƐƚŽŚĞůƉĨƌĂŵĞŚŝƐƉƌĞƐĞŶƚĂƟŽŶ^ĞǀĞƌĂů ƉĂƌƟĐŝƉĂŶƚƐ ƌĞƚƵƌŶĞĚ ŽŶ ƚŚĞ

ƐĞĐŽŶĚ ĚĂǇ ŚĞůƉŝŶŐ ƚŽ ƚƌĂŶƐĨĞƌ ƚŚĞŝƌŬŶŽǁůĞĚŐĞĂƐǁĞůůĂƐŚĞĂƌĨƌŽŵĂďƌŽĂĚĞƌĐŽŵŵƵŶŝƚǇ dŚĞ ƐĞĐŽŶĚ ĚĂǇ ŝŶĐůƵĚĞĚŶĞĂƌůǇƚǁŽĚŽǌĞŶƌĞƐĞĂƌĐŚƐĐŝĞŶƟƐƚƐĂŶĚƚĞĐŚŶŝĐĂůƐƉĞĐŝĂůŝƐƚƐǁŚŽĚĞůǀĞĚĚĞĞƉĞƌƚŽ ƉƌŽƉŽƐĞ ƉƌŽŵŝƐŝŶŐ ĂƌĞĂƐ ŽĨ ĨŽĐƵƐĂŶĚ ƉƌŽƚŽƚǇƉĞ ƐĞĞĚůŝŶŐƐ ĨŽƌ ƉƌŽŐƌĂŵ

ĐŽŶƚĞŶƚdŚĞďƵůŬŽĨĚŝƐĐƵƐƐŝŽŶŽĐĐƵƌƌĞĚŝŶŵƵůƟƉůĞƐŵĂůůƚĞĂŵƐƐŽƚŚĂƚĂŐƌĞĂƚĞƌĚŝǀĞƌƐŝƚǇ ŽĨ ƚŚĞŵĞƐ ĐŽƵůĚ ďĞ ĞǆƉůŽƌĞĚĂŶĚ Ăůů ƉĂƌƟĐŝƉĂŶƚƐ ǁŽƵůĚ ŚĂǀĞ ƚŚĞŽƉƉŽƌƚƵŶŝƚǇƚŽĐŽŶƚƌŝďƵƚĞŚŽůĂ ĨŽƵŶĚ ƚŚĞ ǁŽƌŬƐŚŽƉ ƚŽ ďĞ

ŚĞůƉĨƵůŝŶŵĂŶǇǁĂǇƐĞƐĂŝĚƚĂůŝŐŶĞĚƉĂƌƟĐŝƉĂŶƚƐ ƚŽǁĂƌĚĂĐŽŵŵŽŶƚĂƌŐĞƚ ŝŶǀĞƌǇ ĨĂƐƚ ĂŶĚ ĞŶŐĂŐŝŶŐǁĂǇ WƌĂĐƟĐĂůůǇ ŝƚǁĂƐĂůƐŽĞĂƐŝĞƌ ƚŽĂƩƌĂĐƚƉĂƌƟĐŝƉĂŶƚƐƚŽĐŽŵŵŝƚƚŽƚǁŽĚĂǇƐĂǁĂǇĨƌŽŵǁŽƌŬǁŚĞŶƚŚĞǇůĞĂƌŶĞĚĂŶĞǁƐĞƚŽĨŵĞƚŚŽĚƐĂŶĚ ĂůƐŽ ŐĂŝŶĞĚ Ă ĨƌĞƐŚ ǀŝĞǁ ĨŽƌ ƚŚĞŝƌŽǁŶĐŽŵƉĂŶǇƵƐĞdŚĞŵĞƚŚŽĚƐŽƉĞŶĞĚŶĞǁ ƵŶĞǆƉĞĐƚĞĚ ǁĂǇƐ ƚŽ ĂƉƉƌŽĂĐŚƚŚĞ ƉůĂŶŶŝŶŐ ƚĂƐŬ ǁŚŝĐŚ ƉƌŽǀŝĚĞĚ ĂŵŽƟǀĂƟŶŐĞǆƉĞƌŝĞŶĐĞĨŽƌĞǀĞƌǇŽŶĞŶĂĚĚŝƟŽŶƚŚĞŵĞƚŚŽĚŽůŽŐǇƉƌŽǀŝĚĞĚ

Ă ŇĞǆŝďůĞ ƐƚƌƵĐƚƵƌĞ ƚŽ ŐƵŝĚĞ ŐƌŽƵƉƉůĂŶŶŝŶŐŚŽůĂĂĚĚĞĚĐůĞĂƌƐƚƌĞŶŐƚŚŽĨ ƚŚŝƐ ůĂƌŐĞ ƐĞƚ ŽĨ ƚŽŽůƐ ŝƐ ƚŚĂƚ ĐĂŶ ďĞĂƉƉůŝĞĚ ŝŶ ĂŶǇ ŽƌĚĞƌ Žƌ ůĞǀĞů ŽĨ ĚĞƉƚŚ tŽƌŬƐŚŽƉƚĞĂŵƐƵƐĞĚƚŚĞŵĞƚŚŽĚƐƚŽŐŽĨƌŽŵďƌŽĂĚĐŽŶƚĞǆƚƐƚŽƐƉĞĐŝĮĐƉƌŽďůĞŵƐĞƫŶŐƐ ĚĞƉĞŶĚŝŶŐ ŽŶ ƚŚĞŝƌ ŽďũĞĐƟǀĞƐƌĞĂƟŶŐĂƉƌŽŐƌĂŵƐƚƌƵĐƚƵƌĞŶĞĐĞƐƐŝƚĂƚĞĚ

Ă ǁŝĚĞ ŝŶŝƟĂů ƉĞƌƐƉĞĐƟǀĞ ĂŶĚ ŽŶĐĞƉƌŽŐƌĂŵďŽƵŶĚĂƌŝĞƐǁĞƌĞůŝŐŚƚůǇĚĞĮŶĞĚƚĞĂŵƐ ƵƐĞĚ ƚŚĞ ŵĞƚŚŽĚƐ ƚŽ ƋƵŝĐŬůǇĮŶĚ ƚŚĞ ŬĞǇ ƚĂƌŐĞƚƐ ƚŽ ďĞ ĂĚĚƌĞƐƐĞĚDŽƌĞŽǀĞƌ ƚŚĞŵĞƚŚŽĚƐ ůĞŌ ĨƌĞĞĚŽŵ ƚŽĮŶĞͲƚƵŶĞ ƚŚĞ ƌĞƐƵůƚƐ ĂůůŽǁŝŶŐ ƌŽŽŵ ĨŽƌƐŵĂůůĞƌŝƚĞŵĚŽĐƵŵĞŶƚĂƟŽŶĂƚƚŚĞƐĂŵĞƟŵĞdŚŝƐŚĞůƉĞĚŚŽůĂ ƚĂŬĞƚŚĞƌĞƐƵůƚƐĨƌŽŵ ƚŚĞ ǁŽƌŬƐŚŽƉ ĂŶĚ ŝŶƚĞŐƌĂƚĞ ƚŚĞŵǁŝƚŚůĂƌŐĞƌƉůĂŶŶŝŶŐĞīŽƌƚƐĂƚdĞŬĞƐ

80^ŽƵƌĐĞltŝŵŵŽŚŽůĂdĞŬĞƐϮϬϭϮ

The result A new vision a new programdŚĞ ǁŽƌŬƐŚŽƉ ŐĞŶĞƌĂƚĞĚ ƚŚĞĨŽƵŶĚĂƚŝŽŶ ĨŽƌ ƚŚĞ ŶĞǁ ƉƌŽŐƌĂŵĨŽĐƵƐ ĐƵƌƌĞŶƚůǇ ŬŶŽǁŶ ďǇ ŝƚƐ ǁŽƌŬŝŶŐƚŝƚůĞ ůů dŚŝŶŐƐ ŽŶEĞƚǁŽƌŬƐ dKEͿdŚĞ ǁŽƌŬƐŚŽƉ ŵĂƚĞƌŝĂů ƉƌŽǀŝĚĞĚƚŚĞ ďĂƐŝƐ ŽĨ ŶĞǁ ƉůĂŶŶŝŶŐ ŐƵŝĚĞůŝŶĞƐĨŽƌ dKE ǁŚŝĐŚ ĨŽĐƵƐĞƐ ŽŶ ĨƵŶĚŝŶŐƐŵĂůů ŶĞƚǁŽƌŬƐ ŽĨ ƐƵďĐŽŶƚƌĂĐƚŽƌƐ ϭͲϲƉĂƌƚŶĞƌƐͿ Ŷ ƚŚĞ ĐŽŶƚĞǆƚ ŽĨ dKEƚŚĞƐĞ ƐƵďĐŽŶƚƌĂĐƚŽƌ ŶĞƚǁŽƌŬƐ ǁŝůůŝŶŝƚŝĂůůǇ ƐƵƉƉŽƌƚ ƚŚĞ ƌĞƐĞĂƌĐŚĂĐƚŝǀŝƚŝĞƐŽĨ ůĂƌŐĞ ĐŽŵƉĂŶŝĞƐ ĂŶĚ ƚŚĞŶ ďĞĐŽŵĞĚĞĚŝĐĂƚĞĚ ƐƵďĐŽŶƚƌĂĐƚŽƌƐ ŝŶ ůĂƚĞƌƐƚĂŐĞƐŚŽůĂĞŶǀŝƐŝŽŶƐƚŚĂƚƚŚŝƐŵŽĚĞůǁŝůůƚƌƵůǇŵŽƚŝǀĂƚĞƚŚĞĐŽͲĚĞǀĞůŽƉŵĞŶƚŽĨ ŝŶƚĞůůĞĐƚƵĂů ƉƌŽƉĞƌƚǇ WͿ ďĞƚǁĞĞŶĚŝĨĨĞƌĞŶƚ ƐƵďĐŽŶƚƌĂĐƚŽƌƐ ĂŶĚ ůĂƌŐĞĐŽƌƉŽƌĂƚŝŽŶƐ ƚ ǁŝůů ƐƚƌĞŶŐƚŚĞŶ ƚŚĞƉŽƐŝƚŝŽŶ ŽĨ ƐŵĂůů ĂŶĚ ŵĞĚŝƵŵ ƐŝǌĞĚĞŶƚĞƌƉƌŝƐĞƐ ^DƐͿ ďǇ ŝŶƚĞŐƌĂƚŝŶŐƚŚĞŵ ŝŶƚŽĂŶ WͲďĂƐĞĚĐůƵƐƚĞƌŽĨŽƚŚĞƌ^DƐ ĂŶĚ ůĂƌŐĞ ĐŽƌƉŽƌĂƚŝŽŶƐ dŚĞƉƌŽŐƌĂŵ ŝƐ ĞŶǀŝƐŝŽŶĞĚ ƚŽ ĂůƐŽ ĨƵŶĚ

ƚŚĞ ĚĞǀĞůŽƉŵĞŶƚ ŽĨ ŶĞǁ ŝŶŶŽǀĂƚŝŽŶĐůƵƐƚĞƌƐƚŚĂƚĐƌŽƐƐŶĂƚŝŽŶĂůďŽƌĚĞƌƐƐŵĂůůĞƌƐĞƚŽĨŵĞƚŚŽĚƐǁŝůůĐŽŶƚŝŶƵĞ

ƚŽ ƌĞĨŝŶĞ ƚŚĞdKE ǀŝƐŝŽŶKŶĞ ŝĚĞĂ ŝƐƚŽ ĚĞǀĞůŽƉ Ă ƐĞƚ ŽĨ ŐƌĂŶĚ ĐŚĂůůĞŶŐĞƐƚŚĂƚ ǁŝůů ƚŚĞŶ ŝŶĨŽƌŵ ŵŽƌĞ ƐƉĞĐŝĨŝĐĨƵŶĚŝŶŐ ĞĨĨŽƌƚƐ ŝŶ ĚŝĨĨĞƌĞŶƚ ŝŶĚƵƐƚƌŝĂůƐĞĐƚŽƌƐ Ŷ ƉĂƌƚŝĐƵůĂƌ ŚŽůĂ ƐĞĞƐ ƚŚĂƚ

ƚŚĞZWĂƌĚdĞƐƚǁŝůůŚĞůƉǀĂůŝĚĂƚĞƚŚĞǀŝƐŝŽŶĂƌǇƉŽƚĞŶƚŝĂůŽĨdKEƐŐƌĂŶĚĐŚĂůůĞŶŐĞƐgtĂƐƚůǇŚŽůĂŝŶƚĞŶĚƐƚŽƵƐĞƚŚĞ ĨŽƌĞƐŝŐŚƚ ĂŶĚ ŝŶŶŽǀĂƚŝŽŶ ŵĞƚŚŽĚƐĂƐǀŝƐƵĂůƚĞŵƉůĂƚĞƐƚŽĐŽŵŵƵŶŝĐĂƚĞƚŚĞŶĞǁƉƌŽŐƌĂŵĂŶĚ ŝƚƐ ŽƵƚĐŽŵĞƐǁŝƚŚŝŶdĞŬĞƐĂŶĚƚŽŽƚŚĞƌƐƚĂŬĞŚŽůĚĞƌƐ

13+ amp

1313-13+

13 13+ amp

$1313+$

amp $ 1313(

( $ $ (

Janus Cones looks backwards and forwards in time to identify the timing of historical events and how timing affects potential future events

Janus Cones

WhEn to use itͻ dŽďĞĐŽŵĞĂĨĂƐƚĞǆƉĞƌƚŽĨǇŽƵƌ

ƚŽƉŝĐ ƐďĂĐŬŐƌŽƵŶĚͻ dŽĚŝƐĐĞƌŶĂƉŽƐƐŝďůĞƉĂƩĞƌŶŽĨ

ƌĞůĂƟŽŶƐŚŝƉƐĂŵŽŶŐŵĂŶǇƌĞůĂƚĞĚĂŶĚĞǀĞŶƵŶƌĞůĂƚĞĚͿĞǀĞŶƚƐ

WhY itrsquos helpfulŝƐƚŽƌǇ ŝƐ ŽŌĞŶ ƚŽůĚ ďǇ ƚŚĞ ǁŝŶŶĞƌƐǁŚŽ ƉƌĞƐĞŶƚ ŽŶĞ ǀŝĞǁ ŽĨ ĂŶ ĞǀĞŶƚdŚĞƌĞĂƌĞĂůǁĂǇƐŽƚŚĞƌǀŝĞǁƐdŚĞĂŶƵƐŽŶĞƐ ŵĞƚŚŽĚ ŽǀĞƌĐŽŵĞƐ ƚŚĞ ůŝŵŝƚƐŽĨ Ă ƐƵƌǀŝǀŽƌ Ɛ ďŝĂƐ ďǇ ŚĞůƉŝŶŐ ǇŽƵ ƐĞĞŵƵůƟƉůĞ ĞǀĞŶƚƐ ƚŚĂƚ ŚĂǀĞ ĐŽŶǀĞƌŐĞĚƚŽ ƚŚĞ ĚŽŵŝŶĂŶƚ ƵŶĚĞƌƐƚĂŶĚŝŶŐ ŝŶ ƚŚĞƉƌĞƐĞŶƚƟŵĞdŚĞĐĞŶƚĞƌŽĨƚǁŽĐŽŶĞƐŵĂƌŬƐƚŽĚĂǇ

dŚĞůĞŌĐŽŶĞĨĂĐĞƐƚŚĞƉĂƐƚdŚĞĨƵƌƚŚĞƌďĂĐŬ ŝŶ ƟŵĞ ǇŽƵ ŐŽ ƚŚĞ ĨƵǌǌŝĞƌ ŚƵŵĂŶŵĞŵŽƌǇ ďĞĐŽŵĞƐ dŚĞ ƌŝŐŚƚ ĐŽŶĞ ĨĂĐĞƐĨŽƌǁĂƌĚ ŝŶ ƟŵĞ ĞƋƵĂůůǇ ŵƵƌŬǇ ĂŶĚƵŶŬŶŽǁĂďůĞƚŚĞĨƵƌƚŚĞƌŽƵƚ ŝŶƟŵĞǇŽƵŐŽͶǁŚĂƚĨƵƚƵƌŝƐƚƐůŝŬĞƚŽĐĂůůĂĐŽŶĞŽĨƵŶĐĞƌƚĂŝŶƚǇ

ampƵƚƵƌĞ ƉĂƩĞƌŶƐ ŽŌĞŶ ƌĞŇĞĐƚ ďƵƚ ĚŽŶŽ ŶĞĐĞƐƐĂƌŝůǇ ƌĞƉĞĂƚ ƉĂƐƚ ƉĂƩĞƌŶƐŽǁĞǀĞƌ ŽŶůǇ ŝŶ ŚŝŶĚƐŝŐŚƚ ĚŽ ŵŽƐƚͿƉĂƩĞƌŶƐ ďĞĐŽŵĞ ĐůĞĂƌ DĂŶǇ ĞǀĞŶƚƐǁŚŝĐŚŵĂǇŶŽƚƐĞĞŵƌĞůĂƚĞĚĐĂŶŝŶŇƵĞŶĐĞŽŶĞĂŶŽƚŚĞƌ

What you getĂŶƵƐ ŽŶĞƐ ůĞƚƐ ǇŽƵ ƌĞůĞĂƐĞ ƚŚĞ ƐƚƌŝĐƚůŝŶĞĂƌ ĂƐƐƵŵƉƟŽŶƐ ŽĨ ĞǀĞŶƚƐ ĂůůŽǁŝŶŐƚŽ ǀŝĞǁ ŵƵůƟƉůĞ ŽǀĞƌůĂƉƉŝŶŐ ĂŶĚŝŶƚĞƌƐĞĐƟŶŐ ĞǀĞŶƚƐ ŝŶ Ă ƐŝŶŐůĞ ƐŚĂƌĞĚĨƌĂŵĞǁŽƌŬĂƚŽŶĐĞĂĐŚǀĞƌƟĐĂůŵĂƌŬĞƌĚĞŶŽƚĞƐ Ă ƐƉĞĐŝĮĐ ƟŵĞ ƉĞƌŝŽĚ ƐƵĐŚĂƐ ϱ Žƌ ϭϬ ǇĞĂƌƐ ŐŽŝŶŐ ŝŶĐƌĞŵĞŶƚĂůůǇďĂĐŬǁĂƌĚƐŽƌĨŽƌǁĂƌĚƐ

Letrsquos look at an exampleŶŝŶƚĞƌŶĂƟŽŶĂůƉƌŽũĞĐƚƚĞĂŵǁĂŶƚĞĚƚŽƵŶĚĞƌƐƚĂŶĚ ŵĞƌŝĐĂŶ ďĞůŝĞĨƐ ŝŶ ĚƌŝǀŝŶŐĂŶĚ ŚŽǁ ƚŚĞƐĞ ďĞůŝĞĨƐ ŚĂĚ ĞǀŽůǀĞĚ ŝŶƌĞĐĞŶƚ ĚĞĐĂĚĞƐ dŚĞ ƚĞĂŵ ŚĂĚ ĂůƌĞĂĚǇĂŶĂůǇǌĞĚ ƚŚĞ ƵƐƵĂů ŝŶĚƵƐƚƌǇ ƚƌĞŶĚƐŵĂƌŬĞƚ ƐƚĂƟƐƟĐƐ ŵĞĚŝĂ ƌĞǀŝĞǁƐ ĂŶĚĐŽŵƉĂŶǇ ƌĞƉŽƌƚƐ EŽǁ ƚŚĞǇ ŶĞĞĚĞĚ ĂŵŽƌĞ ŚŽůŝƐƟĐ ǀŝĞǁ ǁŚŝĐŚ Ă ƟŵĞůŝŶĞ ŽƌƉŝĞĐŚĂƌƚĐŽƵůĚŶƚƉƌĞƐĞŶƚĂƐǁĞůůdŚĞƚĞĂŵĚĞǀĞůŽƉĞĚĂŐƌŽƵƉƐŶĂƉƐŚŽƚ

ŽĨϭϬϬнǇĞĂƌƐŽĨŵĞƌŝĐĂŶďĞůŝĞĨƐƐƚĂƌƟŶŐǁŝƚŚ ƚŚĞ ŝŶǀĞŶƟŽŶ ŽĨ ƚŚĞ ĮƌƐƚ ŵŽĚĞƌŶĂƵƚŽŵŽďŝůĞ ĂŶĚ ůĞĂĚŝŶŐ ƵƉ ƚŽ ĐƵƌƌĞŶƚǀŝĞǁƐ ŽĨ ƚŚĞ ĐĂƌ ĂƐ ĂŶ ĞǆƚĞŶƐŝŽŶ ŽĨůŝĨĞƐƚǇůĞdŚƌŽƵŐŚƚŚŝƐĞǆĞƌĐŝƐĞƚŚĞƚĞĂŵďĞĐĂŵĞ ĨĂƐƚ ĞǆƉĞƌƚƐ ŝŶ ƚŚĞ ƚŽƉŝĐ ĂŶĚŵŽƌĞ ŝŵƉŽƌƚĂŶƚůǇ ĚĞǀĞůŽƉĞĚ Ă ƐŚĂƌĞĚůĂŶŐƵĂŐĞƚŚĂƚďƌŽƵŐŚƚƚŚĞŵƚŽŐĞƚŚĞƌĂƐĂŐƌŽƵƉĂƚƚŚĞƐƚĂƌƚŽĨƚŚĞƉƌŽũĞĐƚ

Mobility as a basic need

1313 13

Parking is an issue

Urban planners design for roads and transport

New paradigm of commuting

Time spent traveling in cars

Traffic jams Rush hour

Concept of alone time in cars with self or others

Variety of car models

Car as a lifestyle status symbol

Dangers of driving

Family trips amp activities by car

Car tinkering passions

Rising costs of car ownership

Cars as displays of wealth

Seat belt safety campaigns

Driving as a rite of passage (first license)

Cars shipped as luggage

Stress of car buying

Infrastructure funding

Multiple cars in a family

Different car by life stage

^ŽƵƌĐĞdĂŵĂƌĂĂƌůĞƚŽŶ^ƚĂŶĨŽƌĚhŶŝǀĞƌƐŝƚǇ DϰϭϬϮϬϬϴ

Instructionsϭ ƌĂǁĂŶŽƉĞŶĐŽŶĞĨĂĐŝŶŐůĞŌƚŽǁĂƌĚƚŚĞ

ƉĂƐƚdŚĞƌŝŐŚƚƉŽŝŶƚƌĞƉƌĞƐĞŶƚƐƚŽĚĂǇϮ dĂůŬĂďŽƵƚǁŚĂƚŚĂƐŚĂƉƉĞŶĞĚŽƌ

ĐŚĂŶŐĞĚůĞĂĚŝŶŐƵƉƚŽƚŽĚĂǇ ƐǀŝĞǁƐĂŶĚĂƐƐƵŵƉƟŽŶƐĨŽƌǇŽƵƌƚŽƉŝĐĚĞŶƟĨǇŵĂũŽƌƉŽŝŶƚƐŝŶƟŵĞƐƵĐŚĂƐĂĐŽŵƉĂŶǇĨŽƵŶĚŝŶŐĞŐĞŶĞŶƚĞĐŚŝŶƚŚĞďŝŽƚĞĐŚŝŶĚƵƐƚƌǇͿWůŽƚƚŚĞƐĞĚĂƚĂƉŽŝŶƚƐŝŶƐŝĚĞƚŚĞĐŽŶĞƉůĂĐŝŶŐĞĂƌůŝĞƌŽŶĞƐĨƵƌƚŚĞƌďĂĐŬŝŶƟŵĞƚŚĂŶŵŽƌĞƌĞĐĞŶƚƉŽŝŶƚƐ

ϯ EŽǁĚƌĂǁĂƉƉƌŽƉƌŝĂƚĞƟŵĞŵĂƌŬĞƌƐƵŶĚĞƌƚŚĞĐŽŶĞƐƵĐŚĂƐϭϵϵϬƐŽƌϮϬϬϬ ƚŽŚĞůƉǇŽƵĐůƵƐƚĞƌĂŶĚŽƌŐĂŶŝǌĞĚĂƚĂƉŽŝŶƚƐďǇƟŵĞƉĞƌŝŽĚ

ϰ ƌĂǁĐŽƌƌĞƐƉŽŶĚŝŶŐƟŵĞĂƌĐƐƚŽƚŚŽƐĞĚĂƚĞƐdŚĞƐĞĂƌĐƐǁŝůůďĞǀĞƌƟĐĂů

ϱ ĚĚŵŽƌĞĚĂƚĂƉŽŝŶƚƐƐŽƚŚĂƚǇŽƵĐŽŵƉůĞƚĞǇŽƵƌƚĞĂŵ ƐŬŶŽǁůĞĚŐĞĂŶĚĮůůŝŶĂůůƟŵĞƉĞƌŝŽĚƐĂƐŵƵĐŚĂƐƉŽƐƐŝďůĞ

ї ĞĞƚŚĞĂĚũĂĐĞŶƚĚŝĂŐƌĂŵĨŽƌĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞ dŚĞ ŶƵŵďĞƌƐ ŝŶ ƚŚĞ ŝŶƐƚƌƵĐƟŽŶƐĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

ŌĞƌ ǇŽƵƌ ƚĞĂŵ ŚĂƐ ĐŽŵƉůĞƚĞĚ ĂŶŝŶŝƟĂůĂŶĂůǇƐŝƐǁĞƐƵŐŐĞƐƚǇŽƵƌĞŇĞĐƚďƌŝĞŇǇŽŶǁŚĂƚǇŽƵŚĂǀĞ ůĞĂƌŶĞĚ ŝŶƚŚĞƉƌŽĐĞƐƐĞƌĞĂƌĞƐŽŵĞƋƵĞƐƟŽŶƐƚŽĨƌĂŵĞǇŽƵƌŐƌŽƵƉ ƐĚŝƐĐƵƐƐŝŽŶĂŶĚĂĚǀĂŶĐĞǇŽƵƌƚŚŝŶŬŝŶŐ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ ŽǁĨĂƌďĂĐŬŝŶƟŵĞĚŽǇŽƵƌ

ĂŶƵƐŽŶĞƐŐŽtŚǇƚŽƚŚĂƚƉŽŝŶƚŝŶƟŵĞ

ͻ ĨǇŽƵŽǀĞƌůĂŝĚǇŽƵƌWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐŽŶƚŚĞĂŶƵƐŽŶĞƐƟŵĞůŝŶĞĚŝĚĂŶǇƚŚŝŶŐƐƵƌƉƌŝƐĞǇŽƵ

ͻ ŝĚǇŽƵƚƌǇĂĚĚŝŶŐĞǀĞŶƚƐƚŚĂƚĐŚĂŶŐĞĚƐŽĐŝĞƚǇ ƐĂƫƚƵĚĞƐƐƵĐŚĂƐƚŚĞƌŝƟƐŚŶǀĂƐŝŽŶͿŽƌŚĂĚůŽŶŐͲƚĞƌŵĞīĞĐƚƐƐƵĐŚĂƐƚŚĞĚŽƚͲĐŽŵďƵďďůĞͿ

ͻ tŚŽĐĂŶǇŽƵĐŽŶƚĂĐƚƚŽĮůůŝŶŐĂƉƐŝŶǇŽƵƌŵĂƉ

1313 13

Parking is an issue

Dangers of driving

1 Our priority is to focus on the

past so we sketch a big cone on

the whiteboard with its nose

pointing right to today

2 One of the first

comments is about

Fordrsquos assembly line

which led to a

consumer choice in cars so we note this

historical point

somewhere far left

inside the cone3 After a few more data points we see the timeframe emerge so we note the major time periods in 20-year increments under the cone

4 We draw vertical arcs across the cone to help

us cluster data points by these time increments

5 We add more data points so that the cone feels complete to our team

Drawing insights amp implicationsdŚĞ ƚĞĂŵ ŵĞŵďĞƌƐ ĐĂŵĞ ĨƌŽŵ ǀĂƌŝŽƵƐďĂĐŬŐƌŽƵŶĚƐƉƌŽĚƵĐƚĂŶĚŐƌĂƉŚŝĐĚĞƐŝŐŶĞŶŐŝŶĞĞƌŝŶŐ ƉƌŽũĞĐƚ ŵĂŶĂŐĞŵĞŶƚ ĂŶĚŵĂƌŬĞƟŶŐ dŚĞ ĂŶƵƐ ŽŶĞƐ ŵĞƚŚŽĚƉƌŽǀŝĚĞĚĂŶĞƵƚƌĂůĐŽŵŵŽŶŐƌŽƵŶĚƚŚĂƚĂůůŽǁĞĚƚŚĞŵƚŽƐĞƚĂƐŝĚĞƚŚĞŝƌƉƌĞĞǆŝƐƟŶŐĐŽŶĐĞƉƟŽŶƐĂŶĚĚŝƐĐŝƉůŝŶĞďŝĂƐĞƐƐŽƚŚĂƚƚŚĞǇĐŽƵůĚĨŽĐƵƐŽŶĚĞǀĞůŽƉŝŶŐĂƐŚĂƌĞĚǀŝĞǁ ŽĨ ǁŚĂƚ ŚĂƉƉĞŶĞĚ ƚŽ ĂƌƌŝǀĞ ĂƚƚŽĚĂǇ ƐƐƚĂƚĞŽĨŬŶŽǁůĞĚŐĞƐ ƚŚĞ ƚĞĂŵ ĞǆĂŵŝŶĞĚ ŵĞƌŝĐĂŶ

ĂƫƚƵĚĞƐƚŽǁĂƌĚĚƌŝǀŝŶŐĐĂƌƐƚŚĞǇƌĞĂůŝǌĞĚƚŚĂƚ ƚŚĞ ĚĞĮŶŝƟŽŶ ŽĨ ƉƌĞŵŝƵŵ ŚĂƐĐŚĂŶŐĞĚŽǀĞƌƟŵĞƐƚĂƌƟŶŐǁŝƚŚƉƌĞŵŝƵŵĂƐĚŝƐƉůĂǇƐŽĨǁĞĂůƚŚĂŶĚůĂƚĞůǇďĞĐŽŵŝŶŐƉƌĞŵŝƵŵ ĂƐ ĂŶ ĞůŝƚĞ ĞǆƉĞƌŝĞŶĐĞ dŚĞŝƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨ ƉƌĞŵŝƵŵŚĞůƉĞĚ ƚŚĞŵƐĞĞ ƚŚĂƚ ŵĞƌŝĐĂŶ ĚƌŝǀĞƌƐ ŝŶ ƚŚĞ ĨƵƚƵƌĞĂƐǁĞůůĂƐĂƌŽƵŶĚƚŚĞǁŽƌůĚǁŝůůĐŽŶƟŶƵĞƚŽ ĞǀŽůǀĞ ƚŚĞŝƌ ǀŝĞǁƐ ŽĨ ǁŚĂƚ ƉƌĞŵŝƵŵŵĞĂŶƐŝŶĐĂƌƐ

ƚŚŝƌĚ ůĞƐƐŽŶǁĂƐ ƚŚĂƚ ƚŚĞ ƚĞĂŵ ƐĂǁŚŽǁŵƵĐŚ ŵĞƌŝĐĂŶŵĞĚŝĂ ƉĂƌƟĐƵůĂƌůǇŵĂŝŶƐƚƌĞĂŵ ŵŽǀŝĞƐ ĨƌŽŵ ŽůůǇǁŽŽĚŚĂĚ ŝŶŇƵĞŶĐĞĚ ƚŚĞŝƌ ĂƐƐƵŵƉƟŽŶƐŽĨ ƚŚĞŵĞƌŝĐĂŶĚƌŝǀŝŶŐĞǆƉĞƌŝĞŶĐĞ ƚŚƌŽƵŐŚŽƵƚĚŝīĞƌĞŶƚ ŚŝƐƚŽƌŝĐĂů ĞƌĂƐ dŚŝƐ ďŝĂƐ ǁĂƐŶŽƚĂƐĂƉƉĂƌĞŶƚǁŚĞŶƚŚĞǇŚĂĚĂŶĂůǇǌĞĚĞĂƌůŝĞƌĚĂƚĂƌĞƉŽƌƚƐ

ZampgtdKEWho remembers the history

ŝŶǇŽƵƌŐƌŽƵƉĂŶĚŽƌŐĂŶŝǌĂƟŽŶ

1313 13

Parking is an issue

Dangers of driving

We discover the majority of our group knows the last 15 years well from personal experience and then relies on

movies and grandparent anecdotes for knowledge about the prior years

We start to see a pattern about the changing definition of ldquopremiumrdquo in cars starting with premium as wealth displays

Due to our grouprsquos varied

backgrounds the Janus

Cones became a useful

neutral tool to bring us

quickly together

Tips amp lessons from othersͻ zŽƵƌƚŽƵĐŚƉŽŝŶƚƐŵĂǇŝŶĐůƵĚĞ

ƐŝŐŶŝĮĐĂŶƚƉƌŽĚƵĐƚůĂƵŶĐŚĞƐĞŐdĂƚĂ ƐEĂŶŽͿŚŝƐƚŽƌŝĐĂůŵŝůĞƐƚŽŶĞƐĞŐĨĂůůŽĨĞƌůŝŶǁĂůůͿŵĞĚŝĂĞǆĂŵƉůĞƐĞŐ d ŵŽǀŝĞͿĂŶĚƉĞƌƐŽŶĂůƐƚŽƌŝĞƐĞŐŐƌĂŶĚŵĂ ƐĮƌƐƚŵŽďŝůĞƉŚŽŶĞͿͶǁŚĂƚĞǀĞƌŚĞůƉƐǇŽƵƚŽĚĞǀĞůŽƉďƌŽĂĚĞƌĐŽŶƚĞǆƚĨŽƌǇŽƵƌƉĂƌƟĐƵůĂƌƚŽƉŝĐ^ĞĞƚŚĞĂĚũĂĐĞŶƚƚĂďůĞĨŽƌĞǆĂŵƉůĞƚŽƵĐŚƉŽŝŶƚƐ

ͻ zŽƵĐĂŶŽǀĞƌůĂǇŵƵůƟƉůĞWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐŽŶƚŽƉŽĨǇŽƵƌĂŶƵƐŽŶĞƐƚŽŚĞůƉǇŽƵƐĞĞŵŽƌĞƉĂƩĞƌŶƐŝŶĐŽŶƚĞǆƚhƐĞƚŚĞĚĂƚĞƐƚŽŚĞůƉǇŽƵĂůŝŐŶƚŚĞƚǁŽŵĞƚŚŽĚƐ

ͻ gtŽŽŬďĂĐŬƚǁŝĐĞĂƚůĞĂƐƚƚǁŝĐĞĂƐĨĂƌĂƐǇŽƵǁĂŶƚƚŽůŽŽŬĂŚĞĂĚdŚŝƐĂĚǀŝĐĞŝƐĂĐŽƌĞƉƌŝŶĐŝƉůĞŽĨŐŽŽĚĨŽƌĞĐĂƐƟŶŐ

ͻ hƐĞƌĞĂůĚĂƚĞƐƐƵĐŚĂƐϮϬϬϱŝŶƐƚĞĂĚŽĨͲϭϬ ƐŽǇŽƵŚĂǀĞĐůĞĂƌƚŽƵĐŚƉŽŝŶƚƐĨŽƌĨƵƚƵƌĞƌĞĨĞƌĞŶĐĞ

ͻ tĞƐƚƌŽŶŐůǇĂĚǀŝƐĞĂůůƵƐĞƌƐƚŽĨŽĐƵƐĮƌƐƚŽŶĐŽŵƉůĞƟŶŐƚŚĞƉĂƐƚůĞŌͿĐŽŶĞďĞĐĂƵƐĞŚŝƐƚŽƌǇƉƌŽǀŝĚĞƐƚŚĞďĞƐƚƌĞĐŽƌĚĨŽƌĨƵƚƵƌĞůĞĂƌŶŝŶŐĚǀĂŶĐĞĚƵƐĞƌƐĐĂŶůĞĂƌŶƚŽƉĞŶĐŝůŝŶƉůĂŶŶĞĚŽƌƐĐŚĞĚƵůĞĚĨƵƚƵƌĞĞǀĞŶƚƐĨƌŽŵƚŚĞŝƌĐŽŵƉĂŶǇ ƐZΘƌŽĂĚŵĂƉƐĂŶĚŽƚŚĞƌƉƌŽũĞĐƚƉůĂŶƐŽŶƚŚĞĨƵƚƵƌĞƌŝŐŚƚͿĐŽŶĞWůĞĂƐĞŬĞĞƉŝŶŵŝŶĚƚŚĂƚĨƵƚƵƌĞĞǀĞŶƚƐĂƌĞƐŝŵƉůǇƉůĂĐĞŚŽůĚĞƌƐĂŶĚǁŝƐŚĞƐ

ĂƚĞŐŽƌǇ ǆĂŵƉůĞƚŽƵĐŚƉŽŝŶƚƐ

Company

gt ŽŵƉĂŶǇĨŽƵŶĚŝŶŐgt WƌŽĚƵĐƚůĂƵŶĐŚgt WĂƌƚŶĞƌƐŚŝƉĚĞĂůgt DĂŶĂŐĞŵĞŶƚĐŚĂŶŐĞgt ZĞǀĞŶƵĞŵŝůĞƐƚŽŶĞƐ

EĂƟŽŶ

gt ŽǀĞƌŶŵĞŶƚĐŚĂŶŐĞgt EĞǁƚƌĞĂƚǇgt ĐŽŶŽŵŝĐĞǀĞŶƚgt DĂũŽƌŚŝƐƚŽƌŝĐĞǀĞŶƚgt ^ƉŽƌƟŶŐĂĐŚŝĞǀĞŵĞŶƚ

^ŽĐŝĞƚǇgt WŽƉƵůĂƌŵŽǀŝĞgt ^ĐŝĞŶĐĞĮĐƟŽŶďŽŽŬgt DĂũŽƌĐƵůƚƵƌĂůĞǀĞŶƚgt ƵůƚƵƌĂůĂƫƚƵĚĞŽƌďĞůŝĞĨ

dĞĐŚŶŽůŽŐǇ gt ŶǀĞŶƟŽŶgt WƌŽĚƵĐƚĂĚŽƉƟŽŶ

WĞƌƐŽŶĂůgt ampŝƌƐƚƉƵƌĐŚĂƐĞgt DĂũŽƌůŝĨĞĚĞĐŝƐŝŽŶgt ampĂŵŝůǇŵĞŵŽƌŝĞƐ

Additional examples

ƵƌŽƉĞĂŶ ŵĞĚŝĂ ĐŽŵƉĂŶǇ ƵƐĞĚƚŚĞĂŶƵƐŽŶĞƐŵĞƚŚŽĚƚŽĞǆĂŵŝŶĞĐŚĂŶŐĞƐ ŝŶ ǁŽƌŬ ƐƉĂĐĞ ĂŶĚ ǁŽƌŬĐƵůƚƵƌĞĨŽƌĂŶŝŶƚĞƌŶĂůŝŶŝƟĂƟǀĞ

^ŵĂůů ďƵƐŝŶĞƐƐ ŽǁŶĞƌƐ ŝŶ ^ŽƵƚŚĨƌŝĐĂ ƌĞǀŝĞǁĞĚ ƚŚĞŝƌ ĐŽƵŶƚƌǇƐĚƌĂŵĂƟĐ ĚĞǀĞůŽƉŵĞŶƚƐ ƐŝŶĐĞ ƚŚĞϭϵϳϬƐ ĞƐƉĞĐŝĂůůǇ ŝŶ ĞĚƵĐĂƟŽŶ ĂŶĚŝŶĨƌĂƐƚƌƵĐƚƵƌĞ

copy 2012 William Cockayne amp Tamara Carleton

JANUS CONES | method worksheet

ĨǇŽƵĚŽŶΖƚƚŚŝŶŬĂďŽƵƚƚŚĞĨƵƚƵƌĞǇŽƵĐĂŶŶŽƚŚĂǀĞŽŶĞ

mdashJohn GalsworthyŶŐůŝƐŚǁƌŝƚĞƌ^ǁĂŶ^ŽŶŐϭϵϮϴͿ

ďŝůŝƚǇŝƐŶŽƚŚŝŶŐǁŝƚŚŽƵƚŽƉƉŽƌƚƵŶŝƚǇ ͶŶŽŶǇŵŽƵƐ

ŽŌĞŶĂƩƌŝďƵƚĞĚƚŽEĂƉŽůĞŽŶŽŶĂƉĂƌƚĞͿ

OPPORTUNITYChaptER 4

Shortcuts

Phase II Opportunity 92

Generational Arcs 94

Future User 103

Viewpoint Acting out 113

Futuretelling 114

Now that you have developed some perspective about your WYVISLTZZWHJLOV^KV`VAumlUKthe emerging opportunity

dŚĞŽďũĞĐƟǀĞ ŝƐ ƚŽĚĞǀĞůŽƉĂŶĂďŝůŝƚǇ ƚŽƐĞĞŐƌŽǁƚŚŽƉƉŽƌƚƵŶŝƟĞƐƚŚĂƚĞǆŝƐƚƚŽĚĂǇĂŶĚ ĐŽƵůĚ ĞǆƚĞŶĚ ŝŶƚŽ ƚŚĞ ĨƵƚƵƌĞ dŚŝƐƐƚĞƉŝƐĐƌŝƟĐĂůƚŽƐĞůĞĐƟŶŐƚŚĞƌŝŐŚƚƉĂƚŚƚŽƉƵƌƐƵĞďĞĐĂƵƐĞƚŽĚĂǇ ƐŽƉƉŽƌƚƵŶŝƟĞƐďĞĐŽŵĞƚŽŵŽƌƌŽǁ ƐŝŶŶŽǀĂƟŽŶƐdŚŝƐ ƉŚĂƐĞ ŵĂŬĞƐ ƚǁŽ ũƵŵƉƐ ĨƌŽŵ

ƚŚĞ ƉƌŝŽƌ ƉŚĂƐĞ ampŝƌƐƚ ǇŽƵ ǁŝůů ŵŽǀĞĨƌŽŵǁŽƌŬŝŶŐŝŶƚŚĞƉĂƐƚŝŶƚŽƚŚĞĨƵƚƵƌĞ^ĞĐŽŶĚ ǇŽƵǁŝůůŵŽǀĞ ĨƌŽŵ Ă ĨŽĐƵƐ ŽŶƚŚĞƉƌŽďůĞŵƚŽĂĨŽĐƵƐŽŶƚŚĞƉĞŽƉůĞdŚŝƐ ƉŚĂƐĞ ƚĂŬĞƐ Ă ƵƐĞƌͲĐĞŶƚƌŝĐ

ĂƉƉƌŽĂĐŚ dŚŝƐ ƉŚĂƐĞ ĚĞĮŶĞƐ ƵƐĞƌƐďƌŽĂĚůǇ ǁŚŝĐŚ ŵĂǇ ŝŶĐůƵĚĞ ĞŶĚ ƵƐĞƌƐĐƵƐƚŽŵĞƌƐƐƵƉƉůŝĞƌƐƉĂƌƚŶĞƌƐĂŶĚŽƚŚĞƌƌŽůĞƐĂƐƌĞůĞǀĂŶƚƚŽǇŽƵƌƉƌŽďůĞŵŽƌƚŽƉŝĐĂƌĞĂ dŚŝƐ ŚĞůƉƐ ǇŽƵ ŝĚĞŶƟĨǇ ĂŶ ƵŶŵĞƚƉƵďůŝĐŶĞĞĚ

Phase II Opportunity

dŚĞ ŵĞƚŚŽĚƐ ŝŶ ƚŚŝƐ ƉŚĂƐĞ ĂƌĞĚĞƐŝŐŶĞĚ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ƚŚĞ ƵƐĞƌ ĨƌŽŵƚŚƌĞĞ ůĞǀĞůƐŽĨĂŶĂůǇƐŝƐĂŵĂĐƌŽǀŝĞǁĂŵŝĐƌŽǀŝĞǁĂŶĚĂŶĂƌƌĂƟǀĞǀŝĞǁŵĂĐƌŽǀŝĞǁ ĐŽŶƐŝĚĞƌƐ ĐŚĂŶŐĞ ĨƌŽŵ Ă ŐƌĂŶĚƐĐĂůĞĂŵŝĐƌŽǀŝĞǁĐŽŶƐŝĚĞƌƐĐŚĂŶŐĞŽŶĂƉĞƌƐŽŶĂůƐĐĂůĞĂŶĚƚŚĞŶĂƌƌĂƟǀĞǀŝĞǁĐŽŶƐŝĚĞƌƐĐŚĂŶŐĞ ŝŶƚĞƌŵƐŽĨĂƐƚŽƌǇǇĚĞǀĞůŽƉŝŶŐ Ă ďĞƩĞƌ ƵŶĚĞƌƐƚĂŶĚŝŶŐ ŽĨǇŽƵƌ ƵƐĞƌƐ ŝŶ ƚŚĞ ĨƵƚƵƌĞ ǇŽƵ ŝŶĐƌĞĂƐĞƚŚĞ ĐŚĂŶĐĞƐ ƚŚĂƚ ǇŽƵƌŽƉƉŽƌƚƵŶŝƚǇ ƚƌƵůǇŵĞĞƚƐƚŚĞŝƌŶĞĞĚƐdŚƌĞĞ ŵĞƚŚŽĚƐ ĐĂŶ ŚĞůƉ ǇŽƵ ĮŶĚ

ƉƌŽŵŝƐŝŶŐŽƉƉŽƌƚƵŶŝƟĞƐƋƵŝĐŬůǇͻ ĞŶĞƌĂƟŽŶĂůƌĐƐͻ ampƵƚƵƌĞhƐĞƌͻ ampƵƚƵƌĞƚĞůůŝŶŐ

PHASE II OPPORTUNITYdŚĞ ƐĞĐŽŶĚ ƉŚĂƐĞ ĚĞǀĞůŽƉƐ ĂŶ ĂďŝůŝƚǇƚŽ ƐĞĞ ŐƌŽǁƚŚ ŽƉƉŽƌƚƵŶŝƟĞƐ ƚŚĂƚ ĞǆŝƐƚƚŽĚĂǇ ĂŶĚ ĞǆƚĞŶĚ ŝŶƚŽ ƚŚĞ ĨƵƚƵƌĞ ďǇƵŶĚĞƌƐƚĂŶĚŝŶŐĨƵƚƵƌĞĐƵƐƚŽŵĞƌĐŚĂŶŐĞƐ

YƵĞƐƟŽŶƐƚŚĂƚĚƌŝǀĞthis phaseͻ tŚŝĐŚďĞŚĂǀŝŽƌƐĂƌĞĞŵĞƌŐŝŶŐ

ƚŚĂƚǁŝůůƐŚĂƉĞŽƌŝŶŇƵĞŶĐĞŶĞǁŽƉƉŽƌƚƵŶŝƟĞƐŝŶƚŚĞĨƵƚƵƌĞ

ͻ tŚŝĐŚŵĂũŽƌĐŚĂŶŐĞƐĂďŽƵƚƉĞŽƉůĞŽǀĞƌƟŵĞƐƵĐŚĂƐƉŽƉƵůĂƟŽŶŵŽǀĞŵĞŶƚƐĂŶĚŐĞŶĞƌĂƟŽŶĂůƐŚŝŌƐĐĂŶǁĞŝĚĞŶƟĨǇĂŶĚƵŶĚĞƌƐƚĂŶĚƚŚĂƚĂīĞĐƚĨƵƚƵƌĞĐŚĂŶŐĞƐ

ͻ tŚĂƚŵŝŐŚƚǁĞĞǆƉĞĐƚĨƌŽŵĨƵƚƵƌĞƵƐĞƌƐĂŶĚĐƵƐƚŽŵĞƌƐ

LULYH[PVUHS(YJZPKLU[PAumlLZHUKtracks population changes in terms of life stages and other generational variables

WhEn to use itͻ dŽĞǀĂůƵĂƚĞĂŶĞǁŵĂƌŬĞƚŽƌ

ĞǆƉĞĐƚĞĚŵĂƌŬĞƚĐŚĂŶŐĞͻ dŽĂŶƟĐŝƉĂƚĞŵĂũŽƌĚŝƐƌƵƉƟŽŶƐ

ŝŶĚĞŵŽŐƌĂƉŚŝĐƐƚƌƵĐƚƵƌĞƐǁŝƚŚŝŶĂƚĂƌŐĞƚŵĂƌŬĞƚŽƌĐƵƐƚŽŵĞƌƉŽƉƵůĂƟŽŶ

ͻ dŽĂŶĂůǇǌĞĂĚŝīĞƌĞŶƚŽƌǇŽƵŶŐĞƌƵƐĞƌďĂƐĞƌĞůĂƟǀĞƚŽǇŽƵƌĐƵƌƌĞŶƚƵƐĞƌďĂƐĞ

WhY itrsquos helpfulŶĂůǇƐƚƐ ůŝŬĞ ƚŽ ƐĂǇ ƚŚĂƚ ĚĞŵŽŐƌĂƉŚŝĐƐŝƐ ĚĞƐƟŶǇ ďĞĐĂƵƐĞ ƚŚĞǇ ďĞůŝĞǀĞ ĂƉŽƉƵůĂƟŽŶ ƐƐŝǌĞĂŶĚŵĂŬĞƵƉĚĞƚĞƌŵŝŶĞĂŶĂƟŽŶ ƐĨƵƚƵƌĞgtŝŬĞŵĂŶǇŐĞŶĞƌĂůŝǌĂƟŽŶƐƚŚĞƌĞŝƐƐŽŵĞƚƌƵƚŚƚŽƚŚŝƐďĞůŝĞĨ WĞƚĞƌƌƵĐŬĞƌ ŽŌĞŶĐĂůůĞĚƚŚĞĨĂƚŚĞƌŽĨ

ŵŽĚĞƌŶŵĂŶĂŐĞŵĞŶƚ ĨĞůƚ ƚŚĂƚ ĐŚĂŶŐĞƐŝŶ ĚĞŵŽŐƌĂƉŚŝĐƐ ĂƌĞ ƵŶĂŵďŝŐƵŽƵƐ ĂŶĚŚĂǀĞƚŚĞŵŽƐƚƉƌĞĚŝĐƚĂďůĞĐŽŶƐĞƋƵĞŶĐĞƐzŽƵ ĐĂŶ ƵƐĞ ĚĞŵŽŐƌĂƉŚŝĐƐ ĂƐ Ă ǁĂǇ ƚŽĨŽƌĞĐĂƐƚĐůĞĂƌůǇĨƌŽŵĨĂĐƚƐŬŶŽǁŶƚŽĚĂǇdŚĞ ĞŶĞƌĂƟŽŶĂů ƌĐƐ ĐŽŵďŝŶĞƐ ƚŚĞ

ƐƚĂƟƐƟĐĂůƉŽǁĞƌŽĨĚĞŵŽŐƌĂƉŚŝĐƐǁŝƚŚĂ

Generational Arcs

ƋƵĂůŝƚĂƟǀĞƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨŐĞŶĞƌĂƟŽŶĂůďĞŚĂǀŝŽƌ ƚŽ ŐůĞĂŶ ĞǀĞŶ ŐƌĞĂƚĞƌ ŝŶƐŝŐŚƚƐŽĨĨƵƚƵƌĞƵƐĞƌƐĞŶĞƌĂƟŽŶĂůŝŶĨŽƌŵĂƟŽŶŝŶĐůƵĚĞƐ ƐŽĐŝĂů ǀĂůƵĞƐ ĐĂƌĞĞƌ ŶĞĞĚƐĂŶĚ ƚĞĐŚŶŽůŽŐǇ ĂƫƚƵĚĞƐ ƚŚĂƚ ŚĞůƉ ǇŽƵƵŶĚĞƌƐƚĂŶĚ ǁŚĂƚ ŵŽƟǀĂƚĞƐ ĚŝīĞƌĞŶƚŐƌŽƵƉƐ ŽĨ ƉĞŽƉůĞ DŽƌĞŽǀĞƌ ĞĂĐŚŐĞŶĞƌĂƟŽŶ ŝƐ ĚĞĮŶĞĚ ďǇ Ă ĚŽŵŝŶĂŶƚďĞůŝĞĨƐǇƐƚĞŵǁŚŝĐŚƚŚĞǇĐĂƌƌǇĨŽƌǁĂƌĚŝŶƚŚĞŝƌůŝĨĞĂŶĚǁŽƌŬŚĂďŝƚƐ

What you getĂƐŝĐ ĚĞŵŽŐƌĂƉŚŝĐ ĚĞƚĂŝůƐ ǁŝůů ƚĞůů ǇŽƵ ĂƚĂƌŐĞƚƉŽƉƵůĂƟŽŶ ƐƐŝǌĞĂŶĚƐŽĐŝŽͲĞĐŽŶŽŵŝĐƐŝƚƵĂƟŽŶ ŽƵƉůĞĚ ǁŝƚŚ ŐĞŶĞƌĂƟŽŶĂůĐŚĂƌĂĐƚĞƌŝƐƟĐƐǇŽƵǁŝůůĂůƐŽůĞĂƌŶĂďŽƵƚĂŐƌŽƵƉ ƐďĞŚĂǀŝŽƌƐǀĂůƵĞƐĂŶĚďĞůŝĞĨƐƚŚĂƚĚĞĮŶĞƚŚĞŵƚŽĚĂǇĂŶĚŝŶƚŚĞĨƵƚƵƌĞzŽƵĐĂŶ ƚŚĞŶ ƵƐĞ ƚŚŝƐ ŬŶŽǁůĞĚŐĞ ƚŽ ǀĂůŝĚĂƚĞǇŽƵƌ ĐƵƌƌĞŶƚ ŵĂƌŬĞƚ ĐŽŵƉŽƐŝƟŽŶ ĂŶĚĂůƐŽ ƚŽ ƉƌĞƉĂƌĞ ĨŽƌ ĂŶǇ ĐƌƵĐŝĂů ĐŚĂŶŐĞƐƚŚĂƚǁŝůůŽĐĐƵƌĨŽƌƚŚĞĨƵƚƵƌĞƵƐĞƌƉƌŽĮůĞhůƟŵĂƚĞůǇ ǇŽƵ ǁŝůů ŝĚĞŶƟĨǇ ĞǆĂĐƚůǇ ǁŚŽǇŽƵƌĨƵƚƵƌĞƵƐĞƌƐĂƌĞƚŽĚĂǇĂŶĚǁŚŽƚŚĞǇǁŝůůďĞĐŽŵĞŝŶƚŚĞĨƵƚƵƌĞ

Letrsquos look at an exampleKŶĞŽĨƚŚĞǁŽƌůĚ ƐƚŽƉďĂŶŬƐƐĞůůƐŵĂŶǇŽĨ ŝƚƐ ĮŶĂŶĐŝĂů ƉƌŽĚƵĐƚƐ ƚŽ ŽŶĞ ƚĂƌŐĞƚŵĂƌŬĞƚ ŝŶ ƵƌŽƉĞ ǁŚŝĐŚ ŚĂƐ ƉƌŽǀĞŶ ƚŽďĞ Ă ĚĞƉĞŶĚĞŶƚ ĂŶĚ ƐŝǌĂďůĞ ŐƌŽƵƉ ŽĨĐƵƐƚŽŵĞƌƐ ŝŶ ƚŚĞ ůĂƐƚ ĚĞĐĂĚĞDĞŵďĞƌƐŽĨ ƚŚŝƐ ƉŽƉƵůĂƟŽŶ ĂƌĞ ůĂƌŐĞůǇ ĂŋƵĞŶƚŵĂůĞ ƉƌŽĨĞƐƐŝŽŶĂůƐ ŝŶ ƚŚĞŝƌ ŵŝĚ ƚŽ ůĂƚĞϰϬƐŝŶĂŐĞŶƚŚĞŶĞǆƚϮϬǇĞĂƌƐƚŚĞďĂŶŬƚĞĂŵƐĂǁ

ƚŚĂƚ ƚŚŝƐ ĐƵƐƚŽŵĞƌďĂƐĞǁŽƵůĚĐŽŶƟŶƵĞĂŐŝŶŐ ĂƐ ƚŚĞǇ ĞŶƚĞƌĞĚ ƚŚĞŝƌ ĞĂƌůǇ ϲϬƐdŚĞŝƌ ŶĞĞĚƐ ǁŽƵůĚ ƐŚŝŌ ƚŽ ƌĞƟƌĞŵĞŶƚǁŚŝĐŚǁĂƐďĂĐŬĞĚďǇĐŽŵƉĂŶǇƌĞƐĞĂƌĐŚƐƚƵĚŝĞƐŽǁĞǀĞƌ ŝĨ ƚŚĞ ďĂŶŬ ĐŽŶƟŶƵĞĚ

ƚĂƌŐĞƟŶŐ ƚŚĞ ϰϬͲǇĞĂƌͲŽůĚƐ ƚŚĞŶ ƚŚŝƐƉƌŝŵĂƌǇŐƌŽƵƉǁŽƵůĚĚĞĐƌĞĂƐĞďǇƌŽƵŐŚůǇϭϰϬϬϬϬĐŝƟǌĞŶƐǁŚŝĐŚĞƋƵĂƚĞĚƚŽŶĞĂƌůǇĂƋƵĂƌƚĞƌŽĨƚŚĞŝƌĐƵƌƌĞŶƚĐƵƐƚŽŵĞƌďĂƐĞtŝƚŚŽƵƚ ŝŵŵŝŐƌĂƟŽŶ ƚŚĞ ĐŽƵŶƚƌǇ ƐƉŽƚĞŶƟĂů ůĂďŽƌ ĨŽƌĐĞͶƚŚŽƐĞ ďĞƚǁĞĞŶƚŚĞĂŐĞƐŽĨϭϴĂŶĚϲϮͶǁŽƵůĚƐŚƌŝŶŬďǇϭϴϮ ŵŝůůŝŽŶ Žƌ ƌŽƵŐŚůǇ ϰϬ ƉĞƌĐĞŶƚ ďǇϮϬϱϬ

ĚĚŝƟŽŶĂůĚĂƚĂƐŚŽǁĞĚƚŚĂƚŵĞŵďĞƌƐŽĨ ƚŚĞ ŽůĚĞƌ ŐĞŶĞƌĂƟŽŶ ǀĂůƵĞĚ ƚƌĂĚŝƟŽŶĂŶĚ ƐƚĂƚĞ ƐĞĐƵƌŝƚǇ Ŷ ĐŽŶƚƌĂƐƚ ƵŶĚĞƌŵŽƌĞ ĮŶĂŶĐŝĂů ƉƌĞƐƐƵƌĞ ƚŚĂŶ ƉƌĞǀŝŽƵƐŐĞŶĞƌĂƟŽŶƐ ƚŚĞ ƌŝƐŝŶŐ ŐĞŶĞƌĂƟŽŶ ǁĂƐƐĞĞŶ ĂƐ ĂŐŝůĞ ŵƵůƟͲƚĂƐŬĞƌƐ ǁŝƚŚ ůŝƩůĞůŽǇĂůƚǇƚŽĞŵƉůŽǇĞƌƐŽƌƚŚĞŐŽǀĞƌŶŵĞŶƚ

Source Work Bank data Deutsche Bank Research Johnson Controls ldquoOxygenz Country Report Germanyrdquo 2010

AGE DISTRIBUTION -table comes here

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬWŽƉƵůĂƟŽŶ ϮϬϯϬWƌŽũĞĐƚĞĚ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

EZdKEzͻŽƌŶϭϵϴϭʹϭϵϵϬͻϭϮйŽĨƉŽƉƵůĂƟŽŶͻƌĞǁƵƉĂŌĞƌƚŚĞĨĂůůŽĨĞƌůŝŶtĂůůŝŶϭϵϴϵͻ^ĂǁŐůŽďĂůĞǆƉŽƌƚƐƌŝƐĞͻsĂůƵĞƐƵƐƚĂŝŶĂďŝůŝƚǇ ƐŽĐŝĂůŶĞƚǁŽƌŬŝŶŐͻŶƚĞƌŝŶŐǁŽƌŬĨŽƌĐĞ

zKKDZ^ͻŽƌŶϭϵϰϱʹϭϵϲϱͻϮϵйŽĨƉŽƉƵůĂƟŽŶͻƌĞǁƵƉƵŶĚĞƌĂƵƐƚĞƌĞĞĐŽŶŽŵŝĐƐͻWĂƌƟĐŝƉĂƚĞĚŝŶƚŚĞĐŽƵŶƚƌǇ ƐƌĞƵŶŝĮĐĂƟŽŶͻƌŽǀĞŝŶĚƵƐƚƌŝĂůŝǌĂƟŽŶͻsĂůƵĞƐĞĐƵƌŝƚǇ ĐƵůƚƵƌĂůƚƌĂĚŝƟŽŶƉƌŽĚƵĐƟǀŝƚǇͻWůĂŶŶŝŶŐƌĞƟƌĞŵĞŶƚ

Instructionsϭ ^ĞůĞĐƚĂĐŽƵŶƚƌǇ ƌĞŐŝŽŶŽƌ

ƉĂƌƟĐƵůĂƌŐƌŽƵƉĂƐǇŽƵƌƉŽƉƵůĂͲƟŽŶŽĨƐƚƵĚǇ

Ϯ ampŝŶĚĂĐƌĞĚŝďůĞƐŽƵƌĐĞĨŽƌǇŽƵƌŐƌŽƵƉ ƐƉŽƉƵůĂƟŽŶƌĞĐŽƌĚƐƐƵĐŚĂƐƚŚĞtŽƌůĚĂŶŬh^ĞŶƐƵƐƵƌĞĂƵŽƌƵƌŽƐƚĂƚ^ĞĞƚŚĞĂƉƉĞŶĚŝǆĨŽƌĂůŝƐƚŽĨĚĂƚĂƐŽƵƌĐĞƐ

ϯ WůŽƚƚŚĞŶƵŵďĞƌŽĨƉĞŽƉůĞůŝǀŝŶŐĂƚĞĂĐŚĂŐĞŽƌĂŐĞƌĂŶŐĞͿĨƌŽŵďŝƌƚŚƚŽϭϬϬǇĞĂƌƐŽůĚWŽƉƵůĂƟŽŶŶƵŵďĞƌƐǁŝůůďĞŽŶƚŚĞǇͲĂǆŝƐĂŶĚĂŐĞƌĂŶŐĞƐǁŝůůďĞĂůŽŶŐƚŚĞǆͲĂǆŝƐ

ϰ EŽƚĞƚŚĞĚŽŵŝŶĂŶƚŐĞŶĞƌĂƟŽŶĂůŐƌŽƵƉƐůŝǀŝŶŐƵŶĚĞƌƚŚĞƉŽƉƵůĂͲƟŽŶĐƵƌǀĞ

ϱ ĞƐĐƌŝďĞĞĂĐŚŐĞŶĞƌĂƟŽŶ ƐĚŽŵŝŶĂŶƚďĞůŝĞĨƐǀĂůƵĞƐĂŶĚĂƫƚƵĚĞƐ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ gtŽŽŬŝŶŐĂƚǇŽƵƌƉŽƚĞŶƟĂů

ŵĂƌŬĞƚŝƐƚŚĞŽǀĞƌĂůůƚƌĞŶĚŐƌŽǁŝŶŐƐŚƌŝŶŬŝŶŐŽƌƐƉŝŬǇ

ͻ ĨǇŽƵƌĐŚŽƐĞŶŵĂƌŬĞƚŚĂƐĂĚĞŵŽŐƌĂƉŚŝĐĚŝǀŝĚĞŶĚǁŚĂƚĂƌĞƚŚĞŝŵƉůŝĐĂƟŽŶƐ

ͻ ĨǇŽƵƌĐŚŽƐĞŶŵĂƌŬĞƚŝƐďĞĐŽŵŝŶŐĂŐĞƌŽŶƚŽĐƌĂĐǇ ǁŚĂƚĂƌĞƚŚĞŝŵƉůŝĐĂƟŽŶƐ

ͻ gtŽŽŬŝŶŐĂƚƚŚĞŐĞŶĞƌĂƟŽŶĂůĐŚĂŶŐĞƐǁŚŝĐŚŽŶĞĨĂĐƚŽƌŽƌĂƐƉĞĐƚǁŽƵůĚǇŽƵƚĂƌŐĞƚŝŶĞĂĐŚŐĞŶĞƌĂƟŽŶŝŶϭϬǇĞĂƌƐϮϬǇĞĂƌƐϯϬǇĞĂƌƐ

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

1 We decide to focus on our

country as the primary

target population

2 We rely on World Bank

reports plus company records

as our primary data sources

3 We decide to present both todayrsquos data and the estimated shift in 20 years (without accounting for any immigration changes)

4 We then write down

some characteristics of

the different generations

Drawing insights amp implicationsdŚƌŽƵŐŚ ƚŚĞ ĞŶĞƌĂƟŽŶĂů ƌĐƐ ŵĞƚŚŽĚƚŚĞƚĞĂŵĚŝƐĐŽǀĞƌĞĚƐĞǀĞƌĂůŝŵƉůŝĐĂƟŽŶƐĨŽƌďƵƐŝŶĞƐƐƉůĂŶŶŝŶŐƐƚŚĞďĂŶŬ ƐĐŽƌĞĐƵƐƚŽŵĞƌ ďĂƐĞ ĐŽŶƟŶƵĞĚ ƚŽ ĂŐĞ ŝŶ ƚŚĞŶĞǆƚ ϱͲϭϬ ǇĞĂƌƐ ƚŚĞǇ ǁŽƵůĚ ƐƚĂǇ ůŽǇĂůƐĞŶŝŽƌĐƵƐƚŽŵĞƌƐĂŶĚƚŚĞĐŽŵƉĂŶǇĐŽƵůĚƌŝĚĞƚŚŝƐǁĂǀĞĞĂƐŝůǇŽǁĞǀĞƌ ƚŚĞ ƌŝƐŝŶŐ ŐĞŶĞƌĂƟŽŶ ŽĨ

ǁŽƌŬĞƌƐ ǁŚŽǁŽƵůĚ ďĞ ƚŚĞ ŶĞǆƚ ůŽŐŝĐĂůƐĞƚ ŽĨ ĐƵƐƚŽŵĞƌƐ ŝŶ ƚŚĞ ďĂŶŬ Ɛ ƚĂƌŐĞƚĂŐĞ ƌĂŶŐĞ ǁĞƌĞ Ă ƐŝŐŶŝĮĐĂŶƚůǇ ƐŵĂůůĞƌƉŽƉƵůĂƟŽŶ tŝƚŚŽƵƚ ĚŽŝŶŐ ĂŶǇƚŚŝŶŐƚŚĞ ďĂŶŬ Ɛ ĐŽƌĞ ŵĂƌŬĞƚ ĂŶĚ ƌĞƐƵůƟŶŐƌĞǀĞŶƵĞͿǁŽƵůĚĚƌŽƉƚƌĞŵĞŶĚŽƵƐůǇĂŌĞƌϭϱǇĞĂƌƐďĞĐĂƵƐĞƚŚĞƌĞǁĂƐůŝƚĞƌĂůůǇĨĞǁĞƌƉĞŽƉůĞĂůŝǀĞdŚĞƚĞĂŵĚŝƐĐŽǀĞƌĞĚƚŚĂƚĂƐŬŝŶŐƚŚĞƐĞ

ƚǇƉĞƐŽĨĚĞŵŽŐƌĂƉŚŝĐƋƵĞƐƟŽŶƐĞŶĂďůĞĚƚŚĞŵ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ŚŽǁ ĚŝīĞƌĞŶĐĞƐŝŶ ƉĞŽƉůĞ ĂīĞĐƚ ƚŚĞŝƌ ďĞŚĂǀŝŽƌƐ dŚŝƐŵĞƚŚŽĚ ŐĞŶĞƌĂƚĞĚ ŝŶƚĞŶƐĞ ĚŝƐĐƵƐƐŝŽŶĂŶĚƚŚĞƚĞĂŵƉŽŶĚĞƌĞĚ

ͻ ŽǁǁĞůůĚŝĚŽƵƌĐŽŵƉĂŶǇŬŶŽǁƚŚĞŶĞǆƚƐĞƚŽĨĐƵƐƚŽŵĞƌƐ

ͻ tŚŝĐŚŐĞŶĞƌĂƟŽŶĂůĚŝīĞƌĞŶĐĞƐǁŽƵůĚĂīĞĐƚƚŚĞĨƵƚƵƌĞĐƵƐƚŽŵĞƌ ƐǁŝůůŝŶŐŶĞƐƐƚŽƵƐĞƚŚĞďĂŶŬ ƐĮŶĂŶĐŝĂůƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐ

ͻ ŽǁĐŽƵůĚƚŚĞǇƐĞůůŵŽƌĞƚŽĞĂĐŚĨƵƚƵƌĞĐƵƐƚŽŵĞƌŝŶŽƌĚĞƌƚŽĞŶƐƵƌĞƚŚĞƐĂŵĞƌĞǀĞŶƵĞ

ͻ tŚĞƌĞĐŽƵůĚƚŚĞǇĮŶĚŵŽƌĞĐƵƐƚŽŵĞƌƐĂŶĚƐŚŽƵůĚƚŚĞǇůŽŽŬĂďƌŽĂĚ

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

We see our sweet spot in recent

customer growth is tied

closely with our countryrsquos

biggest population

In 20 years this same age group

would drop by nearly a quarter raising some concerns about available markets in the future

Part of our grouprsquos discussion focuses on how our company could better address changing generational needs

Tips amp lessons from othersͻ zŽƵĂƌĞŶŽƚůŝŵŝƚĞĚƚŽĂƌĞŐŝŽŶΖƐ

ƉŽƉƵůĂƟŽŶzŽƵĐĂŶĚĞƐĐƌŝďĞƉŽƉƵůĂƟŽŶĐŚĂŶŐĞƐŽǀĞƌƟŵĞǁŝƚŚŝŶĂŶŽƌŐĂŶŝǌĂƟŽŶŝŶĚƵƐƚƌǇ ŽƌŽƚŚĞƌƵŶŝƚ

ͻ ZĞĨĞƌƚŽƉƵďůŝƐŚĞĚƉŽƉƵůĂƟŽŶƌĞĐŽƌĚƐƚŽƉůŽƚƚŚĞŶƵŵďĞƌŽĨƉĞŽƉůĞůŝǀŝŶŐŝŶĂƉĂƌƟĐƵůĂƌĐŽƵŶƚƌǇŽƌƌĞŐŝŽŶĂƚĞĂĐŚĂŐĞEĞĂƌůǇĂůůĐŽƵŶƚƌŝĞƐĂŶĚŵƵŶŝĐŝƉĂůŝƟĞƐŵĂŝŶƚĂŝŶƚŚĞŝƌŽǁŶƉŽƉƵůĂƟŽŶƌĞĐŽƌĚƐampŽƌĞǆĂŵƉůĞƚŚĞh^ĞŶƐƵƐƵƌĞĂƵƚƌĂĐŬƐĂůůh^ƐƚĂƚĞƐĂŶĚĐŝƟĞƐƉůƵƐŵĂŝŶƚĂŝŶƐĂŶŝŶƚĞƌŶĂƟŽŶĂůĚĂƚĂďĂƐĞĨŽƌĐŽƵŶƚƌŝĞƐĂŶĚĂƌĞĂƐŽĨƚŚĞǁŽƌůĚǁŝƚŚĂƉŽƉƵůĂƟŽŶŽĨϱϬϬϬŽƌŵŽƌĞ

ͻ ĞƐĐƌŝďĞŐĞŶĞƌĂƟŽŶĂůƉƌĞĨĞƌĞŶĐĞƐĂƐƌŝĐŚůǇĂƐƉŽƐƐŝďůĞďĞĐĂƵƐĞƚŚĞǇǁŝůůŝŵƉĂĐƚƚŚĞǀĂůƵĞŽĨǇŽƵƌŝŶƐŝŐŚƚƐ

ͻ dǇƉŝĐĂůůǇ ƚŚƌĞĞŐĞŶĞƌĂƟŽŶƐǁŝůůĚŽŵŝŶĂƚĞŝŶĂĐŽƵŶƚƌǇĂƚĂŶǇŐŝǀĞŶƟŵĞĂƚĂĂďŽƵƚŐĞŶĞƌĂƟŽŶƐĐĂŶ

ďĞĨŽƵŶĚĨƌŽŵŵĂƌŬĞƚƌĞƐĞĂƌĐŚĮƌŵƐĂŶĚŐŽǀĞƌŶŵĞŶƚĂŐĞŶĐŝĞƐKŌĞŶƚŚĞƐĞƐŽƵƌĐĞƐĐĂŶƉƌŽǀŝĚĞĞƐƟŵĂƚĞƐŽĨĨƵƚƵƌĞĚĞŵŽŐƌĂƉŚŝĐƐƚƌƵĐƚƵƌĞƐƚŽŽ

ͻ zŽƵĐĂŶĐŽŵďŝŶĞĞǆƉĞĐƚĞĚĨƵƚƵƌĞĚĞŵŽŐƌĂƉŚŝĐĐƵƌǀĞƐĂŶĚƚŚĞƌĞůĂƚĞĚŐĞŶĞƌĂƟŽŶĂůĚĂƚĂͿŽŶƚŚĞĂŶƵƐŽŶĞƐŵĞƚŚŽĚƚŽƐĞĞŚŽǁƉŽƉƵůĂƟŽŶŐƌŽǁƚŚǁŝůůŝŵƉĂĐƚƟŵŝŶŐ

ZampgtdKEtŚĂƚĂƌĞƚŚĞŐĞŶĞƌĂƟŽŶĂůlabels in your primary market

Additional examples

KŶĞ ampŝŶŶŝƐŚ ƉƌŽũĞĐƚ ƚĞĂŵĚŝƐĐŽǀĞƌĞĚ ƚŚĂƚ ƚŚĞŝƌ ŶĂƟŽŶƐ ƉŽƉƵůĂƟŽŶŚĂƐďĞĞŶƌĂƚŚĞƌŇĂƚŝŶƌĞĐĞŶƚĚĞĐĂĚĞƐdŚĞǇĂůƐŽƐĂǁŚŽǁĞĂĐŚampŝŶŶŝƐŚŐĞŶĞƌĂƟŽŶŚĂĚĂĐŽŵŵŽŶƐĞƚŽĨĐƵůƚƵƌĂůĞǆƉĞƌŝĞŶĐĞƐĂŶĚǀĂůƵĞƐƚŚĂƚƚŚĞǇƐŚŽƵůĚĐŽŶƐŝĚĞƌĨŽƌƚŚĞŝƌďƵƐŝŶĞƐƐƉůĂŶŶŝŶŐŶĞĞĚƐ

ŌĞƌŵĂƉƉŝŶŐ ƚŚĞŝƌ ĐŽƵŶƚƌǇΖƐƉŽƉƵůĂƟŽŶĂ ^ŽƵƚŚĨƌŝĐĂŶ ƚĞĂŵƐĂǁƚŚĂƚƚŚĞŝƌŶĂƟŽŶΖƐĂǀĞƌĂŐĞůŝĨĞĞǆƉĞĐƚĂŶĐǇǁĂƐϰϵǇĞĂƌƐƚŚĂƚŝŵŵŝŐƌĂƟŽŶƉůĂǇĞĚĂŶŝŵƉŽƌƚĂŶƚƌŽůĞĨŽƌƚŚĞǇŽƵŶŐĞƌŐĞŶĞƌĂƟŽŶƐĂŶĚƚŚĞŝŶƚĞƌƉůĂǇŽĨĞƚŚŶŝĐƐƵďŐƌŽƵƉƐǁŝƚŚŝŶŐĞŶĞƌĂƟŽŶƐ

GENERATIONAL ARCS | method worksheet

^dZhdKE

-[YLltZLYJYLH[LZHM[YLWYVAumlSLVMa user within a targeted demographic by comparing similar groups over time

WhEn to use itͻ dŽĞǆƉĂŶĚƚŚĞǁŽƌŬŽĨĞǆŝƐƟŶŐ

ĐƵƐƚŽŵĞƌƉĞƌƐŽŶĂƐͻ dŽŝĚĞŶƟĨǇƚŚĞƵƐĞƌŶĞĞĚƐŽĨĂ

ƐƉĞĐŝĮĐŵĂƌŬĞƚƐĞŐŵĞŶƚŝŶƚŚĞĨƵƚƵƌĞͻ dŽŝĚĞŶƟĨǇƐŝŵŝůĂƌŝƟĞƐĂŶĚ

ĚŝīĞƌĞŶĐĞƐŝŶǀĂůƵĞƐĂƫƚƵĚĞƐĂŶĚďĞŚĂǀŝŽƌƐďĞƚǁĞĞŶƚǁŽĐƵƐƚŽŵĞƌŐĞŶĞƌĂƟŽŶƐ

WhY itrsquos helpfulǀĞƌǇ ƵƐĞƌ ƉĞƌƐŽŶĂ ƚĞůůƐ Ă ƐƚŽƌǇ dŚĞĐŽŵŵŽŶƉƌĂĐƟĐĞŝƐƚŽĚĞǀĞůŽƉƉĞƌƐŽŶĂƐĨŽƌ ǇŽƵƌŵĂƌŬĞƚ ƐĞŐŵĞŶƚƐ ĂƐ ǇŽƵ ŬŶŽǁƚŚĞŵƚŽĚĂǇƵƚǁŚĂƚŝĨǇŽƵĂƌĞĚĞƐŝŐŶŝŶŐĨŽƌĐƵƐƚŽŵĞƌƐŝŶƚŚĞĨƵƚƵƌĞǁŚŽŵĂǇŶŽƚďĞƚŚĞƐĂŵĞŐƌŽƵƉŽƌǁŚŽƐĞŶĞĞĚƐŵĂǇĐŚĂŶŐĞ ĨƌŽŵ ƚŽĚĂǇ Ɛ ƐŝƚƵĂƟŽŶ Žǁ ĚŽǇŽƵ ƐĞĞ ŝŶƚŽ ƚŚĞ ĨƵƚƵƌĞ ƚŽ ĐĂƉƚƵƌĞ ƚŚĞƌŝŐŚƚĐƵƐƚŽŵĞƌĂƩƌŝďƵƚĞƐdŚĞ ampƵƚƵƌĞhƐĞƌŵĞƚŚŽĚ ĞǆƚĞŶĚƐ ƚŚĞ

ĐůĂƐƐŝĐƉĞƌƐŽŶĂƵƐĞĚŝŶĚĞƐŝŐŶŵĂƌŬĞƟŶŐĂŶĚƐĂůĞƐdŚŝƐŵĞƚŚŽĚůĞƚƐǇŽƵĚĞǀĞůŽƉƐŵĂƌƚ ƉƌŽĮůĞƐ ŽĨ ǇŽƵƌ ĨƵƚƵƌĞ ƵƐĞƌƐ Ǉ

Future User

ƌĞůǇŝŶŐŽŶĐƵƌƌĞŶƚĞǀŝĚĞŶĐĞĂŶĚŚŝƐƚŽƌŝĐĂůĨĂĐƚƐ ǇŽƵ ǁŝůů ĚĞǀĞůŽƉ Ă ĐŽŵƉŽƐŝƚĞƉƌŽĮůĞŽĨǇŽƵƌƚĂƌŐĞƚƵƐĞƌƚŚĂƚ ŝƐĚĞĞƉůǇŐƌŽƵŶĚĞĚŝŶƌĞĂůŝƚǇǇƉƵƫŶŐ ƚŚĞƉĞƌƐŽŶĂŽĨ ǇŽƵƌ ĨƵƚƵƌĞ

ƵƐĞƌŽƌĐƵƐƚŽŵĞƌŝŶĐŽŶƚĞǆƚǇŽƵǁŝůůŐĂŝŶĂĐůĞĂƌĞƌǀŝĞǁŽĨƚŚĂƚƵƐĞƌ ƐďƵǇŝŶŐŚĂďŝƚƐďĞůŝĞĨƐŵŽƟǀĂƟŽŶƐůŝĨĞƐƚǇůĞĂŶĚŵŽƌĞĂƚĂĨƵƚƵƌĞƉŽŝŶƚKŌĞŶǁŚĂƚĐŚĂŶŐĞƐŝŶŽŶĞŐĞŶĞƌĂƟŽŶǁŝůůďĞƚĂŬĞŶĨŽƌŐƌĂŶƚĞĚŝŶƚŚĞŶĞǆƚŐĞŶĞƌĂƟŽŶ

What you getampƵƚƵƌĞ hƐĞƌ ĐĂŶ ďĞ ƵƐĞĚ ƚŽ ĂŶĂůǇǌĞĐŽŶƐƵŵĞƌƐ ďƵƐŝŶĞƐƐ ďƵǇĞƌƐ Žƌ ĂŶǇŽƚŚĞƌ ƵƐĞƌ ƌŽůĞ ^ŽŵĞ ŐƌŽƵƉƐ ŚĂǀĞĂĚŽƉƚĞĚ ƚŚŝƐ ŵĞƚŚŽĚ ƚŽ ĞǀĞŶ ĐŽŵƉĂƌĞĚŝīĞƌĞŶƚƉƌŽĚƵĐƚƐďƵƐŝŶĞƐƐŵŽĚĞůƐĂŶĚŝŶƚĞƌŶĂƟŽŶĂůŵĂƌŬĞƚƐhůƟŵĂƚĞůǇ ǇŽƵ ǁŝůů ĚĞǀĞůŽƉ ŵƵůƟƉůĞ

ƉƌŽĮůĞƐ ŽǀĞƌ ƟŵĞ ĨŽƌ ƚǁŽ ĚŝīĞƌĞŶƚĐƵƐƚŽŵĞƌ ƐĞŐŵĞŶƚƐ Žƌ ƵƐĞƌƐ ůŽŽŬŝŶŐ ĂƚŚŽǁ ƚŚĞǇ ĐŽŵƉĂƌĞ Ăƚ ƐŝŵŝůĂƌ ƉŽŝŶƚƐ ĂƐǁĞůůĂƐŚŽǁƚŚĞǇŚĂǀĞĐŚĂŶŐĞĚŽǀĞƌƟŵĞ

Letrsquos look at an exampleĂƐĞĚŽŶƚŚĞĚĞŵŽŐƌĂƉŚŝĐƐŽĨDƵŵďĂŝŶĚŝĂĂƐĞŶŝŽƌƌĞƐĞĂƌĐŚĞƌĚĞĐŝĚĞĚƚŚĂƚŚĞǁĂŶƚĞĚ ƚŽ ĨŽĐƵƐ ŽŶ Ă ƐƉĞĐŝĨŝĐ ƵƐĞƌŐƌŽƵƉ ĐĂůůĞĚ ^ƚƌŝǀĞƌƐ ŽŶƐŝĚĞƌĞĚƉĂƌƚŽĨƚŚĞƌŝƐŝŶŐŵŝĚĚůĞĐůĂƐƐ^ƚƌŝǀĞƌƐĞĂƌŶ ĂŶ ŝŶĐŽŵĞ ŽĨ ϱϬϬϬϬϬʹϭϬϬϬϬϬϬƌƵƉĞĞƐ ůŝǀĞ ŵĂŝŶůǇ ŝŶ ĐŝƚŝĞƐ ĂŶĚ ĂƌĞŵŽƚŝǀĂƚĞĚƚŽĂĐŚŝĞǀĞdŚŝƐĚĞŵŽŐƌĂƉŚŝĐĚĂƚĂ ŐĂǀĞ ƚŚĞ ƌĞƐĞĂƌĐŚĞƌ Ă ďĂƐŝƐ ĨƌŽŵǁŚŝĐŚ ƚŽ ƐƚĂƌƚ ĚĞǀĞůŽƉŝŶŐ ŚŝƐ ĨƵƚƵƌĞƵƐĞƌĞ ŝŶƚĞƌǀŝĞǁĞĚ ƐĞǀĞƌĂů ƉĞŽƉůĞ ǁŚŽ

ǁĞƌĞ ƌĞƉƌĞƐĞŶƚĂƟǀĞ ŽĨ ^ƚƌŝǀĞƌƐ Ğ ĂůƐŽƌĞǀŝĞǁĞĚ ŝŶĚƵƐƚƌǇ ƌĞƉŽƌƚƐ ĂďŽƵƚ ƚŚĞďĞŚĂǀŝŽƌƐ ǀĂůƵĞƐ ĂƫƚƵĚĞƐ ĂŶĚ ďĞůŝĞĨƐŽĨƚŚŝƐŐƌŽƵƉĞƐƉĞĐŝĂůůǇůŽŽŬŝŶŐĂƚƐŽĐŝĂůŵŽďŝůŝƚǇĂŶĚƚƌĂŶƐƉŽƌƚĂƟŽŶƵƐĂŐĞƌĂǁŝŶŐ ĨƌŽŵ ƚŚŝƐ ĚĂƚĂ ŚĞ ĐƌĞĂƚĞĚ

ƚǁŽ ĮĐƟŽŶĂů ĐŚĂƌĂĐƚĞƌƐ ŶĂŵĞĚ EŝŬŚŝůĂŶĚ ^ŝĚĚŚĂƌƚŚĂ ^ŝĚͿ ĂŶĚ ŚĞ ĐŚŽƐĞ ƚŚĞŶĂŵĞƐĨƌŽŵĂůŝƐƚŽĨƉŽƉƵůĂƌŶĂŵĞƐĨƌŽŵĞĂĐŚ ŐĞŶĞƌĂƟŽŶ ĞƚĂŝůĞĚ ƉƌŽĮůĞƐ ǁĞƌĞĐƌĞĂƚĞĚ Ăƚ ĨŽƵƌ ƉŽŝŶƚƐ ŝŶ ƟŵĞEŝŬŚŝů ĂƚĂŐĞ ϮϮ EŝŬŚŝů Ăƚ ĂŐĞ ϯϰ ^ŝĚ Ăƚ ĂŐĞ ϮϮĂŶĚ^ŝĚĂƚĂŐĞϯϰĂĐŚƉƌŽĮůĞĚĞƐĐƌŝďĞĚ

ƚŚĞ ƉĞƌƐŽŶ Ɛ ĞĚƵĐĂƟŽŶ ĂŶĚ ĐĂƌĞĞƌĂƐƉŝƌĂƟŽŶƐĨĂŵŝůǇďĂĐŬŐƌŽƵŶĚƉĞƌƐŽŶĂůďĞůŝĞĨƐĐŽŶƐƵŵƉƟŽŶŚĂďŝƚƐĂŶĚŵŽďŝůŝƚǇŚĂďŝƚƐdŚĞ ƌĞƐĞĂƌĐŚĞƌ ƚŚĞŶ ĐŽŵƉĂƌĞĚ ƚŚĞ

ƉƌŽĮůĞƐ ǁŝƚŚ ŽŶĞ ĂŶŽƚŚĞƌ ŝŶ ƚǁŽ ǁĂǇƐŝŶƚĞƌŵƐŽĨůŝĨĞĐŚĂŶŐĞƐŽĐĐƵƌƌŝŶŐĨŽƌƚŚĞƐĂŵĞ ŝŶĚŝǀŝĚƵĂů ŽǀĞƌ ƟŵĞ ĐĂůůĞĚ ůŝĨĞĐŚĂŶŐĞƐ ŝŶ ƚŚĞ ĞǆĂŵƉůĞ ĚŝĂŐƌĂŵͿ ĂŶĚĂůƐŽďĞƚǁĞĞŶƚŚĞ ƚǁŽ ŝŶĚŝǀŝĚƵĂůƐĂƚ ƚŚĞƐĂŵĞ ĂŐĞ ŶŽƚĞĚ ĂƐ ƐŝŵŝůĂƌŝƟĞƐ ĂŶĚĚŝīĞƌĞŶĐĞƐͿƐ ƚŚĞ ůĂƐƚ ƐƚĞƉ ƚŚĞ ĨƵƚƵƌĞ ƵƐĞƌ

ƉƌŽĮůĞĨŽƌ^ŝĚǁĂƐĚĞǀĞůŽƉĞĚĞĐĂƌƌŝĞĚƐŝŵŝůĂƌŝƟĞƐŽǀĞƌĨƌŽŵEŝŬŚŝůĂŶĚĂůƐŽĨƌŽŵĂ ŐĞŶĞƌĂƟŽŶĂů ĂŶĂůǇƐŝƐ ĂƐƐƵŵŝŶŐ ƚŚĂƚďŽƚŚ ƵƐĞƌƐ ƐŚĂƌĞĚ ƚŚĞ ĚŽŵŝŶĂŶƚ ďĞůŝĞĨƐĂŶĚ ďĞŚĂǀŝŽƌƐ ǁŝƚŚ ƚŚĞŝƌ ƌĞƐƉĞĐƟǀĞŐĞŶĞƌĂƟŽŶƐ dŚĞ ƌĞƐĞĂƌĐŚĞƌ ŵĂĚĞ ƚŚĞĐŚĂƌĂĐƚĞƌ ĚŝīĞƌĞŶĐĞƐ ŵŽƌĞ ĞǀŝĚĞŶƚŬŶŽǁŝŶŐ ƚŚĂƚ ĞĂƌůŝĞƌ ďĞůŝĞĨƐ ŚĞůĚ ďǇ ^ŝĚǁŽƵůĚ ĐŽŶƟŶƵĞ ƚŽ ƐŚĂƉĞ ŚŝƐ ƉĞƌƐŽŶĂůĚĞĐŝƐŝŽŶƐŝŶƚŚĞĨƵƚƵƌĞKǀĞƌĂůůƚŚĞƚĂƌŐĞƚĐƵƐƚŽŵĞƌ ŝŶ ϮϬϮϬ ǁĂƐ Ă ǀĞƌǇ ĚŝīĞƌĞŶƚƚǇƉĞŽĨƉĞƌƐŽŶƚŚĂŶƚŚĞĐƵƐƚŽŵĞƌŬŶŽǁŶƚŽĚĂǇ

105Source Neeraj Sonalkar Stanford University ME410 2008

^ŝŵŝůĂƌŝƟĞƐĂƚĂŐĞϮϮͻ hƐĞƉĞƌƐŽŶĂůƚƌĂŶƐƉŽƌƚͻ ƐƉŝƌĞƚŽĂŶDĚĞŐƌĞĞͻ gtŝǀĞǁŝƚŚƉĂƌĞŶƚƐͻ tĂƚĐŚŽůůǇǁŽŽĚĂŶĚĐƌŝĐŬĞƚͻ ŽƚŚǁĞĂƌĨŽƌĞŝŐŶďƌĂŶĚĂƉƉĂƌĞů

ŝīĞƌĞŶĐĞƐĂƚĂŐĞϮϮͻ ^ŝĚŚĂƐďƌŽĂĚďĂŶĚĂĐĐĞƐƐƚŽ

ŝŶƚĞƌŶĞƚͻ ^ŝĚŝƐŝŶƚŽƐŽĐŝĂůŶĞƚǁŽƌŬŝŶŐĂŶ

ƵŶŬŶŽǁŶƉŚĞŶŽŵĞŶŽŶƚŽEŝŬŚŝůͻ ^ŝĚƵƐĞƐĂŵŽďŝůĞƉŚŽŶĞEŝŬŚŝůƵƐĞƐ

ůĂŶĚůŝŶĞͻ ^ŝĚŝƐĂůƌĞĂĚǇǁŽƌŬŝŶŐĂƚŚŝƐĨĂƚŚĞƌƐ

ĐŽŵƉĂŶǇ EŝŬŚŝůŝƐƐƟůůŶŽƚŝŶƚŚĞũŽďŵĂƌŬĞƚ

EŝŬŚŝůĂŐĞϮϮ EŝŬŚŝůĂŐĞϯϰ

^ŝĚĚŚĂƌƚĂ^ŝĚͿĂŐĞϮϮ ^ŝĚĚŚĂƌƚĂ^ŝĚͿĂŐĞϯϰ

gtŝĨĞŚĂŶŐĞƐĨŽƌEŝŬŚŝůͻ DĂƌƌŝĞĚĂƚĂŐĞϮϴͻ ŽƚĂŶDĚĞŐƌĞĞͻ dǁŽĚĂƵŐŚƚĞƌƐďŽƌŶͻ ^ƉĞŶƚϮǇĞĂƌƐŝŶgtŽŶĚŽŶ

ĮƌƐƚƟŵĞŽƵƚƐŝĚĞŶĚŝĂͿͻ WƵƌĐŚĂƐĞĚĂŶĂƉĂƌƚŵĞŶƚŝŶ

DƵŵďĂŝͻ WƵƌĐŚĂƐĞĚŵŽďŝůĞƉŚŽŶĞ

ƵƐĞƐůĂĐŬďĞƌƌǇWĞĂƌůͿͻ WƵƌĐŚĂƐĞĚĐŽŵƉƵƚĞƌǁŝƚŚ

ŝŶƚĞƌŶĞƚĂĐĐĞƐƐͻ WƵƌĐŚĂƐĞĚĂĐĂƌDĂƌƵƟͿͻ WƵƌĐŚĂƐĞĚĂĐůƵď

ŵĞŵďĞƌƐŚŝƉ1996 2008 2020

Instructionsϭ ƌĂǁĂďŽǆƚŚĂƚƌĞƉƌĞƐĞŶƚƐǇŽƵƌ

ƉƌŝŵĂƌǇĐƵƐƚŽŵĞƌƚŽĚĂǇEĂŵĞǇŽƵƌĐƵƐƚŽŵĞƌĂŶĚŶŽƚĞŚŝƐŚĞƌĂŐĞƚŽĚĂǇzŽƵŵĂǇĮŶĚŝƚŚĞůƉĨƵůƚŽĚĞǀĞůŽƉĂĚĞƚĂŝůĞĚƉƌŽĮůĞƉĞƌƐŽŶĂͿƵƐŝŶŐĚĂƚĂĨƌŽŵŝŶƚĞƌǀŝĞǁƐŐĞŶĞƌĂƟŽŶĂůƐƚƵĚŝĞƐƐƵƌǀĞǇƐŵĂƌŬĞƚƌĞƉŽƌƚƐĞƚĐ

Ϯ ƌĂǁĂƐĞĐŽŶĚďŽǆƚŽƐŚŽǁƚŚŝƐƉĞƌƐŽŶďĂĐŬŝŶƟŵĞĂŶĚƵƐĞĂŶĂƌƌŽǁƚŽĐŽŶŶĞĐƚƚŚĞƚǁŽďŽǆĞƐEŽƚĞƚŚĞĐƵƐƚŽŵĞƌ ƐƐƚĂƌƟŶŐĂŐĞŽǁĨĂƌǇŽƵůŽŽŬďĂĐŬǁŝůůĚĞƉĞŶĚŽŶǇŽƵƌŐƌŽƵƉ ƐZΘůŝĨĞĐǇĐůĞůĂƵŶĐŚƉůĂŶƐĂŶĚƌĞůĂƚĞĚƐƚƌĂƚĞŐǇͶŝĨǇŽƵĚŽŶƚŬŶŽǁĂŐŽŽĚƟŵĞĨƌĂŵĞƵƐĞϭϬǇĞĂƌƐͿŝƐĐƵƐƐƚŚŝƐƉĞƌƐŽŶ ƐǀŝĞǁƐďĞŚĂǀŝŽƌƐĂŶĚĐŚŽŝĐĞƐŝŶƚŚĞƉĂƐƚĂŶĚŚŽǁƚŚĞǇŚĂǀĞĐŚĂŶŐĞĚŽǀĞƌƟŵĞ

ϯ hŶĚĞƌƚŚĞĮƌƐƚďŽǆĚƌĂǁĂƚŚŝƌĚďŽǆƚŚĂƚƌĞƉƌĞƐĞŶƚƐǇŽƵƌĨƵƚƵƌĞ

ĐƵƐƚŽŵĞƌĂƐŚĞƐŚĞĞǆŝƐƚƐƚŽĚĂǇEĂŵĞƚŚŝƐĨƵƚƵƌĞƵƐĞƌ ĂŶĚŚŝƐŚĞƌĂŐĞǁŝůůďĞƚŚĞƐĂŵĞƐƚĂƌƟŶŐĂŐĞĂƐǇŽƵƌĮƌƐƚĐƵƐƚŽŵĞƌ zŽƵŵĂǇĮŶĚŝƚŚĞůƉĨƵůƚŽĚĞǀĞůŽƉĂĚĞƚĂŝůĞĚƉƌŽĮůĞƉĞƌƐŽŶĂͿƵƐŝŶŐĚĂƚĂĨƌŽŵŝŶƚĞƌǀŝĞǁƐŐĞŶĞƌĂƟŽŶĂůƐƚƵĚŝĞƐƐƵƌǀĞǇƐŵĂƌŬĞƚƌĞƉŽƌƚƐĞƚĐ

ϰ ƌĂǁĂŶĂƌƌŽǁĨŽƌǁĂƌĚĨƌŽŵƚŚĞƚŚŝƌĚďŽǆƚŚĂƚĐŽŶŶĞĐƚƐƚŽĂĨŽƵƌƚŚďŽǆĨŽƌǇŽƵƌĨƵƚƵƌĞƵƐĞƌ dŚŝƐďŽǆƌĞƉƌĞƐĞŶƚƐƚŚĞƚĂƌŐĞƚĨƵƚƵƌĞƵƐĞƌ ŝƐŚĞƌĂŐĞǁŝůůďĞƚŚĞƐĂŵĞĂƐƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌ

ϱ ŽŵƉĂƌĞƚŚĞƚǁŽƉĞŽƉůĞĂƚƚŚĞŝƌƐƚĂƌƟŶŐĂŐĞƐĂŶĚĂůƐŽĂƚƚŚĞŝƌƚĂƌŐĞƚĂŐĞƐzŽƵŵĂǇĮŶĚŝƚŚĞůƉĨƵůƚŽĚĞǀĞůŽƉĂƉƌŽĮůĞŽĨƚŚĞĨƵƚƵƌĞƵƐĞƌ ǁŚŝĐŚǁŝůůŝŶĐůƵĚĞĂŵŝǆŽĨĚŽŵŝŶĂŶƚŐĞŶĞƌĂƟŽŶĂůǀĂůƵĞƐƐŝŵŝůĂƌŝƟĞƐǁŝƚŚƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌ ĂŶĚŶĞǁĚŝīĞƌĞŶĐĞƐĞǆƚĞŶĚŝŶŐĨƌŽŵƚŚĞǇŽƵŶŐĨƵƚƵƌĞƵƐĞƌƚŽĚĂǇ

ї ^ĞĞ ƚŚĞ ĂĚũĂĐĞŶƚ ĚŝĂŐƌĂŵ ĨŽƌ ĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞŶƵŵďĞƌƐ ŝŶ ƚŚĞŝŶƐƚƌƵĐƟŽŶƐ ĐŽƌƌĞƐƉŽŶĚ ƚŽ ƚŚĞ ŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

1 We describe our primary

customer today and note his age

2 We discuss what his

lifestyle choices and values

were 12 years ago and how

they have changed over time

(we pick this timeframe

based on two RampD cycles for

our company)

3 Drawing from our earlier

generational research we

describe our young future

customer as he exists today

5 We compare and contrast the two people at their starting ages and also at their target ages looking to

understand what has changed (and what has not changed) over time

4 The target age of our future user is the same as as todayrsquos customer

Drawing insights amp implicationsdŚĞ ƌĞƐĞĂƌĐŚĞƌ ůĞĂƌŶĞĚ ƚŚĂƚ ƚŚĞ ĨƵƚƵƌĞƵƐĞƌ ŝƐ ƐŝŵŝůĂƌ ĂŶĚ ĚŝīĞƌĞŶƚ ƚŽ ƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌ ŝŶ ƐŽŵĞ ŝŵƉŽƌƚĂŶƚ ǁĂǇƐůƚŚŽƵŐŚďŽƚŚEŝŬŚŝůĂŶĚ^ŝĚĂƌĞϯϰͲǇĞĂƌͲŽůĚ ŵŝĚĚůĞ ŵĂŶĂŐĞƌƐ ǁŚŽ ƐŚŽƉ ĨŽƌĞŝŐŶďƌĂŶĚƐ ĂŶĚǁĂƚĐŚ ĐƌŝĐŬĞƚ ƚŚĞǇ ŐƌĞǁ ƵƉƵŶĚĞƌ ĚŝīĞƌĞŶƚ ĞĐŽŶŽŵŝĐ ĂŶĚ ƉŽůŝƟĐĂůĞŶǀŝƌŽŶŵĞŶƚƐŝŶŶĚŝĂampŽƌ ĞǆĂŵƉůĞ ^ŝĚ ĚŽĞƐŶƚ ĐĂƌĞ ŵƵĐŚ

ĂďŽƵƚ ƉŽůŝƟĐƐ ĂŶĚ ďĞůŝĞǀĞƐ ďƵƐŝŶĞƐƐƉƌŝŶĐŝƉůĞƐ ƐŚŽƵůĚ ďĞ ƵƐĞĚ ŝŶ ƚŚĞŐŽǀĞƌŶŵĞŶƚ hŶůŝŬĞ EŝŬŚŝů ŚĞ ƐƉĞŶĚƐŵŽƌĞ ƟŵĞ ĂďƌŽĂĚ ĂŶĚ ůŝŬĞƐ ĐŽŵďŝŶŝŶŐďƵƐŝŶĞƐƐĂŶĚĨĂŵŝůǇĂĐƟǀŝƟĞƐŽŶƚƌŝƉƐĞĂůƐŽĞǆƉĞĐƚƐƵďŝƋƵŝƚŽƵƐŝŶƚĞƌŶĞƚĂĐĐĞƐƐŝŶĂůůĨƵƚƵƌĞƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐdŚĞƌĞƐĞĂƌĐŚĞƌĂůƐŽůĞĂƌŶĞĚƚŚĂƚƐŽŵĞ

ĂƐƉĞĐƚƐŽĨŚƵŵĂŶďĞůŝĞĨĂŶĚďĞŚĂǀŝŽƌĚŽŶŽƚĐŚĂŶŐĞƚŚĂƚƋƵŝĐŬůǇampŽƌŝŶƐƚĂŶĐĞďŽƚŚĐŚĂƌĂĐƚĞƌƐ ďĞůŝĞǀĞ ƐƚƌŽŶŐůǇ ŝŶ ŵĂƌƌŝĂŐĞĂŶĚĞĚƵĐĂƟŽŶŽƚŚĞĂƚǁĞůů ůŝǀĞ ŝŶĐŝƚǇĂƉĂƌƚŵĞŶƚƐĂŶĚĐŽŵŵƵƚĞƚŽǁŽƌŬ

ůƐŽ ŝŵƉŽƌƚĂŶƚůǇ ^ŝĚ ĚŽĞƐ ŶŽƚ ŚĂǀĞƵŶƌĞĂůŝƐƟĐĞǆƉĞĐƚĂƟŽŶƐĂďŽƵƚŚŝƐ ĨƵƚƵƌĞŝŶ ϭϮ ǇĞĂƌƐ Ğ ĚŽĞƐ ŶŽƚ ƉůĂŶ ŽŶ ůƵŶĂƌĐŽŶĚŽƐŇǇŝŶŐĐĂƌƐŽƌďƌĂŝŶ ŝŵƉůĂŶƚƐĨŽƌĐŽŵŵƵŶŝĐĂƟŽŶďĂƐĞĚŽŶǁŚĂƚŚĞŐƌĞǁƵƉ ǁŝƚŚ ĂŶĚ ŝƐ ĞǆƉĞƌŝĞŶĐŝŶŐ ŝŶ ϮϬϬϴŶƐƚĞĂĚŽĨǁŝůĚƐĐŝĞŶĐĞĮĐƟŽŶƚŚĞampƵƚƵƌĞhƐĞƌŵĞƚŚŽĚƉƌĞƐĞŶƚƐĂƉůĂƵƐŝďůĞƉĞƌƐŽŶĂǁŝƚŚƌĞĂůͲůŝĨĞŶĞĞĚƐƐĞƚŝŶĂĨƵƚƵƌĞĐŽŶƚĞǆƚ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚĞƌĞĐĂŶǇŽƵĮŶĚĂĚĚŝƟŽŶĂů

ĚĂƚĂĂďŽƵƚŚŽǁƉĞŽƉůĞůŝǀĞƚŽĚĂǇŽǁƚŚĞǇůŝǀĞĚŝŶƚŚĞƉĂƐƚ

ͻ ŽǇŽƵǁĂŶƚƚŽŐƌŽǁƚŚĞƐĂŵĞŵĂƌŬĞƚŽƌƉƵƌƐƵĞĂŶĞǁŵĂƌŬĞƚĨŽƌǇŽƵƌĨƵƚƵƌĞƵƐĞƌ

ͻ ŽǁƌĞƉƌĞƐĞŶƚĂƟǀĞŝƐǇŽƵƌĨƵƚƵƌĞƵƐĞƌŽĨŚŝƐŽƌŚĞƌŐĞŶĞƌĂƟŽŶ

ͻ ŽǁŵĂŶǇĂĚĚŝƟŽŶĂůĨƵƚƵƌĞƵƐĞƌƐƐŚŽƵůĚǇŽƵĚĞǀĞůŽƉƚŽďĞƩĞƌĐĂƉƚƵƌĞĂĐŽŵŝŶŐĐŚĂŶŐĞŝŶƚŚĞŐĞŶĞƌĂƟŽŶ ƐŵĂŬĞƵƉ

ϭϬϵ

Although both users enjoy cricket and

shop foreign brands they grew up under

different conditions in Indiamdashwhich

affects their expectations about the

economy government and industry

By drawing from real people we build a realistic persona for a future user that can drive our RampD planning

Both users value family and

education in their lives

Tips amp lessons from othersͻ dŚĞŵĞƚŚŽĚŝƐƋƵŝƚĞƐŝŵƉůĞĂƚ

ŝƚƐĐŽƌĞƐŝŵƉůǇĐŽŵƉĂƌŝŶŐĨŽƵƌĚŝīĞƌĞŶƚƉƌŽĮůĞƐŝŶƟŵĞĨŽƌƚǁŽƉĞŽƉůĞ

ͻ ^ƚĂƌƚǁŝƚŚƚŚĞƉƌŽĮůĞŽĨƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌŝŶŽƌĚĞƌƚŽƌĞĐŽŶĮƌŵĂŶǇĞǆŝƐƟŶŐďŝĂƐĞƐĂŶĚĨĂĐƚƐďĞĨŽƌĞĞǆƚĞŶĚŝŶŐŝŶƚŽƚŚĞĨƵƚƵƌĞƉƌŽĮůĞ

ͻ ĂƚŚĞƌƉƌŽĮůĞĚĂƚĂĨƌŽŵĂůůƚŚĞƵƐƵĂůŵĂƌŬĞƚƌĞƐĞĂƌĐŚƐŽƵƌĐĞƐŝŶĐůƵĚŝŶŐƉĞƌƐŽŶĂůŝŶƚĞƌǀŝĞǁƐŽŶůŝŶĞƐƵƌǀĞǇƐĨŽĐƵƐŐƌŽƵƉƐĂŶĚĞƚŚŶŽŐƌĂƉŚŝĐŽďƐĞƌǀĂƟŽŶ

ͻ ^ĞůĞĐƚďŽƚŚƚŚĞŶĂŵĞƐĂŶĚĨĂĐĞƐĐĂƌĞĨƵůůǇĨŽƌǇŽƵƌĐŚĂƌĂĐƚĞƌƉƌŽĮůĞƐďĞĐĂƵƐĞƚŚĞǇǁŝůůĐŽŶǀĞǇŵĂŶǇŝŵƉůŝĐŝƚŵĞƐƐĂŐĞƐĂďŽƵƚŝĚĞŶƟƚǇƚŽǇŽƵƌĂƵĚŝĞŶĐĞKŶĞƚƌŝĐŬŝƐƚŽƐĞůĞĐƚĂƉŽƉƵůĂƌďĂďǇŶĂŵĞĨƌŽŵƚŚĂƚƟŵĞ

ͻ hƐĞƌĞĂůĞǀŝĚĞŶĐĞƚŽĚĞǀĞůŽƉǇŽƵƌĐŚĂƌĂĐƚĞƌƉƌŽĮůĞƐďĞĐĂƵƐĞƐƚĞƌĞŽƚǇƉŝĐĂůĂƩƌŝďƵƚĞƐǁŝůůǁĞĂŬĞŶƚŚĞƵƐĞĨƵůŶĞƐƐŽĨƚŚŝƐŵĞƚŚŽĚĨŽƌǇŽƵƌƉůĂŶŶŝŶŐ

ͻ ĂĐŚĐŚĂƌĂĐƚĞƌƉƌŽĮůĞŵĂǇŝŶĐůƵĚĞďĂƐŝĐĚĞŵŽŐƌĂƉŚŝĐĚĂƚĂĨĂŵŝůǇďĂĐŬŐƌŽƵŶĚǀĂůƵĞƐĂŶĚďĞůŝĞĨƐƉĞƌƐŽŶĂůĂŶĚĐĂƌĞĞƌŐŽĂůƐůŝĨĞƐƚǇůĞĂĐƟǀŝƟĞƐƉƵƌĐŚĂƐĞƉƌŽĚƵĐƚŚĂďŝƚƐŐĞŶĞƌĂƟŽŶĂůǀĂůƵĞƐĂŶĚƚĞĐŚŶŽůŽŐǇŵĞĚŝĂƵƐĂŐĞ

ͻ ƌĂŌƚŚĞĮŶĂůďůĞŶĚĞĚƉƌŽĮůĞĨŽƌƚŚĞĨƵƚƵƌĞƵƐĞƌĂƐǇŽƵƌůĂƐƚƐƚĞƉďǇĚƌĂǁŝŶŐĨƌŽŵƚŚĞƚŚƌĞĞƵƐĞƌƉƌŽĮůĞƐĂůƌĞĂĚǇĚĞǀĞůŽƉĞĚ

ͻ ŶĐůƵĚĞƉĞƌƐŽŶĂůĚĞƚĂŝůƐƚŽĂĚĚůŝĨĞƚŽǇŽƵƌƉĞƌƐŽŶĂƐƐƵĐŚĂƐƚŽƉŝŶŇƵĞŶĐĞƐŽŶƉƵƌĐŚĂƐŝŶŐĚĞĐŝƐŝŽŶƐĨĂǀŽƌŝƚĞdsƐŚŽǁƐďŽŽŬƐƌĞĂĚŝŶŐŶŽǁĐĂƌŵŽĚĞůĚƌŝǀĞŶďŝŐŐĞƐƚĨĞĂƌƐĞƚĐ

ͻ ŽŶƐŝĚĞƌĂĚĂƉƟŶŐƚŚĞŵĞƚŚŽĚƚŽĐŽŵƉĂƌĞǇŽƵƌŐƌŽƵƉƚŽĂŶŽƚŚĞƌŽƌŐĂŶŝǌĂƟŽŶƚŽƐĞĞŚŽǁǇŽƵƌŐƌŽƵƉŵŝŐŚƚŶĞĞĚƚŽŵĂƚƵƌĞŽƌĞǀŽůǀĞ

ZampgtdKEtŚŝĐŚƵƐĞƌĂƩƌŝďƵƚĞƐƐŚŽƵůĚƐƚĂǇĐŽŶƐƚĂŶƚŽǀĞƌƟŵĞ

Additional examples

ƵƌŽƉĞĂŶ ĮŶĂŶĐŝĂů ƐĞƌǀŝĐĞƐ ŐƌŽƵƉ ǁŝƐŚĞĚ ƚŽƐĞůů ŝƚƐ ĐƵƌƌĞŶƚ ƐĞƌǀŝĐĞƐ ƚŽ Ă ŶĞǁŵĂƌŬĞƚ ŶĂŵĞůǇĂŋƵĞŶƚĨĞŵĂůĞƉƌŽĨĞƐƐŝŽŶĂůƐ

ŶŵĞƌŝĐĂŶĞĚƵĐĂƟŽŶĂůƉƌŽǀŝĚĞƌƵƐĞĚƚŚĞampƵƚƵƌĞhƐĞƌ ŵĞƚŚŽĚ ĂƐ Ă ƋƵŝĐŬ ŐĂƉ ĂŶĂůǇƐŝƐ ƚŽ ƐĞĞ ǁŚĂƚƚŚĞǇĚŝĚŶŽƚŬŶŽǁĂďŽƵƚƚŚĞĨƵƚƵƌĞĐƵƐƚŽŵĞƌ

FUTURE USER | method worksheet

^ŝŵŝůĂƌŝƟĞƐΘĚŝīĞƌĞŶĐĞƐŝŶŽƵƌƚǁŽƵƐĞƌƐĂƚƚŚĞŝƌƐƚĂƌƟŶŐĂŐĞ

__________________________

W^dampZͿ

zZͺͺͺͺͺͺͺͺͺ

W^dampZͿ

h^ZEDͺͺͺͺͺͺͺͺͺͺͺͺͺͺͺͺ

^dZdͺͺͺͺͺͺͺ

^ŝŵŝůĂƌŝƟĞƐΘĚŝīĞƌĞŶĐĞƐŝŶŽƵƌƚǁŽƵƐĞƌƐĂƚƚŚĞŝƌƚĂƌŐĞƚĂŐĞ

__________________________

dKzΖ^ͺͺͺͺͺͺͺ

dZdͺͺͺͺͺͺͺ

dZdzZͺͺͺͺͺͺͺ

^dZdͺͺͺͺͺͺͺ

OLYL PZHUVSKZH`PUNdegcedilHZ [HSRH[P]Las a Finnrdquo The classic Finnish stereotype is someone who is [HJP[YUdeg HUK ZVSLTUdeg HUK [OLnational characteristic is of polite YLZLY]LLULYHSS`degZWLHRPUN L[HRLbusiness seriously and expect to ILdegQKNLKI`VYL_WLY[PZLdegUV[[OLway we present ourselvesLY[HPU PUUV]H[PVUdeg TL[OVKZ

may challenge that comfort zone In particular the FutureTelling TL[OVKdegYLXPYLZdegLSLTLU[ZVM[OLH[LYand group role-playing Like most -PUUZ0WYLMLYdeg[V[LSST`[LHTraquoZPKLHZJHSTS UV[HJ[[OLTdegV[Y[O PZ ^L TPNO[deg TPZZ V[ VU

many insights that acting out in MYVU[VMV[OLYZTPNO[IYPUNZdeg9VSLWSH`PUN PZ UV[deg QZ[ H [LJOUPXL [Vcommunicate an idea to another WLYZVUdeg P[ PZS[PTH[LS`HTL[OVKVM

ZLSMYLAringLJ[PVUgtOPSLHJ[PUNdegV[^LOH]L [Vdeg JVUZPKLY [OL YVSL ^L HYLplaying We have to identify with [OH[ YVSL HUK PTHNPULdeg VYZLS]LZ PU[OH[degJOHYHJ[LYraquoZZP[H[PVU0UHKKP[PVUH SP]L HJ[ WYV]PKLZ TVYLdeg Z[PTSP [Vreact to than a narrative could so [OLMLLKIHJRdeg^LYLJLP]LMYVTdegV[OLYZbecomes much richer and more ZWLJPAumlJ-VY[UH[LS deg WLYMVYTPUN PZ H ZRPSS

that can be learned While I probably JHUraquo[ YLTV]L [OLdeg ULY]VZULZZ[OH[ UH[YHSS`deg JVTLZ ^P[O [Y`PUNsomething new I can make it TVYL HJJLW[HISLdeg I` WYHJ[PJLThe FutureTelling method can ILdeg LUHJ[LK PU THU` ZP[H[PVUZ PUVYdeg^VYR[V[LSSJVSSLHNLZHIV[VYnew ideasmdashthat may help all of us [Vdeg JOHSSLUNL VY V^U Z[LYLV[`WLZabout what is right and what is true

VIEWPOINT | Acting out for the Finns

Futuretelling are short and dramatic performances that illustrate a particular user need as a scene from the future This is active storytelling at its best

When to use itͻ dŽĞǆĐŝƚĞǇŽƵƌĂƵĚŝĞŶĐĞĂďŽƵƚ

ĂĨƵƚƵƌĞƉŽƐƐŝďŝůŝƚǇƚŚĂƚŵĂǇďĞĚŝĸĐƵůƚƚŽĞǆƉƌĞƐƐŝŶǁŽƌĚƐ

ͻ dŽĐŚĂŶŐĞƚŚĞĞŶĞƌŐǇĚǇŶĂŵŝĐŝŶĂƐƚĂůĞƉůĂŶŶŝŶŐĐŽŶǀĞƌƐĂƟŽŶ

ͻ dŽĐŽŵƉůĞŵĞŶƚǁƌŝƩĞŶĞǆƉůĂŶĂƟŽŶƐŽĨǇŽƵƌŝĚĞĂ

Why itrsquos helpfulWƐǇĐŚŽůŽŐǇ ƐƚƵĚŝĞƐ ĂŶĚ ĞǀĞƌǇĚĂǇĞǆƉĞƌŝĞŶĐĞ ǀĞƌŝĨǇ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞ ƚŽƐŚŽǁŶŽƚƚĞůůWĞŽƉůĞůŝŬĞƚŽƐĞĞŶŽƚũƵƐƚŚĞĂƌ ƌĞƐƵůƚƐ tŚĞŶ ĂŶ ŝĚĞĂ ŝƐ ǀŝƐƵĂůůǇƉƌĞƐĞŶƚĞĚ ŝƚ ĐŽŶǀĞǇƐ Ă ƌŝĐŚĞƌ ƐĞƚ ŽĨŵĞĂŶŝŶŐƐ ĂŶĚ ĞŶŐĂŐĞƐ ƚŚĞ ĂƵĚŝĞŶĐĞŵŽƌĞĨƵůůǇƚŚĂŶĂŶ ŝĚĞĂĚŽĐƵŵĞŶƚĞĚ ŝŶƉůĂŝŶ ƚĞǆƚ tŚĞŶ ƚŚĞ ŝĚĞĂƐ ĂƌĞ ĂďŽƵƚƚŚŝŶŐƐ ƚŚĂƚ ĚŽ ŶŽƚ ǇĞƚ ĞǆŝƐƚ ƐƵĐŚ ĂƐ ĂĨƵƚƵƌĞďƵƐŝŶĞƐƐƐŽůƵƟŽŶŝƚĐĂŶŽŌĞŶďĞĞĂƐŝĞƌ ƚŽĂĐƚŽƵƚ ƚŚĞƌĞůĂƟŽŶƐŚŝƉƐ ƚŚĂŶƚŽ ĞǆƉůĂŝŶ ƚŚĞ ĐŽŵƉůĞǆŝƟĞƐ ƚŚƌŽƵŐŚŵĞƌĞǁŽƌĚƐ

Futuretelling

ampƵƚƵƌĞƚĞůůŝŶŐŝƐĂǀĞƌƐŝŽŶŽĨƐƚŽƌǇƚĞůůŝŶŐǁŚŝĐŚ ƐŚŽǁƐ ǇŽƵƌ ƵƐĞƌƐͿ ŝŶ Ă ĨƵƚƵƌĞĐŽŶƚĞǆƚ ^ŽŵĞ ƉĂƌƟĐŝƉĂŶƚƐ ĐŽŶƐŝĚĞƌampƵƚƵƌĞƚĞůůŝŶŐ ƚŽ ďĞ ƌŽůĞͲƉůĂǇŝŶŐ Žƌ ůŝǀĞƚŚĞĂƚĞƌ ŽƌĞǀĞŶĂdsƐŝƚĐŽŵƐĐĞŶĞŝŶĂůůĐĂƐĞƐ ƚŚĞƉŽǁĞƌ ŝƐ ŝŶƉƌŽǀŝĚŝŶŐĂŶŽƚŚĞƌĨŽƌŵĂƚ ƚŽ ŝŶĨŽƌŵ ĂŶĚ ƉĞƌƐƵĂĚĞ ǇŽƵƌĂƵĚŝĞŶĐĞĂďŽƵƚĂŶĞǁŝĚĞĂdŚĞ ǀĂůƵĞ ŝƐ ƚǁŽĨŽůĚ ƚŚĞ ĂƵĚŝĞŶĐĞ

ǁŝƚŶĞƐƐĞƐ Ă ůŝǀĞ ĚĞŵŽŶƐƚƌĂƟŽŶ ŽĨ Ă ƵƐĞĐĂƐĞĂŶĚƚŚĞƉĞƌĨŽƌŵŝŶŐƚĞĂŵĐŽŵƉůĞƚĞƐĂŶ ŝŵƉŽƌƚĂŶƚ ĞǆĞƌĐŝƐĞ ŝŶ ƐĞŶƐĞͲŵĂŬŝŶŐdŚĞ ƚĞĂŵ ŵƵƐƚ ƚŚŝŶŬ ŽĨ Ă ƌĞĂůͲǁŽƌůĚƐŝƚƵĂƟŽŶ ƚŽ ƉƌĞƐĞŶƚ ƚŚĞ ŝĚĞĂ ĂŶĚ Ăůů ŝƚƐĐŽŵƉŽŶĞŶƚƐ dŚŝƐ ŵĞƚŚŽĚ ƉƌĞƐĞŶƚƐ ƚŚĞĮƌƐƚŽĐĐĂƐŝŽŶƚŽƚŚŝŶŬŽƵƚƐŝĚĞƚŚĞƐŽůƵƟŽŶĂŶĚƉŽƐŝƟŽŶŝƚŝŶĂďŝŐŐĞƌĐŽŶƚĞǆƚ

What you getzŽƵŐĂŝŶĂƐŚŽƌƚĚƌĂŵĂƟĐƉĞƌĨŽƌŵĂŶĐĞŽƌƚŚĞĂƚƌŝĐĂů ƐŬĞƚĐŚ ĂďŽƵƚ ǇŽƵƌƵƐĞƌƐͿ ŝŶ ĂĨƵƚƵƌĞĐŽŶƚĞǆƚĐƚƐĐĂŶďĞƉĞƌĨŽƌŵĞĚƚŽƐƵƉƉŽƌƚŐƌŽƵƉĐŽŵŵƵŶŝĐĂƟŽŶŽƌĐĂŶďĞƉƌĞͲƌĞĐŽƌĚĞĚĂƐƉĂƌƚŽĨ ĂďƌŽĂĚĞƌĞīŽƌƚƚŽďƵŝůĚŬŶŽǁůĞĚŐĞĂŶĚĂůŝŐŶŵĞŶƚ

Source William Cockayne 2008

Letrsquos look at an example ƚĞĂŵ ŽĨ EŽƌĚŝĐ ƌĞƐĞĂƌĐŚĞƌƐ ĨĞůƚ ƚŚĂƚŐƌŽǁŝŶŐ ĞŶĞƌŐǇ ĚĞŵĂŶĚ ĂŶĚ ĐŽŵŝŶŐĂĚǀĂŶĐĞƐ ŝŶ ĞŶĞƌŐǇ ƚĞĐŚŶŽůŽŐŝĞƐƉƌĞƐĞŶƚĞĚ Ă ĐŽŵƉĞůůŝŶŐ ďƵƐŝŶĞƐƐŽƉƉŽƌƚƵŶŝƚǇ dŚĞ ƚĞĂŵ ĚŝƐĐƵƐƐĞĚ ŝƐƐƵĞƐŝŶ ƐĐĂůĞ ĂĐĐĞƐƐŝďŝůŝƚǇ ĂŶĚ ĚŝƐƚƌŝďƵƟŽŶĂŵŽŶŐ ŽƚŚĞƌ ƚŽƉŝĐƐ ŝŶ ƚŚĞ ĞŶĞƌŐǇŝŶĚƵƐƚƌǇKŶĞ ŽĨ ƚŚĞŝƌ ĂƐƐƵŵƉƟŽŶƐ ǁĂƐ ƚŚĂƚ

ƚŚĞ ŶĂƟŽŶĂů ŵŝůŝƚĂƌǇ ǁŽƵůĚ ƐĞƌǀĞ ĂƐĂ ůĞĂĚ ĂĚŽƉƚĞƌ dŚĞ ĨƵƚƵƌĞ ƵƐĞƌ ǁĂƐ ĂƐƉĞĐŝĂůŝǌĞĚ ŵŝůŝƚĂƌǇ ŵĞĚŝĐĂů ĚŽĐƚŽƌ ŝŶŶŽƌƚŚĞƌŶƵƌŽƉĞǁŚŽǀĂůƵĞĚƐƵƐƚĂŝŶĂďůĞƐŽůƵƟŽŶƐtŚĞŶ ƚĞĂŵ ŵĞŵďĞƌƐ ƉŝĐƚƵƌĞĚ ƚŚŝƐ

ĚŽĐƚŽƌ ǁŽƌŬŝŶŐ ŽŶ ĐƌŝƟĐĂů ƐƵƌŐĞƌŝĞƐ ŽŶƚŚĞďĂƩůĞĮĞůĚĂŶĚŽƚŚĞƌƌĞŵŽƚĞůŽĐĂƟŽŶƐϭϱǇĞĂƌƐ ŝŶ ƚŚĞ ĨƵƚƵƌĞ ƚŚĞǇďĞůŝĞǀĞĚŚĞǁŽƵůĚ ďƌŝŶŐ Ă ƐŵĂůů ƉŽǁĞƌ ŐĞŶĞƌĂƚŽƌƵƐŝŶŐĂůŐĂĞƚŽŚĞůƉƉƌŽǀŝĚĞůŽĐĂůƉŽǁĞƌ Ŷ ŽƌĚĞƌ ƚŽ ƉƌĞƐĞŶƚ ƚŚŝƐ ĐŽŵƉůĞǆ

ƉŝĐƚƵƌĞ ƚŚĞ ƚĞĂŵ ĚĞǀĞůŽƉĞĚ Ă ƐŚŽƌƚ

ĐŽŵĞĚŝĐ ƉĞƌĨŽƌŵĂŶĐĞ Žƌ ƐŬŝƚ ƚŽ ƐŚŽǁƚŚĞĚŽĐƚŽƌƉĞƌĨŽƌŵŝŶŐƚŚĞƐƵƌŐĞƌǇdĞĂŵŵĞŵďĞƌƐ ƉůĂǇĞĚ ƚŚĞ ĚŽĐƚŽƌ ƉĂƟĞŶƚŵĞĚŝĐĂů ĂƐƐŝƐƚĂŶƚ ĂŶĚ ĨĞůůŽǁ ƐŽůĚŝĞƌ dŚĞǇ ƵƐĞĚ ƐŽŵĞ ƐŝŵƉůĞ ƚŚĞĂƚĞƌ ƉƌŽƉƐƐƵĐŚĂƐĂŶŵĞƌŝĐĂŶĨŽŽƚďĂůůĂƐĂƚƵŵŽƌĂŶĚ Ă ĐŽŵƉĂŶǇ ĞǀĞŶƚ ƐŝŐŶ ĂƐ Ă ƐĐĂůƉĞůǇ ĂĚĚŝŶŐ ƐŽŵĞ ůŝŐŚƚ ŚƵŵŽƌ ƚŽ ƚŚĞŝƌƌŽůĞͲƉůĂǇŝŶŐ ƚŚĞ ƚĞĂŵ ĞŶƚĞƌƚĂŝŶĞĚ ƚŚĞĂƵĚŝĞŶĐĞĂŶĚŵĂĚĞƚŚĞ ĨƵƚƵƌĞƐŝƚƵĂƟŽŶĨĞĞůŵŽƌĞŵĞŵŽƌĂďůĞ

Instructionsϭ ĞƚĞƌŵŝŶĞƚŚĞƉƌŝŵĂƌǇŶĞĞĚŽƌ

ƐŝƚƵĂƟŽŶƚŚĂƚǇŽƵƚŚŝŶŬŚĞůƉƐƐŚŽǁǇŽƵƌĨƵƚƵƌĞƵƐĞƌďĞƐƚŝŶĂƌĞĂůŝƐƟĐƐŝƚƵĂƟŽŶ

Ϯ ƌĞĂƚĞĂƐƚŽƌǇĂďŽƵƚƚŚŝƐƵƐĞƌ ƐƐŝƚƵĂƟŽŶtŚĂƚĂƌĞƚŚĞĐŝƌĐƵŵƐƚĂŶĐĞƐĂŶĚǁŚĂƚĂƌĞƚŚĞƉĞŽƉůĞŝŶǀŽůǀĞĚƚƌǇŝŶŐƚŽĂĐĐŽŵƉůŝƐŚ

ϯ ĞǀĞůŽƉĂƐŝŵƉůĞƐĐƌŝƉƚƚŚĂƚŽƵƚůŝŶĞƐĞĂĐŚƉĞƌƐŽŶ ƐĚŝĂůŽŐƵĞĂŶĚŝŶƚĞƌĂĐƟŽŶƐŝŶƚŚŝƐƐƚŽƌǇ

ϰ ĚĞŶƟĨǇĂĐƟŶŐƌŽůĞƐĨŽƌĂůůƚŚĞƚĞĂŵŵĞŵďĞƌƐ

ϱ ampŝŶĚĂŶǇƐƵƉƉŽƌƟŶŐƉƌŽƉƐƚŚĂƚŵĂǇŚĞůƉĐŽŶǀĞǇƚŚĞƐƚŽƌǇ

ϲ WƌĞƐĞŶƚǇŽƵƌƉĞƌĨŽƌŵĂŶĐĞƚŽĂůŝǀĞĂƵĚŝĞŶĐĞ

ϳ gtŝƐƚĞŶƚŽƚŚĞƌĞĂĐƟŽŶƐĂŶĚƋƵĞƐƟŽŶƐĨƌŽŵƚŚĞĂƵĚŝĞŶĐĞǁŚŝĐŚŵĂǇƐŚŽǁǁĞůůͲŽƌƵŶĚĞƌͲƉĞƌĨŽƌŵĞĚĂƌĞĂƐŝŶǇŽƵƌƉƌĞƐĞŶƚĂƟŽŶ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ ŝĚǇŽƵƌĂƵĚŝĞŶĐĞƌĞĂĐƚŝŶƚŚĞ

ǁĂǇǇŽƵĞǆƉĞĐƚĞĚͻ ŝĚǇŽƵƌĂƵĚŝĞŶĐĞĂƐŬƋƵĞƐƟŽŶƐ

ƚŚĂƚǇŽƵƌƚĞĂŵĞǆƉĞĐƚĞĚͻ tŚŝĐŚĂƐƉĞĐƚƐŽĨǇŽƵƌƐƚŽƌǇĚŝĚ

ƚŚĞĂƵĚŝĞŶĐĞĨŽĐƵƐŽŶtŚǇͻ ĨǇŽƵŚĂĚĂĐŚĂŶĐĞƚŽƉĞƌĨŽƌŵ

ƚŚĞƐŬŝƚĂŐĂŝŶǁŚĂƚǁŽƵůĚǇŽƵĐŚĂŶŐĞ

1 We decide to show the

doctor performing a critical

surgery on the battlefield

3-4 Everyone including the patient had some lines to say that conveyed the importance of using a portable energy generator2 Our story

had four roles

a doctor medical

assistant patient

and fellow soldier

5-6 We used simple props such as giant paper scalpel to help add some humor to our storytelling

Drawing insights amp implicationsdŚƌŽƵŐŚ ƚŚŝƐ ƐŝŵƉůĞ ĞǆĞƌĐŝƐĞ ƚŚĞƌĞƐĞĂƌĐŚ ƚĞĂŵ ĚŝƐĐŽǀĞƌĞĚ ƐĞǀĞƌĂů ŶĞǁŝŶƐŝŐŚƚƐ ƚŚĂƚ ƚŚĞǇ ŚĂĚ ŶŽƚ ĞǆƉĞĐƚĞĚampŝƌƐƚƚŚĞǇůĞĂƌŶĞĚŚŽǁŝŵƉŽƌƚĂŶƚŝƚǁĂƐƚŚĂƚƚŚĞǇƐŚŽǁƚŚĞŝƌƵƐĞƌďĞŚĂǀŝŶŐĂŶĚŝŶƚĞƌĂĐƟŶŐ ŝŶ Ă ƌĞĂůŝƐƟĐ ĨƵƚƵƌĞ ĐŽŶƚĞǆƚdŚĞ ƵƐĞƌ ŶĞĞĚ ďĞĐĂŵĞ ŵƵĐŚ ŵŽƌĞƉĂůƉĂďůĞƚŽƚŚĞĂƵĚŝĞŶĐĞǁŚŽŚĂĚďĞĞŶƐůŝŐŚƚůǇƐŬĞƉƟĐĂůďĞĨŽƌĞŚĞĂƌŝŶŐŽŶůǇƚŚĞǀĞƌďĂů ĚĞƐĐƌŝƉƟŽŶ EŽǁ ƚŚĞ ĂƵĚŝĞŶĐĞĐŽƵůĚ ůŝƚĞƌĂůůǇ ƐĞĞ ƚŚĞ ĨƵƚƵƌĞ ƐĐĞŶĞĂŶĚƌĞůĂƚĞĚĐŽŵƉůĞǆŝƟĞƐĂŶĚ ƚŚĞ ƚĞĂŵǁĂƐƌĞŵŝŶĚĞĚŽĨƚŚĞŽůĚĂĚĂŐĞĂƉŝĐƚƵƌĞ ŝƐǁŽƌƚŚĂϭϬϬϬǁŽƌĚƐ^ĞĐŽŶĚ ďǇ ĚĞǀĞůŽƉŝŶŐ ƚŚĞ ƐŬŝƚ ƚŚĞ

ƚĞĂŵ ůĞĂƌŶĞĚ ŵŽƌĞ ĂďŽƵƚ ƚŚĞŝƌ ƵƐĞƌ

ŵŽƌĞƚŚĂŶĂŶǇŽƚŚĞƌĂŶĂůǇƐŝƐƉƌĞǀŝŽƵƐůǇdŚĞǇ ĂůƐŽ ĚĞǀĞůŽƉĞĚ Ă ĚĞĞƉĞƌ ĞŵƉĂƚŚǇĨŽƌ ƚŚĞŝƌ ƵƐĞƌ Ŷ ŽƌĚĞƌ ƚŽ ĚĞǀĞůŽƉ ƚŚŝƐĐŚĂƌĂĐƚĞƌĨŽƌůŝǀĞƉƌĞƐĞŶƚĂƟŽŶŝƚďĞĐĂŵĞŶĞĐĞƐƐĂƌǇ ƚŽ ƵŶĚĞƌƐƚĂŶĚ ǁŚĂƚ ŝƚ ǁŽƵůĚĨĞĞůůŝŬĞƚŽďĞƐŽŵĞŽŶĞĞůƐĞdŚŝƌĚ ƚŚĞŵĞƚŚŽĚ ďƌŽƵŐŚƚ ƚŚĞ ĞŶƟƌĞ

ƚĞĂŵ ƚŽŐĞƚŚĞƌ ŝŶ ĐƌĞĂƟǀĞ ĐŽůůĂďŽƌĂƟŽŶgtŝŬĞƚŚĞĂƚĞƌ ƚŚĞƚĞĂŵŚĂĚƚŽǁŽƌŬƚŽŐĞƚŚĞƌƚŽĐƌĞĂƚĞĂƐƵĐĐĞƐƐĨƵůƉƌŽĚƵĐƟŽŶgtĂƐƚůǇ ƚŚĞ ĂƵĚŝĞŶĐĞ ĨĞĞĚďĂĐŬ ĂŶĚ

ƌĞĂĐƟŽŶ ŚĞůƉĞĚ ƚŚĞ ƚĞĂŵ ŝŵƉƌŽǀĞ ƚŚĞŝƌĐŽŵŵƵŶŝĐĂƟŽŶ dŚĞǇ ƌĞĂůŝǌĞĚ ƚŚĂƚ ƚŚĞǇĚŝĚŶƚ ŶĞĞĚ ĂŶ ĞŶĚŝŶŐ ƚŽ ƚŚĞŝƌ ƵƐĞƌ ƐƐŝƚƵĂƟŽŶĂƚƚŚŝƐƉŽŝŶƚŝŶƐƚĞĂĚƚŚĞŵĞƚŚŽĚŐĂǀĞƚŚĞŵĂĐŚĂŶĐĞƚŽůĞĂƌŶĂŶĚƉƌĂĐƟĐĞƚŚĞŐƌĞĂƚĞƌ ƐƚŽƌǇĂďŽƵƚǁŚǇĞŶĞƌŐǇǁĂƐĂŶŝŵƉŽƌƚĂŶƚŝƐƐƵĞƚŽĂĚĚƌĞƐƐ

ϭϭϵ

Once our audience sawmdashinstead of hearing us describemdashthe userrsquos need in context they began to understand the critical value of our opportunity

We gained more

empathy for the

userrsquos situation and

good design begins

by understanding

basic human needs

Everyone had a role to play

in the production and it

united us more as a team

Tips amp lessons from othersͻ ƐƚŽƌǇďĞĐŽŵĞƐƉĂƌƟĐƵůĂƌůǇ

ŵĞŵŽƌĂďůĞǁŚĞŶǇŽƵĞŶŐĂŐĞŵĞŵďĞƌƐŽĨƚŚĞĂƵĚŝĞŶĐĞŝŶƐĂĨĞƌŽůĞƐ

ͻ ƚŚĞůƉƐǁŚĞŶĞĂĐŚĐŚĂƌĂĐƚĞƌŝŶǇŽƵƌƐƚŽƌǇŚĂƐĂƐƉĞĐŝĮĐĂŐĞŶĚĂƚŚĂƚĚƌŝǀĞƐŚŝƐŚĞƌĂĐƟŽŶƐ

ͻ ^ŽŵĞƟŵĞƐŝƚŚĞůƉƐƚŽƵƐĞƐƚĞƌĞŽƚǇƉĞƐĨŽƌƐƵƉƉŽƌƟŶŐĐŚĂƌĂĐƚĞƌƐƚŽŬĞĞƉƚŚĞƐƚŽƌǇƐŝŵƉůĞ

ͻ ŽŽĚƐƚŽƌǇƚĞůůŝŶŐĂŶĚĂĐƟŶŐĂƌĞĂůůĂďŽƵƚĂĐƟŽŶĂŶĚĚŝĂůŽŐƵĞDĂŬĞƐƵƌĞǇŽƵƌĐŚĂƌĂĐƚĞƌƐƐƉĞĂŬƌĞĂůŝƐƟĐĂůůǇ ĂŶĚƚƌǇŶŽƚƚŽŵŝǆƐƚǇůĞƐŽĨƐƉĞĞĐŚĂŶĚǀŽĐĂďƵůĂƌǇƚŽŽŵƵĐŚƵŶůĞƐƐǇŽƵĂƌĞŐŽŝŶŐĨŽƌĂĐĞƌƚĂŝŶĞīĞĐƚ

ͻ hƐĞƚŚĞampƵƚƵƌĞƚĞůůŝŶŐƉĞƌĨŽƌŵĂŶĐĞĂƐĂĐŚĂŶĐĞƚŽƚĞƐƚĂŶĚŐĂƚŚĞƌĨĞĞĚďĂĐŬĂďŽƵƚǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

ͻ ŽŶƐŝĚĞƌƵƐŝŶŐĂŶĂƌƌĂƚŽƌĂƐŽŶĞŽĨƚŚĞĂĐƟŶŐƌŽůĞƐŝĨǇŽƵŶĞĞĚƚŽƉƌŽǀŝĚĞƚƌĂŶƐŝƟŽŶƐďĞƚǁĞĞŶƐƉĞĐŝĮĐƐĐĞŶĞƐŽƌƚŽĞǆƉůĂŝŶǁŚĂƚǇŽƵƌĨƵƚƵƌĞƵƐĞƌŝƐƚŚŝŶŬŝŶŐ

ͻ ŽŶƚǁŽƌƌǇĂďŽƵƚŐĞƫŶŐƚŚĞůŝŶĞƐƌŝŐŚƚDĂŶǇƉĞƌĨŽƌŵĂŶĐĞƐĂƌĞďĞƐƚŝŵƉƌŽǀŝƐĞĚƵŶĚĞƌĚĞĂĚůŝŶĞ

ͻ ^ŽŵĞǁĂǇƐƚŽĚĞƐŝŐŶĂĨƵƚƵƌĞƐĐĞŶĞŝŶĐůƵĚĞŚĂǀŝŶŐǇŽƵƌĨƵƚƵƌĞƵƐĞƌŵĞĞƚŝƚƐŽůĚĞƌǀĞƌƐŝŽŶĂƚĂďĂƌ ŽƌŚĂǀŝŶŐǇŽƵƌĨƵƚƵƌĞƵƐĞƌƚƵƌŶƚŽŝƚƐŽůĚĞƌǀĞƌƐŝŽŶĨŽƌŐĞŶĞƌĂƟŽŶĂůĂĚǀŝĐĞ

ZampgtdKEWhen do you see live

storytelling used in your

ŽƌŐĂŶŝǌĂƟŽŶŽƌŝŶĚƵƐƚƌǇWhat makes it work

Additional examples

^ĞǀĞƌĂů ltŽƌĞĂŶƐ ƉƌĞƐĞŶƚĞĚ Ă ŵŽĐŬĐŽŵŵĞƌĐŝĂů ŽŶ ŚŽǁ ŬŝŵĐŚĞĞ ĂƚƌĂĚŝƟŽŶĂů ĨĞƌŵĞŶƚĞĚ ltŽƌĞĂŶ ĚŝƐŚĐŽƵůĚďĞƚŚĞŶĞǆƚŚĞĂůƚŚƚŽŶŝĐĨŽƌƚŚĞǁŽƌůĚ

ŶĂƉƌŽǀŽĐĂƟǀĞƐĐĞŶĂƌŝŽĂŶZΘƚĞĂŵŝŶ ŶĚŝĂ ƐŚŽǁĞĚ ŚŽǁ Ă ƚǇƉŝĐĂů ƵƌďĂŶŵŝĚĚůĞĐůĂƐƐ ĨĂŵŝůǇƵƐĞĚǁĂƚĞƌďĞĨŽƌĞĂŶĚĂŌĞƌƚŚĞŝƌŶĞǁƐǇƐƚĞŵ

FUTURETELLING | METHOD WORKSHEET

WůĂŶŶŝŶŐƉŽŝŶƚ zŽƵƌƐƚŽƌǇĨƌĂŵĞǁŽƌŬ

Describe your future user in one

sentence or less What does

your user care about most

What do you want your

audience to understand about

ǇŽƵƌƵƐĞƌƐĞƐƐĞŶƟĂůŶĞĞĚƐͿ

tŚĂƚŝƐƚŚĞƐŝƚƵĂƟŽŶŝŶƚŚĞfuture Keep it to a simple

scene or two if possible

What other people (or objects)

will your user interact with in

ƚŚŝƐƐŝƚƵĂƟŽŶ

How do you want the audience

to respond at the end of the

ƐŝƚƵĂƟŽŶ

dŚĞƐŬĞƚĐŚĞƐĂŶĚƉůĂŶƐǇŽƵǁŝůůƐĞĞƚŽĚĂǇĂƌĞƐŝŵƉůǇĂƐƚĂƌƟŶŐƉŽŝŶƚŽƵƌĮƌƐƚŽǀĞƌĂůůƚŚŝŶŬŝŶŐ

ǀĞƌǇƚŚŝŶŐŝŶƚŚŝƐƌŽŽŵŵĂǇĐŚĂŶŐĞƟŵĞĂŶĚƟŵĞĂŐĂŝŶĂƐǁĞŵŽǀĞĂŚĞĂĚďƵƚƚŚĞďĂƐŝĐƉŚŝůŽƐŽƉŚǇŽĨǁŚĂƚǁĞ ƌĞƉůĂŶŶŝŶŐŝƐŐŽŝŶŐƚŽ

ƌĞŵĂŝŶǀĞƌǇŵƵĐŚĂƐŝƚŝƐƌŝŐŚƚŶŽǁ mdashWalt DisneyĞŶƚĞƌƚĂŝŶŵĞŶƚǀŝƐŝŽŶĂƌǇ

WKdƚĞůĞǀŝƐŝŽŶƐƉĞĐŝĂůϭϵϲϲͿ

SOLUTIONChaptER 5

Shortcuts

Phase III Solution 125

White Spots 127

Paper Mockups 136

Dark Horse Prototype 145

Change Paths 149

Case study Yle 158

The third phase in the Foresight Framework brings you to a solution 0UUV]H[P]LZVS[PVUZHYLZWLJPAumlJ[Vyour industry users organization and individual skills

dŚĞĮƌƐƚƚǁŽƉŚĂƐĞƐŐĂǀĞǇŽƵŐƌŽƵŶĚŝŶŐdŚĞ ƚŚŝƌĚ ƉŚĂƐĞ ƐĞĞŬƐ ƚŽ ĚĞĮŶĞ ƚŚĞƋƵĞƐƟŽŶƐ ƚŚĂƚ ĞǆŝƐƚ ĂůŽŶŐ ĚŝīĞƌĞŶƚƉĂƚŚƐ ƚŽ ŝŶŶŽǀĂƟŽŶ dŚĞ ƌĞĂƐŽŶ ǇŽƵĂƐŬ ƋƵĞƐƟŽŶƐ ŝƐ ƚŽ ŚĞůƉ ƵŶĐŽǀĞƌ ĂŶǇůŝŶŐĞƌŝŶŐ ĂƐƐƵŵƉƟŽŶƐ ĂŶĚ ĐƌŝƟĐĂů ĂƌĞĂƐƚŚĂƚ ƐƟůů ŶĞĞĚ ƚŽ ďĞ ĂĚĚƌĞƐƐĞĚ ďǇ ǇŽƵƌƚĞĂŵďĞĨŽƌĞĐŽŵŵŝƫŶŐĂŶǇƌĞƐŽƵƌĐĞƐͶĮŶĂŶĐŝĂůŚƵŵĂŶŽƌŽƚŚĞƌ dŚŝƐ ƉŚĂƐĞ ŝƐ ĨŽĐƵƐĞĚ ŽŶ ĐŽŶŶĞĐƟŶŐ

ǇŽƵƌ ǀŝĞǁ ŽĨ ƚŚĞ ĨƵƚƵƌĞ ƚŽ ƉƌĞƐĞŶƚĂĐƟŽŶ ůů ŽĨ ƚŚĞ WŚĂƐĞ ŵĞƚŚŽĚƐ ĂƌĞĚĞůŝďĞƌĂƚĞůǇ ĚĞƐŝŐŶĞĚ ƚŽ ĐŽŶǀĞƌŐĞ ĨƌŽŵŵƵůƟƉůĞƉƌŽŵŝƐŝŶŐŵĂƌŬĞƚŽƉƉŽƌƚƵŶŝƟĞƐƚŽƚŚĞƐĞůĞĐƚϭʹϮƉƌŽƉŽƐĂůƐƚŚĂƚǇŽƵǁŝůůƚĂŬĞĨŽƌǁĂƌĚĂƐŝŶŶŽǀĂƟŽŶƐŽůƵƟŽŶƐzŽƵ ǁŝůů ůĞĂƌŶ ƚŚƌĞĞ ŵĞƚŚŽĚƐ ŝŶ ƚŚŝƐ

ƉŚĂƐĞͻ tŚŝƚĞ^ƉŽƚƐͻ WĂƉĞƌDŽĐŬƵƉƐͻ ŚĂŶŐĞWĂƚŚ

Phase III Solution

PHASE III SOLUTIONdŚĞ ƚŚŝƌĚ ƉŚĂƐĞ ƐĞĞŬƐ ƚŽ ĚĞĮŶĞ ƚŚĞƋƵĞƐƟŽŶƐ ƚŚĂƚĞǆŝƐƚĂůŽŶŐĚŝīĞƌĞŶƚƉĂƚŚƐƚŽ ŝŶŶŽǀĂƟŽŶǁŚŝĐŚ ĂƌĞ ƐƉĞĐŝĮĐ ƚŽ ǇŽƵƌŝŶĚƵƐƚƌǇ ĐƵƐƚŽŵĞƌƐ ŽƌŐĂŶŝǌĂƟŽŶ ĂŶĚƚĞĂŵƐŬŝůůƐ

White SpotsĮŶĚƐŚŝĚĚĞŶŵĂƌŬĞƚƐĂŶĚƉƌŽǀŝĚĞƐĂďƌŽĂĚůŽŽŬĂƚƚŚĞĐŽŵƉĞƟƚŽƌůĂŶĚƐĐĂƉĞїƉĂŐĞϭϮϳ

Paper Mockups ĐƌĞĂƚĞƚĂŶŐŝďůĞŵŽĚĞůƐŽĨǇŽƵƌŝĚĞĂƐƚŚĂƚǇŽƵĐĂŶƚĞƐƚĂƚůŽǁĐŽƐƚĨŽƌŚŝŐŚůĞĂƌŶŝŶŐǀĂůƵĞїƉĂŐĞϭϯϲ

Change Paths ƉůŽƚƚŚĞŵĂũŽƌŵŝůĞƐƚŽŶĞƐƚŚĂƚǇŽƵǁŝůůŶĞĞĚƚŽĂĐŚŝĞǀĞŽŶǇŽƵƌƉĂƚŚƚŽĂĐƟŽŶїƉĂŐĞϭϰϵ

ƐƉĞĐŝĮĐŝƚĞƌĂƟŽŶis the Dark Horse PrototypeїƉĂŐĞϭϰϱ

YƵĞƐƟŽŶƐƚŚĂƚĚƌŝǀĞƚŚŝƐƉŚĂƐĞͻ ŽǁĐĂŶǁĞĚĞƚĞƌŵŝŶĞƚŚĞ

ŵƵůƟƉůĞƉĂƚŚƐƉŽƐƐŝďůĞƚŽŐĞƚĨƌŽŵƚŽĚĂǇƚŽƚŽŵŽƌƌŽǁ ƐĨƵƚƵƌĞŝŶŶŽǀĂƟŽŶ

ͻ gtŽŽŬŝŶŐĂƚǁŚĂƚǁĞǀĞůĞĂƌŶĞĚŚŽǁůŽŶŐĚŽĞƐĞĂĐŚƐƚĞƉƚĂŬĞĂůŽŶŐƚŚĞǀĂƌŝŽƵƐƉĂƚŚƐ

ͻ tŚĂƚĂƌĞƚŚĞĐƌŝƟĐĂůƉŽŝŶƚƐĨŽƌĐŚĂŶŐĞĂŶĚǁŚŝĐŚŽŶĞƐĂƌĞŝŶŽƵƌĐŽŶƚƌŽů

White Spots is a strategic method for studying the opportunity space KLAumlULKI`[^VZHSPLU[PZZLZ

WHY ITS HELPFULͻ dŽƐǇƐƚĞŵĂƟĐĂůůǇĮŶĚŶĞǁƐŽůƵƟŽŶ

ĂƌĞĂƐŽƌƉŽƚĞŶƟĂůŵĂƌŬĞƚƐƚŚĂƚĂƌĞƵŶŬŶŽǁŶŽƌŝŐŶŽƌĞĚďǇĐŽŵƉĞƟƟŽŶ

ͻ dŽŝĚĞŶƟĨǇƌĞůĞǀĂŶƚĚŝŵĞŶƐŝŽŶƐĨŽƌƚŚĞĨƵŶĚĂŵĞŶƚĂůǀĂůƵĞŽĨǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

WHEN TO USE ITdŚĞtŚŝƚĞ ƉŽƚƐŵĞƚŚŽĚƉƌŽǀŝĚĞƐĂƋƵŝĐŬǁĂǇƚŽŽƌŐĂŶŝǌĞĐŽŵƉĞƟŶŐƐŽůƵƟŽŶƐĂŶĚƐŝŵŝůĂƌĞǆĂŵƉůĞƐĂŐĂŝŶƐƚƚǁŽĚŝŵĞŶƐŝŽŶƐŝŶ ŽƌĚĞƌ ƚŽ ŚĞůƉ ǇŽƵ ĂƐƐĞƐƐ ĂƌĞĂƐ ŽĨƉƌŽŵŝƐŝŶŐŽƉƉŽƌƚƵŶŝƚǇtŚŝƚĞ ^ƉŽƚƐ ĂƐƐŝƐƚƐ ƚŚĞ ƐĞĂƌĐŚ ĨŽƌ

ŚŝŐŚ ŐƌŽǁƚŚ ŵĂƌŬĞƚƐ ĂŶĚ ƚŚĞ ŵĞƚŚŽĚŐƌĞǁ ĨƌŽŵ ƐŝŵŝůĂƌ ƚŽŽůƐ ƐƵĐŚ ĂƐ ƚŚĞĐƌŽƐƐͲŝŵƉĂĐƚ ŵĂƚƌŝǆ ŝŶŝƟĂůůǇ ĞƐƚĂďůŝƐŚĞĚŝŶ ƚŚĞ ϭϵϱϬƐ ƚŚĞ ŐƌŽǁƚŚͲƐŚĂƌĞ ŵĂƚƌŝǆĚĞǀĞůŽƉĞĚ ďǇ ŽƐƚŽŶ ŽŶƐƵůƟŶŐ ƌŽƵƉďĂĐŬ ŝŶ ƚŚĞ ϭϵϳϬƐ ǁŚŝĐŚ ŝŶĐůƵĚĞƐ ƚŚĞ

White Spots

ƉŽƉƵůĂƌ ƋƵĂĚƌĂŶƚ ĨŽƌ ĐĂƐŚ ĐŽǁƐͿ ĂŶĚƚŚĞďůƵĞŽĐĞĂŶƐĂƉƉƌŽĂĐŚ ŝŶ ƚŚĞϮϬϬϱďƵƐŝŶĞƐƐďŽŽŬůƵĞKĐĞĂŶ^ƚƌĂƚĞŐǇdŚĞŵĞƚŚŽĚŝƐƐƚƌƵĐƚƵƌĞĚĂƐĂϮǆϮŵĂƚƌŝǆ

ŝŶ ǁŚŝĐŚ ĞĂĐŚ ĂǆŝƐ ĚĞĮŶĞƐ ǇŽƵƌ ĚĞĐŝƐŝŽŶĐƌŝƚĞƌŝĂDŽƌĞƚŚĂŶĂĐŽŵƉĞƟƟǀĞĂŶĂůǇƐŝƐƚŚĞtŚŝƚĞ^ƉŽƚƐŵĞƚŚŽĚŚĞůƉƐǇŽƵŝƚĞƌĂƚĞǇŽƵƌ ŝĚĞĂ Ɛ ƉŽƐŝƟŽŶŝŶŐ ŚĂŶŐŝŶŐ ƚŚĞĚŝŵĞŶƐŝŽŶƐǁŝůůĐŚĂŶŐĞǇŽƵƌĐŽŵƉĞƟƟŽŶ

What you gethƐƵĂůůǇ Ă ĨĂǀŽƌĞĚ ƚŽŽů ŽĨ ĐŽŶƐƵůƚĂŶƚƐĂŶĚ ďƵƐŝŶĞƐƐ ƐƚƌĂƚĞŐŝƐƚƐ ƚŚĞ tŚŝƚĞ^ƉŽƚƐ ŵĞƚŚŽĚ ŚĞůƉƐ ǇŽƵ ƐƚƌƵĐƚƵƌĞ ǇŽƵƌĂƉƉƌŽĂĐŚƚŽĮŶĚŚŝĚĚĞŶŵĂƌŬĞƚƐĂƐǁĞůůĂƐ ƉƌŽǀŝĚĞƐ Ă ďƌŽĂĚ ůŽŽŬ Ăƚ ƚŚĞ ĞǆŝƐƟŶŐůĂŶĚƐĐĂƉĞŽĨĐŽŵƉĞƟƟŽŶdŚĞƵŶĮůůĞĚŽƌΗǁŚŝƚĞΗƐƉŽƚƐŝŶƚŚĞŵĂƚƌŝǆǁŝůůƉŽŝŶƚǇŽƵƚŽƵŶĞǆƉůŽƌĞĚŽƌŶĞǁŽƉĞŶĂƌĞĂƐ ŝŶ ƚŚĞŵĂƌŬĞƚ ampŝŶĚŝŶŐ ΗĚĂƌŬΗ ƐƉŽƚƐ ǁŝůů ƐŚŽǁĂƌĞĂƐ ŽĨ ŚŝŐŚ ŵĂƌŬĞƚ ƐĂƚƵƌĂƟŽŶ ǁŚŝĐŚŵĂǇĂůƐŽďĞǁŚĂƚǇŽƵƐĞĞŬ

128^ŽƵƌĐĞltĞǀŝŶZĞǇŶŽůĚƐ^ƚĂŶĨŽƌĚhŶŝǀĞƌƐŝƚǇ DϰϭϬϮϬϬϵ

Letrsquos look at an exampleǇŽƵŶŐĂĞƌŽŶĂƵƟĐƐĞŶŐŝŶĞĞƌŚĂĚĂůǁĂǇƐĞŶũŽǇĞĚƐƚŽƌŝĞƐŽĨŇǇŝŶŐĐĂƌƐĂŶĚŚĞǁĂƐŶŽǁŝŶĂƉŽƐŝƟŽŶƚŽƉƌŽƉŽƐĞƚŚĞĐŽŶĐĞƉƚĨŽƌƌĞĂůĨƵŶĚŝŶŐdŚĞĞŶŐŝŶĞĞƌǁĞŶƚďĂĐŬƚŽŚŝƐŽŶƚĞǆƚ

DĂƉƐĞŚĂĚĚĞǀĞůŽƉĞĚĮǀĞŵĂƉƐƐŽŚĞĐŽƵůĚďĞƩĞƌƵŶĚĞƌƐƚĂŶĚƚŚĞƌĞůĂƟŽŶƐŚŝƉƐĂŵŽŶŐĞůĞŵĞŶƚƐŌĞƌ ƌĞǀŝĞǁŝŶŐĂůů ŚŝƐŵĂƉƐŚĞƐĞůĞĐƚĞĚĐŽƐƚĂŶĚƵƟůŝƚǇĂƐƚǁŽĐƌŝƟĐĂů ĚŝŵĞŶƐŝŽŶƐ ĂƐ ƚŚĞ ďĂƐŝƐ ĨŽƌ ŚŝƐtŚŝƚĞ ^ƉŽƚƐ ĂŶĂůǇƐŝƐ ĂĐŚ ĚŝŵĞŶƐŝŽŶďĞĐĂŵĞĂŶĂǆŝƐĂŶĚŚĞĚĞĮŶĞĚŽƉƉŽƐŝŶŐĞŶĚƉŽŝŶƚƐ ĂƐ ĞǀĂůƵĂƟŽŶ ĮůƚĞƌƐ ĨŽƌ ĐŽƐƚĂŶĚƵƟůŝƚǇĞ ƌĞĐĂůůĞĚ ŚŝƐ ǁŽƌŬ Ăƚ ŽĞŝŶŐ ĂŶĚ

E^ĂŶĚĂůƐŽƐƉŽŬĞǁŝƚŚƐĞǀĞƌĂůŝŶĚƵƐƚƌǇĞǆƉĞƌƚƐ ƚŽ ŝĚĞŶƟĨǇ ĂŶĚ ŵĂƉ ŵƵůƟƉůĞĞǆĂŵƉůĞƐ ŽŶ ƚŚĞ ŵĂƚƌŝǆ Ğ ĨŽƵŶĚ ĂŶŽƉĞŶ ƐƉĂĐĞ ŽŶ ŚŝƐ ŵĂƚƌŝǆͶĂ ƉŽƚĞŶƟĂůŵĂƌŬĞƚ ŽƉƉŽƌƚƵŶŝƚǇ ĨŽƌ ƉĞƌƐŽŶĂů ŇǇŝŶŐĐĂƌƐ

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ϭϮϵ

Instructionsϭ ƌĂǁƚǁŽŝŶƚĞƌƐĞĐƟŶŐůŝŶĞƐƚŽ

ĐƌĞĂƚĞĂϮǆϮŵĂƚƌŝǆϮ ZĞǀŝƐŝƚǇŽƵƌƚĞĂŵ ƐůĂƐƚŽŶƚĞǆƚDĂƉ

ĚĞŶƟĨǇƚǁŽĚŝŵĞŶƐŝŽŶƐƚŚĂƚƐƚƌƵĐŬǇŽƵĂƐďĞŝŶŐƚŚĞŵŽƐƚŝŶƚĞƌĞƐƟŶŐŽƌŝŵƉŽƌƚĂŶƚƚŽǇŽƵƌƚĞĂŵ ƐŽǀĞƌĂůůůĞĂƌŶŝŶŐĚǀĂŶĐĞĚƚĞĂŵƐŵĂǇƐĞůĞĐƚƚŚĞŝƌƚŽƉƚǁŽĚŝŵĞŶƐŝŽŶƐǁŝƚŚŽƵƚƚŚĞĂŝĚŽĨĂŽŶƚĞǆƚDĂƉ

ϯ tƌŝƚĞŽŶĞĚŝŵĞŶƐŝŽŶŽŶƚŚĞŵĂƚƌŝǆ ƐǆͲĂǆŝƐĂŶĚƚŚĞŽƚŚĞƌŽŶƚŚĞǇͲĂǆŝƐ

ϰ ĞĮŶĞŽƉƉŽƐŝƚĞĞŶĚƉŽŝŶƚƐĨŽƌĞĂĐŚĚŝŵĞŶƐŝŽŶdŚŝƐƚĂƐŬŵĂǇƌĞƋƵŝƌĞƐĞǀĞƌĂůŝƚĞƌĂƟŽŶƐƚŽĮŶĚĂƚŚŽƵŐŚƞƵůƉĂŝƌŽĨĞŶĚƉŽŝŶƚƐdŚĞůĂďĞůƐǁŝůůĚŝƌĞĐƚĂŶĂůǇƐŝƐ

ϱ dŚĞŶƉůĂĐĞĂŶĞǆƚƌĞŵĞĞǆĂŵƉůĞŝŶĞĂĐŚŵĂƚƌŝǆ ƐĐŽƌŶĞƌďĂƐĞĚŽŶǇŽƵƌĂǆĞƐdŚĞĐŽƌŶĞƌĞǆĂŵƉůĞƐǁŝůůŚĞůƉĂŶĐŚŽƌǇŽƵƌĂŶĂůǇƐŝƐĨǇŽƵĐĂŶƚŝĚĞŶƟĨǇĂŶǇĞǆĂŵƉůĞƐŐŽďĂĐŬƚŽƐƚĞƉϯƚŽƚƌǇĂĚŝīĞƌĞŶƚƐĞƚŽĨĞŶĚƉŽŝŶƚƐĨĂůůĞŶĚƉŽŝŶƚƐƉƌŽǀĞĨƌƵŝƚůĞƐƐƚŚĞŶŐŽďĂĐŬƚŽƐƚĞƉϮ

ĂŶĚƉŝĐŬĂŶŽƚŚĞƌĐŽŵďŝŶĂƟŽŶŽĨĚŝŵĞŶƐŝŽŶƐ

ϲ ŌĞƌǇŽƵŚĂǀĞƉůŽƩĞĚĂƚůĞĂƐƚŽŶĞĞǆĂŵƉůĞŝŶĞĂĐŚƋƵĂĚƌĂŶƚƉůĂĐĞŽƚŚĞƌĞǆĂŵƉůĞƐĂƚǀĂƌŝŽƵƐƉŽŝŶƚƐŝŶƚŚĞŵĂƚƌŝǆzŽƵƌŐŽĂůŝƐƚŽĐŽŵƉůĞƚĞĂƐŵƵĐŚŽĨƚŚĞŵĂƚƌŝǆĂƐƉŽƐƐŝďůĞĂƌŬƐƉŽƚƐǁŚŝĐŚŚĂǀĞŵĂŶǇĞǆĂŵƉůĞƐŽƌĞǆĂŵƉůĞĐůƵƐƚĞƌƐƌĞƉƌĞƐĞŶƚĂƌĞĂƐŽĨŚŝŐŚĐŽŵƉĞƟƟŽŶĂŶĚŵĂƌŬĞƚƐĂƚƵƌĂƟŽŶ

ϳ ampŝŶĚĂƌĞĂƐŝŶƚŚĞŵĂƚƌŝǆƚŚĂƚůĂĐŬĞǆĂŵƉůĞƐdŚĞƐĞĂƌĞĂƐǁŝůůĂƉƉĞĂƌĂƐĞŵƉƚǇǁŚŝƚĞƐƉŽƚƐŝŶǇŽƵƌŵĂƚƌŝǆĂŶĚƚŚĞǇƌĞƉƌĞƐĞŶƚƉŽƐƐŝďůĞŵĂƌŬĞƚŽƉƉŽƌƚƵŶŝƟĞƐ

ϴ ŝƌĐůĞŽŶĞǁŚŝƚĞĂƌĞĂƚŚĂƚŵŽƐƚƐƚƌŝŬĞƐǇŽƵƌƚĞĂŵŝīĞƌĞŶƚƚĞĂŵƐǁŝůůĂƉƉůǇĚŝīĞƌĞŶƚĞǀĂůƵĂƟŽŶĮůƚĞƌƐďĂƐĞĚŽŶƚŚĞŝƌƌĞƐƉĞĐƟǀĞĐŽŵƉĂŶǇƉƌŝŽƌŝƟĞƐŐƌŽƵƉŐŽĂůƐĂŶĚŽƚŚĞƌŶĞĞĚƐ

ϵ ĞƐĐƌŝďĞĂĨƵƚƵƌĞǀŝƐŝŽŶƚŚĂƚĐŽƵůĚĞǆŝƐƚŝŶƚŚŝƐƐƉĂĐĞtŚĂƚǁŽƵůĚƚŚĞǁŽƌůĚůŽŽŬůŝŬĞtŚĂƚƚǇƉĞƐŽĨƐŽůƵƟŽŶƐĮƚďĞƐƚŚĞƌĞ

1 I start by drawing

a big cross

2-3 I pick cost and utility as the top two dimensions from my previous Context Maps to create my two axes

4 I decide to start simply

with military and

civilian as endpoints for

utility against high and

low cost

5 I identify an extreme example for each quadrantrsquos corner to pretest the matrix

6 I add many examples on the matrix using arrows to show movement

7-9 I mark one white spot

and ponder what could

realistically exist today

as a new industry visionSource Kevin Reynolds Stanford University ME410 2009

Drawing insights amp implicationsdŚĞĞŶŐŝŶĞĞƌǁŝƐŚĞĚƚŽďĞƚĂŬĞŶƐĞƌŝŽƵƐůǇďǇƉŽƚĞŶƟĂůŝŶǀĞƐƚŽƌƐĂŶĚƉĂƌƚŶĞƌƐƐŽŚĞĚĞĐŝĚĞĚ ƚŽŽŵŝƚƉŽƉƵůĂƌĞǆĂŵƉůĞƐ ĨƌŽŵƚŚĞ ŵŽǀŝĞƐ ĂŶĚ ƐĐŝĞŶĐĞ ĮĐƟŽŶ ƐƚŽƌŝĞƐŝŶ ŚŝƐ ŵĂƚƌŝǆ Ǉ ĨŽĐƵƐŝŶŐ ŽŶ ƐŽůƵƟŽŶƐĂǀĂŝůĂďůĞ ŝŶ ƚŚĞ ŵĂƌŬĞƚ ŚĞ ĐŽŶĮƌŵĞĚƚŚĂƚ ĐŝǀŝůŝĂŶ ƚƌĂŶƐƉŽƌƚ ĂŝƌĐƌĂŌ ƚĞŶĚĞĚ ƚŽďĞůĞƐƐĞǆƉĞŶƐŝǀĞƚŚĂŶŵŝůŝƚĂƌǇƐŽůƵƟŽŶƐůĂƌŐĞůǇ ƐŝŶĐĞ ǁĂƌƟŵĞ ĚĞŵĂŶĚ ŵĂŬĞƐĐŽƐƚůĞƐƐĂƉƌŝŽƌŝƚǇŶ ĂĚĚŝƟŽŶ ŚĞ ƵƐĞĚ ƚŚĞtŚŝƚĞ ^ƉŽƚƐ

ŵĂƚƌŝǆĂƐĂĐŽŵŵƵŶŝĐĂƟŽŶĂŝĚƚŚĞůƉĞĚŚŝŵ ƚŽ ĞǆƉůĂŝŶ ƚŚĞ ŵĂƌŬĞƚ ŶĞĞĚ ĂŶĚƟŵŝŶŐ ŽĨ ŚŝƐ ǀŝƐŝŽŶ ƚŽ ƐĞǀĞƌĂů ƌĞƐĞĂƌĐŚĐŽůůĞĂŐƵĞƐǁŚŽǁĞƌĞƵŶĨĂŵŝůŝĂƌǁŝƚŚƚŚĞĂĞƌŽƐƉĂĐĞ ĂŶĚ ĂƵƚŽŵŽƟǀĞ ŝŶĚƵƐƚƌŝĞƐdŚĞ ĞŶŐŝŶĞĞƌ ǁĂƐ ĂďůĞ ƚŽ ƉƌĞƐĞŶƚ ĂĐŽŵƉůĞǆƉŝĐƚƵƌĞĞĂƐŝůǇ ĞƐƉĞĐŝĂůůǇƐŚŽǁŝŶŐƚŚĞ ŝŵƉŽƌƚĂŶƚ ƌŽůĞ ŽĨ ƚŚĞ ŵĞƌŝĐĂŶŵŝůŝƚĂƌǇŝŶďŽƚŚůĞĂĚŝŶŐĂŶĚĨƵŶĚŝŶŐŶĞǁƚĞĐŚŶŽůŽŐŝĞƐĨŽƌĚƵĂůͲƵƐĞĂŝƌĐƌĂŌ

tŝƚŚ ƚŚĞ ŚĞůƉ ŽĨ ƚŚĞ tŚŝƚĞ ^ƉŽƚƐŵĂƉƉŝŶŐ ƚŚĞ ĞŶŐŝŶĞĞƌ ĐŽƵůĚ ũƵƐƟĨǇŵŽƌĞĐůĞĂƌůǇǁŚǇƚŚĞƚǁŽĚŝŵĞŶƐŝŽŶƐŽĨƵƟůŝƚǇ ĂŶĚ ĐŽƐƚ ǁĞƌĞ ĂƉƉƌŽƉƌŝĂƚĞ ĮůƚĞƌƐƚŽĞǀĂůƵĂƚĞƚŚŝƐŵĂƌŬĞƚŽƉƉŽƌƚƵŶŝƚǇdŚĞŐƌŽƵƉ ĚŝƐĐƵƐƐŝŽŶ ƌĂŝƐĞĚ ŽƚŚĞƌ ĚƌŝǀĞƌƐĂŶĚ ŝƐƐƵĞƐ ƐƵĐŚĂƐ ƐĂĨĞƚǇ ƌĞƋƵŝƌĞŵĞŶƚƐƚŚĂƚ ǁŽƵůĚ ďĞ ĐƌŝƟĐĂů ƚŽ ƚŚĞ ƐƵĐĐĞƐƐĨƵůĂĚŽƉƟŽŶĂŶĚƵƐĞŽĨƉĞƌƐŽŶĂůŇǇŝŶŐĐĂƌƐŝŶƚŚĞŵŝĚͲƚŽĨĂƌĨƵƚƵƌĞƌŵĞĚ ǁŝƚŚ ƚŚŝƐ ŬŶŽǁůĞĚŐĞ ĂƐ ǁĞůů

ĂƐ ƉƌĂĐƟĐĞ ƉƌĞƐĞŶƟŶŐ ŚŝƐ ĐŽŶĐĞƉƚƚŚĞ ĞŶŐŝŶĞĞƌ ƐŽŽŶ ĞǆĐŝƚĞĚ ƐĞǀĞƌĂůŽƌŐĂŶŝǌĂƟŽŶƐ ƚŚĂƚ ǁĞƌĞ ĞǆƉůŽƌŝŶŐ ƚŚĞŵĂƌŬĞƚƐƉĂĐĞŶƚŚĞĞŶĚŚĞƌĞĐĞŝǀĞĚƚǁŽƵŶĞǆƉĞĐƚĞĚ ũŽď ŽīĞƌƐ ĂŶĚ ƚŚĞ ĐŚĂŶĐĞƚŽ ĂƉƉůǇ ĨŽƌ ĨƵŶĚŝŶŐ ŝŶ Ă ŐŽǀĞƌŶŵĞŶƚƉƌŽŐƌĂŵ

ŌĞƌ ǇŽƵƌ ƚĞĂŵ ŚĂƐ ĐŽŵƉůĞƚĞĚ ĂŶŝŶŝƟĂůĂŶĂůǇƐŝƐǁĞƐƵŐŐĞƐƚǇŽƵƌĞŇĞĐƚďƌŝĞŇǇ ŽŶ ǁŚĂƚ ǇŽƵ ŚĂǀĞ ůĞĂƌŶĞĚ ŝŶƚŚĞƉƌŽĐĞƐƐĞƌĞĂƌĞ ƐŽŵĞƋƵĞƐƟŽŶƐƚŽ ĨƌĂŵĞ ǇŽƵƌ ŐƌŽƵƉ Ɛ ĚŝƐĐƵƐƐŝŽŶ ĂŶĚĂĚǀĂŶĐĞǇŽƵƌƚŚŝŶŬŝŶŐ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚĚŝŵĞŶƐŝŽŶƐĂǆĞƐͿĂŶĚ

ĞŶĚƉŽŝŶƚƐĚŝĚǇŽƵƌƚĞĂŵƐƚƌƵŐŐůĞǁŝƚŚtŚǇ

ͻ ŽƵůĚǇŽƵĂĚĚŵŽƌĞĞǆĂŵƉůĞƐĨƌŽŵŽƚŚĞƌĐŽƵŶƚƌŝĞƐ ŵŽǀŝĞƐƐĐŝĞŶĐĞĮĐƟŽŶ ĂŶĚǇŽƵƌƉĞƌƐŽŶĂůůŝǀĞƐ ŽǁĚŽƚŚĞƐĞĞǆĂŵƉůĞƐĐŚĂŶŐĞƚŚĞƚǇƉĞƐŽĨƐŽůƵƟŽŶƐďĞŝŶŐŝŶƚƌŽĚƵĐĞĚƚŽƚŚĞŵĂƌŬĞƚ

ͻ ŽĞƐǇŽƵƌƚĞĂŵŬŶŽǁĂŶǇĞǆƉĞƌƚƐǁŚŽĐŽƵůĚĐŽŵƉůĞƚĞŽƌĐŚĞĐŬǇŽƵƌĂŶĂůǇƐŝƐ

ͻ ŽĐĞƌƚĂŝŶƚǇƉĞƐŽĨƐŽůƵƟŽŶƐĚŽŵŝŶĂƚĞƚŚĞůĂŶĚƐĐĂƉĞ ŽǁŵŝŐŚƚǇŽƵƌƚĞĂŵĐŚĂƌĂĐƚĞƌŝǌĞŽƌĐĂƚĞŐŽƌŝǌĞƚŚŽƐĞƐŽůƵƟŽŶĐůƵƐƚĞƌƐ

Although I developed a Progression Curve of flying cars from the movies and books I focus on real solutions in my White Spots analysis

This 2x2 visual helped

me tell a complex story

about the market

opportunity and

competition in terms of

the two biggest criteria of

cost and useSource Kevin Reynolds Stanford University ME410 2009

Tips amp lessons from othersͻ ĚĞŶƟĨǇĞŶĚƉŽŝŶƚƐƚŚĂƚĂƌĞƵŶƵƐƵĂů

ĐŽŶƚƌĂƐƚƐŽƌƉƌŽǀŽĐĂƟǀĞƐƵĐŚĂƐĨĂĐƚƵĂůƉĞƌĐĞŝǀĞĚ ǁŚŝĐŚŵĂǇŐĞŶĞƌĂƚĞƵŶĞǆƉĞĐƚĞĚŝŶƐŝŐŚƚƐ

ͻ gtĂďĞůŝŶŐƚŚĞĂǆĞƐŝƐƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƉĂƌƚŽĨtŚŝƚĞ^ƉĂĐĞƐdƌǇƚŽĂǀŽŝĚǀĂůƵĞͲĚƌŝǀĞŶũƵĚŐŵĞŶƚƐĨŽƌƚŚĞĞŶĚƉŽŝŶƚƐƐƵĐŚĂƐŶĞŐĂƟǀĞŽƌďĞƩĞƌ ǁŚŝĐŚĐĂŶƵŶĨĂŝƌůǇŝŶŇƵĞŶĐĞŚŽǁǇŽƵƌƚĞĂŵĞǀĂůƵĂƚĞƐĞǆĂŵƉůĞƐ

ͻ ŽŶƚƐƚƌĞƐƐŝĨǇŽƵƌĞŶĚƉŽŝŶƚƐŽƌĚŝŵĞŶƐŝŽŶƐĂƌĞŶŽƚůĞĂĚŝŶŐƚŽĂĨƌƵŝƞƵůŐƌŽƵƉĚŝƐĐƵƐƐŝŽŶŶƐƚĞĂĚĚƌŽƉƚŚĞŵĂŶĚƐƚĂƌƚŽǀĞƌǁŝƚŚĂĚŝīĞƌĞŶƚƐĞƚ

ͻ hƐĞĂƌƌŽǁƐĨŽƌĂŶǇĞǆĂŵƉůĞƐƚŚĂƚĮƚĂĐƌŽƐƐŵƵůƟƉůĞƉŽŝŶƚƐŝŶƚŚĞŵĂƚƌŝǆƚŽŚĞůƉǇŽƵƐŚŽǁĐŚĂŶŐĞ

ͻ ŽǇŽƵŚĂǀĞĂŐƵƚƐĞŶƐĞŽĨǁŚĂƚĂŶŽƉƉŽƌƚƵŶŝƚǇĐŽƵůĚďĞĂůƌĞĂĚǇdƌǇƚŽƌĞǀĞƌƐĞĞŶŐŝŶĞĞƌƚŚĞtŚŝƚĞ^ƉŽƚƐĂŶĂůǇƐŝƐƚŽƐƵƉƉŽƌƚǇŽƵƌŚǇƉŽƚŚĞƐŝƐĂŶĚƐĞĞŝĨĂŶǇŶĞǁŐĂƉƐĂƌĞƵŶĐŽǀĞƌĞĚ

ZampgtdKEBefore your team picks

which two dimensions would

you start your analysis with

Additional examples

Ŷ ŵĞƌŝĐĂŶ ƚĞĂŵ ƌĞǀŝĞǁĞĚ ƚŚĞ ŵĂƌŬĞƚ ĨŽƌ ĂĚƵůƚĐŽŶƟŶƵŝŶŐ ĞĚƵĐĂƟŽŶ ƚŽ ƐĞĞ ǁŚŝĐŚ ĐŽŵƉĞƟƚŽƌƐĞŶŚĂŶĐĞĚŽƌƐŝŵƉůŝĮĞĚƚŚĞůĞĂƌŶŝŶŐĞǆƉĞƌŝĞŶĐĞ

ƵƌŽƉĞĂŶ ƚĞĂŵ ĞǀĂůƵĂƚĞĚ ǀĂƌŝŽƵƐ ĞǆĂŵƉůĞƐ ŽĨ ƉĞƌƐŽŶĂůďĂŶŬŝŶŐƐĞƌǀŝĐĞƐĐŽĚĞĚďǇĐŽůŽƌ ĂůŽŶŐƚŚĞƚǁŽĂǆĞƐŽĨŶĞĞĚƐĂŶĚĐŽŵƉůŝĂŶĐĞ

WHITE SPOTS | method worksheet

Paper Mockups asks participants to physically model a future system

When to use itͻ dŽďĞƩĞƌƵŶĚĞƌƐƚĂŶĚĂŶĂŵďŝŐƵŽƵƐ

ŝŶŶŽǀĂƟŽŶĐŽŶĐĞƉƚͻ dŽǀŝƐƵĂůůǇĐŽŵŵƵŶŝĐĂƚĞĂŶĞǁ

ŝŶŶŽǀĂƟŽŶƉƌŽƉŽƐĂůƚŽŽƚŚĞƌƐͻ dŽĞŶƐƵƌĞƌĂƉŝĚĐǇĐůĞƐŽĨĨĞĞĚďĂĐŬ

ĂŶĚůĞĂƌŶŝŶŐͻ dŽƌĂůůǇƐƵƉƉŽƌƚĨŽƌĂŶĞǁŝĚĞĂǁŝƚŚ

ƚŚŽƐĞĂƌŽƵŶĚǇŽƵ

Why itrsquos helpfulampŝƌƐƚ ƚŚĞ WĂƉĞƌDŽĐŬƵƉƐŵĞƚŚŽĚ ŚĞůƉƐǇŽƵ ƚŽ ůŝƚĞƌĂůůǇ ƐĞĞǁŚĂƚ ǇŽƵ ĂƌĞ ĚŽŝŶŐzŽƵĐŽŶŶĞĐƚǇŽƵƌŵŝŶĚƚŽǇŽƵƌŚĂŶĚƐďǇƚĂŬŝŶŐĂĚǀĂŶƚĂŐĞŽĨƉŚǇƐŝĐĂůĨŽƌŵĞǇŽŶĚĂ ŵĞŶƚĂů ƉŝĐƚƵƌĞ ŽĨ ǇŽƵƌ ŝĚĞĂ ǇŽƵ ǁŝůůŚĂǀĞ ƉŚǇƐŝĐĂůůǇ ŵĂƚĞƌŝĂůŝǌĞĚ ƚŚĞ ŝĚĞĂ ƐĐŽŵƉůĞǆ ŝŶƚĞƌĂĐƟŽŶƐ ĂŶĚ ƌĞůĂƟŽŶƐŚŝƉƐƚŚĂƚ ƵŶĚĞƌůŝĞ ƚŚĞ ƵƐĞƌ ĞǆƉĞƌŝĞŶĐĞWƌŽƚŽƚǇƉŝŶŐŵĂŬĞƐĂŶĂďƐƚƌĂĐƚŝĚĞĂŵŽƌĞƌĞĂůĂŶĚĂĐĐĞƐƐŝďůĞƚŽŽƚŚĞƌƐ^ĞĐŽŶĚǇŽƵŐĂŝŶĂƚĂŶŐŝďůĞƉƌŽƉhƐĞƌƐ

ĂƌĞ ŐŽŽĚ Ăƚ ƐƵƐƉĞŶĚŝŶŐ ƚŚĞŝƌ ĚŝƐďĞůŝĞĨǁŚĞŶƐĞĞŝŶŐĂ ƌŽƵŐŚŵŽĚĞůŵĂĚĞ ĨƌŽŵƉĂƉĞƌ ĂŶĚ ŽƚŚĞƌ ƐŝŵƉůĞ ŽďũĞĐƚƐ ĞĨŽƌĞ

Paper Mockups

ǇŽƵŚĂǀĞĂĐŚĂŶĐĞƚŽǀĞƌďĂůŝǌĞǇŽƵƌŝĚĞĂĂŐŽŽĚŵŽĐŬƵƉǁŝůůŐĞŶĞƌĂƚĞƌĞĂĐƟŽŶƐĂŶĚƋƵĞƐƟŽŶƐ ĨƌŽŵ ŽƚŚĞƌƐ ŐƌĞĂƚ ŵŽĐŬƵƉǁŝůůĐĂƵƐĞƉĞŽƉůĞƚŽĂƐŬǁŚǇĚŽĞƐŶƚƚŚŝƐĨƵƚƵƌĞĂůƌĞĂĚǇĞǆŝƐƚƚŽĚĂǇdŚŝƌĚǇŽƵƐĂǀĞŵŽŶĞǇǇƵƐŝŶŐƉĂƉĞƌ

ĂŶĚ ŽƚŚĞƌ ŽĸĐĞ ƐƵƉƉůŝĞƐ ǇŽƵ ŐĂŝŶ ĂĐŚĞĂƉǁĂǇ ƚŽƉƌĞͲƚĞƐƚĂŶ ŝĚĞĂďĞĨŽƌĞ ŝƚďĞĐŽŵĞƐ ƚŽŽ ĨŽƌŵĂůŝǌĞĚ Žƌ ƌĞƐŽƵƌĐĞͲŝŶƚĞŶƐŝǀĞ dŽĚĂǇƐ ŝŶŶŽǀĂƟŽŶ ĐŽƐƚƐƵƐƵĂůůǇůŝĞŝŶďƵŝůĚŝŶŐĂŶĚǀĞƌŝĨǇŝŶŐǁŚĂƚŚĂƐ ĞĐŽŶŽŵŝĐ ǀĂůƵĞ ƐŝŵƉůĞ ƉĂƉĞƌĚĞƐŝŐŶ ŝƐ ŽŌĞŶ ƚŚĞ ďĞƐƚ ǁĂǇ ƚŽ ƐƚĂƌƚĂ ĚŝĂůŽŐƵĞ ǁŝƚŚ ƉŽƚĞŶƟĂů ƵƐĞƌƐ ĂŶĚƚĞƐƚ ǇŽƵƌ ŝĚĞĂƐ ǀĂůƵĞ ĞĂƌůǇ ǁŝƚŚ ůŝƩůĞĐŽŵŵŝƚŵĞŶƚ Ɛ dŚŽŵĂƐ ĚŝƐŽŶ ŽŶĐĞũŽŬĞĚtĞŶŽǁŬŶŽǁĂ ƚŚŽƵƐĂŶĚǁĂǇƐŶŽƚƚŽďƵŝůĚĂůŝŐŚƚďƵůď

What you getdŚĞ ƉƌŽǀĞƌďŝĂů ŵŽĐŬͲƵƉ ŝƐ ƚŚĞ ƉĂƉĞƌĂŝƌƉůĂŶĞtŝƚŚWĂƉĞƌDŽĐŬƵƉƐǇŽƵŐĞƚĂƚĂŶŐŝďůĞ ϯ ƌĞƉƌĞƐĞŶƚĂƟŽŶ ŽĨ ǇŽƵƌ ŝĚĞĂƚŚĂƚǇŽƵĐĂŶĂŶŶŽƚĂƚĞƐŚĂƌĞĂŶĚƌĞďƵŝůĚĂƚůŽǁĐŽƐƚĨŽƌŚŝŐŚůĞĂƌŶŝŶŐǀĂůƵĞ

Source Ming-Li Chai 2008

Letrsquos look at an example ĐŽƌƉŽƌĂƚĞ ZΘ ƚĞĂŵ ĚĞǀĞůŽƉĞĚ ĂWĂƉĞƌDŽĐŬƵƉĨŽƌĂŶĞǁŝŶŶŽǀĂƟŽŶŝĚĞĂǁŚŝĐŚǁŽƵůĚďĞǀĞƌǇĚŝīĞƌĞŶƚƚŚĂŶƚŚĞŝƌĐŽŵƉĂŶǇ Ɛ ƵƐƵĂů ƚĞĐŚŶŽůŽŐǇ ƉƌŽĚƵĐƚƐdŚĞǇŝŵĂŐŝŶĞĚĂŶĞǁƌĞĂůĞƐƚĂƚĞƐĞƌǀŝĐĞďĂƐĞĚŽŶƐŽĐŝĂůŶĞƚǁŽƌŬƐƚŚĂƚǁŽƵůĚďĞďƵŝůƚŽŶĂĐŽŶƐƵŵĞƌƚĞĐŚŶŽůŽŐǇƉůĂƞŽƌŵdŚĞ ƉƌŽƚŽƚǇƉĞ ǁĂƐ ƐŝŵƉůǇ ŵĂĚĞ ĨƌŽŵĐŽůŽƌĞĚ ĐŽŶƐƚƌƵĐƟŽŶ ƉĂƉĞƌ ƐƚƌŝŶŐĐŚŝůĚƌĞŶ ƐŵŽĚĞůŝŶŐĚŽƵŐŚ ƐƟĐŬĞƌƐĂŶĚĐƌĂŌ ƉŝƉĞ ĐůĞĂŶĞƌƐ dŚĞ ƚĞĂŵ ĐƌĞĂƚĞĚ ĂƐĞůĞĐƟŽŶ ŽĨ ŚŽƵƐĞƐ ŝŶ Ă ŶĞŝŐŚďŽƌŚŽŽĚƐŽŵĞŽĨǁŚŝĐŚǁĞƌĞŵĂƌŬĞĚĨŽƌƐĂůĞ

ĂƐĞĚŽŶh^ĚĞŵŽŐƌĂƉŚŝĐĚĂƚĂƚŚĞǇŬŶĞǁ ŶĞƚǁŽƌŬƐ ŽĨ ǇŽƵŶŐ ĨƌŝĞŶĚƐ ƐŚĂƌĞƚŚĞŝƌ ƌĞĐŽŵŵĞŶĚĂƟŽŶƐ ĂďŽƵƚ ŐŽŽĚŶĞŝŐŚďŽƌŚŽŽĚƐ Ŷ ƚŚĞŝƌ ƉƌŽƚŽƚǇƉĞ ƚŚĞƚĞĂŵŵŽĚĞůĞĚĂŐƌŽƵƉŽĨƉĞŽƉůĞ ůŝŶŬĞĚƚŽŐĞƚŚĞƌ ƚŚƌŽƵŐŚ Ă ĐŽŵďŝŶĂƟŽŶ ŽĨƉƌŽĨĞƐƐŝŽŶĂů ĂŶĚ ƉĞƌƐŽŶĂů ĐŽŶŶĞĐƟŽŶƐdŚŝƐ ŐƌŽƵƉǁŽƵůĚ ƌĞĐĞŝǀĞ ƌĞŐƵůĂƌ ƐƚĂƚƵƐƵƉĚĂƚĞƐĂďŽƵƚƚŚĞůŽĐĂůƉƌŽƉĞƌƟĞƐĞĨŽƌĞƉůĂŶŶŝŶŐĂŵŽƌĞĨŽƌŵĂůƉƌŽƉŽƐĂů

ƚŚĞƚĞĂŵƵƐĞĚƚŚĞŝƌWĂƉĞƌDŽĐŬƵƉƚŽŚĞůƉƚĞƐƚ ƚŚĞ ŝĚĞĂ ǁŝƚŚ ĨƌŝĞŶĚůǇ ĐŽůůĞĂŐƵĞƐ ŝŶƚŚĞŝƌ ƌĞƐĞĂƌĐŚ ĚŝǀŝƐŝŽŶ dŚŝƐ ŐĂǀĞ ƚŚĞŵŵŽƌĞĨĞĞĚďĂĐŬĂďŽƵƚǁŚĂƚƚŽŝŵƉƌŽǀĞ

Instructionsϭ ĞĐŝĚĞǁŚĂƚǇŽƵǁĂŶƚƚŽďƵŝůĚŽƌ

ƚĞƐƚĂƐĂŵŽĐŬƵƉampŽƌĞǆĂŵƉůĞǇŽƵƌŵŽĐŬƵƉĐŽƵůĚďĞƚŚĞĞŶƟƌĞƐǇƐƚĞŵŽĨĐŽŵƉŽŶĞŶƚƐŽƌĂŵŽĚĞůŽĨĂůůƚŚĞŝŶƚĞƌĂĐƟŽŶƐŝŶǇŽƵƌŝĚĞĂ

Ϯ ampŝŶĚƐŽŵĞĐŚĞĂƉƉƌŽƚŽƚǇƉŝŶŐŵĂƚĞƌŝĂůƐŶĞĂƌďǇ ƐƵĐŚĂƐĚŝƐĐĂƌĚĞĚƉĂƉĞƌĂŶĚƉůĂƐƟĐĐƵƉƐ

ϯ EĞǆƚďƌŝŶŐǇŽƵƌĐŽŶĐĞƉƚƚŽůŝĨĞďǇďƵŝůĚŝŶŐŝƚĂƐĂƚŚƌĞĞͲĚŝŵĞŶƐŝŽŶĂůŽďũĞĐƚŽƌĂƌƟĨĂĐƚ

ϰ ^ŚĂƌĞǇŽƵƌŵŽĐŬƵƉǁŝƚŚƐŽŵĞŽŶĞĨŽƌĨĞĞĚďĂĐŬ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚĂƐƉĞĐƚƐŽĨǇŽƵƌƉƌŽƚŽƚǇƉĞ

ĚŝĚƚŚĞĂƵĚŝĞŶĐĞĨŽĐƵƐŽŶtŚǇ

ͻ tŚŝĐŚĞůĞŵĞŶƚƐŽĨǇŽƵƌŝĚĞĂĚŝĚǇŽƵƌƚĞĂŵůĞĂǀĞŽƵƚŽĨǇŽƵƌƉƌŽƚŽƚǇƉĞtŚǇ

ͻ tŚŝĐŚƉĂƌƚƐŽĨƚŚĞƉƌŽƚŽƚǇƉĞĞǆŝƐƚƚŽĚĂǇ ĂŶĚǁŚŝĐŚƉĂƌƚƐŶĞĞĚƚŽďĞďƵŝůƚtŚŝĐŚƉŝĞĐĞƐĐĂŶŶŽƚĞǆŝƐƚƚŽĚĂǇ

ͻ ŽǁƐŚŽƵůĚǇŽƵĚŽĐƵŵĞŶƚĂŶĚĐĂƉƚƵƌĞƚŚĞůĞƐƐŽŶƐĨƌŽŵďƵŝůĚŝŶŐĂŶĚƉƌĞƐĞŶƟŶŐƚŚŝƐƉƌŽƚŽƚǇƉĞ

ϭϯϵ

1 We choose to build the

entire system because we

want to understand how

the various parts interact

2-3 We use materials nearby to build quickly including string and colored paper

4 One of our team members sits down to explain our idea to a group of colleagues

Drawing insights amp implicationsŶ ŝŵŵĞĚŝĂƚĞ ůĞƐƐŽŶ ǁĂƐ ƚŚĂƚ ďƵŝůĚŝŶŐĂŶ ŝĚĞĂ ŵĂŬĞƐ ŝƚ ŵŽƌĞ ƌĞĂů ƐŽŵĞŚŽǁdŚĞZΘƚĞĂŵǁŽƌŬĞĚƐŽŽŌĞŶŽŶĚŝŐŝƚĂůĚĞǀŝĐĞƐĂŶĚŝŶƚŚĞŝƌŚĞĂĚƐƚŚĂƚƚŚĞǇĨŽƌŐŽƚŚŽǁ ŝŵƉŽƌƚĂŶƚ ĂŶĚ ĨƌĂŶŬůǇ ƐĂƟƐĨǇŝŶŐͿƚĂĐƟůĞĐƌĂŌƐŵĂŶƐŚŝƉĐĂŶďĞǇ ŵĂŬŝŶŐ ƚŚĞŝƌ ŝĚĞĂ ƚĂŬĞ ƉŚǇƐŝĐĂů

ƐŚĂƉĞƚŚĞǇĂůƐŽƵŶĚĞƌƐƚŽŽĚŵŽƌĞĂďŽƵƚƚŚĞĚŝīĞƌĞŶƚƌĞůĂƟŽŶƐŚŝƉƐĞǆŝƐƟŶŐĂŵŽŶŐƚŚĞ ǀĂƌŝŽƵƐ ĐŽŵƉŽŶĞŶƚƐ ampŽƌ ĞǆĂŵƉůĞǁŚŝůĞ ďƵŝůĚŝŶŐ ƚŚĞ ƉĂƉĞƌ ŚŽƵƐĞƐ ƚŚĞǇƌĞĂůŝǌĞĚ ƚŚĂƚ ƚŚĞŶĞƚǁŽƌŬŽĨ ƉĞŽƉůĞĚŝĚŶŽƚŚĂǀĞƚŽůŝǀĞŶĞĂƌďǇƚŽƚŚĞŚŽƵƐĞƐŶŽƌĚŝĚĂůůƚŚĞƉĞŽƉůĞŚĂǀĞƚŽďĞůŽĐĂůƉƌŽƉĞƌƚǇŽǁŶĞƌƐŽƌƉŽƚĞŶƟĂůďƵǇĞƌƐ^ŽŵĞƉĞŽƉůĞŵŝŐŚƚďĞĐůŽƐĞƌĞůĂƟǀĞƐĨƌŽŵƚŚĞďƌŽĂĚĞƌĂƌĞĂǁŚŽůŝŬĞƚŽƐƚĂǇŐĞŶĞƌĂůůǇŝŶĨŽƌŵĞĚĂďŽƵƚĐŚĂŶŐĞƐĂīĞĐƟŶŐƚŚĞĨĂŵŝůǇKƚŚĞƌƐ

ǁĞƌĞĐŽŵŵƵŶŝƚǇůĞĂĚĞƌƐǁŚŽůŝǀĞĚŝŶĂĚŝīĞƌĞŶƚ ŶĞŝŐŚďŽƌŚŽŽĚ ŶĞĂƌďǇ ǇĞƚ ŚĂĚǀĞƐƚĞĚŝŶƚĞƌĞƐƚƐŝŶƚŚĞƐĞƉƌŽƉĞƌƟĞƐdŚĞ ƚĞĂŵ ĂůƐŽ ĚŝƐĐŽǀĞƌĞĚ ƚŚĞ ƉŽǁĞƌ

ŽĨ ĂŶ ŽďũĞĐƚ ĚƵƌŝŶŐ ƚŚĞ ĮƌƐƚ ĨĞĞĚďĂĐŬƐĞƐƐŝŽŶ tŚĞŶ ƚŚĞǇ ƐĞƚ ƚŚĞŝƌ ŵŽĐŬƵƉŽŶ ƚŚĞ ƚĂďůĞ ƐĞǀĞƌĂůŽĨ ƚŚĞŝƌ ĐŽůůĞĂŐƵĞƐďĞĐĂŵĞ ĞŶŐĂŐĞĚ ŝŵŵĞĚŝĂƚĞůǇ ĞĨŽƌĞƚŚĞƉƌĞƐĞŶƚĂƟŽŶďĞŐĂŶƚŚĞŝƌĐŽůůĞĂŐƵĞƐĂůƌĞĂĚǇ ďĞŐĂŶ ƚŽ ĂƐŬ ƋƵĞƐƟŽŶƐĐƵƌŝŽƵƐ ĂďŽƵƚ ƚŚĞ ƉŽƐƐŝďůĞ ŝŶŶŽǀĂƟŽŶWƌŽƚŽƚǇƉĞƐ ĐĂŶ ďƌŝŶŐ ĂŶ ŝŵĂŐŝŶĂƟǀĞ ŽƌĞŵŽƟŽŶĂůƌĞĂĐƟŽŶƚŽĂĐŽŶǀĞƌƐĂƟŽŶƚŚĂƚŵŝŐŚƚŽƚŚĞƌǁŝƐĞŚĂǀĞďĞĞŶ ůŝŵŝƚĞĚ ƚŽĂĐŽŶĐĞƉƚƵĂůŽƌƌĂƟŽŶĂůůĞǀĞůgtĂƐƚůǇ ƚŚĞŵĂũŽƌůĞƐƐŽŶǁĂƐƚŚĂƚŝĨƚŚĞ

ƉƌŽƚŽƚǇƉĞĐŽƵůĚĞǆŝƐƚƚŽĚĂǇ ƚŚĞŶŝƚŝƐŶŽƚĨĂƌ ĞŶŽƵŐŚŽƵƚ ŝŶƟŵĞ ŶŽƚŚĞƌǁŽƌĚƐƚŚĞƚĞĂŵƐŚŽƵůĚƐƚŽƉƉůĂŶŶŝŶŐĂŶĚďƵŝůĚƚŚĞƐŽůƵƟŽŶŶŽǁ

The act of building also helped us understand more about our target users and how they might react to different parts

While sketching is helpful

building our idea into a 3D

object gave us more insights

into our own innovation idea

Just having a physical mockup in

hand generated intense curiosity

among colleaguesmdashnormally we

have to fight for their attention

during the usual slideshows

Tips amp lessons from othersͻ ĞƉĞŶĚŝŶŐŽŶǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶ

ĂŶĚĐƵůƚƵƌĞǇŽƵŵĂǇĐĂůůĂƉĂƉĞƌŵŽĐŬƵƉĂĨĞĂƐŝďŝůŝƚǇƐƚƵĚǇ ŵĂƋƵĞƩĞƐŵĂůůƐĐĂůĞŵŽĚĞůŽƌĚŽůůŚŽƵƐĞŚŽŽƐĞƚŚĞƚĞƌŵƚŚĂƚŵĂŬĞƐƚŚĞŵŽƐƚƐĞŶƐĞƚŽǇŽƵƌƚĞĂŵĂŶĚƵƐĞƌƐ

ͻ ^ĞĞŚŽǁĂŶŽƚŚĞƌĐŽůůĞĂŐƵĞĞǆƉůĂŝŶƐǇŽƵƌƉƌŽƚŽƚǇƉĞƚŽƐŽŵĞŽŶĞǁŚŝĐŚǁŝůůŚĞůƉǇŽƵƵŶĚĞƌƐƚĂŶĚǁŚĂƚƐŽŵĞŽŶĞĞůƐĞƐĞĞƐĂƐŝŵƉŽƌƚĂŶƚƚŽƚŚĞŝĚĞĂ

ͻ dŚĞďĞƐƚŵĂƚĞƌŝĂůƐĂƌĞĐŚĞĂƉĂŶĚƌĞĂĚŝůǇĂǀĂŝůĂďůĞƐƵĐŚĂƐĚŝƐĐĂƌĚĞĚƉĂƉĞƌĞŐƌĞĐǇĐůĞĚƐŚĞĞƚƐͿƵŶƵƐĞĚĐĂƌĚďŽĂƌĚĞŐĞŵƉƚǇƉƌŝŶƚĞƌĐĂƌƚƌŝĚŐĞďŽǆĞƐͿŽĸĐĞƐƵƉƉůŝĞƐĞŐƉĂƉĞƌĐůŝƉƐͿŬŝƚĐŚĞŶƐƵƉƉůŝĞƐĞŐƉůĂƐƟĐĐƵƉƐͿĨĂƐƚĞŶĞƌƐĞŐƐƚƌŝŶŐƐƚĂƉůĞƐͿĂŶĚǁŚĂƚĞǀĞƌĞůƐĞŝƐŚĂŶĚǇ

ͻ ĞůŝďĞƌĂƚĞůǇŬĞĞƉǇŽƵƌĚĞƐŝŐŶƌŽƵŐŚƐŽƚŚĂƚŝƚůŽŽŬƐŝŶĐŽŵƉůĞƚĞĂŶĚƚŚƵƐŝŶǀŝƚĞƐĐŽŶƐƚƌƵĐƟǀĞĨĞĞĚďĂĐŬĨƌŽŵŽƚŚĞƌƐ

ͻ KŌĞŶƉƌŽƚŽƚǇƉŝŶŐŝƐŵŽƐƚƵƐĞĨƵůǁŚĞŶĂƐĞƋƵĞŶĐĞŽĨŵŽĐŬƵƉƐĐĂŶďĞĚŽŶĞŝŶƌĂƉŝĚƐƵĐĐĞƐƐŝŽŶĂĐŚŵŽĐŬƵƉďƵŝůĚƐŽŶƚŚĞůĞĂƌŶŝŶŐĂŶĚĚŝƐĐŽǀĞƌŝĞƐĨƌŽŵƚŚĞƉƌĞǀŝŽƵƐŝƚĞƌĂƟŽŶ

ͻ ĨǇŽƵƚĂŬĞƚŚĞŵŽĐŬƵƉƚŽĐƵƐƚŽŵĞƌƐƌĞŵĞŵďĞƌƚŚĂƚƚŚĞǇƚĞƐƚƚŚĞƉƌŽƚŽƚǇƉĞǇŽƵĚŽŶƚƚĞƐƚƚŚĞŵŶŽƚŚĞƌǁŽƌĚƐĨŽĐƵƐŽŶŚĞĂƌŝŶŐŚŽǁǇŽƵƌƐĂŵƉůĞƵƐĞƌƐƌĞĂĐƚƚŽƚŚĞŝĚĞĂĂŶĚǁŚǇ

ZampgtdKEHow might you embed

paper mockups into your

early market research or

ƵƐĞƌƚĞƐƟŶŐƉƌŽĐĞƐƐ

Additional examples

^ĞǀĞƌĂů ŵĞƌŝĐĂŶ ƉŽůŝĐĞŵĞŶ ƉƌŽƚŽƚǇƉĞĚĂŶ ŝĚĞĂ ƚŚĂƚ ůĞƚ ĐŽŵŵƵŶŝƚǇŵĞŵďĞƌƐ ƐĞŶĚƌĞĂůͲƟŵĞ ƚĞǆƚƐ ĂŶĚ ĂůĞƌƚƐ ƚŽ ŚĞůƉ ƚŚĞ ůŽĐĂůƉŽůŝĐĞ ĚĞƉƵƚǇ ƌĞƐƉŽŶĚ ŵŽƌĞ ĞĸĐŝĞŶƚůǇ ƚŽŶĞŝŐŚďŽƌŚŽŽĚĐƌŝŵĞ

ĂƐĞĚ ŽŶ ƌĞĐĞŶƚ ĐŚĂŶŐĞƐ ŝŶ ŝŶĞǆƉĞŶƐŝǀĞďƵŝůĚŝŶŐ ŵĂƚĞƌŝĂůƐ ƉƌĞĨĂď ĚǁĞůůŝŶŐƐ ĂŶĚĞĐŽͲĨƌŝĞŶĚůǇ ĚĞƐŝŐŶƐ Ă ltŽƌĞĂŶ ƚĞĂŵ ďƵŝůƚĂ ƌŽƵŐŚ ŵŽĚĞů ŽĨ ƵƌďĂŶ ŵŽĚƵůĂƌ ŚŽƵƐŝŶŐƵŶŝƚƐ

PAPER MOCKUPS | method worksheet

Feel free to use this piece of paper in your mockup

A variation of the Paper Mockup Dark Horse prototypes are three-dimensional physical prototypes that are built to explore a previous PU[P[PVUVYYLQLJ[LKPKLH

When to use itͻ dŽŐŝǀĞǇŽƵƌƚĞĂŵƉĞƌŵŝƐƐŝŽŶƚŽ

ƚŚŝŶŬďŝŐŐĞƌĂŶĚŽƵƚŽĨƚŚĞďŽǆĂŐĂŝŶ

ͻ dŽĞǆƉůŽƌĞĂĨĂƐƚĂůƚĞƌŶĂƚĞǀŝĞǁƚŽĂŶĞǆŝƐƟŶŐŝĚĞĂ

Why itrsquos helpfulŶƚŚĞǁŽƌůĚŽĨŚŽƌƐĞƌĂĐŝŶŐĂĚĂƌŬŚŽƌƐĞŝƐĂďĞƚ ƚŚĂƚŚĂƐ ƚŚĞ ůĞĂƐƚ ůŝŬĞůǇŽĚĚƐ ƚŽǁŝŶďƵƚǁŚŝĐŚƵůƟŵĂƚĞůǇŵĂǇŚĂǀĞ ƚŚĞŐƌĞĂƚĞƐƚĐŚĂŶĐĞŽĨƌĞǁĂƌĚgtŝŬĞǁŝƐĞǇŽƵƌƚĞĂŵŵĂǇŚĂǀĞƌĞũĞĐƚĞĚĐĞƌƚĂŝŶŝĚĞĂƐƚŽŽĞĂƌůǇďĞĐĂƵƐĞƚŚĞƐĞŝĚĞĂƐǁĞƌĞƉĞƌĐĞŝǀĞĚĂƐ ďĞŝŶŐ ƚŽŽ ƌŝƐŬǇ ƌĂĚŝĐĂů ŝŵƉŽƐƐŝďůĞƵŶĂĐĐĞƉƚĂďůĞ Žƌ ƐƵĐŚ Ăƚ ƚŚĞ ƟŵĞ ŽĨĐŽŶƐŝĚĞƌĂƟŽŶWĞŽƉůĞŽŌĞŶĚŝƐŵŝƐƐƚŚĞŝƌĞĂƌůŝĞƌ ŝŶƚƵŝƟŽŶ ĂŶĚ ŐƵƚ ƐĞŶƐĞ ĂŶĚ ŝŶƉƌĂĐƟĐĞ ƚŚĞ ĞĂƌůǇ ŝĚĞĂƐ ƌĂƚŚĞƌ ƚŚĂŶ

DARK HORSE PROTOTYPE

ƚŚĞƐƵďƐĞƋƵĞŶƚŝƚĞƌĂƟŽŶƐŽŌĞŶďĞĐŽŵĞŵŽƌĞƉƌĞĚŝĐƟǀĞŽĨ ƚŚĞĮŶĂůƐƵĐĐĞƐƐŽĨĂƉƌŽũĞĐƚĚĞůŝǀĞƌĂďůĞdŚĞĂƌŬŽƌƐĞŚĞůƉƐ ǇŽƵƵŶĐŽǀĞƌ ĂŶ

ĞĂƌůŝĞƌƚƌƵƚŚŽƌŝŶƐŝŐŚƚƚŚĂƚǇŽƵŵŝŐŚƚŚĂǀĞůŽƐƚŝŶƚŚĞŽǀĞƌĂůůŝŶŶŽǀĂƟŽŶƉƌŽĐĞƐƐŌĞƌďĞŝŶŐ ŝŵŵĞƌƐĞĚ ŝŶ ĨŽƌĞƐŝŐŚƚ ƉůĂŶŶŝŶŐǇŽƵŚĂǀĞŐĂŝŶĞĚĂŐƌĞĂƚĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐĂďŽƵƚǇŽƵƌŐŝǀĞŶƉƌŽďůĞŵŽƌŽƉƉŽƌƚƵŶŝƚǇƐƉĂĐĞǇƌĞďƵŝůĚŝŶŐĂŶĞĂƌůŝĞƌƉƌŽƚŽƚǇƉĞŝŶƵŶĚĞƌĂŵŝŶƵƚĞǇŽƵĨŽĐƵƐŝŶŽŶǁŚĂƚƌĞĂůůǇ ŵĂƩĞƌƐͶƚŚĞ ĨƵŶĚĂŵĞŶƚĂů ĐŽƌĞŽĨ ǇŽƵƌ ŝŶŶŽǀĂƟŽŶ ƚŚĂƚ ďĞĐŽŵĞƐ ǇŽƵƌƚĞĂŵ ƐΗĂƌŬŽƌƐĞΗ

What you getzŽƵŐĂŝŶĂƚĂŶŐŝďůĞƌĞƉƌĞƐĞŶƚĂƟŽŶŽĨǇŽƵƌŝŶŶŽǀĂƟŽŶ ŝĚĞĂ ĚŝƐƟůůĞĚ ƚŽ ŝƚƐ ĞƐƐĞŶƟĂůǀĂůƵĞ

Instructionsϭ ZĞďƵŝůĚǇŽƵƌƚĞĂŵ ƐƉĂƉĞƌŵŽĐŬƵƉ

ŝŶϮŵŝŶƵƚĞƐŽƌůĞƐƐϮ ǆƉůĂŝŶƚŚĞĞƐƐĞŶĐĞŽĨǇŽƵƌŝĚĞĂƚŽ

ƐŽŵĞŽŶĞƵƐŝŶŐƚŚĞŵŽĐŬƵƉ

Drawing insights amp implicationsƵŝůĚŝŶŐ ƚŚĞ ĂƌŬ ŽƌƐĞ ŐĂǀĞ ƚŚĞĐŽƌƉŽƌĂƚĞZΘƚĞĂŵĂĐŚĂůůĞŶŐĞƚĮƌƐƚƚŚĞǇ ƉƌŽƚĞƐƚĞĚ ďĞĐĂƵƐĞ ƚŚĞǇ ĂůƌĞĂĚǇŬŶĞǁǁŚĂƚǁĂƐ ŝŵƉŽƌƚĂŶƚ ƚŽ ƚŚĞŝƌ ŝĚĞĂtŚǇ ďƵŝůĚ ŝƚ ĂŐĂŝŶ tŚĂƚ ǁŽƵůĚ ƚŚĞǇůĞĂƌŶĚŝīĞƌĞŶƚůǇdŚĞŶ ƐŽŵĞŽŶĞ ŝŶ ƚŚĞ ƚĞĂŵ ƐƚĂƌƚĞĚ

ƚŽ ĮĚĚůĞǁŝƚŚ ƚŚĞŵŽĐŬƵƉŵŽǀŝŶŐ ƚŚĞƐƚƌŝŶŐ ĐŽŶŶĞĐƟŶŐ ƚŚĞ ƉĞŽƉůĞ ƚŽ ƚŚĞŚŽƵƐĞƐ ƚŚĞŵƐĞůǀĞƐ dŚŝƐ ŽŶĞ ĚĞĐŝƐŝŽŶ

ǁĂƐƐǇŵďŽůŝĐďĞĐĂƵƐĞŵŽǀŝŶŐƚŚĞƐƚƌŝŶŐĐŚĂŶŐĞĚ ƚŚĞ ƐŽĐŝĂů ŶĞƚǁŽƌŬ ĨƌŽŵ ƚŚĞƉĞŽƉůĞƚŽƚŚĞŽďũĞĐƚƐdŚĞ ŚŽƵƐĞƐ ĂŶĚ ƌĞŶƚĂů ƉƌŽƉĞƌƚŝĞƐ

ŚĂĚ ƚŚĞŝƌ ŽǁŶ ƐŽĐŝĂů ŬŶŽǁůĞĚŐĞŝŶĚĞƉĞŶĚĞŶƚ ŽĨ ƚŚĞ ƌĞƐŝĚĞŶƚƐ ĂŶĚƚŚŝƐ ŬŶŽǁůĞĚŐĞ ĐŽƵůĚ ƚŚĞŶ ďĞƚƚĞƌƐƵƉƉŽƌƚ ƚŚĞ ĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐ ŽĨ ƚŚĞƉĞŽƉůĞŝŶƚŚĞŶĞƚǁŽƌŬŶŽƚŚĞƌǁŽƌĚƐƚŚĞ ŶĞƚǁŽƌŬ ŽĨ ŚŽƵƐĞƐ ĐŽƵůĚ ŵŝƌƌŽƌƚŚĞ ƐĂŵĞ ƐĞŶƐŝƚŝǀŝƚŝĞƐ ŐƌƵĚŐĞƐ ĂŶĚĞŵŽƚŝŽŶĂůƋƵĂůŝƚŝĞƐ ƚŚĂƚĂĨĨĞĐƚŚƵŵĂŶĨƌŝĞŶĚƐŚŝƉƐdŚŝƐƐŝŵƉůŝĮĐĂƟŽŶĐŚĂŶŐĞĚƚŚĞĞŶƟƌĞ

ŶĂƚƵƌĞŽĨƚŚĞŐƌŽƵƉƐĚŝƐĐƵƐƐŝŽŶŚĞůƉŝŶŐƚŚĞŵ ƌĞĂůŝǌĞ ǁŚĂƚ ǁĂƐ ǀĂůƵĂďůĞͶĂŶĚƉŽƚĞŶƟĂůůǇĂƵŶŝƋƵĞǀĂůƵĞƉƌŽƉŽƐŝƟŽŶͶƚŽƚŚĞŝƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚĂƚďĞĐĂŵĞƚŚĞĞƐƐĞŶƟĂů

ĞůĞŵĞŶƚŽĨǇŽƵƌŝĚĞĂͻ gtŽŽŬŝŶŐďĂĐŬĂƚǇŽƵƌƚĞĂŵ Ɛ

ĂŶĂůǇƐŝƐŚĂƐƚŚĞĞƐƐĞŶƟĂůĞůĞŵĞŶƚŽĨǇŽƵƌŝĚĞĂďĞĞŶƚŚĞƌĞĂůůĂůŽŶŐŽǁĚŝĚǇŽƵŵŝƐƐŝƚ

ͻ tŝƚŚƚŚĞĂƌŬŽƌƐĞƉƌŽƚŽƚǇƉĞŝŶŚĂŶĚŚŽǁǁŽƵůĚǇŽƵƋƵŝĐŬůǇƌĞͲƚĞůůƚŚĞĞŶƟƌĞĂŶĂůǇƐŝƐǇŽƵĚŝĚďĞŐŝŶŶŝŶŐǁŝƚŚƚŚĞŽŶƚĞǆƚDĂƉ

ͻ EŽǁƚŚĂƚǇŽƵŬŶŽǁƚŚĞĞƐƐĞŶƟĂůĞůĞŵĞŶƚƚŚĂƚŶĞĞĚƐƚŽďĞĐŽŵŵƵŶŝĐĂƚĞĚǁŚĂƚŝƐƚŚĞŶĞǆƚǀĞƌƐŝŽŶŽĨǇŽƵƌƉƌŽƚŽƚǇƉĞ

We made one dramatic yet important change by moving the string from the people to the houses we emphasized the social network (and transfer of knowledge) among the houses

DARK HORSE PROTOTYPE | method worksheet

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ϭϰϵ

Change Paths are data-driven narratives exploring different paths and key decision points toward possible future innovations

When to use itͻ dŽĂĚĚƌĞƐƐƚŚĞŐĂƉďĞƚǁĞĞŶǀŝƐŝŽŶ

ĂŶĚĂĐƟŽŶͻ dŽŽƵƚůŝŶĞƐŽŵĞƚĂŶŐŝďůĞƐƚĞƉƐƚŽ

ĂĐŚŝĞǀĞǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂ

Why itrsquos helpfulKŶĞƐƚƌĂƚĞŐǇŝƐƐŝŵƉůǇƚŽǁĂŝƚĨŽƌƚŚĞĨƵƚƵƌĞƚŽĂƌƌŝǀĞzŽƵƐĞĞǁŚĂƚǇŽƵƌĐŽŵƉĞƟƚŽƌƐĚŽĂŶĚǇŽƵƌĞĂĐƚĂĐĐŽƌĚŝŶŐůǇŶŽƚŚĞƌ ƐƚƌĂƚĞŐǇ ŝƐ ƚŽ ĂŶƟĐŝƉĂƚĞ ƚŚĞ

ĨƵƚƵƌĞǇŽƵǁĂŶƚĂŶĚĚĞƚĞƌŵŝŶĞŚŽǁďĞƐƚƚŽŵĂŬĞƚŚĂƚǀŝĞǁŽĨƚŚĞĨƵƚƵƌĞŚĂƉƉĞŶtŚŝůĞ ƚŚŝƐ ƐƚƌĂƚĞŐǇ ƌĞƋƵŝƌĞƐ ƉůĂŶŶŝŶŐĂŚĞĂĚ ƚŚĞ ƌĞƐƵůƚƐ ĂƌĞ ŽŌĞŶ ŵŽƌĞƌĞǁĂƌĚŝŶŐĂŶĚƉĞƌƐŽŶĂůůǇƐĂƟƐĨǇŝŶŐdŚĞ ŚĂŶŐĞ WĂƚŚƐ ŵĞƚŚŽĚ ƉƵƚƐ ƚŚĞ

ĐŽŶƚƌŽůŝŶǇŽƵƌŚĂŶĚƐƚŚĞůƉƐǇŽƵĚĞĮŶĞƚŚĞďŝŐƐƚĞƉƐŽƌĐŚŽŝĐĞƐǇŽƵƌƚĞĂŵŵƵƐƚƚĂŬĞ ƚŽŐĞƚǇŽƵ ƚŽ ƚŚĞ ĨƵƚƵƌĞǀŝƐŝŽŶǇŽƵǁĂŶƚǇŵĂƌŬŝŶŐƚŚĞƚŽƉϮͲϯƐƚĞƉƐŽŶƚŚĞƉĂƚŚǇŽƵƉƌŽǀŝĚĞĐƌŝƟĐĂůƌĂůůǇƉŽŝŶƚƐĨŽƌƚŚĞďƌŽĂĚĞƌƚĞĂŵ

Change Paths

ůůŚĂŶŐĞWĂƚŚƐĂƌĞĚƌĂǁŶƐǇŵďŽůŝĐĂůůǇĂƐĂǁŝŐŐůǇůŝŶĞďĞĐĂƵƐĞŝŶŶŽǀĂƟŽŶĚŽĞƐŶŽƚ ŽĐĐƵƌ ĂƐ Ă ůŝŶĞĂƌ ƉƌŽĐĞƐƐ ǀĞŶ ŝĨŝŶǀĞƐƚŽƌƐůŝŬĞƚŽƐĞĞĂƐƚƌĂŝŐŚƚƟŵĞůŝŶĞŝŶƌĞĂůŝƚǇƚŚĞƉĂƚŚƚŽĞǆĞĐƵƟŽŶŝƐĂƐĞƌŝĞƐŽĨƐŵĂƌƚĂŶĚůƵĐŬǇĐŚŽŝĐĞƐŝĚĞĂůůǇůŝŶŬĞĚďǇĂĐŽŵƉĞůůŝŶŐǀŝƐŝŽŶ

What you getdŚĞ ŚĂŶŐĞ WĂƚŚƐ ŵĞƚŚŽĚ ŐŝǀĞƐ ǇŽƵĂ ƐŝŵƉůĞ ƐƚƌĂƚĞŐŝĐ ŽƵƚůŝŶĞ ƚŚĂƚ ƚŚĞŶďĞĐŽŵĞƐ ƚŚĞ ďĂĐŬďŽŶĞ ĨŽƌ Ă ĚĞƚĂŝůĞĚƉƌŽũĞĐƚ ƌŽĂĚŵĂƉĂŶĚŽƌƉƌŽĚƵĐƚƉůĂŶ ƚŚĞůƉƐ ǇŽƵ ůĂǇ ŽƵƚ ƚŚĞ ĐƌŝƟĐĂůŵŝůĞƐƚŽŶĞƐƚŚĂƚ ǇŽƵ ǁŝůů ŶĞĞĚ ƚŽ ĂĐŚŝĞǀĞ ŽŶ ĂƉĂƌƟĐƵůĂƌŝŶŶŽǀĂƟŽŶƉĂƚŚƐŽǇŽƵƐŝŵƉůǇŬŶŽǁǁŚĂƚƚŽĚŽƚŽŵŽƌƌŽǁzŽƵĂůƐŽƐŚŽǁƚŚĂƚŝŶŶŽǀĂƟŽŶĚŽĞƐŶŽƚ

ŚĂƉƉĞŶĂƐĂĚŝƌĞĐƚƉĂƚŚďƵƚŝŶƐƚĞĂĚĂƐĂƐĞƌŝĞƐŽĨƐŵĂƌƚĐŚŽŝĐĞƐůŝŶŬĞĚƚŽŐĞƚŚĞƌŝŶĂĐŽŚĞƐŝǀĞǀŝƐŝŽŶ

ŽƵƚƐŽƵƌĐŝŶŐŵĂŶǇdĂŶĚŵĂŶƵĨĂĐƚƵƌŝŶŐŽƉĞƌĂƟŽŶƐŶ ĐŽŶƚƌĂƐƚ ŝƌďƵƐ ƐŽůƵƟŽŶ

ĂĚĚƌĞƐƐĞĚ ŚƵďͲƚŽͲŚƵď ƚƌĂǀĞů dŚĞǇǁĂŶƚĞĚĂůƵǆƵƌǇĂŝƌůŝŶĞƌ ŬŶŽǁŶĂƐƚŚĞ ^ƵƉĞƌƵŵďŽ ƚŚĂƚ ĐŽƵůĚ ĐĂƌƌǇ ŵŽƌĞ ƉĞŽƉůĞďĞƚǁĞĞŶ ůĂƌŐĞ ĂŝƌƉŽƌƚƐ ƚŚĂƚ ǁŽƵůĚ ŚĂǀĞŝŶĐƌĞĂƐŝŶŐůǇĨĞǁĞƌ ůĂŶĚŝŶŐƐůŽƚƐǇƌĞůǇŝŶŐŽŶŬŶŽǁŶƚĞĐŚŶŽůŽŐŝĞƐƚŚĞǇǁŽƵůĚĐƌĞĂƚĞĂŶĞŶƟƌĞůǇŶĞǁƚƌĂǀĞůĐůĂƐƐƚŚĂƚĞŶƚĂŝůĞĚĂŶĞǁŵĂƌŬĞƚĂŶĚďƵƐŝŶĞƐƐŵŽĚĞůdŚĞŝƌĮƌƐƚƐƚĞƉǁĂƐ ƚŽ ƌĞǀŝĞǁ ĨĞĂƐŝďůĞĂŝƌƉŽƌƚƐ gtĂƚĞƌƐƚĞƉƐǁŽƵůĚďĞƚŽƉĂƌƚŶĞƌǁŝƚŚĂŝƌƉŽƌƚƐĂŶĚĞǆƉĂŶĚŽƉĞƌĂƟŽŶƐŐůŽďĂůůǇ

Letrsquos look at an exampleŽĞŝŶŐ ĂŶĚ ŝƌďƵƐ ĂƌĞ ƚǁŽ ƌŝǀĂůĐŽŵƉĂŶŝĞƐ ƚŚĂƚ ďƵŝůĚ ĐŽŵŵĞƌĐŝĂůĂŝƌƉůĂŶĞƐĂŶĚŽƚŚĞƌĂĞƌŽƐƉĂĐĞƉƌŽĚƵĐƚƐtŚĞŶ ƚŚĞƐĞ ĐŽŵƉĂŶŝĞƐ ŝŶǀĞƐƚ ŝŶ ŶĞǁƚĞĐŚŶŽůŽŐŝĞƐ ƚŚĞǇŵƵƐƚ ďĞƚ ďŝŐ ĨŽƌ ƚŚĞĨƵƚƵƌĞ ƐŵĂůů ZΘ ƚĞĂŵ ƌĞŇĞĐƚĞĚ ŽŶĞĂĐŚ ĐŽŵƉĂŶǇ Ɛ ŽƌŝŐŝŶĂů ǀŝƐŝŽŶƐ ĨŽƌ ƚŚĞϳϴϳ ĂŶĚ ϯϴϬ ĂŝƌƉůĂŶĞƐ ǁŝƚŚ ƚŚĞ ŚĞůƉŽĨ ĂŶĂůǇƐƚ ƌĞƉŽƌƚƐ ŶĞǁƐ ĂƌƟĐůĞƐ ĂŶĚŝŶĚƵƐƚƌǇĞǆƉĞƌƚƐŶ ƚŚĞ ůĂƚĞ ϭϵϵϬƐ ďŽƚŚ ĐŽŵƉĂŶŝĞƐ

ĞŶǀŝƐŝŽŶĞĚ Ă ǁŽƌůĚ ŽĨ ŝŶĐƌĞĂƐŝŶŐ ĂŝƌƚƌĂǀĞů dŚĞŝƌ ƌĞƐĞĂƌĐŚĚƌĞǁ ĨƌŽŵ ƐŝŵŝůĂƌ

ŵĂƌŬĞƚ ƐƚƵĚŝĞƐ ĐƵƐƚŽŵĞƌ ƐƵƌǀĞǇƐ ĂŶĚŵŽƌĞ ŚŽǁĞǀĞƌ ƚŚĞǇ ĞĂĐŚ ƚŽŽŬ Ă ǀĂƐƚůǇĚŝīĞƌĞŶƚƉĂƚŚĨŽƌǁĂƌĚŽĞŝŶŐƐ ƐŽůƵƟŽŶ ĂĚĚƌĞƐƐĞĚ ƉŽŝŶƚͲ

ƚŽͲƉŽŝŶƚ ƚƌĂǀĞů dŚĞǇ ǁĂŶƚĞĚĂ ĐŽŵĨŽƌƚĂďůĞ ĂŝƌƉůĂŶĞ ƚƌƵůǇ ĚĞƐŝŐŶĞĚĨŽƌ ƚŚĞŝƌ ĐƵƐƚŽŵĞƌƐ ǁŚŝĐŚ ƚŚĞǇĐĂůůĞĚ ƚŚĞ ƌĞĂŵůŝŶĞƌ ƚŚĂƚ ƌĞůŝĞĚ ŽŶŶĞǁ ƚĞĐŚŶŽůŽŐŝĞƐ ǁŝƚŚŝŶ ĂŶ ĞǆŝƐƟŶŐŝŶĚƵƐƚƌǇ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ dŚĞŝƌ ĮƌƐƚ ƐƚĞƉǁĂƐ ƚŽ ƌĞǀŝĞǁ ƚŚĞ ƐƚĂƚĞ ŽĨ ĞŵĞƌŐŝŶŐƚĞĐŚŶŽůŽŐŝĞƐ gtĂƚĞƌ ďŝŐ ĚĞĐŝƐŝŽŶƐŝŶĐůƵĚĞĚ ŚŝƌŝŶŐ Ă ƉƐǇĐŚŽůŽŐŝƐƚ ǁŚŽĂĚĚƌĞƐƐĞĚ ďĂƐŝĐ ŚƵŵĂŶ ŶĞĞĚƐ ĂŶĚ

ƐƐĞƐƐĞŵĞƌŐŝŶŐƚĞĐŚŶŽůŽŐŝĞƐ

ĞƐŝŐŶĨŽƌƉĂƐƐĞŶŐĞƌĐŽŵĨŽƌƚ

KƵƚƐŽƵƌĐĞĚĞǀĞůŽƉŵĞŶƚ

ŽĞŝŶŐϳϴϳƌĞĂŵůŝŶĞƌ

WĂƌƚŶĞƌǁŝƚŚĂŝƌƉŽƌƚƐ

ƐƐĞƐƐĨĞĂƐŝďůĞĂŝƌƉŽƌƚƐ

ŝƌďƵƐϯϴϬ^ƵƉĞƌũƵŵďŽ

ĞǀĞůŽƉŐůŽďĂůƉĂƌƚŶĞƌƐ

Instructionsϭ ƌĂǁĂĐŝƌĐůĞŽŶƚŚĞĨĂƌƌŝŐŚƚ

ǁŚŝĐŚƌĞƉƌĞƐĞŶƚƐǇŽƵƌĨƵƚƵƌĞǀŝƐŝŽŶŽƌŽƉƉŽƌƚƵŶŝƚǇŝƐĐƵƐƐǁŚĂƚĂƉůĂƵƐŝďůĞĂŶĚĚĞƐŝƌĞĚĨƵƚƵƌĞůŽŽŬƐůŝŬĞǁŝƚŚǇŽƵƌƚĞĂŵtƌŝƚĞƚŚĞƚĂŐůŝŶĞŽƌƐƵŵŵĂƌǇŝŶƐŝĚĞƚŚĞĐŝƌĐůĞzŽƵĐĂŶĂůƐŽƉůĂĐĞĂĚĂƚĞŽƌƟŵĞƉĞƌŝŽĚďǇƚŚĞĐŝƌĐůĞ

Ϯ ƌĂǁĂƐƋƵŝŐŐůǇƟŵĞůŝŶĞŽƵƚĨƌŽŵƚŚĞůĞŌƐŝĚĞŽĨƚŚĞĐŝƌĐůĞtŚĂƚĐĂŶǇŽƵĚŽƚŽŵŽƌƌŽǁƚŽŐĞƚƐƚĂƌƚĞĚDĂƌŬĂŶyĂƚƚŚĞĨĂƌůĞŌĞŶĚƉŽŝŶƚĂŶĚǁƌŝƚĞǇŽƵƌƚĞĂŵ ƐĂĐƟŽŶŚĞƌĞ

ϯ ŝƐĐƵƐƐǁŚĂƚǇŽƵƌƚĞĂŵŚĂƐƚŽĚŽŶĞǆƚƚŽĂĐŚŝĞǀĞǇŽƵƌǀŝƐŝŽŶŝĚĞŶƟĨǇŝŶŐƚŚĞƚŽƉƚǁŽĚĞĐŝƐŝŽŶƐŽŶǇŽƵƌƉĂƚŚƚŽĂĐƟŽŶŶĂůůĐĂƐĞƐƚŚĞƐĞĚĞĐŝƐŝŽŶƐƐŚŽƵůĚďĞ

ŝŶǇŽƵƌƚĞĂŵ ƐĐŽŶƚƌŽůĂŶĚĂďŝůŝƚǇƚŽĂīĞĐƚDĂƌŬƚŚĞƐĞĚĞĐŝƐŝŽŶƐǁŝƚŚĂŶyŽŶƚŚĞƟŵĞůŝŶĞĂŶĚƐƵŵŵĂƌŝǌĞƚŚĞŵŶĞĂƌďǇ

ϰ WůĂĐĞĂŶǇĂĚĚŝƟŽŶĂůŝŶĚŝĐĂƚŽƌƐŽƵƚƐŝĚĞǇŽƵƌĐŽŶƚƌŽůŽīƚŚĞƉĂƚŚŝĨƚŚĞǇŚĞůƉǇŽƵĐŽŶĮƌŵƉƌŽŐƌĞƐƐƚŽǁĂƌĚǇŽƵƌǀŝƐŝŽŶdŚŝƐŝƐĂŶŽƉƟŽŶĂůƐƚĞƉ

ї ^ĞĞ ƚŚĞ ĂĚũĂĐĞŶƚ ĚŝĂŐƌĂŵ ĨŽƌ ĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞŶƵŵďĞƌƐŝŶƚŚĞŝŶƐƚƌƵĐƟŽŶƐĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ gtŽŽŬŝŶŐĂƚƚŚĞĮƌƐƚĨĞǁƐƚĞƉƐ

ǇŽƵƌƚĞĂŵŶĞĞĚƐƚŽƚĂŬĞŝƐǇŽƵƌǀŝƐŝŽŶďŝŐĞŶŽƵŐŚ

ͻ ŌĞƌƌĞǀŝĞǁŝŶŐĂůůŽĨǇŽƵƌĂŶĂůǇƐŝƐŚŽǁĨĂƌŝŶƚŽƚŚĞĨƵƚƵƌĞĚŽĞƐǇŽƵƌǀŝƐŝŽŶůŽŽŬ

ͻ tŚĂƚǁŽƵůĚŚĞůƉǇŽƵĂĐĐĞůĞƌĂƚĞƚŚĞƉĂƚŚƚŽǇŽƵƌĞŶǀŝƐŝŽŶĞĚĨƵƚƵƌĞ

ͻ ƐƚŚĞƌĞĂŶǇƌĞĂƐŽŶƚŚĂƚǇŽƵĐĂŶƚďƵŝůĚǇŽƵƌǀŝƐŝŽŶƚŽĚĂǇ

1 Boeing and Airbus take two different

views of the future one imagines the

ultimate point-to-point airplane for

customers and the other imagines a

luxury liner between major airport hubs

3 We mark the two big

decisions each company

must take to achieve their

respective visions with a X

further along on the

timeline

4 Boeing also pursued new technologies and materials for greater airplane efficiency which was largely out of their controlmdasha decision they could have placed off their path

2 We note the first step

each company can do on

their path to action at the

start of the timeline

Drawing insights amp implicationsdŚĞZΘƚĞĂŵƌĞĂůŝǌĞĚƚŚĂƚďŽƚŚŽĞŝŶŐĂŶĚ ŝƌďƵƐ ƉůĂŶŶĞĚ ĨƵƚƵƌĞ ǀŝƐŝŽŶƐƐŝŵƵůƚĂŶĞŽƵƐůǇŽƚŚŵĂŶĂŐĞŵĞŶƚƚĞĂŵƐĞǆƉĞĐƚĞĚ ĐƵƌƌĞŶƚ ŝŶĚƵƐƚƌǇ ƚƌĞŶĚƐ ƚŽĐŽŶƟŶƵĞŝŶĐůƵĚŝŶŐŝŶĐƌĞĂƐĞĚĂŝƌƉŽƌƚŚƵďƚƌĂĸĐ ĚĞĐůŝŶŝŶŐ ĂǀĞƌĂŐĞ ĂŝƌƉůĂŶĞ ƐŝǌĞƐĂŶĚ ŵŽƌĞ ƉŽŝŶƚͲƚŽͲƉŽŝŶƚ ŇŝŐŚƚƐ ŽƚŚǀŝƐŝŽŶƐǁĞƌĞĐŽŵƉĞƟƟǀĞǇĞƚĐƌĞĂƚĞĚƚǁŽůĂƌŐĞĂŶĚĐŽŵƉůĞŵĞŶƚĂƌǇŵĂƌŬĞƚƐƚǁĂƐĂŐŽŽĚƌĞŵŝŶĚĞƌƚŚĂƚƚŚĞƐĂŵĞĨƵƚƵƌĞĐĂŶƐƵƉƉŽƌƚŵƵůƟƉůĞǀŝƐŝŽŶƐŶ ĂĚĚŝƟŽŶ ƚŚĞ ƚĞĂŵ ůĞĂƌŶĞĚ ƚŚĂƚ

ǀŝƐŝŽŶƐ ĐĂŶ ĂŶĚ ŝŶŵĂŶǇ ĐĂƐĞƐ ƐŚŽƵůĚͿĞǀŽůǀĞ WĂƚŚƐ ĐŽƵůĚ ĐŚĂŶŐĞ ĂƐ ŵŽƌĞŝŶĨŽƌŵĂƟŽŶ ŝƐ ŐĂŝŶĞĚ ĂďŽƵƚ ƚŚĞ ǀŝƐŝŽŶ ƐĨĞĂƐŝďŝůŝƚǇŽƌĂƐŵĂƌŬĞƚĐŽŶĚŝƟŽŶƐƐŚŝŌ

Ŷ ŽĞŝŶŐ Ɛ ĐĂƐĞ ŵĂŶĂŐĞŵĞŶƚ ĮƌƐƚĞŶǀŝƐŝŽŶĞĚĂƐƉĞĞĚǇĂŝƌƉůĂŶĞ ƚŚĂƚĐŽƵůĚƚƌĂǀĞůǁŝƚŚŽƵƚŝŶƚĞƌŵĞĚŝĂƚĞƐƚŽƉƐŽĞŝŶŐŝŶŝƟĂůůǇĚĞǀĞůŽƉĞĚĂŶĞǁĐŽŶĐĞƉƚĐĂůůĞĚƚŚĞ ^ŽŶŝĐ ƌƵŝƐĞƌ ƚŚĂƚ ǁŽƵůĚ ŇǇ ŶĞĂƌůǇϮϬƉĞƌĐĞŶƚĨĂƐƚĞƌƚŚĂŶŵŽƐƚĐŽŵŵĞƌĐŝĂůũĞƚƐ hůƟŵĂƚĞůǇ ƚŚĞǇ ĂďĂŶĚŽŶĞĚ ƚŚĞŝĚĞĂĂŌĞƌ ƚŚĞϵϭϭ ƚĞƌƌŽƌŝƐƚĂƩĂĐŬƐĂŶĚĐŽŶĐĞƌŶƐ ŽĨ ƌŝƐŝŶŐ ũĞƚ ĨƵĞů ĐŽƐƚƐ DĂŶǇŝŶƐŝŐŚƚƐ ĨƌŽŵ ƚŚŝƐ ƉƌŽũĞĐƚ ĞƐƉĞĐŝĂůůǇĨŽƌ ƚŚĞ ĐĂďŝŶ ŝŶƚĞƌŝŽƌ ŝŶĨŽƌŵĞĚ ƚŚĞ ϳϴϳƉƌŽũĞĐƚŚĂƉƉĞŶŝŶŐŝŶƉĂƌĂůůĞůdŚĞ ϳϴϳ ǀŝƐŝŽŶ ĨŽĐƵƐĞĚ ŽŶ ƉĂƐƐĞŶŐĞƌ

ĐŽŵĨŽƌƚŽĞŝŶŐ ƐƚǁŽďŝŐŐĞƐƚĚĞĐŝƐŝŽŶƐͶƚŽĚĞƐŝŐŶĨŽƌƚŚĞƵƐĞƌĂŶĚĂĚŽƉƚĂŵŽĚĞůŽĨ ŽƉĞŶ ŝŶŶŽǀĂƟŽŶͶŵĂĚĞ ƚŚĞ ϳϴϳ ĂĚŝƐƌƵƉƟǀĞ ŝŶŶŽǀĂƟŽŶĂƚƚŚĞƟŵĞdŚĞƐĞĚĞĐŝƐŝŽŶƐ ƐŚŽǁĞĚ ŽĞŝŶŐ ǁŚĂƚ ǁĂƐ

ĞƐƐĞŶƟĂůƚŽĂĐŚŝĞǀĞƚŚĞŝƌǀŝƐŝŽŶKĨ ĐŽƵƌƐĞ ŽƚŚĞƌ ĚĞĐŝƐŝŽŶƐ ŵĂƩĞƌĞĚ

ƚŽŽ ampŽƌ ĞǆĂŵƉůĞ ŽĞŝŶŐ ǁŽƌŬĞĚ ƚŽƉƌŽǀŝĚĞďĞƩĞƌĨƵĞůĞĐŽŶŽŵǇƚŚƌŽƵŐŚŶĞǁĨƵĞůͲĞĸĐŝĞŶƚ ƚǁŝŶ ĞŶŐŝŶĞƐ ůŝŐŚƚǁĞŝŐŚƚĐŽŵƉŽƐŝƚĞ ŵĂƚĞƌŝĂůƐ ĂŶĚ ŵŽƌĞ ĞůĞĐƚƌŝĐƉŽǁĞƌ ƐǇƐƚĞŵƐͶĂůů ŽĨǁŚŝĐŚ ŚĞůƉĞĚ ƐĞƚƚŚĞϳϴϳĂƉĂƌƚŝŶƚŚĞŵĂƌŬĞƚŶŽƚŚĞƌ ůĞƐƐŽŶ ƚŽ ƚŚĞ ZΘ ƚĞĂŵ

ǁĂƐ ƚŚĂƚ ďŽƚŚ ǀŝƐŝŽŶƐ ǁĞƌĞ ŵŽƌĞ ƚŚĂŶƉƌŽĚƵĐƚƐdŚĞϳϴϳĂŶĚϯϴϬĐƌĞĂƚĞĚŶĞǁŝŶŶŽǀĂƟŽŶĞĐŽƐǇƐƚĞŵƐĂŶĚďŽƚŚǀŝƐŝŽŶƐƌĞƋƵŝƌĞĚĂĐůĞĂƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨŵƵůƟƉůĞĐŽŵƉůĞǆ ƌĞůĂƟŽŶƐŚŝƉƐ ĂŶĚ ĐŽŵƉŽŶĞŶƚƐŽƚŚŽĞŝŶŐĂŶĚŝƌďƵƐŚĂĚƚŽŵĂŬĞĂŶĚƉƌŝŽƌŝƟǌĞ ĚĞĐŝƐŝŽŶƐ ƚŚĂƚ ƚŚĞǇ ƚŚĞŶ ĐŽƵůĚŝŵƉĂĐƚ ĂŶĚ ŝŶŇƵĞŶĐĞĚŝƌĞĐƚůǇ ƚŽ ĂĐŚŝĞǀĞƚŚĞŝƌĨƵƚƵƌĞǀŝƐŝŽŶƐ

We realized that the same

future can support multiple

even competing visions

Boeing actually started with a different vision that crystallized into the 787 Only in hindsight does the future look like a clear and straight path

Both companies achieved the future they wanted by doing things that they could affect directly

Tips amp lessons from othersͻ ^ŝŵƉůǇŬŶŽǁŝŶŐǁŚĂƚƚŽĚŽ

ƚŽŵŽƌƌŽǁŚĞůƉƐďƌĞĂŬŝŶĞƌƟĂƐŬǇŽƵƌƐĞůĨ ǁŚĂƚĂŵŐŽŝŶŐƚŽĚŽŽŶDŽŶĚĂǇtŚŽĂŵŐŽŝŶŐƚŽĐĂůů

ͻ dĂůŬǁŝƚŚŽƚŚĞƌĞǆƉĞƌƚƐƚŽŚĞůƉǇŽƵǀĂůŝĚĂƚĞƚŚĞŵŽƐƚĐƌŝƟĐĂůƐƚĞƉƐƚŽƚĂŬĞŽŶǇŽƵƌŝŶŶŽǀĂƟŽŶƉĂƚŚ

ͻ ŽŶƐŝĚĞƌĂĚĚŝŶŐĚĂƚĞƐƚŽǇŽƵƌĨƵƚƵƌĞǀŝƐŝŽŶĂŶĚƉĂƚŚŵŝůĞƐƚŽŶĞƐƐŽǇŽƵĐĂŶƉůĂŶĂŚĞĂĚ

ͻ ĞĐůĞĂƌĂďŽƵƚƚŚĞƐĞƋƵĞŶĐĞĂŶĚƟŵŝŶŐŽĨĂůůǇŽƵƌƐƚĞƉƐZĞŵĞŵďĞƌŵŽƐƚƉĞŽƉůĞŵƵƐƚůĞĂƌŶƚŽǁĂůŬďĞĨŽƌĞƚŚĞǇƌƵŶƐŽĚŽŶƚĂƐƐƵŵĞƚŚĂƚǇŽƵƌƚĞĂŵĐĂŶĞĂƐŝůǇƐŬŝƉĂƉƌŽĐĞƐƐƚǇƉŝĐĂůĨŽƌƚŚĞŝŶĚƵƐƚƌǇ

ͻ zŽƵĐĂŶŽǀĞƌůĂǇƚŚĞŚĂŶŐĞWĂƚŚŽŶƚŽƉŽĨǇŽƵƌƌŝŐŚƚĂŶƵƐŽŶĞƐƚŽŚĞůƉǇŽƵƉƵƚǇŽƵƌĂĐƟŽŶƐŝŶĐŽŶƚĞǆƚŽĨŽƚŚĞƌĐŽŵƉĂŶǇĂŶĚŝŶĚƵƐƚƌǇĞǀĞŶƚƐ

ͻ dƌǇƚŽůŝŵŝƚǇŽƵƌƐĞůĨƚŽƚŚĞϮͲϯďŝŐŐĞƐƚĚĞĐŝƐŝŽŶƐŽŶǇŽƵƌŚĂŶŐĞWĂƚŚƐŽǇŽƵƚƌƵůǇŬŶŽǁǇŽƵƌƚŽƉƉƌŝŽƌŝƟĞƐ

ͻ zŽƵĐĂŶĂůƐŽůŝŶŬŵƵůƟƉůĞŚĂŶŐĞWĂƚŚƚŽŐĞƚŚĞƌ ĂƐǇŽƵƌŐŽĂůƐďƵŝůĚŽŶĞĂĐŚŽƚŚĞƌ

ͻ ZĞŵĞŵďĞƌƚŚĂƚǇŽƵƌƉĂƚŚƚŽǇŽƵƌĨƵƚƵƌĞǀŝƐŝŽŶǁŽŶƚďĞĂƐƚƌĂŝŐŚƚůŝŶĞ^ŝŵŝůĂƌƚŽƐĂŝůŝŶŐĂƉĞƌƐŽŶůĞĂƌŶƐƚŽŵĂŶĞƵǀĞƌĂƐĂŝůďŽĂƚĨŽƌǁĂƌĚďǇƚĂĐŬŝŶŐďĂĐŬĂŶĚĨŽƌƚŚƌĞŐƵůĂƌůǇͶǇĞƚĂůǁĂǇƐŝŶƚŽƚŚĞǁŝŶĚ

ZampgtdKEtŚĂƚĂĐƟŽŶĐĂŶǇŽƵůŝƚĞƌĂůůǇtake tomorrow to set you on

this future path

Additional examples

ƐĞƌǀŝĐĞ ƚĞĂŵ ŝŶ ^ŽƵƚŚ ĨƌŝĐĂ ĚĞǀĞůŽƉĞĚ ƚŚƌĞĞ ƌĞůĂƚĞĚǀŝƐŝŽŶƐĞĂĐŚŵĂƌŬĞĚďǇĚŝīĞƌĞŶƚĚĞĐŝƐŝŽŶƐǁŚŝĐŚƚŽŐĞƚŚĞƌǁŽƵůĚŚĞůƉĂĐŚŝĞǀĞĂďŝŐŐĞƌŐŽĂůŽĨƚƌĂŝŶĞĚƉƌŽĨĞƐƐŝŽŶĂůƐŝŶƚŚĞŝƌĮĞůĚ

ƵƌŽƉĞĂŶ ƌĞƐĞĂƌĐŚ ƚĞĂŵ ĞŶǀŝƐŝŽŶĞĚ Ă ǁŽƌůĚ ŽĨƉĞƌƐŽŶĂůŝǌĞĚ ĐŽŶƐƵŵĞƌŵĞĚŝĐŝŶĞ ĂŶĚ ƚŚĞŝƌ ŚĂŶŐĞ WĂƚŚĨĞĂƚƵƌĞĚĂƐĞƌŝĞƐŽĨƐŝŵƉůĞƚĞƐƚƐ

CHANGE PATHS | method worksheet

Dgt^dKEηϭ

KhZs^KE

Dgt^dKEηϮ^WampdKEdKz

WĞƚƌŝŽŵĞŚĞĂĚŽĨĚĞǀĞůŽƉŵĞŶƚĂƚƚŚĞampŝŶŶŝƐŚďƌŽĂĚĐĂƐƟŶŐĐŽŵƉĂŶǇzůĞƐŵŝůĞĚĂƐŚŝƐŐĂǌĞƐǁĞƉƚŽǀĞƌĂƐĞƚŽĨƉƌŽƚŽƚǇƉĞƐŽŶ ƚŚĞ ůĂƌŐĞ ĚĞƐŬ ŝŶ ĨƌŽŶƚ ŽĨ ŚŝƐ ƚĞĂŵdŚĞ ĨƌƵŝƚƐ ŽĨ Ă ǇĞĂƌ ƐǁŽƌŬ ƐĂƚ ƚŚĞƌĞŽŶƚŚĞ ƚĂďůĞ ƐŽ ƚĂŶŐŝďůĞ ƚŚĂƚ WĞƚƌŝ ŚŝŵƐĞůĨŚĂĚĚŝĸĐƵůƟĞƐďĞůŝĞǀŝŶŐŝƚǁŚĞŶƌĞĐĂůůŝŶŐƚŚĞĂŵďŝŐƵŽƵƐƉƌĞŵŝƐĞƐƚŚĞǇŚĂĚďĞŐƵŶǁŝƚŚŽǀĞƌĂǇĞĂƌĂŐŽ

Marketplace challengeszůĞŶĞĞĚĞĚƚŽĐŚĂŶŐĞŝŶƐǇŵƉŚŽŶǇǁŝƚŚƚŚĞ ŵĞŐĂƚƌĞŶĚƐ ŝŶ ƚŚĞ ŵĞĚŝĂ ŝŶĚƵƐƚƌǇƌŽĂĚĐĂƐƟŶŐ ƚĞĐŚŶŽůŽŐǇ ǁĂƐ ƌĂƉŝĚůǇďĞĐŽŵŝŶŐŽďƐŽůĞƚĞƚĞůĞǀŝƐŝŽŶŚĂĚůŽƐƚŝƚƐĐĞŶƚƌĂůƌŽůĞŝŶďƌŝŶŐŝŶŐƚŽŐĞƚŚĞƌĨĂŵŝůŝĞƐĂŶĚ ĨƌŝĞŶĚƐ ĂŶĚ ŽŶͲĚĞŵĂŶĚ ƐĞƌǀŝĐĞƐǁĞƌĞ ƌĞĚĞĮŶŝŶŐ ƚŚĞ ĐůĂƐƐŝĐ ŵŽĚĞů ŽĨĐŽŶƚĞŶƚĚŝƐƚƌŝďƵƟŽŶdŚĞƐĂŵĞǁĂƐƚƌƵĞĨŽƌƌĂĚŝŽdŽ ĂĚĚ ƚŽ ƚŚĞ ĐŚĂůůĞŶŐĞƐ ƚŚĞ

ĨƵŶĚŝŶŐ ƌĞŐŝŵĞ ŽĨ ampŝŶŶŝƐŚ ƉƵďůŝĐ ŵĞĚŝĂƐĞƌǀŝĐĞƐ ǁĂƐ ƐŽŽŶ ƚŽ ďĞ ƌĞƐƚƌƵĐƚƵƌĞĚŝŶƚŽ Ă ĐŽŵƉƵůƐŽƌǇ ĚĞǀŝĐĞ ŽǁŶĞƌƐŚŝƉŝŶĚĞƉĞŶĚĞŶƚ ƚĂǆ ůů ƚŚĞƐĞ ƚƌĞŶĚƐ ĂŶĚ

ĐŚĂŶŐĞƐ ĐĂůůĞĚ ĨŽƌ ďĞƩĞƌ ĐƵƐƚŽŵŝǌĂƟŽŶŽĨ ƐĞƌǀŝĐĞƐ ƚŽ ĐŽŶŶĞĐƚ ǁŝƚŚ ŝŶĚŝǀŝĚƵĂůǀŝĞǁĞƌƐĂŶĚůŝƐƚĞŶĞƌƐŐŝǀŝŶŐƚŚĞŵďĞƩĞƌǀĂůƵĞĨŽƌƚŚĞŝƌƟŵĞĂŶĚŵŽŶĞǇŶ ƚŚĞ ƐƉƌŝŶŐ ŽĨ ϮϬϭϮ zůĞ ŚĂĚ ďŽůĚ

ŽďũĞĐƟǀĞƐ dŚĞ ĐŽŵƉĂŶǇ ĞŶǀŝƐŝŽŶĞĚƐĞǀĞƌĂů ŝŶŶŽǀĂƟǀĞ ĐŚĂŶŐĞƐ ŝŶ ƐƚƌĂƚĞŐǇĐŽŵŵƵŶŝĐĂƟŽŶ ĂŶĚ ŽƌŐĂŶŝǌĂƟŽŶƚŽ ĐŽŶŶĞĐƚ ĂŶĚ ŝŶƚĞƌĂĐƚ ŝŶ Ă ŵŽƌĞĚŝƌĞĐƚ ŝŶƚĞƌĂĐƟǀĞ ĂŶĚ ƉĞƌƐŽŶĂůŝǌĞĚŵĂŶŶĞƌ ǁŝƚŚ ŝƚƐ ĂƵĚŝĞŶĐĞ ĞǇŽŶĚŵĞƌĞ ďƌŽĂĚĐĂƐƟŶŐ zůĞ ǁŽƵůĚ ďĞĐŽŵĞĂ ŶĂƟŽŶĂů ŶĞƚǁŽƌŬ ŽĨ ĐŽŶŶĞĐƟŽŶƐďĞƚǁĞĞŶĐŽŵŵƵŶŝƚǇĂŶĚĐŽŶƚĞŶƚŽŵĞĚĞƐĐƌŝďĞĚzůĞƐǀŝƐŝŽŶƚŚĂƚĞǀĞƌǇĐŝƟǌĞŶŽĨ ƚŚĞ ĐŽƵŶƚƌǇ ƐŚŽƵůĚ ƉĞƌƐŽŶĂůůǇ ŬŶŽǁĂƚůĞĂƐƚŽŶĞŽĨzůĞƐĞŵƉůŽǇĞĞƐĂŶĚƚĂŬĞĂĚǀĂŶƚĂŐĞ ŽĨ Śŝŵ Žƌ ŚĞƌ ĂƐ Ă ƉĞƌƐŽŶĂůŚĞůƉĚĞƐŬ ampĞĞĚďĂĐŬĂŶĚĚĂƚĂŐĂƚŚĞƌĞĚĨƌŽŵƚŚĞĂƵĚŝĞŶĐĞǁŽƵůĚƚŚĞŶďĞƵƐĞĚƚŽĚĞǀĞůŽƉĂŶĚĐƵƐƚŽŵŝǌĞzůĞƐƐĞƌǀŝĐĞƐĨŽƌ ďĞƩĞƌ ƐƚƌĂƚĞŐŝĐ ĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐĂŶĚƐĞƌǀŝĐĞ ŶƚĞƌĂĐƟŽŶŽƉĞŶŶĞƐƐĂŶĚĚŝƌĞĐƚ ĨĞĞĚďĂĐŬ ǁĞƌĞ Ăůů ŬĞǇƐ ƚŽ ƚŚĞƐƵĐĐĞƐƐŽĨzůĞƐŶĞǁǀŝƐŝŽŶ

CASE STUDY | How YLE defined a new foresight capability

Towards participatory renewaldŚĞĐŚĂŶŐĞƐŶĞĐĞƐƐĂƌǇƚŽŝŵƉůĞŵĞŶƚƚŚĞǀŝƐŝŽŶǁĞƌĞĐŽŵƉĂŶǇͲǁŝĚĞƌĞƋƵŝƌŝŶŐƚŚĞĐŽŽƌĚŝŶĂƟŽŶĂŶĚĂůŝŐŶŵĞŶƚŽĨƉƌĞǀŝŽƵƐůǇĨƌĂŐŵĞŶƚĞĚ ĞīŽƌƚƐ ŝŶ ŝŶŶŽǀĂƟŽŶƉůĂŶŶŝŶŐĂŶĚĨŽƌĞƐŝŐŚƚĂĐƌŽƐƐŶƵŵĞƌŽƵƐĚĞƉĂƌƚŵĞŶƚƐ ƵŶŝƚƐ ĂŶĚ ůĞǀĞůƐ ŽĨ ƚŚĞĐŽŵƉĂŶǇdŚĞŽďũĞĐƟǀĞǁĂƐ ƚŽ ĐƌĞĂƚĞĂƵŶŝĮĞĚ ƌĞƉĞĂƚĂďůĞƉƌŽĐĞƐƐ ĨŽƌ ĨŽƌĞƐŝŐŚƚƉůĂŶŶŝŶŐŚĂƌŐĞĚ ǁŝƚŚ ĚĞƐŝŐŶŝŶŐ zůĞ Ɛ ŶĞǁ

ĂƉƉƌŽĂĐŚ ŽŵĞ ŬŶĞǁ ƚŚĂƚ ƌĞͲĂůŝŐŶŝŶŐŽůĚ ŵŽĚĞůƐ ĂŶĚ ƉƌŽĐĞĚƵƌĞƐ ǁŽƵůĚ ďĞŝŶƐƵĸĐŝĞŶƚzůĞŶĞĞĚĞĚƚŽĂĚŽƉƚĞŶƟƌĞůǇŶĞǁ ĐĂƉĂďŝůŝƟĞƐ ƚŽ ŝŶƚĞƌĂĐƚ ǁŝƚŚ ƚŚĞŝƌĂƵĚŝĞŶĐĞ ĂŶĚ ƚƌĂŶƐĨŽƌŵ ƚŚĞ ĐĂƉƚƵƌĞĚƐŝŐŶĂůƐŝŶƚŽǀŝĂďůĞƐĞƌǀŝĐĞƐŽŵĞƌĞĚƵĐĞĚƚŚĞĐŚĂůůĞŶŐĞƚŽĂƐŝŶŐůĞƋƵĞƐƟŽŶŽǁĐĂŶǁĞĐƌĞĂƚĞĂŶĞŶŐĂŐŝŶŐŽƌŐĂŶŝǌĂƟŽŶͲǁŝĚĞ ĨŽƌĞƐŝŐŚƚ ƉƌŽĐĞƐƐ ƚŚĂƚ ŝŶƐƉŝƌĞƐĞǀĞƌǇŽŶĞƚŽũŽŝŶŝŶ

ϭϱϵ

Heralds of changeWĞƚƌŝ Ɛ ĮƌƐƚ ŵŽǀĞ ǁĂƐ ƚŽ ĞƐƚĂďůŝƐŚ ĂĐŽƌĞ ƚĞĂŵ ĚĞĚŝĐĂƚĞĚ ƚŽ ƚŚĞ ĚĞƐŝŐŶ ĂŶĚŝŵƉůĞŵĞŶƚĂƟŽŶ ŽĨ Ă ŶĞǁ ĨŽƌĞƐŝŐŚƚƉƌŽĐĞƐƐ ŝƐ ƚĞĂŵ ĐŽŶƐŝƐƚĞĚ ŽĨ ĨŽƵƌŵĂŶĂŐĞƌƐ ǁŚŽ ǁĞƌĞ ŐŝǀĞŶ ƚŚĞŵĂŶĚĂƚĞ ĂŶĚ ƉŽǁĞƌ ƚŽ ĂĐĐĞƐƐ ƚŚĞĞŶƟƌĞ ŽƌŐĂŶŝǌĂƟŽŶ dŚĞŝƌ ĮƌƐƚ ƚĂƐŬ ǁĂƐƚŽ ůĞĂƌŶ ƚŚĞ ĨŽƌĞƐŝŐŚƚ ĂŶĚ ŝŶŶŽǀĂƟŽŶŵĞƚŚŽĚƐƉƌĞƐĞŶƚĞĚŝŶƚŚŝƐƉůĂǇďŽŽŬdŚĞǇƉĂƌƟĐŝƉĂƚĞĚ ŝŶ ĂŶ ŝŵŵĞƌƐŝǀĞ ƚƌĂŝŶŝŶŐǁŽƌŬƐŚŽƉĂŶĚĂůƐŽƉƌĂĐƟĐĞĚĂƉƉůǇŝŶŐƚŚĞŵĞƚŚŽĚƐ ŽŶ ƚŚĞŝƌ ŽǁŶ ƚŽ ŽƚŚĞƌ ŝŶƚĞƌŶĂůŝŶŝƟĂƟǀĞƐƵŶĚĞƌǁĂǇǁŝƚŚŝŶzůĞdŚĞŝƌ ƐĞĐŽŶĚ ƚĂƐŬ ǁĂƐ ƚŽ ĞŶŐĂŐĞ ĂŶĚ

ƚĞĂĐŚĂƐŵĂůůŐƌŽƵƉŽĨĞǆĞĐƵƟǀĞƐƌĞĐĞŶƚůǇĂƉƉŽŝŶƚĞĚĂƐƚŚĞampƵƚƵƌĞĚǀŝƐŽƌǇŽĂƌĚdŚŝƐ ŽĂƌĚ ǁŽƵůĚ ĐŽŶƐŝƐƚ ŽĨ ŵĂŶĂŐĞƌƐĂŶĚ ĚŝƌĞĐƚŽƌƐ ǁŝƚŚ ƐŝŐŶŝĮĐĂŶƚ ŝŶŇƵĞŶĐĞĂƚ zůĞ KŶĐĞ ƚŚĞ ŶĞǁ ĨŽƌĞƐŝŐŚƚ ƉƌŽĐĞƐƐǁĂƐĚĞƐŝŐŶĞĚƚŚĞampƵƚƵƌĞĚǀŝƐŽƌǇŽĂƌĚǁŽƵůĚ ďĞ ƌĞƐƉŽŶƐŝďůĞ ĨŽƌ ƉƌŽŵŽƟŶŐ ƚŚĞĨŽƌĞƐŝŐŚƚ ŵĞƚŚŽĚƐ ĂŶĚ ŶĞǁ ƉƌĂĐƟĐĞƐǁŝƚŚŝŶ ƚŚĞŝƌ ƌĞƐƉĞĐƟǀĞ ĚĞƉĂƌƚŵĞŶƚƐǁŚŝĐŚ ǁĂƐ ŬĞǇ ƚŽ ƚŚĞ ƐĐĂůĂďŝůŝƚǇ ŽĨ ƚŚĞŶĞǁƉƌŽĐĞƐƐ

A map of current practicestŚĂƚŝƐƉĂƐƚŝƐƉƌŽůŽŐƵĞ Ͷt^ŚĂŬĞƐƉĞĂƌĞŽŵĞ ƐƚĞĂŵƐƚĂƌƚĞĚĮƌƐƚŽŶƚŚĞƉƌŽĐĞƐƐ

ĚĞƐŝŐŶ ǁŚŝĐŚ ƌĞƋƵŝƌĞĚ ĞƐƚĂďůŝƐŚŝŶŐ ĂĐůĞĂƌĂŶĚĐŽŚĞƌĞŶƚƉŝĐƚƵƌĞŽĨƚŚĞĐƵƌƌĞŶƚŵƵĚĚǇƐƚĂƚĞŽĨƉƌĂĐƟĐĞƐƉƌĞǀĂůĞŶƚĂĐƌŽƐƐzůĞdŚĞǇŬŶĞǁƚŚĂƚƉĂƐƚĂĐƟǀŝƟĞƐƉůĂĐĞĚƚŚĞ ĞůĞŵĞŶƚƐ ŽĨ ǁŚĂƚ ǁŽƵůĚ ĨŽůůŽǁ ƐŽƚŚĞǇŶĞĞĚĞĚ ƚŽŬŶŽǁŚŽǁĞĂĐŚĚŝǀŝƐŝŽŶĐƵƌƌĞŶƚůǇ ĚĞĮŶĞĚ ĂŶĚ ĂƉƉƌŽĂĐŚĞĚĨŽƌĞƐŝŐŚƚdŽŐĂƚŚĞƌƚŚŝƐŝŶƉƵƚƚŚĞƚĞĂŵĚĞĐŝĚĞĚ

ƚŽŚŽƐƚĂƐĞƌŝĞƐŽĨŵŝŶŝͲǁŽƌŬƐŚŽƉƐĞĂĐŚƌŽƵŐŚůǇϰϱŵŝŶƵƚĞƐůŽŶŐĚƵƌŝŶŐůƵŶĐŚƟŵĞdŚĞǇ ĨĞůƚ ƚŚŝƐ ĂƉƉƌŽĂĐŚ ǁŽƵůĚ ƌĞƐŽŶĂƚĞďĞƩĞƌǁŝƚŚĂŶĚŵŽƟǀĂƚĞƚŚĞŝƌĐŽůůĞĂŐƵĞƐƚŚĂŶ ŵŽƌĞ ĞůĂďŽƌĂƚĞ ĂŶĚ ƐƚƌĞŶƵŽƵƐĂƌƌĂŶŐĞŵĞŶƚƐƐƵĐŚĂƐĨƵůůͲďůŽǁŶƌĞƚƌĞĂƚƐdŚĞŵŝŶŝͲǁŽƌŬƐŚŽƉƐ ŽďũĞĐƟǀĞƐ ǁĞƌĞ ƚŽĂͿŵĂƉĐƵƌƌĞŶƚůǇƵƐĞĚĨŽƌĞƐŝŐŚƚƉƌĂĐƟĐĞƐŝŶ ƚŚĞ ĐŽŵƉĂŶǇ ďͿ ĐŽůůĞĐƚ ŝŶŝƟĂů ŶĞǁŝĚĞĂƐ ŽŶ ĨƵƚƵƌĞ ĨŽƌĞƐŝŐŚƚ ǁŽƌŬ ĂŶĚ ĐͿĨĂŵŝůŝĂƌŝǌĞ ŵƵůƟƉůĞ ĐŽůůĞĂŐƵĞƐ ǁŝƚŚ ƚŚĞĨŽƌĞƐŝŐŚƚŵĞƚŚŽĚƐdǁŽ ŵĞŵďĞƌƐ ĨƌŽŵ ƚŚĞ ĐŽƌĞ ƚĞĂŵ

ŚŽƐƚĞĚ ĞĂĐŚ ǁŽƌŬƐŚŽƉ WĂƌƟĐŝƉĂŶƚƐŝŶĐůƵĚĞĚĐŽůůĞĂŐƵĞƐĂŶĚĐŽŶƐƟƚƵĞŶƚƐĨƌŽŵĂůůĚĞƉĂƌƚŵĞŶƚƐĂŶĚůĞǀĞůƐŽĨzůĞŝŶĐůƵĚŝŶŐŵĞŵďĞƌƐ ŽĨ ƚŚĞ ampƵƚƵƌĞ ĚǀŝƐŽƌǇ ŽĂƌĚƐ ĂŶ ĂĚǀĂŶĐĞ ĂƐƐŝŐŶŵĞŶƚ ƉĂƌƟĐŝƉĂŶƚƐǁĞƌĞ ĂƐŬĞĚ ƚŽ ƉƌĞƉĂƌĞ Ă ďƌŝĞĨ ƐƵŵŵĂƌǇŽĨ ƚŚĞ ĨŽƌĞƐŝŐŚƚŵĞƚŚŽĚƐ ĐƵƌƌĞŶƚůǇ ƵƐĞĚŝŶ ƚŚĞŝƌ ƌĞƐƉĞĐƟǀĞ ǁŽƌŬ ƵƌŝŶŐ ƚŚĞŵŝŶŝͲǁŽƌŬƐŚŽƉƐ ƚŚĞƐĞ ƐƵŵŵĂƌŝĞƐ ǁĞƌĞĚĞďƌŝĞĨĞĚ ĂŶĚ ƐŚĂƌĞĚ ǁŝƚŚŝŶ ƚŚĞ ŐƌŽƵƉĂƐĂĮƌƐƚĞǆĞƌĐŝƐĞƵŝůĚŝŶŐŽŶŝƚƐŽƵƚƉƵƚƉĂƌƟĐŝƉĂŶƚƐ ƚŚĞŶ ĂƉƉůŝĞĚ ƚŚĞ ŽŶƚĞǆƚDĂƉ ŵĞƚŚŽĚ ƚŽ ƐǇŶƚŚĞƐŝǌĞ ĞǆŝƐƟŶŐ ĂŶĚĨƵƚƵƌĞĂƐƉĞĐƚƐŽĨƚŚĞĨŽƌĞƐŝŐŚƚƉƌŽĐĞƐƐ

A sense of shared ownershipdŚĞ ĚŝĸĐƵůƚǇ ůŝĞƐ ŶŽƚ ƐŽ ŵƵĐŚ ŝŶĚĞǀĞůŽƉŝŶŐŶĞǁŝĚĞĂƐĂƐŝŶĞƐĐĂƉŝŶŐĨƌŽŵŽůĚŽŶĞƐ ͶDltĞǇŶĞƐtŚĞŶ ŽƌŐĂŶŝǌŝŶŐ ƚŚĞ ǁŽƌŬƐŚŽƉƐ ƚŚĞ

ĐŽƌĞ ƚĞĂŵŵĞƚ ƚǁŽ ŬĞǇ ĐŚĂůůĞŶŐĞƐ ƚŚĂƚĂīĞĐƚĞĚ ƚŚĞŝƌ ĞīĞĐƟǀĞŶĞƐƐ ŝŶ ƉůĂŶŶŝŶŐĂŶĚ ƉŽƚĞŶƟĂůůǇ ĞŶĚĂŶŐĞƌĞĚ Ă ƐƵĐĐĞƐƐĨƵůŽƵƚĐŽŵĞ KŶ Ă ƉƌĂĐƟĐĂů ůĞǀĞů ƚŚĞǇ ŚĂĚĚŝĸĐƵůƟĞƐŐĞƫŶŐŽƚŚĞƌƐŝŶǀŽůǀĞĚ

ampĞǁ ĐŽůůĞĂŐƵĞƐ ŚĂĚ ƟŵĞ ƚŽ ƐƉĂƌĞĨƌŽŵ ƚŚĞŝƌ ĚĞƐŝŐŶĂƚĞĚ ĚĂǇ ũŽďƐ ĂŶĚ ĚŝĚŶŽƚ ĨƵůůǇ ĂƉƉƌĞĐŝĂƚĞ ƚŚĞ ůŽŶŐͲƚĞƌŵǀĂůƵĞŝŶ ĚĞǀĞůŽƉŝŶŐ Ă ĐŽƌƉŽƌĂƚĞ ĨŽƌĞƐŝŐŚƚĐĂƉĂďŝůŝƚǇĨƚŚĞǇǁĞƌĞƵŶǁŝůůŝŶŐƚŽĞŶŐĂŐĞŝŶƚŚĞĞŶĚĞĂǀŽƌĂƚƚŚŝƐĞĂƌůǇƐƚĂŐĞƚŚĞƌĞǁĂƐůŝƩůĞŚŽƉĞĨŽƌƚŚĞŵƚŽƐƵƉƉŽƌƚĞīŽƌƚƐĨŽƌ ĂŶ ŽƉĞŶ ĂŶĚ ƉĂƌƟĐŝƉĂƚŽƌǇ ĨŽƌĞƐŝŐŚƚŵŽĚĞůĂƚůĂƚĞƌƐƚĂŐĞƐdŚĞ ƐĞĐŽŶĚ ĐŚĂůůĞŶŐĞ ǁĂƐ ƐƚƌƵĐƚƵƌĂů

dŚĞƌĞǁĂƐůŝƩůĞĐŽͲĐƌĞĂƟŽŶŽĨŝĚĞĂƐƚĂĐŝƚŬŶŽǁůĞĚŐĞ Žƌ ƐŚĂƌĞĚ ƵŶĚĞƌƐƚĂŶĚŝŶŐďĞƚǁĞĞŶ ƚŚĞ ĐŽƌĞ ƚĞĂŵ ĂŶĚ ƚŚĞ ampƵƚƵƌĞĚǀŝƐŽƌǇŽĂƌĚdŚĞƌĞǁĂƐĂƌŝƐŬƚŚĂƚƚŚĞŽĂƌĚĚŝĚŶŽƚƉĞƌĐĞŝǀĞĂŶǇŽǁŶĞƌƐŚŝƉŽĨƚŚĞŐĞŶĞƌĂƚĞĚŝĚĞĂƐǁŚŝĐŚĐŽƵůĚůĞĂĚƚŽůŽǁĐŽŵŵŝƚŵĞŶƚŽǀĞƌƟŵĞtŝƚŚ ŚŝŶĚƐŝŐŚƚ ŽŵĞ ďĞůŝĞǀĞĚ ƚŚĞ

ĐŽŶǀĞŶƟŽŶĂů ƚĂƐŬĨŽƌĐĞ ĂƉƉƌŽĂĐŚ ƚŽ ƚŚĞƉƌŽũĞĐƚ ĐĂƵƐĞĚ ƚŚĞƐĞ ƚǁŽ ĐŚĂůůĞŶŐĞƐZĞƐƉŽŶƐŝďŝůŝƚǇĨŽƌĚƌŝǀŝŶŐƚŚĞĐŚĂŶŐĞŚĂĚďĞĞŶ ĚĞůĞŐĂƚĞĚ ƚŽ Ă ƐŵĂůů ĂƵƚŽŶŽŵŽƵƐŐƌŽƵƉ ǇĞƚ ǁŚĂƚ ǁĂƐ ŶĞĞĚĞĚ ǁĂƐ ƚŚĞĂƵƚŚŽƌŝƚǇ ƚŚĂƚ ŽŶůǇ ƚŽƉ ŵĂŶĂŐĞŵĞŶƚĐŽŵŵĂŶĚƐ Ŷ ŽƚŚĞƌ ǁŽƌĚƐ ƚŚĞ ĐŽƌĞƚĞĂŵ ŚĂĚ ƚŚĞ ŵĂŶĚĂƚĞ ƚŽ ŝŶǀŽůǀĞ ƚŚĞ

ĞŶƟƌĞ ŽƌŐĂŶŝǌĂƟŽŶ ŝŶ ƚŚĞ ƉƌŽĐĞƐƐ ďƵƚůĂĐŬĞĚ ƚŚĞ ůĞǀĞƌĂŐĞ ĂŶĚ ĂƵƚŚŽƌŝƚǇ ƚŽ ĚŽƐŽhůƟŵĂƚĞůǇ ĐŚĂŶŐĞǁŽƵůĚŚĂǀĞ ƚŽďĞĚƌŝǀĞŶ ďǇ ƚŚĞ ĞǆƉůŝĐŝƚ ĐŽŵŵŝƚŵĞŶƚ ŽĨĂŶĚ ĐůĞĂƌ ĐŽŵŵƵŶŝĐĂƟŽŶ ďǇ zůĞ Ɛ ƚŽƉŵĂŶĂŐĞŵĞŶƚĞƐƉŝƚĞ ƚŚĞƐĞ ŝŶŝƟĂů ĐŚĂůůĞŶŐĞƐ ƚŚĞ

ĐŽƌĞ ƚĞĂŵǁĂƐ ĂďůĞ ƚŽƉƵƐŚ ĂŚĞĂĚǁŝƚŚŝƚƐƉůĂŶŶĞĚĂŐĞŶĚĂ

Using stories to communicate contextdŚĞĞƌƌŽƌŽĨƚŚĞƉĂƐƚŝƐƚŚĞǁŝƐĚŽŵŽĨƚŚĞĨƵƚƵƌĞ ͶdƵƌŶĞƌŌĞƌ ƚŚĞ ŵŝŶŝͲǁŽƌŬƐŚŽƉƐ ƚŚĞ ĐŽƌĞ

ƚĞĂŵ ďĞŐĂŶ ƚŚĞ ĂŶĂůǇƐŝƐ ŽĨ ĚĂƚĂ ĂŶĚŝŶĨŽƌŵĂƟŽŶ dŚĞǇ ƐŚĂƌĞĚ ƚŚĞŝƌ ŝŶƐŝŐŚƚƐƚŚƌŽƵŐŚƐƚŽƌǇƚĞůůŝŶŐĂƉŽǁĞƌĨƵůƚĞĐŚŶŝƋƵĞƚŚĂƚ ƉƵƚƐ ƐĞĞŵŝŶŐůǇ ƵŶƌĞůĂƚĞĚ ƉŝĞĐĞƐŽĨ ŝŶĨŽƌŵĂƟŽŶ ŝŶƚŽ Ă ůŽŐŝĐĂů ĂŶĚ ĐĂƵƐĂůĐŽŶƚĞǆƚ tŚŝůĞ Ă ƚĞĂŵ ŵĞŵďĞƌ ƚŽůĚ ĂƐƚŽƌǇ ŽƚŚĞƌ ƚĞĂŵ ŵĞŵďĞƌƐ ĐĂƉƚƵƌĞĚŶŽƚĞƐĂŶĚŽďƐĞƌǀĂƟŽŶƐŽŶĐŽůŽƌĞĚƐƟĐŬǇŶŽƚĞƐdŚĞƐĞƐƟĐŬǇŶŽƚĞƐǁĞƌĞƚŚĞŶŐƌŽƵƉĞĚ

ƚŚĞŵĂƟĐĂůůǇ ŽŵďŝŶŝŶŐ ƚŚĞ WƌŽŐƌĞƐƐŝŽŶ

ƵƌǀĞƐŵĞƚŚŽĚǁŝƚŚƉƌŽĐĞƐƐŇŽǁĐŚĂƌƚƐƚŚĞĐŽƌĞƚĞĂŵƐƚƌƵĐƚƵƌĞĚƚŚĞƐƚŽƌǇƚŚĞŵĞƐĂŶĚƚƌĂĐŬĞĚƚŚĞŝƌĞǀŽůƵƟŽŶƌĞůĂƟŽŶƐŚŝƉƐĂŶĚ ŝŶƚĞƌĚĞƉĞŶĚĞŶĐŝĞƐ ŽǀĞƌ ƟŵĞ dŚĞĂŝŵǁĂƐƚŽŝĚĞŶƟĨǇŬĞǇŝŶƐŝŐŚƚƐƌĞŐĂƌĚŝŶŐƚŚĞĐĂƵƐĞƐĂŶĚĚĞǀĞůŽƉŵĞŶƚƐƚŚĂƚŚĂĚůĞĚƚŽƚŚĞƉƌĞƐĞŶƚƐƚĂƚĞŽĨĨŽƌĞƐŝŐŚƚĂĐƟǀŝƟĞƐĂƚzůĞŶƚŚĞƉĂƐƚ ƚŚĞƚĞĂŵƌĞĂůŝǌĞĚƚŚĂƚzůĞ

ŚĂĚĂůŵŽƐƚĞǆĐůƵƐŝǀĞůǇƌĞůŝĞĚŽŶĞǆƚĞƌŶĂůŬŶŽǁůĞĚŐĞ ĂŶĚ ĐŽŶƐƵůƚĂŶƚƐ ƚŽ ŝĚĞŶƟĨǇĂŶĚ ĨĂĐŝůŝƚĂƚĞ ŵĞĂƐƵƌĞƐ ĨŽƌ ĚĞǀĞůŽƉŝŶŐĨŽƌĞƐŝŐŚƚ ĂŶĚ ŝŶŶŽǀĂƟŽŶ ƉƌĂĐƟĐĞƐ ŶǇŝŶƐŝŐŚƚƐ ŐĂŝŶĞĚ ŚĂĚ ďĞĞŶ ůŝŵŝƚĞĚ ƚŽ ĂǀĞƌǇĞǆĐůƵƐŝǀĞĐŝƌĐůĞŽĨ ŝŶĚŝǀŝĚƵĂůƐǁŝƚŚŝŶzůĞdŚŝƐŵŽĚĞůǁĂƐĚŝƌĞĐƚůǇĂƚŽĚĚƐǁŝƚŚƚŚĞŶĞǁƐƚƌĂƚĞŐǇƚŚĂƚƌĞůŝĞĚŽŶĂŶŽƉĞŶƉĂƌƟĐŝƉĂƚŽƌǇĂƉƉƌŽĂĐŚƚŽĨŽƌĞƐŝŐŚƚdŚĞ ĐŽƌĞ ƚĞĂŵ ĚƌĞǁ ƚŚƌĞĞ ŵĂũŽƌ

ĐŽŶĐůƵƐŝŽŶƐĨƌŽŵƚŚŝƐŝŶƐŝŐŚƚdŚĞĐŽŵƉĂŶǇŶĞĞĚĞĚ ƚŽ ĂͿ ůĞĂĚ ƚŚĞ ĨĂĐŝůŝƚĂƟŽŶ ŽĨĨŽƌĞƐŝŐŚƚƉƌĂĐƟĐĞƐŝŶŽƌĚĞƌƚŽĐŽŶƚƌŽůƚŚĞĐƌĞĂƟŽŶŽĨŬŶŽǁůĞĚŐĞĂĐƌŽƐƐƚŚĞďƌŽĂĚĞƌŽƌŐĂŶŝǌĂƟŽŶ ďͿ ĞƐƚĂďůŝƐŚ Ă ĨŽƌĞƐŝŐŚƚŶĞƚǁŽƌŬǁŝƚŚŝŶ ĂŶĚ ŽƵƚƐŝĚĞ zůĞ ĂŶĚ ĐͿĐƌĞĂƚĞ ĂŶ ŝŶƚĞƌŶĂů ƐǇƐƚĞŵ ĨŽƌ ŐĂƚŚĞƌŝŶŐ

ǁĞĂŬƐŝŐŶĂůƐĂŶĚŵĂƌŬĞƚĨĞĞĚďĂĐŬƚŚĂƚǁŽƵůĚ ůĞƐƐĞŶ ƚŚĞ ƌĞůŝĂŶĐĞ ŽŶ ŽƵƚƐŝĚĞĞǆƉĞƌƟƐĞŶ ƚĞƌŵƐ ŽĨ ůĞĂĚĞƌƐŚŝƉ ƚŚŝƐ ĂƉƉƌŽĂĐŚ

ǁŽƵůĚ ƐŚŝŌ ĂǁĂǇ ĨƌŽŵ ĐŽŶǀĞŶƟŽŶĂůůǇŚŝĞƌĂƌĐŚŝĐĂů ƉƌĂĐƟĐĞƐ ƚŽǁĂƌĚƐ ĂŶĞŵƉŚĂƐŝƐ ŽŶ ŚƵŵĂŶͲĐĞŶƚĞƌĞĚ ĐŽĂĐŚŝŶŐĂŶĚŶĞƚǁŽƌŬƐZĞĐĞŶƚĚĞǀĞůŽƉŵĞŶƚƐŝŶĐƌŽǁĚͲƐŽƵƌĐŝŶŐ

ĂŶĚ ĐůŽƵĚ ƚĞĐŚŶŽůŽŐŝĞƐ ĂƐ ǁĞůů ĂƐ ƚŚĞĐŽƌĞƚĞĂŵ ƐĞīŽƌƚƐƚŽĞƐƚĂďůŝƐŚĂƵŶŝĮĞĚĨŽƌĞƐŝŐŚƚ ŵĞƚŚŽĚŽůŽŐǇ ǁĞƌĞ ĚĞĞŵĞĚŝŵƉŽƌƚĂŶƚ ĞŶĂďůĞƌƐ ŝŶ ŝŵƉůĞŵĞŶƟŶŐ ƚŚĞŶĞǁƐƚƌĂƚĞŐǇŶ ĞīĞĐƚ ƚŚĞ ĐŽƌĞ ƚĞĂŵ ŚĂĚ ŶŽǁ

ĞƐƚĂďůŝƐŚĞĚ ĂŶ ŝŶͲĚĞƉƚŚ ƉŝĐƚƵƌĞ ŽĨ zůĞ ƐĐƵƌƌĞŶƚƐƚĂƚĞ ŝŶ ĨŽƌĞƐŝŐŚƚĂŶĚ ŝŶŶŽǀĂƟŽŶĂĐƟǀŝƟĞƐ dŚĞǇ ŬŶĞǁ ǁŚĂƚ ǁŽƵůĚ ŶĞĞĚƚŽ ĐŚĂŶŐĞ dŽ ĞƐƚĂďůŝƐŚ Ă ǁŝĚĞůǇ ƐŚĂƌĞĚƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞƌĞƐƵůƚƐǁĞƌĞƉƌĞƐĞŶƚĞĚĂƚ Ă ůĂƌŐĞ ĐŽŵƉĂŶǇͲǁŝĚĞ ƐĞŵŝŶĂƌ dŚĞĐŽƌĞ ƚĞĂŵ ǁĂƐ ŶŽǁ ƉŽƐŝƟŽŶĞĚ ƚŽ ƚƵƌŶĨƌŽŵƚŚĞƉĂƐƚ ƚŽzůĞ Ɛ ĨƵƚƵƌĞ ƚŚĞĚĞƐŝŐŶŽĨ ƚŚĞ ĐŽŵƉĂŶǇ Ɛ ŶĞǁĂůŝŐŶĞĚ ĂƉƉƌŽĂĐŚƚŽĨŽƌĞƐŝŐŚƚĂŶĚŝŶŶŽǀĂƟŽŶ

Profiles of the future audienceƐ Ă ŶĞǆƚ ƐƚĞƉ ƚŚĞ ƚĞĂŵ ƌĞůŝĞĚ ŽŶ ƚŚĞĞŶĞƌĂƟŽŶĂů ƌĐƐ ĂŶĚ ampƵƚƵƌĞ hƐĞƌŵĞƚŚŽĚƐ ƚŽ ďƵŝůĚ ĚĞƚĂŝůĞĚ ƉƌŽĮůĞƐ ŽĨzůĞ ƐĨƵƚƵƌĞĂƵĚŝĞŶĐĞĂŶĚĞŵƉůŽǇĞĞƐdŚĞĞŶĞƌĂƟŽŶĂů ƌĐƐ ŵĞƚŚŽĚ ĂŶĂůǇǌĞĚ ƚŚĞĂƵĚŝĞŶĐĞ ŝŶƚŽ ǀĂƌŝŽƵƐ ƐƵďͲƉŽƉƵůĂƟŽŶƐĂĐĐŽƌĚŝŶŐƚŽĂŐĞtŚĞŶƚŚĞŐĞŶĞƌĂƟŽŶĂůŵĂƉǁĂƐ ŽǀĞƌůĂŝĚǁŝƚŚ ĂŐĞͲƌĞůĂƚĞĚ ĚĂƚĂĨŽƌƚŚĞƵƐĞŽĨŵĞĚŝĂĂŶĚĐŽŵŵƵŶŝĐĂƟŽŶƚĞĐŚŶŽůŽŐŝĞƐŝƚǁĂƐĞǀŝĚĞŶƚƚŚĂƚƚŚĞƵƐĞŽĨŝŶƚĞƌĂĐƟǀĞĚŝŐŝƚĂůŵĞĚŝĂďŽƚŚĂƚŚŽŵĞĂŶĚǁŽƌŬŚĂĚďĞĐŽŵĞ ĨĂŝƌůǇǁŝĚĞƐƉƌĞĂĚŝŶ ampŝŶůĂŶĚ dŚĞ ĮŶĚŝŶŐ ǀĂůŝĚĂƚĞĚ ƚŚĞŽƉƉŽƌƚƵŶŝƚǇ ƚŽ ŝŶƚĞŐƌĂƚĞ ŵŽƌĞ ĚŝŐŝƚĂůƐŽůƵƟŽŶƐŝŶĂŶĞǁzůĞĨŽƌĞƐŝŐŚƚŶĞƚǁŽƌŬŶĐŽƵƌĂŐĞĚ ďǇ ƚŚĞ ƌĞƐƵůƚƐ ƚŚĞ ƚĞĂŵ

ŵŽƌĞ ĚĞĞƉůǇ ŝŶǀĞƐƟŐĂƚĞĚ ĂŶ ŝŵƉŽƌƚĂŶƚƚĂƌŐĞƚ ŐƌŽƵƉ ƵƐŝŶŐ ƚŚĞ ampƵƚƵƌĞ hƐĞƌŵĞƚŚŽĚ ŐĞŶĞƌĂƟŶŐ Ă ƵƐĞƌ ƉĞƌƐŽŶĂ ĨŽƌϮϬϮϳ ďĂƐĞĚ ŽŶ ĐƵƐƚŽŵĞƌ ŝŶƚĞƌǀŝĞǁƐ ƐĂ ƐŶĂƉƐŚŽƚϭϱǇĞĂƌƐ ŝŶƚŽ ƚŚĞ ĨƵƚƵƌĞ ƚŚĞƉĞƌƐŽŶĂ ŽīĞƌĞĚ Ă ŐŽŽĚ ƌĞĨĞƌĞŶĐĞ ƉŽŝŶƚĨŽƌƚŚĞŝƌƐƚƌĂƚĞŐŝĐƉůĂŶŶŝŶŐƚŚĂƚĐŽƵůĚďĞƵƉĚĂƚĞĚŽǀĞƌƟŵĞ

Ǉ ƌĞǀŝĞǁŝŶŐ ĚŽŵŝŶĂŶƚ ŐĞŶĞƌĂƟŽŶĂůďĞŚĂǀŝŽƌƐĂŶĚĞǆƉĞĐƚĞĚ ƚƌĞŶĚƐ ŝŶŵĞĚŝĂƵƐĂŐĞ ĂŵŽŶŐ ŽƚŚĞƌ ĨĂĐƚŽƌƐ ƚŚĞ ƚĞĂŵĨĞůƚ ƚŚĞ ĨƵƚƵƌĞƉĞƌƐŽŶĂŽĨzůĞ ƐĂƵĚŝĞŶĐĞǁŽƵůĚďĞŚŝŐŚůǇƌĞĐĞƉƟǀĞƚŽƚŚĞŝƌŽǀĞƌĂůůŵŝƐƐŝŽŶƚŽĚĞƐŝŐŶĂƉĂƌƟĐŝƉĂƚŽƌǇĨŽƌĞƐŝŐŚƚƉƌŽĐĞƐƐ Ŷ ƉĂƌƟĐƵůĂƌ ƚŚĞ ŐƌŽǁŝŶŐǁŝůůŝŶŐŶĞƐƐ ŽĨ ǇŽƵŶŐĞƌ ampŝŶŶƐ ƚŽ ŝŶƚĞƌĂĐƚǁŝƚŚ ǀĂƌŝŽƵƐ ŵĞĚŝĂ ĐŚĂŶŶĞůƐ ŽīĞƌĞĚ ĂǁĂǇ ĨŽƌzůĞ ƚŽĂƩƌĂĐƚŵŽƌĞ ĨĞĞĚďĂĐŬŽŶŝƚƐ ĚĞǀĞůŽƉŵĞŶƚ ĂŶĚ ƐĞƌǀŝĐĞ ŝĚĞĂƐ ĂŶĚŵŽƌĞ ŝŵƉŽƌƚĂŶƚůǇ ƚŽ ĐĂƉƚƵƌĞ ĞŶƟƌĞůǇŶĞǁ ŝĚĞĂƐ ŐĞŶĞƌĂƚĞĚ ďǇ ƚŚĞŝƌ ĂƵĚŝĞŶĐĞDŽƌĞŽǀĞƌ ƚŚĞ ƉŽǁĞƌ ŽĨ ŵŽďŝůĞ ĚĞǀŝĐĞƐǁŽƵůĚ ĐŽŶƟŶƵĞ ƚŽ ƚƌĂŶƐĨŽƌŵ ĐŽŶƚĞŶƚĚĞůŝǀĞƌǇ

The importance of real-world evidenceīĞĐƟǀĞ ĂŶĂůǇƐŝƐ ƌĞƋƵŝƌĞƐ ŐŽŽĚ ĚĂƚĂĂŶĚ ĐŽůůĞĐƟŶŐ ŐŽŽĚ ĚĂƚĂ ŝƐ ŽŌĞŶ ĂƟŵĞͲĐŽŶƐƵŵŝŶŐ ƚĂƐŬ tŽƌŬŝŶŐ ĂƌŽƵŶĚƐƚƌŝŶŐĞŶƚĚĞĂĚůŝŶĞƐƚŚĞĐŽƌĞƚĞĂŵĨĂĐĞĚŵĂŶǇ ƋƵĞƐƟŽŶƐ ĂďŽƵƚ ƚŚĞ ƌĞůĞǀĂŶƚƐĐŽƉĞ ĂŶĚ ƐĐĂůĞ ŽĨ ĚĂƚĂ ĂŶĚ ƚŚĞǇǁĞƌĞĐŽŶĐĞƌŶĞĚƚŚĂƚƚŚĞǇŵŝŐŚƚŽǀĞƌůǇƌĞůǇŽŶ

ƚŚĞŝƌŽǁŶƉƌĞͲĞǆŝƐƟŶŐĂƐƐƵŵƉƟŽŶƐĂďŽƵƚzůĞ ƐĂƵĚŝĞŶĐĞƐĂƐŽůƵƟŽŶƚŚĞǇƚƵƌŶĞĚƚŽĞǆŝƐƟŶŐ ŝŶƚĞƌǀŝĞǁĚĂƚĂ ƚŚĂƚŚĂĚďĞĞŶĐŽůůĞĐƚĞĚĞĂƌůŝĞƌĨŽƌŽƚŚĞƌƉƵƌƉŽƐĞƐĂƚzůĞdŚŝƐĚĂƚĂĐŽŶƚĂŝŶĞĚĚĞƚĂŝůĞĚŝŶĨŽƌŵĂƟŽŶĂďŽƵƚ ƚŚĞŝƌ ƚĂƌŐĞƚ ƉŽƉƵůĂƟŽŶ ĂůůŽǁŝŶŐƚŚĞŵ ƚŽ ĐŽŵƉůĞŵĞŶƚ ŝƚ ƋƵŝĐŬůǇ ǁŝƚŚƐĞǀĞƌĂůƐŚŽƌƚŝŶƚĞƌǀŝĞǁƐƚŚĂƚĮůůĞĚŝŶƚŚĞƌĞŵĂŝŶŝŶŐĚĂƚĂŐĂƉƐƵĞ ƚŽ ƟŐŚƚ ƐĐŚĞĚƵůĞƐ ƚŚĞǇ ĂůƐŽ

ŚĂĚ ŚĂĚ ƚŽ ĐŚŽŽƐĞ ǁŚĞƚŚĞƌ ƚŽ ƉƌŽĮůĞƚŚĞŝƌ ĞǆƚĞƌŶĂů ĂƵĚŝĞŶĐĞ Žƌ ŝŶƚĞƌŶĂůƐƚĂŬĞŚŽůĚĞƌƐ ^ŝŶĐĞ ƚŚĞǇ ĨĞůƚ ƚŚĞǇ ŚĂĚ ĂďĞƩĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨ ƚŚĞŝƌ ĐŽůůĞĂŐƵĞƐĂƚzůĞƚŚĞƚĞĂŵĚĞĐŝĚĞĚƚŽĨŽĐƵƐĮƌƐƚŽŶƚŚĞĂƵĚŝĞŶĐĞ

The Four Rooms conceptŽŶĮĚĞŶƚ ŝŶ ƚŚĞŝƌ ĮŶĚŝŶŐƐ ƚŚĞ ƚĞĂŵƉƌŽĐĞĞĚĞĚƚŽƚŚĞƐŽůƵƟŽŶƉŚĂƐĞŽĨƚŚĞŝƌƉůĂŶŶŝŶŐƉƌŽĐĞƐƐƌĂǁŝŶŐĨƌŽŵƚŚĞŝƌĞĂƌůǇĂŶĂůǇƐŝƐ ĂďŽƵƚ zůĞ Ɛ ĐƵƌƌĞŶƚ ƉƌĂĐƟĐĞƐƚŚĞǇ ĞǆƉůŽƌĞĚ ƐƵŝƚĂďůĞ ĐŽŶĐĞƉƚƐ ƚŚĂƚ ĂͿĞǆŚŝďŝƚĞĚ ŐƌĞĂƚ ƉŽƚĞŶƟĂů ĨŽƌ ƐĐĂůĂďŝůŝƚǇ ďͿ ǁĂƐ ŇĞǆŝďůĞ ĞŶŽƵŐŚ ƚŽ ďĞ ŝŵƉƌŽǀĞĚĂŶĚĂĚĂƉƚĞĚŽŶĂ ĐŽŶƟŶƵŽƵƐďĂƐŝƐ ĂŶĚ

ĐͿĐŽƵůĚďĞĨĂĐŝůŝƚĂƚĞĚĂŶĚĐŽŵŵƵŶŝĐĂƚĞĚƚŚƌŽƵŐŚĚŝŐŝƚĂůŶĞƚǁŽƌŬƚĞĐŚŶŽůŽŐŝĞƐdŚĞǇƐŽŽŶĐŽŶǀĞƌŐĞĚŽŶĂĐŽŶĐĞƉƚƚŚĂƚ

ŚĂĚŽŶůǇďĞĞŶƉŝůŽƚĞĚŝŶzůĞ ƐƉƌŽĚƵĐƟŽŶĚĞƉĂƌƚŵĞŶƚ KŶĞ ƚĞĂŵ ŵĞŵďĞƌ ŚĂĚďĞĞŶ ŝŶǀŽůǀĞĚ ŝŶ ƚŚĞ ƉŝůŽƚ ĂŶĚ ďƌŽƵŐŚƚƚŚĞ ŝĚĞĂ ƚŽ ƚŚĞŐƌŽƵƉltŶŽǁŶ ŝŶƐŝĚĞzůĞĂƐ ƚŚĞ ampŽƵƌ ZŽŽŵƐ ƚŚĞ ĐŽŶĐĞƉƚ ǁĂƐƌŽƵŐŚĂŶĚůĂĐŬĞĚĂĐůĞĂƌĂŶĚǁĞůůͲĚĞĮŶĞĚƵƐĞƌ ƚ ǁĂƐ ĨƵƌƚŚĞƌ ƵŶĐůĞĂƌ ŚŽǁ ƚŽŵĂŬĞ ƚŚĞ ƉƌŽƉŽƐĞĚ ƉƌŽĐĞƐƐ ŝŶƚĞƌĂĐƟǀĞZĞŐĂƌĚůĞƐƐ ƚŚĞ ĐŽŶĐĞƉƚŵĞƚ ƚŚĞ ƚĞĂŵ ƐŝŶŝƟĂů ĐƌŝƚĞƌŝĂ ĂŶĚ ŽīĞƌĞĚ ĂŵƉůĞ ƌŽŽŵĨŽƌ ĐƵƐƚŽŵŝǌĂƟŽŶ dŚĞ ĚĞĐŝĚŝŶŐ ĨĂĐƚŽƌǁĂƐ ƚŚĂƚ ampŽƵƌ ZŽŽŵƐ ǁĂƐ ďƵŝůƚ ĂƌŽƵŶĚƚŚĞ ĞǆŝƐƟŶŐ ƐƚƌĂƚĞŐŝĐ ĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐŝŶĨƌĂƐƚƌƵĐƚƵƌĞ ŽĨ ƚŚĞ ĐŽŵƉĂŶǇ ŝŶǀŽůǀŝŶŐzůĞ ƐƚŽƉŵĂŶĂŐĞŵĞŶƚdŚĞƚĞĂŵĚĞĐŝĚĞĚŝƚǁĂƐŵŽƌĞ ƐĞŶƐŝďůĞ ƚŽ ĚĞƐŝŐŶ ƚŚĞ ŶĞǁĨŽƌĞƐŝŐŚƚ ŶĞƚǁŽƌŬ ĂƌŽƵŶĚ zůĞ Ɛ ĞǆŝƐƟŶŐĚĞĐŝƐŝŽŶͲŵĂŬŝŶŐ ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ ƚŚĂŶ ƚŽƌĞĚĞƐŝŐŶďŽƚŚƐ ƚŚĞ ŶĂŵĞ ŝŵƉůŝĞƐ ƚŚĞ ĐŽŶĐĞƉƚ ŝƐ

Ă ĨŽƵƌͲƉŚĂƐĞĚ ƉƌŽĐĞƐƐ ǁŚŝĐŚ ĐŽŶǀĞƌƚƐǁĞĂŬ ƐŝŐŶĂůƐ ŽƵƚƐŝĚĞ zůĞ ŝŶƚŽ ƚĂŶŐŝďůĞƌĞƉƌĞƐĞŶƚĂƟŽŶƐŽĨĨƵƚƵƌĞƐŽůƵƟŽŶƐZŽŽŵ

ϭ ŝƐĂĚĂƚĂĐŽůůĞĐƟŽŶĂŶĚƐƚŽƌĂŐĞƉŚĂƐĞdŽĚĂƚĞƚŚĞƉƌŽĚƵĐƟŽŶĚĞƉĂƌƚŵĞŶƚŚĂĚŵĂŶƵĂůůǇĐŽůůĞĐƚĞĚƐĂŵƉůĞĨĞĞĚďĂĐŬĨƌŽŵƵƐĞƌƐ ƉĂƌƚŶĞƌƐ ĂŶĚ ŽƚŚĞƌ ƐƚĂŬĞŚŽůĚĞƌƐŶZŽŽŵϮ ƚŚĞŐĂƚŚĞƌĞĚĚĂƚĂ ŝƐĮůƚĞƌĞĚƐƚƌƵĐƚƵƌĞĚ ĂŶĚ ĂŶĂůǇǌĞĚ ƚŽ ŝĚĞŶƟĨǇŝƐƐƵĞƐƚŚĂƚĐŽƵůĚŝŵƉĂĐƚƚŚĞĚĞƉĂƌƚŵĞŶƚ ƐǁŽƌŬ ĂŶĚ ĚĞǀĞůŽƉŵĞŶƚ ĞīŽƌƚƐ ZŽŽŵ ϯĚĞǀĞůŽƉĞĚ ĐŽŶĐƌĞƚĞ ŝŵƉůŝĐĂƟŽŶƐ ďĂƐĞĚŽŶ ƚŚĞ ŝƐƐƵĞƐ ZŽŽŵ ϰ ŝƐ Ă ƐŚŽǁƌŽŽŵŝŶ ǁŚŝĐŚ ƚŚĞ ƉƌŽĚƵĐƟŽŶ ĚĞƉĂƌƚŵĞŶƚƉƌĞƐĞŶƚƐ ƉƌŽŵŝƐŝŶŐ ƐŽůƵƟŽŶƐ ŝŶ ƚĂŶŐŝďůĞĨŽƌŵ ƚŽ ĐŽŵƉĂŶǇ ŝŶƐŝĚĞƌƐ ǁŚŝĐŚ ŵŝŐŚƚŝŶĐůƵĚĞ ǀŝĚĞŽƐ ƉŽƐƚĞƌƐ ƉƌŽƚŽƚǇƉĞƐ ĂŶĚƐƚŽƌŝĞƐ

Building the prototypedŚĞ ĐŽƌĞ ƚĞĂŵ ĂŐƌĞĞĚ ƚŽ ĚĞƐŝŐŶ ƚŚĞŶĞǁ ĐŽŵƉĂŶǇͲǁŝĚĞ ĨŽƌĞƐŝŐŚƚ ŶĞƚǁŽƌŬĂƌŽƵŶĚƚŚĞampŽƵƌZŽŽŵƐƉƌĞŵŝƐĞŶƐƚĞĂĚŽĨ ŝŵƉůĞŵĞŶƟŶŐ ŝƚ ƚŚƌŽƵŐŚ ŝƐŽůĂƚĞĚĚĞƉĂƌƚŵĞŶƚͲƐƉĞĐŝĮĐ ƚĞĂŵƐ ŝƚ ǁĂƐ ĐůĞĂƌƚŚĂƚ ƚŚĞ ŽǀĞƌĂůů ŽďũĞĐƟǀĞ ƚŽ ĐƌĞĂƚĞ ĂŚŽůŝƐƟĐ ƉĂƌƟĐŝƉĂƚŽƌǇ ĨŽƌĞƐŝŐŚƚ ƉƌŽĐĞƐƐĐĂůůĞĚ ĨŽƌ ŵƵůƟĚŝƐĐŝƉůŝŶĂƌǇ ĐƌŽƐƐͲĚĞƉĂƌƚŵĞŶƚĂůƚĞĂŵƐ

dŚĞƚĞĂŵǁĂƐǀĞƌǇĐŽŶƐĐŝŽƵƐĂďŽƵƚƚŚĞŝŵƉŽƌƚĂŶĐĞŽĨZŽŽŵϭƚŽƚŚĞĞŶƟƌĞƉƌŽĐĞƐƐďĞĐĂƵƐĞ ŝƚ ƌĞƉƌĞƐĞŶƚĞĚ ƚŚĞ ŝŶƚĞƌĨĂĐĞďĞƚǁĞĞŶ zůĞ ĂŶĚ ŝƚƐ ŬĞǇ ƐƚĂŬĞŚŽůĚĞƌƐŝŶĐůƵĚŝŶŐƚŚĞĂƵĚŝĞŶĐĞŶƉĂƌƟĐƵůĂƌ ƚŚĞǇĨĞůƚŝƚǁĂƐŝŵƉŽƌƚĂŶƚƚŽƉƌŽǀŝĚĞĂĚĚŝƟŽŶĂůƐƟŵƵůŝ ĨŽƌ ĂƵĚŝĞŶĐĞƐ ƚŽ ƌĞĂĐƚ ƚŽ ƚ ǁĂƐĚĞĐŝĚĞĚƚŚĂƚŵŝĐƌŽͲďůŽŐƐƐƵĐŚĂƐdǁŝƩĞƌ ĂŶĚƐŽĐŝĂůŶĞƚǁŽƌŬƐƐƵĐŚĂƐgtŝŶŬĞĚŶĂŶĚampĂĐĞďŽŽŬ ǁŽƵůĚ ŵŽƟǀĂƚĞ ƐƚĂŬĞŚŽůĚĞƌƐƚŽ ƉƌŽǀŝĚĞ ŽƉŝŶŝŽŶƐ ŝĚĞĂƐ ĂŶĚ ĐƌŝƟĐŝƐŵƌĞĂƟŶŐ ƐƵĐŚ ƐƟŵƵůŝ ĂŶĚ ƉŽƐƟŶŐ ƚŚĞŵƚŚƌŽƵŐŚǀĂƌŝŽƵƐĐŚĂŶŶĞůƐǁĂƐƚŽďĞĂƉĂƌƚŽĨĞǀĞƌǇĞŵƉůŽǇĞĞ ƐũŽďĚĞƐĐƌŝƉƟŽŶĂƚzůĞZŽŽŵϮ ĂŶĚϯǁĞƌĞ ƚŚĞŶĚĞƐŝŐŶĞĚ ƚŽ

ďĞ ƚŚĞ ƚĞƌƌŝƚŽƌǇ ĂŶĚ ƌĞƐƉŽŶƐŝďŝůŝƚǇ ŽĨƚŚĞ ampƵƚƵƌĞ ĚǀŝƐŽƌǇ ŽĂƌĚ ĂŶĚ ƐĞǀĞƌĂůĂƉƉŽŝŶƚĞĚ ŶŶŽǀĂƟŽŶ ŽĂĐŚĞƐ ǁŽƵůĚĐŽŽƌĚŝŶĂƚĞ ĂŶĚ ŝŶƚĞŐƌĂƚĞ ĚĂƚĂ ŐĂƚŚĞƌĞĚĂĐƌŽƐƐ zůĞ dŚĞƐĞ ŽĂĐŚĞƐ ǁŽƵůĚĂŶĂůǇǌĞĂŶĚŝŶƚĞƌƉƌĞƚƚŚĞŝŶƉƵƚĨƌŽŵƚŚĞƉĞƌƐƉĞĐƟǀĞŽĨzůĞĂŶĚĚĞƐŝŐŶĂƉƉƌŽƉƌŝĂƚĞǀŝƐŝŽŶƐ ƐƚƌĂƚĞŐŝĞƐ ĂŶĚ ĂĐƟŽŶƐ dŚĞǇǁŽƵůĚ ĂůƐŽ ĚŝƐƐĞŵŝŶĂƚĞ ƚŚĞƐĞ ŶĞǁůǇĨŽƌŵĞĚ ǀŝƐŝŽŶƐ ƚŽ ŝŶƚĞƌŶĂů ĂŶĚ ĞǆƚĞƌŶĂůƐƚĂŬĞŚŽůĚĞƌƐ ǀŝĂ ĚŝƐĐƵƐƐŝŽŶƐ ĂŶĚ ƉƵďůŝĐ

ďůŽŐƐƚŽŐĞŶĞƌĂƚĞĂĚĚŝƟŽŶĂůĨĞĞĚďĂĐŬŽŶŝĚĞĂƐĂŶĚǀŝƐŝŽŶƐƵŶĚĞƌĐŽŶƐƚƌƵĐƟŽŶZŽŽŵϰĂƐ ƚŚĞ^ŚŽǁƌŽŽŵƉůĂǇĞĚ ƚŚĞ

ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ƉĂƌƚ ŝŶ ƚŚĞ ƚĞĂŵ Ɛ ĮŶĂůĚĞƐŝŐŶEŽƚŽŶůǇǁŽƵůĚŝƚďĞĂƉŚǇƐŝĐĂůƐƉĂĐĞŝŶƐŝĚĞ zůĞ ǁŚĞƌĞ ŝŶƚĞƌŶĂů ƐƚĂŬĞŚŽůĚĞƌƐĐŽƵůĚ ŝŶƚĞƌĂĐƚ ǁŝƚŚ ƚĂŶŐŝďůĞ ƉƌŽƚŽƚǇƉĞƐĂŶĚ ŽƚŚĞƌ ƌĞƉƌĞƐĞŶƚĂƟŽŶƐ ŝƚ ǁŽƵůĚ ďĞŵĂĚĞ ƉƵďůŝĐ ĂŶĚ ďƌŽĂĚůǇ ĂĐĐĞƐƐŝďůĞ ĂƐ ĂǀŝƌƚƵĂůǀĞƌƐŝŽŶŽŶƚŚĞǁĞďdŚĞ^ŚŽǁƌŽŽŵǁŽƵůĚ ďĞ ĂŶŽƚŚĞƌ ŬĞǇ ĞůĞŵĞŶƚ ŽĨ ƚŚĞŝŶƚĞƌĂĐƟǀĞ ŝŶƚĞƌĨĂĐĞ ďĞƚǁĞĞŶ zůĞ ĂŶĚĂůů ŝƚƐ ƐƚĂŬĞŚŽůĚĞƌƐ dŚĞ ampƵƚƵƌĞ ĚǀŝƐŽƌǇŽĂƌĚǁĂƐƚŽƉƵďůŝĐůǇƚĂŬĞŽǁŶĞƌƐŚŝƉĂŶĚƌĞƐƉŽŶƐŝďŝůŝƚǇ ŽĨ ƚŚĞ ^ŚŽǁƌŽŽŵ ĂŶĚ ŝƚƐĐŽŶƚĞŶƚƐ ŚƵŵĂŶŝǌŝŶŐ ƚŚĞ ǀŝƌƚƵĂů ĐŽŶƚĞŶƚǁŝƚŚƚŚĞŝƌŶĂŵĞƐĂŶĚĨĂĐĞƐdŚĞĐŽƌĞ ƚĞĂŵŵŽĚĞůĞĚ ƚŚĞĞǆƚĞŶĚĞĚ

ampŽƵƌZŽŽŵƐĐŽŶĐĞƉƚƵƐŝŶŐƚŚĞƉƌŽƚŽƚǇƉŝŶŐŵĞƚŚŽĚŽůŽŐǇ ĂŶĚ ƚŽǇ ďƵŝůĚŝŶŐ ďƌŝĐŬƐĨƌŽŵgtĞŐŽ^ĞƌŝŽƵƐWůĂǇƐĞƌŝŽƵƐƉůĂǇĐŽŵͿĂĐŚƚĞĂŵŵĞŵďĞƌĮƌƐƚďƵŝůƚĂƉĞƌƐŽŶĂůƉƌŽƚŽƚǇƉĞ ǁŚŝĐŚ ƚŚĞŶ ǁĂƐ ƉƌĞƐĞŶƚĞĚĂŶĚ ĚŝƐĐƵƐƐĞĚ ǁŝƚŚŝŶ ƚŚĞ ĞŶƟƌĞ ƚĞĂŵdŚŝƐĂƉƉƌŽĂĐŚŚĞůƉĞĚ ƚŽ ŝŶĨƵƐĞ ƚŚĞ ũŽŝŶƚǀŝƐŝŽŶ ǁŝƚŚ ĚŝǀĞƌƐŝƚǇ ĂŶĚ ƚŽ ŝŶƚĞŐƌĂƚĞ

ůŽŽƐĞ ŝŶĚŝǀŝĚƵĂů ŝĚĞĂƐ ŝŶƚŽ Ă ĐŽŚĞƌĞŶƚĮŶĂůƉƌŽƚŽƚǇƉĞǁŚŝĐŚǁĂƐďƵŝůƚĂƐĂůĂƐƚĞǆĞƌĐŝƐĞ ďǇ ĐŽŵďŝŶŝŶŐ ŬĞǇ ĞůĞŵĞŶƚƐ ŽĨĞĂĐŚŵĞŵďĞƌ ƐŝŶĚŝǀŝĚƵĂůŵŽĚĞů

FROM PROTOTYPE TO VISION TO ACTIONŽŵĞ ĂŶĚ ƚŚĞ ƚĞĂŵ ǁĞƌĞ ƚŚƌŝůůĞĚ dŚĞǀŝƌƚƵĂůŝǌĂƟŽŶ ŽĨ ƚŚĞ ampŽƵƌ ZŽŽŵƐ ĐŽŶĐĞƉƚǁŽƵůĚ ŽƉĞŶ ƵƉ zůĞ Ɛ ĨŽƌĞƐŝŐŚƚ ƉƌŽĐĞƐƐĨŽƌ ƌĞĂůͲƟŵĞ ĐŽŵŵĞŶƚĂƌǇ ĂŶĚ ŵŽďŝůŝǌĞƉĂƌƟĐŝƉĂƟŽŶĂĐƌŽƐƐĂůů ƐƚĂŬĞŚŽůĚĞƌŐƌŽƵƉƐĨƌŽŵ ǁŝƚŚŝŶ ĂŶĚ ŽƵƚƐŝĚĞ ƚŚĞ ĐŽŵƉĂŶǇ ƚǁŽƵůĚĞŶĂďůĞĂƵƐĞƌͲĚƌŝǀĞŶƉƌĂĐƟĐĞͲďĂƐĞĚŝƚĞƌĂƟǀĞĚĞƐŝŐŶƉƌŽĐĞƐƐĨŽƌzůĞ ƐƉŽƌƞŽůŝŽŽĨŵĞĚŝĂƐŽůƵƟŽŶƐĂŶĚĐŽŶƐƟƚƵƚĞƚŚĞĐŽƌĞŽĨƚŚĞĐŽŵƉĂŶǇ ƐĨŽƌĞƐŝŐŚƚĐĂƉĂďŝůŝƚǇtŝƚŚƚŚĞƚĂŶŐŝďůĞŝŶĐĂƌŶĂƟŽŶŽĨƚŚĞƚĞĂŵ Ɛ

ǀŝƐŝŽŶŽŶƚŚĞƚĂďůĞŽŵĞƚƵƌŶĞĚƚŽĚŝƐĐƵƐƐƚŚĞ ŝŵƉůĞŵĞŶƚĂƟŽŶ ŽĨ ƚŚĞŝƌ ŶĞǁ ĨŽƌĞƐŝŐŚƚƉƌŽĐĞƐƐ dŚĞĮƌƐƚ ŝƚĞŵŽŶ ƚŚĞ ĂŐĞŶĚĂǁĂƐƚŽ ĐƌĞĂƚĞ ƚŚĞ ampƵƚƵƌĞ ĚǀŝƐŽƌǇ ŽĂƌĚ ĂŶĚĐŽŵŵŝƚŝƚƐŵĞŵďĞƌƐƚŽƚŚĞĐĂƵƐĞgtĞƚ ƐĚŽƚŚŝƐ ŽŵĞĐŚĞĞƌĨƵůůǇƚŽůĚŚŝƐ

ƚĞĂŵtĞŚĂǀĞĂĨƵƚƵƌĞƚŽĐƌĞĂƚĞĂŚĞĂĚŽĨƵƐ

ŝƌĞĨŽƌĂƫƚƵĚĞdƌĂŝŶĨŽƌƐŬŝůů mdash Bill TaylorĐŽͲĨŽƵŶĚĞƌŽĨampĂƐƚŽŵƉĂŶǇŵĂŐĂǌŝŶĞ

WƌĂĐƟĐĂůůǇZĂĚŝĐĂůϮϬϭϭͿ

zŽƵƐĞĞƚŚŝŶŐƐĂŶĚǇŽƵƐĂǇtŚǇƵƚĚƌĞĂŵƚŚŝŶŐƐƚŚĂƚŶĞǀĞƌǁĞƌĞ

ĂŶĚƐĂǇtŚǇŶŽƚmdash George Bernard ShawƉůĂǇǁƌŝŐŚƚĂŶĚ

ĐŽͲĨŽƵŶĚĞƌŽĨƚŚĞgtŽŶĚŽŶ^ĐŚŽŽůŽĨĐŽŶŽŵŝĐƐĂĐŬƚŽDĞƚŚƵƐĞůĂŚϭϵϮϭͿ

TEAMChaptER 6

Shortcuts

Phase IV Team 166

Buddy Checks 168

HZLZ[K`+(97(QVIHK 177

Voice Stars 178

Case study DARPA PMs 187

Crowd Clovers 188

Case study DARPA lessons 197

You have the start of a great idea Now you want to know how do Itake this idea back to my group How can I take it inside my organization so the idea may AringVYPZOPU[VTLHUPUNMSHJ[PVUampOr what if I donrsquot have a team yet What should I do next

hůƟŵĂƚĞůǇ ŝŶŶŽǀĂƟŽŶ ŝƐĚƌŝǀĞŶĂƐŵƵĐŚďǇƚŚĞŝĚĞĂƐĂƐďǇƚŚĞƉĞŽƉůĞdŚŝƐƉŚĂƐĞŝƐĨŽĐƵƐĞĚŽŶĮŶĚŝŶŐĂŶĚĚĞǀĞůŽƉŝŶŐƚŚĞƚĂůĞŶƚ ǁŚŽ ĐĂŶ ĞīĞĐƟǀĞůǇ ƐƵƉƉŽƌƚ ĂŶĞŶǀŝƌŽŶŵĞŶƚ ŽĨ ƌĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ ĂŶĚĐĂƌƌǇŶĞǁ ŝĚĞĂƐ ĨŽƌǁĂƌĚ ƚ ŝƐ ŝŵƉŽƌƚĂŶƚƚŽ ĨŽĐƵƐ ŽŶ ĮŶĚŝŶŐ ƚŚĞ ƌŝŐŚƚ ƉĞŽƉůĞďĞĐĂƵƐĞ ƚŚĞǇ ǁŝůů ďĞ ƌĞƐƉŽŶƐŝďůĞ ĨŽƌŝŵĂŐŝŶŝŶŐ ĐŽŵŵƵŶŝĐĂƟŶŐ ĂŶĚ ďƵŝůĚŝŶŐƚŚĞďŝŐŝĚĞĂƐtĞ ƌĞĐŽŐŶŝǌĞ ƚŚĂƚ ŵĂŶǇ ůĂƌŐĞ

ĐŽŵƉĂŶŝĞƐ ĂƐƐŝŐŶ ŝŶŶŽǀĂƟŽŶ ƚĞĂŵƐƚŽ ĮŶĚ ďƌĞĂŬƚŚƌŽƵŐŚ ŐƌŽǁƚŚ ^ŽŵĞŝŶŶŽǀĂƟŽŶ ůĞĂĚĞƌƐŚĂǀĞ ƚŚĞƉƌŝǀŝůĞŐĞ ƚŽƌĞĐƌƵŝƚŶĞǁƚĞĂŵŵĞŵďĞƌƐǁŚŝůĞŽƚŚĞƌŐƌŽƵƉ ůĞĂĚĞƌƐ ŝŶŚĞƌŝƚ Ă ŵŝǆ ŽĨ ƚĂůĞŶƚǁŚŽ ŵĂǇ ŚĂǀĞ ǁŽƌŬĞĚ ƉƌĞǀŝŽƵƐůǇ ŽŶŶĞǁZΘ ŝŶŝƟĂƟǀĞƐĂƌĞƐƚƵĚĞŶƚ ŝŶƚĞƌŶƐŽƌ ŐƌĂĚƵĂƚĞƐ ǁŝƚŚ ĂŶ ĞŶƚŚƵƐŝĂƐŵ ĨŽƌĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉŽƌĂƌĞƐŝŵƉůǇĂǀĂŝůĂďůĞĂƐ ƌĞƐŽƵƌĐĞƐ dŚĞƐĞ ǁŽƌŬĞƌƐ ŵĂǇ ŶŽƚŶĞĐĞƐƐĂƌŝůǇďĞŶĂƚƵƌĂůŝŶŶŽǀĂƚŽƌƐƐŽƚŚĞǇǁŝůů ƌĞƋƵŝƌĞĂĚĚŝƟŽŶĂů ĐŽĂĐŚŝŶŐ ƚŽ ůĞĂƌŶŶĞǁƐŬŝůůƐŝŶŝŶŶŽǀĂƟŽŶŽƌŵĂǇďĞďĞƩĞƌƐƵŝƚĞĚĨŽƌŽƚŚĞƌƌŽůĞƐ

Phase IV Team

dŚƌĞĞŵĞƚŚŽĚƐǁŝůů ŚĞůƉ ǇŽƵ ďƵŝůĚ ĂŶŝŶŶŽǀĂƟŽŶƚĞĂŵͻ ƵĚĚǇŚĞĐŬƐͻ sK^ƚĂƌƐͻ ƌŽǁĚůŽǀĞƌƐ

PHASE IV TEAMdŚĞ ĨŽƵƌƚŚƉŚĂƐĞ ĨŽĐƵƐĞƐŽŶĮŶĚŝŶŐ ƚŚĞƚĂůĞŶƚĂŶĚůĞĂĚĞƌƐŚŝƉǇŽƵƌƚĞĂŵŶĞĞĚƐƚŽƚĂŬĞĂŶŝĚĞĂĨŽƌǁĂƌĚĂƐĂŶĞǁŝŶŶŽǀĂƟŽŶ

YƵĞƐƟŽŶƐƚŚĂƚĚƌŝǀĞthis phaseͻ ŽǁĚŽǁĞĞŶŐĂŐĞƚŚĞƌŝŐŚƚ

ŬŝŶĚŽĨƉĞŽƉůĞͻ tŚŽĂƌĞŐŽŽĚƉĂƌƚŶĞƌƐĂŶĚĐŽͲ

ĨŽƵŶĚĞƌƐŝŶĂŶĞǁŝŶŶŽǀĂƟŽŶͻ tŚĂƚĂƌĞƚŚĞĂďŝůŝƟĞƐŶĞĐĞƐƐĂƌǇ

ƚŽůĞĂĚƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶͻ ŽǁĚŽǁĞŐƌŽǁĂŶĚůĞǀĞƌĂŐĞ

ŽƵƌŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬƐ

Buddy Checks evaluates potential new co-founders partners and teammates by showing their reaction level to new ideas

When to use itͻ dŽĚĞůŝďĞƌĂƚĞůǇƌĞĐƌƵŝƚůŝŬĞͲŵŝŶĚĞĚ

ŝŶŶŽǀĂƚŽƌƐͻ dŽƉƌĂĐƟĐĞƌĞĂůͲůŝĨĞƐŝƚƵĂƟŽŶƐĨŽƌ

ƉƵďůŝĐƌĞĂĐƟŽŶƐƚŽǇŽƵƌŝĚĞĂ

Why itrsquos helpfulampŝŶĚŝŶŐ ƚŚĞ ƌŝŐŚƚ ƉĞƌƐŽŶ ƚŽ ǁŽƌŬ ǁŝƚŚŽŌĞŶ ƚĂŬĞƐ ŵƵůƟƉůĞ ĐǇĐůĞƐ ŽĨ ƚƌŝĂů ĂŶĚĞƌƌŽƌ ǆƉĞƌŝĞŶĐĞ ƐŚŽǁƐ ƵƐ ƚŚĂƚ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶƌĞƋƵŝƌĞƐĚŝīĞƌĞŶƚƉĞƌƐŽŶĂůŝƟĞƐĂŶĚĚŝīĞƌĞŶƚƐŬŝůůƐĞƚƐƐŽŝĨǇŽƵƌĞƐĞƌŝŽƵƐĂďŽƵƚŝŶŶŽǀĂƟŽŶƚŚĞŶǇŽƵǁĂŶƚƚŽĮŶĚĂŶĚ ŬĞĞƉ ƚŚĞ ƉĞŽƉůĞǁŚŽǁŝůů ŚĞůƉ ǇŽƵŵŽƐƚĂĐŚŝĞǀĞǇŽƵƌŐŽĂůƐKŌĞŶ ƐĞĂƐŽŶĞĚ ĞŶƚƌĞƉƌĞŶĞƵƌƐ ƌƵŶ

ƚŚƌŽƵŐŚ ƚŚĞŝƌ ŽǁŶ ǀĞƌƐŝŽŶƐ ŽĨ Ă ƚĂůĞŶƚ

Buddy Checks

ĐŚĞĐŬůŝƐƚŝŶƚŚĞŝƌŚĞĂĚŝŶƚƵŝƟǀĞůǇŐĂƵŐŝŶŐǁŚŝĐŚƉĞŽƉůĞĂƌĞŐŽŽĚŵĂƚĐŚĞƐĨŽƌƚŚĞŵďĂƐĞĚ ŽŶ ǁŚĂƚ ƚŚĞǇ ŚĂǀĞ ĞǆƉĞƌŝĞŶĐĞĚďĞĨŽƌĞdŚĞ ƵĚĚǇ ŚĞĐŬƐ ŵĞƚŚŽĚ ďŽƌƌŽǁƐ

ĨƌŽŵ ƚŚĞ Ăƌƚ ŽĨ ƌŽůĞͲƉůĂǇŝŶŐ ĂƐ ĂǁĂǇ ƚŽƐƉĞĞĚ ƵƉ ƚŚĞ ƉƌŽĐĞƐƐ ŽĨ ƚƌŝĂů ĂŶĚ ĞƌƌŽƌ dŚŝƐ ŵĞƚŚŽĚ ǁŝůů ŚĞůƉ ǇŽƵƌ ƚĞĂŵ ƚĞƐƚ ĂƌĂŶŐĞ ŽĨ ƉŽƐƐŝďůĞ ƌĞĂĐƟŽŶƐ ĨƌŽŵ ƚŚŽƐĞǇŽƵǁŽƵůĚ ůŝŬĞ ƚŽǁŽƌŬǁŝƚŚͶǁŚŝĐŚǁŝůůŚĞůƉƌĞǀĞĂůƚŚĞďĂƐĞƉĞƌƐŽŶĂůŝƟĞƐ

What you getǇ ŵĞĂƐƵƌŝŶŐ ĐĂŶĚŝĚ ƌĞĂĐƟŽŶƐ ƚŽŝŶŶŽǀĂƟŽŶŝĚĞĂƐǇŽƵŐĂŝŶĂƋƵŝĐŬǁĂǇƚŽŝĚĞŶƟĨǇƉƌŽŵŝƐŝŶŐƉĞŽƉůĞƚŽǁŽƌŬǁŝƚŚĂƚŵƵůƟƉůĞůĞǀĞůƐ

ϭϲϵ

Letrsquos look at an example ƚĞŵƉŽƌĂƌǇ ƚĞĂŵ ǁĂƐ ŚĂŶĚͲƉŝĐŬĞĚĨŽƌ Ă ŶĞǁ ďƵƐŝŶĞƐƐ ŝŶŝƟĂƟǀĞ Ăƚ Ă ůĂƌŐĞĐŽŶƐƵůƟŶŐ Įƌŵ ŌĞƌ ƚŚĞǇ ƉƌŽƚŽƚǇƉĞĚƚŚĞĮƌƐƚƐĞƚŽĨƐŽůƵƟŽŶƐƚŚĞƚĞĂŵŶĞĞĚĞĚƚŽ ƌĞĐƌƵŝƚ Ă ĨƵůůͲƟŵĞ ƐƚĂī ƚŽ ĐŽŶƟŶƵĂůůǇĚĞǀĞůŽƉĂŶĚŵĂŝŶƚĂŝŶ ƚŚĞŶĞǁ ŝŶŝƟĂƟǀĞĂƐĂƌĞŐƵůĂƌƉĂƌƚŽĨƚŚĞŝƌĐůŝĞŶƚƉŽƌƞŽůŝŽdŚĞǇŶĞĞĚĞĚĂŐƌŽƵƉůĞĂĚĞƌĂŶĚƚŚƌĞĞ

ũƵŶŝŽƌ ŵĞŵďĞƌƐ ĨŽƌ ƚŚĞ ŶĞǁ ŝŶŝƟĂƟǀĞdŚĞǇ ĮƌƐƚ ǁĂŶƚĞĚ ƚŽ ƌĞĐƌƵŝƚ ĐĂŶĚŝĚĂƚĞƐŝŶƚĞƌŶĂůůǇ WĂƌƚ ŽĨ ƚŚĞŝƌ ĐŚĂůůĞŶŐĞ ǁĂƐƚŚĂƚ ƚŚĞ Įƌŵ Ɛ ĐƵůƚƵƌĞ ǁĂƐ ŐĞŶĞƌĂůůǇĐŽŶƐĞƌǀĂƟǀĞ ĂŶĚ ĨŽĐƵƐĞĚ ŽŶ ĞǆĞĐƵƟŽŶƐŽ ƚŚĞǇ ŬŶĞǁ ƚŚĞ ƚǇƉĞ ŽĨ ƉĞŽƉůĞ ƚŚĞǇǁĂŶƚĞĚǁŽƵůĚ ŶŽƚ ŶĞĐĞƐƐĂƌŝůǇ ďĞ ĨŽƵŶĚƚŚƌŽƵŐŚƚŚĞƵƐƵĂůĮƌŵĐŚĂŶŶĞůƐhƐŝŶŐƚŚĞƵĚĚǇŚĞĐŬƐŵĞƚŚŽĚƚŚĞǇ

ƉƌĂĐƟĐĞĚƚŚĞŬŝŶĚƐŽĨĐŽŶǀĞƌƐĂƟŽŶƐƚŚĞǇǁĂŶƚĞĚ ƚŽ ŚĂǀĞ ǁŝƚŚ ƚǁŽ ĐŽůůĞĂŐƵĞƐ ŝŶƉĂƌƟĐƵůĂƌͶŽŶĞƉĞƌƐŽŶǁŚŽǁŽƵůĚŵĂŬĞĂŶ ŽƵƚƐƚĂŶĚŝŶŐ ƚĞĂŵ ůĞĂĚĞƌ ǁŝůůŝŶŐ ƚŽĐŚĂŵƉŝŽŶĂďŽůĚŶĞǁ ŝĚĞĂĂŶĚĂŶŽƚŚĞƌƉĞƌƐŽŶ ǁŚŽ ǁŽƵůĚ ƐĞƚ Ă ƌŽůĞ ŵŽĚĞů ĂƚƚŚĞƚĞĂŵůĞǀĞůƚǁĂƐĐƌƵĐŝĂůƚŽƐƚĂƌƚĞĂĐŚŝŶƚĞƌǀŝĞǁƌŝŐŚƚ

gtĞǀĞůϭĂŋĞĚĚŽĞƐŶƚ

ŐĞƚŝĚĞĂ

gtĞǀĞůϮEŽĚƐƉŽůŝƚĞůǇ

ŐĞƚƐŝĚĞĂ

gtĞǀĞůϯŐƌĞĞƐǁŝƚŚǇŽƵŶŽĂĐƟŽŶ

gtĞǀĞůϰŐƌĞĞƐǁŝƚŚǇŽƵ

ǁĂŶƚƐƚŽƉůĂǇ

gtĞǀĞůϱdƌŝĞƐƚŽĞǆƚĞŶĚŝĚĞĂ

gtĞǀĞůϲĚĚƐƐŽŵĞƚŚŝŶŐŶĞǁƚŽƚŚĞŝĚĞĂ

gtĞǀĞůϳĚĚƐƐŽŵĞƚŚŝŶŐŶĞǁǇŽƵŚĂĚŶƚƚŚŽƵŐŚƚŽĨďĞĨŽƌĞ

Instructionsϭ ^ĞůĞĐƚƌŽůĞƐƚŽƉůĂǇƚůĞĂƐƚŽŶĞ

ƉĞƌƐŽŶƐŚŽƵůĚĚĞƐĐƌŝďĞƚŚĞŶĞǁŝĚĞĂĂŶĚĂŶŽƚŚĞƌƉĞƌƐŽŶƐŚŽƵůĚŚĞĂƌƚŚĞŝĚĞĂŝĚĞĂůůǇĂƐƐŽŵĞŽŶĞǁŚŽŵǇŽƵǁŽƵůĚůŝŬĞƚŽũŽŝŶǇŽƵƌƚĞĂŵŽƌƐƵƉƉŽƌƚǇŽƵƌŝĚĞĂ

Ϯ WƌĞƐĞŶƚƚŚĞŝĚĞĂĂŶĚĞǀĂůƵĂƚĞƌĞĂĐƟŽŶƐƵƐŝŶŐƚŚĞϳͲůĞǀĞůƐĐĂůĞũƵĚŐŝŶŐĮƌƐƚƌĞĂĐƟŽŶƐƚŚĞŵŽƐƚ

ϯ dŚĞŶƚƌǇĚŝīĞƌĞŶƚǁĂǇƐƚŽƉƌĞƐĞŶƚƚŚĞŝĚĞĂƚŚĂƚƉƌŽŵƉƚƚŚĞƌĞĂĐƟŽŶǇŽƵŚŽƉĞƚŽŚĞĂƌ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ ŝĚƚŚĞƉĞŽƉůĞŝŶƚŚĞǀĂƌŝŽƵƐ

ƌŽůĞƐĞǆƉĞƌŝĞŶĐĞĂŶǇƉƌĞƐƐƵƌĞŽƌƐƚƌĞƐƐĚƵƌŝŶŐƚŚĞŵŽĐŬŝŶƚĞƌĂĐƟŽŶƐĂŶĚŚŽǁĚŝĚƚŚĂƚƉƌĞƐƐƵƌĞĐŚĂŶŐĞƌĞĂĐƟŽŶƐ

ͻ ƵƌŝŶŐƚŚĞĐŽƵƌƐĞŽĨĂƌĞĂĐƟŽŶŚŽǁĚŝĚƚŚĞƉƌĞƐĞŶƚĞƌĂĚũƵƐƚŚŝƐŚĞƌĐŽŵŵƵŶŝĐĂƟŽŶĂďŽƵƚƚŚĞŝĚĞĂĞŝƚŚĞƌǀĞƌďĂůůǇŽƌŶŽŶǀĞƌďĂůůǇ

ͻ tŚĂƚƚǇƉĞƐŽĨƉĞƌƐŽŶĂůŝƚǇĂƩƌŝďƵƚĞƐǁĞƌĞĚĞŵŽŶƐƚƌĂƚĞĚĂƚĚŝīĞƌĞŶƚƌĞĂĐƟŽŶůĞǀĞůƐ

1 I volunteer to present our rough

idea and Anna and Jesse pretend

to be two colleagues we know

whom we hope join our efforts

2 We agree our first colleague

sits between levels 4 and 5

because his first reaction is to

volunteer for the team and his

later reactions are to suggest

minor improvements to refine

our raw idea

3 After some more rehearsal

with Anna we find two

scenarios that we expect will

prompt the reaction we want

from our second colleague

who wersquod like to join as a

group leader

Drawing insights amp implicationsƵƌŝŶŐ ƌŽůĞƉůĂǇŝŶŐ ƚŚĞ ƚĞĂŵ ƋƵŝĐŬůǇĚŝƐĐŽǀĞƌĞĚ ƚŚĂƚ ĮƌƐƚ ƌĞĂĐƟŽŶƐ ĂƌĞŵŽƐƚƚĞůůŝŶŐ ĂďŽƵƚ ƉĞŽƉůĞ Ɛ ďĞůŝĞĨƐ ĂďŽƵƚ ĂŶŝĚĞĂ Ɛ ƉŽƚĞŶƟĂů dŚŝƐ ůĞĚ ƚŚĞŵ ƚŽ ƌĞĮŶĞƚŚĞŝƌƐƚŽƌǇ ƐĂŶŐůĞŶŽƚŚĞƌ ůĞƐƐŽŶ ĐĂŵĞ ĨƌŽŵ ƚŚĞ

ƌĞŚĞĂƌƐĂů dŚĞ ƚĞĂŵ ƌĞĂůŝǌĞĚ ƚŚĂƚ ƚŚĞǇĚŝĚŶŽƚŚĂǀĞŵƵĐŚƟŵĞƚŽŵĂŬĞĂŐŽŽĚŝŵƉƌĞƐƐŝŽŶǁŝƚŚƚŚĞƉĞƌƐŽŶƚŚĞǇǁĂŶƚĞĚƚŽĂĐĐĞƉƚƚŚĞƌŽůĞŽĨŐƌŽƵƉůĞĂĚĞƌ ƚǁĂƐǁŽƌƚŚ ƉƌĂĐƟĐŝŶŐ ĚŝīĞƌĞŶƚ ĐŽŶǀĞƌƐĂƟŽŶŽƉĞŶŝŶŐƐ ŝŶ ŽƌĚĞƌ ƚŽ ƉƌŽǀŽŬĞ Ă ŚŝŐŚĞƌůĞǀĞů ƌĞĂĐƟŽŶ ďĞĐĂƵƐĞ ŝƚ ǁĂƐ ŵƵĐŚŚĂƌĚĞƌ ƚŽ ƐƚĂƌƚ Ăƚ Ă ůŽǁ ůĞǀĞů ĂŶĚǁŽƌŬƵƉ ƚŚĞ ƌĞĂĐƟŽŶ ĐŚĂŝŶ ƚŚĂŶ ƚŽ ƐƚĂƌƚ ĂƚƚŚĞůĞǀĞůƚŚĞǇƉƌĞĨĞƌƌĞĚƐĂƌĞƐƵůƚƚŚĞǇĚĞǀĞůŽƉĞĚ Ă ƐŚŽƌƚ ůŝƐƚ ŽĨ ƚŚĞ ƚŽƵŐŚĞƐƚŽďũĞĐƟŽŶƐƚŚĞǇĞǆƉĞĐƚĞĚƚŽŚĞĂƌ ƐŽƚŚĂƚůĂƚĞƌƚŚĞǇĐŽƵůĚƐƚĞĞƌĂĐƚƵĂůƚĂůŬƐ ŝŶƚŚĞĚŝƌĞĐƟŽŶƐƚŚĞǇŶĞĞĚĞĚ

gtĞǀĞů ZĞĂĐƟŽŶ ǆĂŵƉůĞĐŽŵŵĞŶƚƐĨƌŽŵŽƚŚĞƌƐ

1ĂŋĞĚĚŽĞƐŶƚŐĞƚŝĚĞĂ

хtŚǇĂƌĞǇŽƵĚŽŝŶŐƚŚŝƐхĚŽŶƚƵŶĚĞƌƐƚĂŶĚŚŽǁŝƚǁŝůůĐŚĂŶŐĞĂŶǇƚŚŝŶŐ

2EŽĚƐƉŽůŝƚĞůǇ ŐĞƚƐŝĚĞĂ

хdŚŝƐƐŽƵŶĚƐŝŶƚĞƌĞƐƟŶŐхtŚŽĞůƐĞŚĂǀĞǇŽƵƐŚŽǁĞĚƚŚŝƐƚŽ

3ŐƌĞĞƐǁŝƚŚǇŽƵŶŽĂĐƟŽŶ

хůŝŬĞǁŚĂƚǇŽƵǀĞƉƌŽƉŽƐĞĚхtŚĂƚǁŝůůǇŽƵĚŽŶĞǆƚ

4ŐƌĞĞƐǁŝƚŚǇŽƵǁĂŶƚƐƚŽƉůĂǇ

хŚĂǀĞƐŽŵĞĞǆƚƌĂƟŵĞŝŶƚŚĞĞǀĞŶŝŶŐƐƚŽŚĞůƉхĚůŝŬĞƚŽũŽŝŶǇŽƵƌŐƌŽƵƉ

5dƌŝĞƐƚŽĞǆƚĞŶĚŝĚĞĂ

хŬŶŽǁƐŽŵĞďŽĚǇǇŽƵƐŚŽƵůĚƚĂůŬƚŽхDǇŽůĚĐŽŵƉĂŶǇĐŽƵůĚƌĞĂůůǇƵƐĞƚŚŝƐ

6ĚĚƐƐŽŵĞƚŚŝŶŐŶĞǁƚŽƚŚĞŝĚĞĂ

хtĞĐŽƵůĚĂĚĂƉƚƚŚŝƐƐŽůƵƟŽŶĨŽƌŵǇĐŽŶƚĂĐƚƐŝŶŚŝŶĂхΗĐĂŶĂĚĚĂƐĞƌǀŝĐĞŵŽĚĞůƚŽƚŚŝƐƉƌŽĚƵĐƚŝĚĞĂƚŚĂƚǁŝůůŚĞůƉĚƌŝǀĞĂĚŽƉƟŽŶΗ

7ĚĚƐƐŽŵĞƚŚŝŶŐŶĞǁǇŽƵŚĂǀĞŶƚƚŚŽƵŐŚƚŽĨďĞĨŽƌĞ

хΗĐĂŶŚĞůƉǇŽƵƚĂŬĞƚŚŝƐƚŽƚŚĞŐĂŵŝŶŐŝŶĚƵƐƚƌǇΗхtŚĂƚŝĨǁĞĚŽƚŚŝƐĨŽƌƚŚĞŵŝůŝƚĂƌǇ

We realize others have

an instant gut

reaction to new ideas

which reveals their

true feelings about

playing along

The extra rehearsals lets us test a few different ways of telling our idea to generate the higher level reactionmdashinstead of starting at a lower level and working up to the reaction we wanted from the start of the interaction1

Tips amp lessons from othersͻ KƚŚĞƌƚĞĂŵŵĞŵďĞƌƐĐĂŶĂĐƚĂƐ

ŽďƐĞƌǀĞƌƐŽƌĐŽĂĐŚĞƐĚƵƌŝŶŐƚŚĞƌŽůĞͲƉůĂǇŝŶŐĞǆĞƌĐŝƐĞ

ͻ ĨǇŽƵĚŽŶƚŚĂǀĞĂƚĞĂŵǇĞƚǇŽƵĐĂŶƉƌĂĐƟĐĞƉƌĞƐĞŶƟŶŐǇŽƵƌŝŶŝƟĂůŝĚĞĂǁŝƚŚĨƌŝĞŶĚƐĂŶĚĨĂŵŝůǇďĞĐĂƵƐĞƚŚĞŝƌĐĂŶĚŝĚƌĞĂĐƟŽŶƐǁŝůůŚĞůƉǇŽƵĮŶĞͲƚƵŶĞǇŽƵƌŽǁŶƉŚƌĂƐŝŶŐŽĨƚŚĞŝĚĞĂ

ͻ ZĞůǇŽŶǇŽƵƌŝŶƚƵŝƟŽŶĂŶĚŝŶŶĞƌĨĞĞůŝŶŐƐĂƐǇŽƵĂĚũƵƐƚĂŶĚĞǀĂůƵĂƚĞƉŽƚĞŶƟĂůƌĞĂĐƟŽŶůĞǀĞůƐ

ͻ ltĞĞƉǇŽƵƌĐŽŵŵƵŶŝĐĂƟŽŶƐŝŵƉůĞĂŶĚŚŽŶĞƐƚŝŶŽƌĚĞƌƚŽĂǀŽŝĚŵŝƐůĞĂĚŝŶŐŽƌŝŶŇĂƟŶŐǇŽƵƌƚĞĂŵ ƐŐŽĂůƐ

ͻ dĂŬĞƟŵĞĚƵƌŝŶŐĂŶĚĂŌĞƌǇŽƵƌƌŽůĞͲƉůĂǇŝŶŐƚŽƌĞŇĞĐƚŽŶďŽƚŚƚŚĞĐŽŶƚĞŶƚĂŶĚƐƚǇůĞŽĨĐŽŵŵƵŶŝĐĂƟŽŶ

ZampgtdKEtŚŝĐŚƌĞĂĐƟŽŶůĞǀĞůĚŽǇŽƵthink you sit at most

commonly

Additional examples

ƚĞĂŵŽĨampŝŶŶŝƐŚŵĂŶĂŐĞƌƐĂĚŽƉƚĞĚƚŚĞŵĞƚŚŽĚƚŽĞǆƉůŽƌĞĚŝīĞƌĞŶƚŽƌŐĂŶŝǌĂƟŽŶĂůƌĞĂĐƟŽŶƐ ĨƌŽŵŵĞŵďĞƌ ĐŽŵƉĂŶŝĞƐ ŝŶƐƚĞĂĚ ŽĨ ŝŶĚŝǀŝĚƵĂůƐͿ ƚŽ ŚĞůƉ ƚŚĞŵ ŐĂƵŐĞƐƵƉƉŽƌƚĨŽƌƚŚĞĨƵƚƵƌĞƐƚƌĂƚĞŐǇŽĨƚŚĞŝƌZΘĐŽŶƐŽƌƟƵŵ

BUDDY CHECKS | method worksheet

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

177Source The Economist magazine 2008

^ŝŶĐĞϭϵϱϴ ƚŚĞh^ĞĨĞŶƐĞĚǀĂŶĐĞĚZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ŐĞŶĐǇͶŬŶŽǁŶĂƐ ZW ĨŽƌ ƐŚŽƌƚͶŚĂƐ ƉƵƌƐƵĞĚƌĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ ƌĞůǇŝŶŐ ŽŶ ƐƚƌŽŶŐƉĞƌƐŽŶĂůŝƟĞƐ ƚŽ ĚƌŝǀĞ ĂŶĚ ĚĞĮŶĞ ŚŝŐŚƌŝƐŬ ŚŝŐŚ ƌĞǁĂƌĚ ƉƌŽŐƌĂŵƐ ŝŶ ƌĞƐĞĂƌĐŚĂŶĚĚĞǀĞůŽƉŵĞŶƚZW ŬŶŽǁƐ ŝƚ ŶĞĞĚƐ ƚŽ ĂƩƌĂĐƚ Ă

ĐĞƌƚĂŝŶ ƚǇƉĞ ŽĨ ƉĞƌƐŽŶ ĨŽƌ ƚŚŝƐ ŬŝŶĚ ŽĨǁŽƌŬ tŚŝůĞ ŵƵĐŚ ƌĞĐƌƵŝƟŶŐ ŽĐĐƵƌƐƚŚƌŽƵŐŚ ŝŶƚĞƌŶĂů ƌĞĨĞƌƌĂůƐ ĂŵŽŶŐ ƐƚĂīƚŚĞĂŐĞŶĐǇƵƐĞƐŝƚƐƉƵďůŝĐũŽďƉŽƐƟŶŐƐĂƐĂďƌŽĂĚƉƌŽǀŽĐĂƟǀĞĂĚǀĞƌƟƐĞŵĞŶƚ dŚĞ

Are you a scientist or engineer with a radical idea (or ideas) that you believe could provide meaningful change of lasting EHQHethWIRUWKH86PLOLWDUWould you like to lead the countryrsquos most capable academic and industrial experts to make that idea become reality in a period of MXVWDIHZHDUV

If so you should consider QVPUPUN[OL+LMLUZL(K]HUJLK9LZLHYJO7YVQLJ[Z(NLUJ`(DARPA) as a program manager

KDWLVD$53$30A DARPA program manager ishellip

gt An idea generator gt A technical expert gt An entrepreneurgt A visionarygt A patriot dedicated to national service

CASE STUDY | A job posting for DARPA

ĨŽĐƵƐ ŝƐ ŽŶ ƉƌŽŵŽƟŶŐ ZW Ɛ ŵŝƐƐŝŽŶĂŶĚŝŶƐƉŝƌŝŶŐƚŚĞƌŝŐŚƚƉĞŽƉůĞƚŽƌĞƐƉŽŶĚŶ Ă ǁĂǇ ƚŚĞ ZW ũŽď ƉŽƐƟŶŐ

ĨƵŶĐƟŽŶƐ ĂƐ ƚŚĞ ĂŐĞŶĐǇ Ɛ ƵĚĚǇ ŚĞĐŬŽŽĚ ũŽď ĚĞƐĐƌŝƉƟŽŶƐ ƉƌŽǀŝĚĞ ĂĐĐƵƌĂƚĞƐƵŵŵĂƌŝĞƐ ŽĨ Ă ũŽď ŽƉĞŶŝŶŐ ƌĞĂƚũŽď ĚĞƐĐƌŝƉƟŽŶƐ ĐĂƵƐĞ ƉĞŽƉůĞ ƚŽ ĂĐƚƌĞĂƚ ũŽď ĚĞƐĐƌŝƉƟŽŶƐ ĂƌĞ ǀŝƌĂů dŚĞƐŝŐŶ ŽĨ ĂŶ ĞīĞĐƟǀĞ ƉƌŽĮůĞ ŝƐ ƚŚĂƚ ǁŚĞŶƐŽŵĞŽŶĞ ƌĞĂĚƐ ŝƚ ƚŚĞǇ ĞŝƚŚĞƌ ǁĂŶƚ ƚŽĂƉƉůǇ ƚŚĞŵƐĞůǀĞƐ Žƌ ƚŚĞǇ ŝŵŵĞĚŝĂƚĞůǇĂŶĚ ĞŶƚŚƵƐŝĂƐƟĐĂůůǇ ƌĞĐŽŵŵĞŶĚ ŝƚ ƚŽ ĂĐŽůůĞĂŐƵĞŽƌĨƌŝĞŶĚ

VOICE Stars is a talent diagnostic that measures the leadership aptitude for radical innovation of an individual or team

When to use itͻ dŽĐŽŶĚƵĐƚĂƐĞůĨͲĂƐƐĞƐƐŵĞŶƚĨŽƌ

ƉĞƌƐŽŶĂůƐŬŝůůƐĚĞǀĞůŽƉŵĞŶƚͻ dŽŵĞĂƐƵƌĞĂŶŝŶĚŝǀŝĚƵĂůƐĂƉƟƚƵĚĞ

ĨŽƌŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉͻ dŽĞǀĂůƵĂƚĞĂƚĞĂŵ ƐĂďŝůŝƚǇƚŽ

ĚĞǀĞůŽƉĂŶĞŶǀŝƌŽŶŵĞŶƚƚŚĂƚƐƵƉƉŽƌƚƐŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉ

Why itrsquos helpfulĞŶƵŝŶĞŝŶŶŽǀĂƚŽƌƐĂƌĞĂƵŶŝƋƵĞďƌĞĞĚŽĨƉĞŽƉůĞĞǇŽŶĚ ƚŚĞƵƐƵĂů ũŽďƉĞĚŝŐƌĞĞƐĂŶĚ ƉĞƌĨŽƌŵĂŶĐĞ ŵĞƚƌŝĐƐ ƚŚĞǇ ƐĞĞŵƚŽ ŚĂǀĞ Ă ĐĞƌƚĂŝŶ ĚŝƐƟŶŐƵŝƐŚŝŶŐ ŵŝǆ ŽĨĐŚĂƌĂĐƚĞƌŝƐƟĐƐƚŚĂƚĚĞĮŶĞƚŚĞŝƌĂďŝůŝƚǇƚŽůĞĂĚŽƚŚĞƌƐ ŝŶŶĞǁǀĞŶƚƵƌĞƐdŚĞsK

VOICE Stars

^ƚĂƌƐŵĞƚŚŽĚ ƉƌŽǀŝĚĞƐ Ă ƐŝŵƉůĞǁĂǇ ĨŽƌǇŽƵƚŽĂƐƐĞƐƐƚŚĞƐĞůĞĂĚĞƌƐŚŝƉƋƵĂůŝƟĞƐĞǇŽŶĚŝŶĚŝǀŝĚƵĂůůĞĂĚĞƌƐƚĞĂŵƐŵƵƐƚ

ĚĞŵŽŶƐƚƌĂƚĞ ĐŽůůĞĐƟǀĞ ůĞĂĚĞƌƐŚŝƉ ŝŶǁŚŝĐŚƚĞĂŵŵĞŵďĞƌƐƌĞůǇŽŶĞĂĐŚŽƚŚĞƌ ƐĚŝīĞƌĞŶƚ ƐƚƌĞŶŐƚŚƐ ŝŶ ŽƌĚĞƌ ƚŽ ŽƉĞƌĂƚĞĂƐ Ă ĐŽŚĞƐŝǀĞ ƵŶŝƚ dŚŝƐ ŵĞƚŚŽĚ ĂůůŽǁƐǇŽƵƚŽǀŝĞǁǇŽƵƌŐƌŽƵƉ ƐŽǀĞƌĂůůƐĐŽƌŝŶŐĂƐƐĞƐƐŝŶŐ ǁŚŝĐŚ ĂƌĞĂƐ ĚŽŵŝŶĂƚĞ ĂŶĚǁŚŝĐŚĂƌĞĂƐƌĞƋƵŝƌĞĂĚĚŝƟŽŶĂůĂƩĞŶƟŽŶ

What you getzŽƵ ŶŽǁ ŚĂǀĞ Ă ƐŝŵƉůĞ ŐĂƵŐĞ ĨŽƌŝĚĞŶƟĨǇŝŶŐΗƐƚĂƌͲƐŚĂƉĞĚƉĞŽƉůĞΗƚŚĞŬŝŶĚŽĨ ŝŶŶŽǀĂƚŽƌƐ ŶĞĞĚĞĚ ƚŽ ůĞĂĚ ĂŶĚ ĐĂƌƌǇŶĞǁŝĚĞĂƐĨŽƌǁĂƌĚ

ϭϳϵ

Source Tamara Carleton 2012

Letrsquos look at an exampledŚƌĞĞ ƐĞŶŝŽƌ ŵĂŶĂŐĞƌƐ ƐƚĂƌƚĞĚ Ă ŶĞǁŝŶŝƟĂƟǀĞĂƚĂŶĂƟŽŶĂůƐĞƌǀŝĐĞƐĐŽŵƉĂŶǇĂĐŚƉĞƌƐŽŶďƌŽƵŐŚƚĚŝīĞƌĞŶƚƐƚƌĞŶŐƚŚƐĂŶĚƚŚĞǇǁĂŶƚĞĚƚŽĂƐƐĞƐƐƚŚĞŝƌĐŽůůĞĐƟǀĞĂďŝůŝƟĞƐ ƚŽ ĨŽƐƚĞƌ Ă ŐƌŽƵƉ ĐůŝŵĂƚĞ ĨŽƌŝŶŶŽǀĂƟǀĞďĞŚĂǀŝŽƌ hƐŝŶŐ ƚŚĞ sK ^ƚĂƌƐ ŵĞƚŚŽĚ ƚŚĞǇ

ƌĂŶŬĞĚ ƚŚĞŝƌ ƉĞƌƐŽŶĂů ĂƉƟƚƵĚĞ ĂůŽŶŐĮǀĞĂƩƌŝďƵƚĞƐĨŽƌŝŶŶŽǀĂƟŽŶůĞĂĚĞƌƐŚŝƉsŽƌĂĐŝŽƵƐ KƉĞŶ ŶƐƟŐĂƚĞƐ ƵƌŝŽƵƐĂŶĚĂƌŶĞƐƚͶƚŚĞďĂƐŝƐ ĨŽƌ ƚŚĞĂĐƌŽŶǇŵsK ĂĐŚ ƉĞƌƐŽŶ Ɛ ƐĞƚ ŽĨ ĂƩƌŝďƵƚĞƐǁĂƐĐŽŶŶĞĐƚĞĚďǇĂĚŝīĞƌĞŶƚůŝŶĞĐŽůŽƌdŚĞǇ ƚŚĞŶ ŶŽƚĞĚ ǀĂƌŝŽƵƐ ĂĐƟǀŝƟĞƐ

ĂŶĚ ŵĞƚƌŝĐƐ Ăƚ ĞĂĐŚ ƉŽŝŶƚ ƚŚĂƚ ƚŚĞǇĐƵƌƌĞŶƚůǇ ĨŽůůŽǁĞĚ ǁŚŝĐŚ ƐƵƉƉŽƌƚĞĚ ŽƌĚĞŵŽŶƐƚƌĂƚĞĚ ƚŚĂƚ ƉĂƌƟĐƵůĂƌ ůĞĂĚĞƌƐŚŝƉĂƩƌŝďƵƚĞ

Instructionsϭ ƌĂǁĮǀĞůŝŶĞƐůŝŶŬĞĚƚŽŐĞƚŚĞƌĂƚ

ƚŚĞĐĞŶƚĞƌ ƐŽƚŚĂƚƚŚĞǇƌĞƐĞŵďůĞĂďŝŐĂƐƚĞƌŝƐŬŽƌƐƚĂƌ

Ϯ ƚĞĂĐŚůŝŶĞ ƐĞŶĚƉŽŝŶƚǁƌŝƚĞŽŶĞĂƩƌŝďƵƚĞĨƌŽŵƚŚĞsKůŝƐƚsŽƌĂĐŝŽƵƐKƉĞŶŶƐƟŐĂƚĞƐƵƌŝŽƵƐĂŶĚĂƌŶĞƐƚ

ϯ ƌĂǁĮǀĞƟĐŬŵĂƌŬƐĞǀĞŶůǇƐƉĂĐĞĚŽŶĞĂĐŚůŝŶĞdŚĞƐĞŵĂƌŬƐƌĞƉƌĞƐĞŶƚƚŚĞƐĐŽƌŝŶŐůĞǀĞůƐĨŽƌĞĂĐŚĂƩƌŝďƵƚĞ

ϰ ^ĐŽƌĞĞĂĐŚƚĞĂŵŵĞŵďĞƌ ƐĂƉƟƚƵĚĞĨŽƌĂůůƚŚĞĂƩƌŝďƵƚĞƐĂĐŚĂƩƌŝďƵƚĞǁŝůůŚĂǀĞŽŶĞƐĐŽƌĞƉĞƌƉĞƌƐŽŶdŚĞƐĐŽƌĞƐĂƌĞƐƵďũĞĐƟǀĞƚŽǇŽƵƌŐƌŽƵƉ

ϱ ƌĂǁĂůŝŶĞĐŽŶŶĞĐƟŶŐĂůůĮǀĞĂƩƌŝďƵƚĞƐĨŽƌĞĂĐŚƉĞƌƐŽŶdŚĞƐĞůŝŶĞƐƌĞƉƌĞƐĞŶƚƚŚĞsKƉƌŽĮůĞĨŽƌĞĂĐŚƉĞƌƐŽŶ

ϲ ĚĞŶƟĨǇĞǆĂŵƉůĞĂĐƟǀŝƟĞƐĂŶĚŵĞƚƌŝĐƐŶĞǆƚƚŽĞĂĐŚsKĂƩƌŝďƵƚĞƚŚĂƚǇŽƵƌƚĞĂŵĂŶĚŽƌŽƌŐĂŶŝǌĂƟŽŶĚŽĞƐ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚĂƩƌŝďƵƚĞĚŽŵŝŶĂƚĞƐǇŽƵƌ

ƚĞĂŵtŚǇͻ tŚŝĐŚĂƩƌŝďƵƚĞƐĐŽƌĞƐƚŚĞ

ůŽǁĞƐƚĂĐƌŽƐƐƚŚĞƚĞĂŵͻ tŚŝĐŚĂƩƌŝďƵƚĞŚĂƐƚŚĞĨĞǁĞƐƚ

ŶƵŵďĞƌŽĨĂĐƟǀŝƟĞƐĂƐƐŽĐŝĂƚĞĚǁŝƚŚŝƚĂŶĚǁŚĂƚĐĂŶǇŽƵƌƚĞĂŵĚŽƚŽďƵŝůĚŵŽƌĞŽĨĂĐůŝŵĂƚĞĨŽƌƚŚŝƐĂƩƌŝďƵƚĞ

1 Our first step is to draw the

underlying star shape

2-3 We write a VOICE

attribute at the end of each

line and mark five tick

marks for scoring per line

4-5 We take turns scoring ourselves across all the attributes drawing a connecting line between individual scores

6 We discuss different activities our group does that helps foster a climate for each attribute

Drawing insights amp implicationsdŚĞsK ^ƚĂƌƐ ĂƐƐĞƐƐŵĞŶƚ ƌĞŝŶĨŽƌĐĞĚŵƵĐŚ ŽĨ ǁŚĂƚ ƚŚĞ ƚĞĂŵ ŬŶĞǁ ďƵƚŚĂĚ ŶŽƚ ĚŝƐĐƵƐƐĞĚ ŽƉĞŶůǇ ďĞĨŽƌĞ ampŽƌĞǆĂŵƉůĞ ƚŚĞǇ ƌĞůŝĞĚ ŚĞĂǀŝůǇ ŽŶ ŽŶĞƚĞĂŵ ŵĞŵďĞƌ ĂƐ ƚŚĞ ĞǆƚĞƌŶĂů ƌĂĚĂƌ ǁŚŽƉƌŽǀŝĚĞĚŽŶŐŽŝŶŐŵĂƌŬĞƚƐĐĂŶŶŝŶŐĂŶĚƵƉĚĂƚĞƐKŶĞ ůĞĂĚĞƌƐŚŝƉ ĂƩƌŝďƵƚĞ ĚŽŵŝŶĂƚĞĚ

ƚŚĞŝƌƚĞĂŵƐƐĐŽƌĞƐdŚĞǇƐĂǁƚŚĂƚƚŚĞǇĂůůƌĂŶŬĞĚŚŝŐŚůǇŽŶďĞŝŶŐĐƵƌŝŽƵƐǁŚŝĐŚƌĞŇĞĐƚĞĚƚŚĞŝƌƐŚĂƌĞĚŝŶƚĞƌĞƐƚŝŶǁŽƌŬŝŶŐƚŽŐĞƚŚĞƌŽŶĂŶŽƚŚĞƌŶĞǁŝŶŝƟĂƟǀĞ

dŚĞǇ ĂůƐŽ ĐŽŶƐŝĚĞƌĞĚ ĞůĞŵĞŶƚƐ ƚŚĂƚďƵŝůƚ Ă ŐŽŽĚŐƌŽƵƉ ĐƵůƚƵƌĞŽĨ ŝŶŶŽǀĂƟŽŶKŶĞ ĂƌĞĂ ƚŚĞǇ ĨĞůƚ ŶĞĞĚĞĚ ŝŵƉƌŽǀĞŵĞŶƚǁĂƐ ŶƐƟŐĂƚĞ ǁŚŝĐŚ ŚĂĚ ĨĞǁ ĂĐƟǀŝƟĞƐůŝƐƚĞĚ ďǇ ŝƚ dŚĞŝƌ ŝŶƐŝŐŚƚ ǁĂƐ ƚŚĞǇũŽŝŶƚůǇ ƐƉĞŶƚ ŵŽƌĞ ƟŵĞ ƌĞĂĐƟŶŐ ƚŽ ŶĞǁŽƉƉŽƌƚƵŶŝƟĞƐ ƚŚĂƚ ƚŚĞǇ ƐƚƵŵďůĞĚ ƵƉŽŶŝŶƐƚĞĂĚ ŽĨ ƚĂŬŝŶŐ ŵŽƌĞ ƐƚƌĂƚĞŐŝĐ ĂĐƟŽŶƚŽ ƉƌŽŵƉƚ ĂŶĚ ĞǆƉůŽƌĞ ŶĞǁ ƉŽƐƐŝďŝůŝƟĞƐǁŝƚŚŝŶƚŚĞŽƌŐĂŶŝǌĂƟŽŶƉŽƐƐŝďŝůŝƟĞƐǁŝƚŚŝŶƚŚĞ ŽƌŐĂŶŝǌĂƟŽŶͶĂŶĚ ƚŚĞŶ ĚƌŝǀĞ ƚŚŽƐĞƉŽƐƐŝďŝůŝƟĞƐ ƚŽ ĨƌƵŝƟŽŶ ƉĂƐƚ ƚŚĞ ZΘƉƌŽƉŽƐĂůƐƚĂŐĞdŚĞǇĚĞĐŝĚĞĚƚŽďĞŵŽƌĞĚĞůŝďĞƌĂƚĞŝŶƚŚŝƐĂƌĞĂŝŶƚŚĞĐŽŵŝŶŐǇĞĂƌ dŚĞǇŬŶĞǁŝŶŶŽǀĂƚŽƌƐŐĞƚŝĚĞĂƐĚŽŶĞ

ƩƌŝďƵƚĞ ĞƐĐƌŝƉƟŽŶ

sŽƌĂĐŝŽƵƐ

ůǁĂǇƐĮŶĚŝŶŐĂŶĚĐĂƉƚƵƌŝŶŐǁŝĚĞůǇƚŽĂĚĚƚŽĂƉĞƌƐŽŶĂůĐŽůůĞĐƟŽŶŽĨŝĚĞĂƐŬŶŽǁůĞĚŐĞĞǆƉĞƌŝĞŶĐĞƐĂŶĚƉĞŽƉůĞ

KƉĞŶZĞĐĞƉƟǀĞƚŽŶĞǁŝĚĞĂƐƉĞƌƐƉĞĐƟǀĞƐŽƌĂƌŐƵŵĞŶƚƐ

ŶƐƟŐĂƚĞƐ

^ƚĂƌƚƐƚŚĞĂĐƟŽŶĐŽŵƉĞůůĞĚƚŽƚƌǇ ƐƟŵƵůĂƚĞĞŶĐŽƵƌĂŐĞŽƌƉƌŽǀŽŬĞŶĞǁĚŝĂůŽŐƵĞƐƉĂƌƚŶĞƌƐŚŝƉƐĂŶĚŵŽƌĞ

ƵƌŝŽƵƐĂŐĞƌƚŽůĞĂƌŶĂŶĚŬŶŽǁŵŽƌĞǁŝůůŝŶŐƚŽĂƐŬǁŚĂƚŝĨ

ĂƌŶĞƐƚ^ŝŶĐĞƌĞůǇǌĞĂůŽƵƐǁŚŽůĞŚĞĂƌƚĞĚůǇƐĞƌŝŽƵƐŝŶƉƵƌƉŽƐĞƌĂĚŝĂƚĞƐƉĞƌƐŽŶĂůƉƌŝŶĐŝƉůĞƐ

We realize our team scores most high on

being curious which helps explain why we

all appreciate exploring new topics and possibilities together

Only one of our team is regularly

voracious and we discuss how we

rely on him to hear the latest news

updates and scan the market for us

We find it tough to

think of examples we

do to provoke or start

new actions which

leads to a good

discussion about

what other activities

and even people we

should get to help us

grow in this area

Tips amp lessons from othersͻ ĞƌƚĂŝŶsKƚĞƌŵƐŵĂǇŶŽƚ

ƚƌĂŶƐůĂƚĞĚŝƌĞĐƚůǇŝŶƚŽŽƚŚĞƌůĂŶŐƵĂŐĞƐƐŽƚĂŬĞƟŵĞƚŽƌĞĂĚƚŚĞĞǆƉĂŶĚĞĚĚĞƐĐƌŝƉƟŽŶƐƚŽĮŶĚďĞƩĞƌƐǇŶŽŶǇŵƐ

ͻ ŽŶƚƉĞƌĨĞĐƚƐƚĂŶĚĂƌĚŝǌŝŶŐƐĐĂůĞƐǁŝƚŚŝŶƚŚĞƚĞĂŵĂŶĚŝŶƐƚĞĂĚĨŽĐƵƐŵŽƌĞŽŶƚŚĞĚŝĂůŽŐƵĞƚŚĂƚƌĞƐƵůƚƐĨƌŽŵĂŶŚŽŶĞƐƚĂƐƐĞƐƐŵĞŶƚŽĨƉĞƌƐŽŶĂůĂŶĚŽƌŐƌŽƵƉĂƉƟƚƵĚĞ

ͻ ŽŶƐŝĚĞƌĂĚĂƉƟŶŐƚŚŝƐŵĞƚŚŽĚƚŽĐŽŵƉůĞŵĞŶƚĞǆŝƐƟŶŐŚŝƌŝŶŐƉƌŽĐĞĚƵƌĞƐĂƐĂŶŝŶĨŽƌŵĂůĂƐƐĞƐƐŵĞŶƚƚŽŽů

ZampgtdKEWho do you know that

best exhibits all four

sKĂƩƌŝďƵƚĞƐ

Additional examples

KŶĞ ƚĞĂŵ ŝŶĂŶƵƌŽƉĞĂŶZΘĐŽŶƐŽƌƟƵŵĨŽƵŶĚƚŚĂƚŝƚǁĂƐĞĂƐǇƚŽƐĐŽƌĞƚŚĞĨƵůůƚĞĂŵďƵƚŵƵĐŚŚĂƌĚĞƌƚŽŝĚĞŶƟĨǇƌĞůĂƚĞĚĂĐƟǀŝƟĞƐĨŽƌĞĂĐŚĂƌĞĂ

Ŷ ŵĞƌŝĐĂŶ ŵŝůŝƚĂƌǇ ƚĞĂŵ ĚŝƐĐŽǀĞƌĞĚƚŚĂƚ ĐĞƌƚĂŝŶ ĂƩƌŝďƵƚĞƐ ŐĞŶĞƌĂƚĞĚ ĂďƌŽĂĚ ƐĐŽƌŝŶŐ ƌĂŶŐĞ ƉƌŽŵƉƟŶŐ Ă ĐĂŶĚŝĚĚŝƐĐƵƐƐŝŽŶ ĂďŽƵƚ ƐĞůĨ ǀĞƌƐƵƐ ŐƌŽƵƉƉĞƌĐĞƉƟŽŶƐŽĨĞĂĐŚƉĞƌƐŽŶΖƐĂƉƟƚƵĚĞ

VOICE STARS | method worksheet

^ŝŶĐĞ ϭϵϱϴ ƚŚĞ h^ ĞĨĞŶƐĞ ĚǀĂŶĐĞĚZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ŐĞŶĐǇͶŬŶŽǁŶ ĂƐZW ĨŽƌ ƐŚŽƌƚͶŚĂƐ ƉƵƌƐƵĞĚ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶǁŚŝĐŚŚĂƐďĞĞŶĚƌŝǀĞŶŚĞĂǀŝůǇďǇƚŚĞŝƌƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐWDƐͿ

The DARPA ethosWDƐ ĂƌĞ ŚŝƌĞĚ ŽŶ Ă ƐŚŽƌƚͲƚĞƌŵ ďĂƐŝƐͶƚǇƉŝĐĂůůǇ ϯͲϰ ǇĞĂƌƐͶƚŽ ĮŶĚ ĨƵŶĚ ĂŶĚĨŽƐƚĞƌ ŶĞǁ ŝŶŶŽǀĂƟŽŶ ŝĚĞĂƐ ďĂƐĞĚ ŽŶƚĞĐŚŶŽůŽŐǇǀŝƐŝŽŶƐƚŚĂƚĞĂĐŚŽŶĞŽĨƚŚĞŵŝƐ ĞǆƉĞĐƚĞĚ ƚŽ ĚĞǀĞůŽƉ tŚŝůĞ ƚŚĞ WDƐĚĞǀĞůŽƉƚŚĞŽǀĞƌĂƌĐŚŝŶŐǀŝƐŝŽŶƐƚŚĞǇĚŽŶŽƚ ďƌŝŶŐ ƚŚĞ ǀŝƐŝŽŶƐ ƚŽ ůŝĨĞ ƚŚĞŵƐĞůǀĞƐŶƐƚĞĂĚƚŚĞWDƐĨƵŶĚŵƵůƟƉůĞƚĞĂŵƐĂƚƵŶŝǀĞƌƐŝƟĞƐĐŽŵƉĂŶŝĞƐĂŶĚŐŽǀĞƌŶŵĞŶƚůĂďƐǁŚŽƚĂŬĞŽǁŶĞƌƐŚŝƉŽĨƚŚĞƐĞǀŝƐŝŽŶƐ^ĞǀĞƌĂů ǇĞĂƌƐ ĂŐŽ ŵĞŶΖƐ ŵĂŐĂǌŝŶĞ

ƐƋƵŝƌĞ ĚĞƐĐƌŝďĞĚ ƚŚĞZWWD ƚŽ ƚŚĞŵĞƌŝĐĂŶƉƵďůŝĐ tŚĂƚǇŽƵŐĞƚŐĞŶĞƌĂůůǇ ŝƐ ĂďŽƵƚ ĨŽƵƌ ǇĞĂƌƐͶĨŽƵƌ ǇĞĂƌƐ ƚŽ ĚŽƐŽŵĞƚŚŝŶŐƚŚĂƚ ƐŶĞǀĞƌďĞĞŶĚŽŶĞďĞĨŽƌĞampŽƵƌǇĞĂƌƐƚŽĚŽƚŚĞŝŵƉŽƐƐŝďůĞƚ ƐǁŚĂƚĂĐĐŽƵŶƚƐĨŽƌƚŚĞĨĂĐƚƚŚĂƚǁŚŽůĞĮĞůĚƐŽĨŝŶƋƵŝƌǇƌŝƐĞƵƉĂƌŽƵŶĚƚŚĞĞŶƚŚƵƐŝĂƐŵƐŽĨƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐͶĮĞůĚƐŽĨŝŶƋƵŝƌǇƚŚĂƚ

CASE STUDY | Program Managers at DARPA

ǁĞƌĞŶƚƚŚĞƌĞďĞĨŽƌĞĂŶĚƚŚĂƚŬĞĞƉŐŽŝŶŐĂŌĞƌ ƚŚĞƉƌŽŐƌĂŵŵĂŶĂŐĞƌ ŝƐ ŐŽŶĞĂůůƚŚĞŵƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐŝĨǇŽƵǁĂŶƚďƵƚƌĞĂůůǇ ŝĨ ƚŚĞǁŚŽůĞ ZW ĞƚŚŽƐ ǁŽƌŬƐƚŚĞǇ ďĞĐŽŵĞ ĨĂƚŚĞƌƐ ŽĨ ƚŚĞŝƌ ĮĞůĚƐDŽƚŚĞƌƐŽĨŝŶǀĞŶƟŽŶŶǀĞŶƚŽƌƐ

The basic profileZWWDƐĚŝƐƉůĂǇĂĐĞƌƚĂŝŶƚĞůůƚĂůĞŵŝǆŽĨĂƩƌŝďƵƚĞƐtŚŝůĞZWŝƌĞĐƚŽƌƐ ĂĚĂƉƚĂ ŐĞŶĞƌĂů ŚŝƌŝŶŐ ƉƌŽĮůĞ ǁŚĞŶ ƌĞĐƌƵŝƟŶŐWDƐƚŚĞǇƵůƟŵĂƚĞůǇƌĞůǇŽŶƚŚĞŝƌŐƵƚĨŽƌĮŶĚŝŶŐƚŚĞƌŝŐŚƚƉĞƌƐŽŶǁŚŝĐŚďŽŝůƐĚŽǁŶƚŽĂŚĂŶĚĨƵůŽĨŬĞǇƚƌĂŝƚƐͻ sŝƐŝŽŶĂƌǇƚŚŝŶŬŝŶŐͻ dĞĐŚŶŝĐĂůĞǆƉĞƌƟƐĞͻ gtĞĂĚĞƌƐŚŝƉͻ ŽŵŵƵŶŝĐĂƟŽŶƐŬŝůůƐͻ ampŝƐĐĂůƌĞƐƉŽŶƐŝďŝůŝƚǇDŽƐƚŝŵƉŽƌƚĂŶƚůǇ WDƐďƌŝŶŐĂǀŝƐŝŽŶŽĨ

ǁŚĂƚ ƚŚĞǇǁĂŶƚ ƚŽ ĐŚĂŶŐĞ ŝŶ ƚŚĞǁŽƌůĚůŽŽŬŝŶŐƚŽďŽŽƐƚƚŚĞŵĂŐŶŝƚƵĚĞŽĨŝŵƉĂĐƚǁŝƚŚ ZW ĨƵŶĚŝŶŐ hƐƵĂůůǇ ƚĞĐŚŶŝĐĂůůǇƚƌĂŝŶĞĚ WDƐ ďƌŝŶŐ ĚĞĞƉ ĞǆƉĞƌƟƐĞĂďŽƵƚ ƚŚĞ ƉƌŽďůĞŵ ƐƉĂĐĞ ĨƌŽŵƉĞƌƐŽŶĂůĞǆƉĞƌŝĞŶĐĞ ĂŶĚ ǇĞĂƌƐ ŝŶ ƚŚĞ ĮĞůĚ dŚĞǇ

ĂƌĞ ĂůƐŽ ůĞĂĚĞƌƐ ŝŶ ƐŽŵĞ ĨŽƌŵ ĞŝƚŚĞƌŵĂŶĂŐŝŶŐ ŵƵůƟĚŝƐĐŝƉůŝŶĂƌǇ ƌĞƐĞĂƌĐŚƚĞĂŵƐ Žƌ ĚŝƌĞĐƟŶŐ ůĂƌŐĞ ŝŶƐƟƚƵƟŽŶĂůƉƌŽŐƌĂŵƐ Ɛ ůĞĂĚĞƌƐ ƚŚĞǇ ŬŶŽǁ ƚŚĞŝŵƉŽƌƚĂŶĐĞ ŽĨ ĐŽŵŵƵŶŝĐĂƟŶŐ ƚŚĞŝƌǀŝƐŝŽŶƐƟƌĞůĞƐƐůǇ ĐƌĞĂƟǀĞůǇ ĂŶĚďƌŽĂĚůǇgtĂƐƚůǇ ƚŚĞǇ ŵƵƐƚ ŽǀĞƌƐĞĞ ďŝŐ ďƵĚŐĞƚƐǁŚŝĐŚƌĞƋƵŝƌĞĮƐĐĂůƌĞƐƉŽŶƐŝďŝůŝƚǇ

Where to find themZW WDƐ ĂƌĞ ƌĞĐƌƵŝƚĞĚ ĨƌŽŵŵƵůƟƉůĞ ƐƉŚĞƌĞƐ ŝŶĐůƵĚŝŶŐ ĐŽŵƉĂŶŝĞƐƵŶŝǀĞƌƐŝƟĞƐ ŶĂƟŽŶĂů ůĂďŽƌĂƚŽƌŝĞƐŶŽŶƉƌŽĮƚ ĂŶĚ ĨĞĚĞƌĂůůǇ ĨƵŶĚĞĚ ƌĞƐĞĂƌĐŚĐĞŶƚĞƌƐ ĂŶĚ ƚŚĞ ŵŝůŝƚĂƌǇ ƐĞƌǀŝĐĞƐ ǇƐĐŽƵƟŶŐ ĂĐƌŽƐƐ ĚŝīĞƌĞŶƚ ŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬƐƚŚĞĂŐĞŶĐǇĞŶƐƵƌĞƐĚŝǀĞƌƐŝƚǇŽĨƚĂůĞŶƚǁŝƚŚĂƌĞůĂƚĞĚĚŝǀĞƌƐŝƚǇŽĨǀŝƐŝŽŶĂƌǇŝĚĞĂƐ

Crowd Clovers maps the various related components of a personal network focused on advancing new innovation ideas

When to use itͻ dŽĚĞǀĞůŽƉĂŵĂƉŽĨǇŽƵƌŽǁŶŽƌ

ƚĞĂŵ ƐŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬͻ dŽĂƐƐĞƐƐǁŚŝĐŚĂƌĞĂƐƚŽďŽůƐƚĞƌŽƌ

ĐŚĂŶŐĞŝŶǇŽƵƌŶĞƚǁŽƌŬͻ dŽĞǀĂůƵĂƚĞƚŚĞďĂůĂŶĐĞďĞƚǁĞĞŶ

ĨŽƌŵĂůĂŶĚŝŶĨŽƌŵĂůƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚŝŶĂŶĞƚǁŽƌŬ

Why itrsquos helpfulƐ ƚŚĞ ŐůŽďĂů ĞĐŽŶŽŵǇ ďĞĐŽŵĞƐŝŶĐƌĞĂƐŝŶŐůǇ ŝŶƚĞƌĐŽŶŶĞĐƚĞĚ ĐŽŵƉĂŶŝĞƐĂŶĚ ŽƚŚĞƌ ŐƌŽƵƉƐ ƌĞůǇ ŚĞĂǀŝůǇ ŽŶŝŶŶŽǀĂƟŽŶ ŶĞƚǁŽƌŬƐ ƚŽ ŚĞůƉ ƚŚĞŵ ĮŶĚĚĞǀĞůŽƉ ĂŶĚ ĚĞůŝǀĞƌ ŶĞǁ ŝĚĞĂƐ ƚŽ ƚŚĞŝƌƉĂƌƚŶĞƌƐ ĂŶĚ ĐƵƐƚŽŵĞƌƐ dŚĞ ƌŽǁĚůŽǀĞƌƐŵĞƚŚŽĚƉƌŽǀŝĚĞƐĂƐŝŵƉůĞǁĂǇƚŽĐĂƚĞŐŽƌŝǌĞĂŶĚĂƐƐĞƐƐĨŽƵƌƉƌŝŵĂƌǇǁĂǇƐǇŽƵƌŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬĐĂŶƐƵƉƉŽƌƚƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨĂŶĞǁŝŶŶŽǀĂƟŽŶŝĚĞĂ

Crowd Clovers

dŚĞƌĞĂƌĞŵƵůƟƉůĞĨŽƌŵƐĂŶĚƚǇƉĞƐŽĨŶĞƚǁŽƌŬƐͶƐƵĐŚ ĂƐ ĂŶ ŽƉĞŶ ŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬ Žƌ Ă ΗĐŽŵŵƵŶŝƚǇ ŽĨ ƉƌĂĐƟĐĞΗdŚĞ ƌŽǁĚ ůŽǀĞƌƐ ŶĞƚǁŽƌŬ ƚĂŬĞƐ ĂƐůŝŐŚƚůǇ ĚŝīĞƌĞŶƚ ĂŶŐůĞ ĞŶĞƌĂůůǇ ĂŶŽƉĞŶ ŝŶŶŽǀĂƟŽŶ ŶĞƚǁŽƌŬ ŝƐ ĨŽĐƵƐĞĚ ŽŶŽƵƚƐŽƵƌĐŝŶŐ ŝĚĞĂƐ ĨƌŽŵ ĞǆƚĞƌŶĂů ƉĂƌƟĞƐƌĞůǇŝŶŐ ŽŶ ĨŽƌŵĂů ƐƚƌƵĐƚƵƌĞƐ ďĞƚǁĞĞŶƉĞŽƉůĞ ŚŽǁĞǀĞƌ Ă ƌŽǁĚ ůŽǀĞƌƐŶĞƚǁŽƌŬĐŽŶƐŝĚĞƌƐƚŚĞŝŶƚĞƌƉůĂǇďĞƚǁĞĞŶĨŽƌŵĂů ĂŶĚ ŝŶĨŽƌŵĂů ƌĞůĂƟŽŶƐŚŝƉƐ ŶĂĚĚŝƟŽŶ Ă ĐŽŵŵƵŶŝƚǇ ŽĨ ƉƌĂĐƟĐĞ ŝƐĚĞĮŶĞĚďǇƐŚĂƌĞĚŝŶƚĞƌĞƐƚƐƐŽĂůůĂĐƟǀŝƟĞƐĂƌĞĚĞƐŝŐŶĞĚĂƌŽƵŶĚŐƌŽƵƉ ůĞĂƌŶŝŶŐĂŶĚĞǆĐŚĂŶŐĞ ŝŶ ĐŽŶƚƌĂƐƚ Ă ƌŽǁĚ ůŽǀĞƌƐŶĞƚǁŽƌŬ ŵĂƉ ĐŽŶƐŝĚĞƌƐ ƚŚĞ ĂĐƟŽŶƐĚŝīĞƌĞŶƚ ŶĞƚǁŽƌŬ ŵĞŵďĞƌƐ ĐĂŶ ƚĂŬĞ ƚŽƉƵƐŚĂŶĞǁŝĚĞĂĨŽƌǁĂƌĚ

What you getǇ ĐƌĞĂƟŶŐ Ă ƌŽǁĚ ůŽǀĞƌƐ ŵĂƉ ǇŽƵǁŝůů ĐŚĂƌĂĐƚĞƌŝǌĞ ĂŶĚ ŵĂƉ ǇŽƵƌ ŐƌŽƵƉ ƐŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬ

ϭϴϵSource Tamara Carleton 2012

Letrsquos look at an exampleKƩŽ ƌĞĐĞŶƚůǇ ĂĐĐĞƉƚĞĚ Ă ŶĞǁ ƉŽƐŝƟŽŶĂƐ ƐĞŶŝŽƌ ŝŶŶŽǀĂƟŽŶ ĚŝƌĞĐƚŽƌ Ăƚ ĂŵĞĚŝƵŵͲƐŝǌĞĚ ƐĞƌǀŝĐĞƐ Įƌŵ ǁŚŝĐŚ ŚĂƐƉƌŽǀŝĚĞĚ ĐŽƌƉŽƌĂƚĞ ƚƌĂŝŶŝŶŐ ƚĞĐŚŶŽůŽŐǇĐŽŶƐƵůƟŶŐĂŶĚŽƚŚĞƌƐĞƌǀŝĐĞƐĨŽƌƚŚĞůĂƐƚϰϬǇĞĂƌƐKƩŽŶŽǁǁŝůůĚŝƌĞĐƚƚŚĞƐƚƌĂƚĞŐǇĂŶĚ ĞǆĞĐƵƟŽŶ ŽĨ ƚŚĞ ĐŽŵƉĂŶǇ Ɛ ĞŶƟƌĞƉƌŽĚƵĐƚƉŽƌƞŽůŝŽŝŶĐůƵĚŝŶŐZΘƉƌŝĐŝŶŐĂŶĚƉƌŽŵŽƟŽŶĂĐƟǀŝƟĞƐKŶĞŽĨŚŝƐĚƵƟĞƐŝƐƚŽƉĂƌƚŶĞƌǁŝƚŚŽƚŚĞƌ

ĐŽŵƉĂŶǇďƵƐŝŶĞƐƐƵŶŝƚƐĂŶĚĮŶĚŝŶƚĞƌŶĂůƌĞƐŽƵƌĐĞƐ ƚŽ ŵĂŝŶƚĂŝŶ ƐǇŶĞƌŐŝĞƐ ĂĐƌŽƐƐĂůůƉƌŽĚƵĐƚĐĂƚĞŐŽƌŝĞƐEŽƚŚŝŶŐ ŝŶKƩŽ ƐũŽď ĚĞƐĐƌŝƉƟŽŶ ŶŽƚĞƐ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞŽĨ ůĞǀĞƌĂŐŝŶŐ ĞǆƚĞƌŶĂů ƌĞƐŽƵƌĐĞƐ ĂŶĚďƵŝůĚŝŶŐ Ă ŐƌĞĂƚĞƌ ĐŽŵŵƵŶŝƚǇ ĂŵŽŶŐƉĂƌƚŶĞƌƐ ĂŶĚ ĚĞǀĞůŽƉĞƌƐͶǁŚŝĐŚ ŚĞŬŶŽǁƐ ŝƐ ĂůƐŽ ĐƌƵĐŝĂů ƚŽ ŚŝƐ ĐŽŵƉĂŶǇ ƐŐƌŽǁƚŚĂŶĚƐƵĐĐĞƐƐ

KƩŽŵĂƉƐŚŝƐŐƌŽƵƉ ƐŶĞƚǁŽƌŬŶŽƟŶŐǁŚŝĐŚƉĞŽƉůĞƚŚĞǇƌĞůǇŽŶďŽƚŚĨŽƌŵĂůůǇĂŶĚ ŝŶĨŽƌŵĂůůǇ ĨŽƌ ŚĞůƉ ǁŝƚŚ ŝŶƐƉŝƌĂƟŽŶŝŶ ƚŚĞ ƉƵƌƉůĞ ƋƵĂĚƌĂŶƚͿ ƌĞƐŽƵƌĐĞƐŐƌĞĞŶͿ ĞǆĞĐƵƟŽŶ ƌĞĚͿ ĂŶĚ ŶĞƚǁŽƌŬŽƵƚƌĞĂĐŚďůƵĞͿĞĨƵƌƚŚĞƌŵĂƌŬƐĨŽƌŵĂůƌĞůĂƟŽŶƐŚŝƉƐǁŝƚŚďŽǆĞƐ

DEEgtKh^

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϬ

Instructionsϭ ƌĂǁĂůĂƌŐĞĨŽƵƌͲůĞĂĨĐůŽǀĞƌǁŝƚŚ

ƚŚĞůĞĂŇĞƚƐĨĂĐŝŶŐƚŚĞĨŽƵƌĐĂƌĚŝŶĂůĚŝƌĞĐƟŽŶƐŝĞŶŽƌƚŚƐŽƵƚŚĞĂƐƚǁĞƐƚͿ

Ϯ ŶƚŚĞůĞŌǁĞƐƚͿůĞĂŇĞƚǁƌŝƚĞƚŚĞŶĂŵĞƐŽĨƉĞŽƉůĞǇŽƵŬŶŽǁǁŚŽŐŝǀĞǇŽƵŶĞǁǀŝĞǁƉŽŝŶƚƐŽƌŝĚĞĂƐŝŶǁŽƌŬĂŶĚůŝĨĞtŚŽŝŶƐƉŝƌĞƐŽƌƉƌŽǀŽŬĞƐǇŽƵŽŶƐŝĚĞƌĞǀĞƌǇŽŶĞĨƌŽŵĐŽůůĞĂŐƵĞƐƚŽĐŚŝůĚƌĞŶzŽƵŵĂǇůĂďĞůƚŚŝƐůĞĂŇĞƚΗĂƚĂůǇƐƚƐΗ

ϯ ŶƚŚĞƚŽƉŶŽƌƚŚͿůĞĂŇĞƚǁƌŝƚĞƚŚĞŶĂŵĞƐŽĨƉĞŽƉůĞǇŽƵŬŶŽǁǁŚŽĐŽŶŶĞĐƚǇŽƵƚŽŵŽƌĞƌĞƐŽƵƌĐĞƐƐƵĐŚĂƐƉĞŽƉůĞŽƌŵŽŶĞǇŽŶƐŝĚĞƌĞǀĞƌǇŽŶĞĨƌŽŵƐƵƉĞƌǀŝƐŽƌƐƚŽŶĞŝŐŚďŽƌƐtŚŽŚĞůƉƐǇŽƵĮŶĚǁĂǇƐƚŽŐƌŽǁzŽƵŵĂǇůĂďĞůƚŚŝƐůĞĂŇĞƚΗŽŶŶĞĐƚŽƌƐΗ

ϰ ŶƚŚĞƌŝŐŚƚĞĂƐƚͿůĞĂŇĞƚǁƌŝƚĞƚŚĞŶĂŵĞƐŽĨƉĞŽƉůĞǇŽƵŬŶŽǁǁŚŽ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚƋƵĂĚƌĂŶƚǁĂƐĞĂƐǇƚŽ

ĐŽŵƉůĞƚĞͻ tŚŝĐŚƋƵĂĚƌĂŶƚŚĂƐƚŚĞŵŽƐƚ

ŶƵŵďĞƌŽĨĨŽƌŵĂůǀĞƌƐƵƐŝŶĨŽƌŵĂůƌĞůĂƟŽŶƐŚŝƉƐ

ͻ ŽǁǁŽƵůĚǇŽƵŵĂƉŽƚŚĞƌŶĞƚǁŽƌŬĚŝŵĞŶƐŝŽŶƐƐƵĐŚĂƐĐŽŶƚĂĐƚĨƌĞƋƵĞŶĐǇ

ŚĞůƉǇŽƵŐĞƚƚŚŝŶŐƐĚŽŶĞtŚŽĞŶĐŽƵƌĂŐĞƐǇŽƵƚŽƚĂŬĞĂĐƟŽŶŽŶƐŝĚĞƌĞǀĞƌǇŽŶĞĨƌŽŵĞŵƉůŽǇĞĞƐƚŽƐƉŽƵƐĞƐzŽƵŵĂǇůĂďĞůƚŚŝƐůĞĂŇĞƚŶĂďůĞƌƐ

ϱ ŶƚŚĞďŽƩŽŵƐŽƵƚŚͿůĞĂŇĞƚǁƌŝƚĞƚŚĞŶĂŵĞƐŽĨƉĞŽƉůĞǇŽƵŬŶŽǁǁŚŽƉƌŽŵŽƚĞǇŽƵĂŶĚǇŽƵƌŝĚĞĂŽŶƐŝĚĞƌĞǀĞƌǇŽŶĞĨƌŽŵďƵƐŝŶĞƐƐƉĂƌƚŶĞƌƐƚŽĨƌŝĞŶĚůǇĂĐƋƵĂŝŶƚĂŶĐĞƐtŚŽĐĂŶŝŶƚƌŽĚƵĐĞǇŽƵĂŶĚǇŽƵƌŝĚĞĂͿƚŽŽƚŚĞƌŐƌŽƵƉƐĂŶĚŶĞƚǁŽƌŬƐzŽƵŵĂǇůĂďĞůƚŚŝƐůĞĂŇĞƚΗWƌŽŵŽƚĞƌƐΗ

ϲ ŝƌĐůĞŽƌĚƌĂǁďŽǆĞƐĂƌŽƵŶĚƚŚĞŶĂŵĞƐŽĨƚŚĞƉĞŽƉůĞǁŚŽǇŽƵǁŽƌŬǁŝƚŚĨŽƌŵĂůůǇ ƐƵĐŚĂƐǇŽƵƌďŽƐƐŽƌƐƵƉƉůŝĞƌ

ϭϵϭ

CONNECTORS

PROMOTERS

1 I first draw

the outline for a

big four-leaf

clover using

different colors

per leaflet to

signify the

network actionI desire for my

2 I write the people who

provoke me most in the

purple leaflet (purple =

provoke)

3 I write the people who grow

and expand our ideas with

access to more resources in the

green leaflet (green = grow)

4 I write the people who realize our efforts and push us toward action in the red leaflet (red = realize)

5 I write the people who broadcast and circulate our ideas within their networks in the blue leaflet (blue = broadcast)6 I draw boxes around the people whom we relate to formally (like our boss and other division leads)

ϭϵϮ

Drawing insights amp implicationsKƩŽŬŶŽǁƐƚŚĂƚƚŚĞƌĞŝƐŵŽƌĞƚŽƚĞŶĚŝŶŐĂŶŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬƚŚĂŶƐŝŵƉůǇĂĚĚŝŶŐŵŽƌĞ ŶĂŵĞƐ ƚŽ ŚŝƐ gtŝŶŬĞĚŶ ƌŽůŽĚĞǆ ŶĨĂĐƚ ŚĞǁĂƐ ƉĞƌƐŽŶĂůůǇ ƌĞůŝĞǀĞĚ ƚŚĂƚ ŚŝƐŐƌŽƵƉ ŚĂĚ ĐŽŶŶĞĐƟŽŶƐ ĂĐƌŽƐƐ Ăůů ĨŽƵƌŶĞƚǁŽƌŬĐĂƚĞŐŽƌŝĞƐĞ ĚŽĞƐ ƐĞĞ ƚŚĂƚ ƚŚĞǇ ƌĞůǇ ŵŽƐƚ

ŽŶ ĨŽƌŵĂů ĐŽŶŶĞĐƟŽŶƐ ŝŶ ƚǁŽ ĂƌĞĂƐĮŶĚŝŶŐ ƌĞƐŽƵƌĐĞƐ ĂŶĚ ĚƌŝǀŝŶŐ ĞǆĞĐƵƟŽŶdŚĞƐĞ ĂƌĞĂƐ ŵĂŬĞ ƐĞŶƐĞ ĨŽƌ ĚĂǇͲƚŽͲĚĂǇďƵƐŝŶĞƐƐ ŚŽǁĞǀĞƌ ŚĞ ĨĞĞůƐ ƚŚĂƚ ƚŚĞǇƐŚŽƵůĚĐƵůƟǀĂƚĞŵŽƌĞŝŶĨŽƌŵĂůůŝŶŬƐƚŽůĂǇƚŚĞĨŽƵŶĚĂƟŽŶĨŽƌůŽŶŐĞƌͲƚĞƌŵŵĞĂƐƵƌĞƐdŚĞ ĞǆĞƌĐŝƐĞ ĂůƐŽ ƌĞŝŶĨŽƌĐĞƐ ŚŝƐ

ĮƌƐƚ ŝŵƉƌĞƐƐŝŽŶ ƚŚĂƚ ƚŚĞ ŐƌŽƵƉ ůĂĐŬƐĐŽŶŶĞĐƟŽŶƐ ƚŽ ƉƌŽŵŽƚĞ ƚŚĞŝƌ ĞīŽƌƚƐŽƵƚƐŝĚĞƚŚĞďƵƐŝŶĞƐƐƵŶŝƚƐŽŶĞƐŽůƵƟŽŶKƩŽƉůĂŶƐƚŽŚŝƌĞĂƉĞƌƐŽŶƚŽďƵŝůĚƚŚĞŝƌĚĞǀĞůŽƉĞƌĐŽŵŵƵŶŝƚǇ

ŶƐŝŐŚƚ WŽƐƐŝďůĞŶĞƚǁŽƌŬĂĐƟŽŶƚŽƚĂŬĞ

DǇŶĞƚǁŽƌŬĨĞĞůƐƚŽŽƐŵĂůůgt ŶǀŝƚĞǇŽƵƌĐŽŶƚĂĐƚƚŽƐŚĂƌĞƐƚŽƌŝĞƐĨƌŽŵǁŽƌŬĂŶĚůŝĨĞŽǀĞƌĐŽīĞĞŽƌǁŝŶĞ

DǇŶĞƚǁŽƌŬĨĞĞůƐƚŽŽƐŵĂůůgt ƐŬǇŽƵƌƉĞĞƌƐƚŽŝŶƚƌŽĚƵĐĞǇŽƵƚŽŵŽƌĞƉĞŽƉůĞƚŚĂƚƚŚĞǇĨĞĞůĞŵďŽĚǇĂƉĂƌƟĐƵůĂƌŶĞƚǁŽƌŬĂƌĞĂ

ƌĞůǇŽŶƚŚĞƐĂŵĞƉĞŽƉůĞĨŽƌĞǀĞƌǇƚŚŝŶŐ

gt ĸƌŵĞǆŝƐƟŶŐƌĞůĂƟŽŶƐŚŝƉƐďǇƐĞŶĚŝŶŐĂďƌŝĞĨŶŽƚĞŽĨĂƉƉƌĞĐŝĂƟŽŶƚŽĞĂĐŚƉĞƌƐŽŶ

DǇĐŽŵƉĂŶǇŝƐŵǇŶĞƚǁŽƌŬ

gt ŶĐƌĞĂƐĞĚŝǀĞƌƐŝƚǇďǇŵĞĞƟŶŐϯͲϰŶŽŶͲǁŽƌŬĐŽŶƚĂĐƚƐĨƌŽŵƐĐŚŽŽůƉĂƐƚũŽďƐŵŝůŝƚĂƌǇƐĞƌǀŝĐĞĐŚƵƌĐŚĞƚĐ

ĮŶĚŝƚĚŝĸĐƵůƚƚŽĞǆƉĂŶĚŵǇŶĞƚǁŽƌŬ

gt ƐŬĞǆŝƐƟŶŐƐƵƉƉŽƌƟǀĞĐŽŶƚĂĐƚƐĨŽƌƚŚĞŝƌƐƵŐŐĞƐƟŽŶƐƚŽŚŽǁƚŽĞǆƉĂŶĚǇŽƵƌĐŽŶŶĞĐƟŽŶƐ

ŵĂŶĂŐĞĂƚĞĂŵĂŶĚǁĂŶƚƚŽŝŵƉƌŽǀĞƚŚĞŝƌŶĞƚǁŽƌŬĐŽŶŶĞĐƟŽŶƐ

gt ŽƐƚĂƌĞŐƵůĂƌŝŶĨŽƌŵĂůŐƌŽƵƉŐĂƚŚĞƌŝŶŐƐƵĐŚĂƐĂƉŝǌǌĂůƵŶĐŚŽƌĂŌĞƌŶŽŽŶĐŽīĞĞďƌĞĂŬŝŶǁŚŝĐŚƚĞĂŵŵĞŵďĞƌƐĂƌĞĞŶĐŽƵƌĂŐĞĚƚŽŝŶǀŝƚĞŽƵƚƐŝĚĞƌƐ

ǁŽƵůĚůŝŬĞƚŽŬŶŽǁŵŽƌĞĂďŽƵƚƚŚĞƉĞŽƉůĞŝŶŵǇŶĞƚǁŽƌŬ

gt ^ŚĂƌĞĂƐĞƚŽĨƉĞƌƐŽŶĂůƐƚŽƌŝĞƐǁŝƚŚĞĂĐŚƉĞƌƐŽŶŝŶĞǆĐŚĂŶŐĞĨŽƌƚŚĞŝƌďĂĐŬŐƌŽƵŶĚŝŶĨŽƌŵĂƟŽŶgt ĂƉƚƵƌĞĚĞƚĂŝůƐĂďŽƵƚŶĞǁĐŽŶƚĂĐƚƐŝŶĂŶŽƚĞďŽŽŬŽƌĚĂƚĂďĂƐĞŝŵŵĞĚŝĂƚĞůǇĂŌĞƌŵĞĞƟŶŐƚŚĞŵ

ǁŽƵůĚůŝŬĞƚŽŝŵƉƌŽǀĞŵǇŶĞƚǁŽƌŬƉŽƐŝƟŽŶ

gt ŶǀŝƚĞĨĞĞĚďĂĐŬĨƌŽŵǇŽƵƌĐŽŶŶĞĐƟŽŶƐĂďŽƵƚǁŚĂƚƚŚĞǇƚŚŝŶŬǇŽƵĚŽďĞƐƚƐŽǇŽƵĐĂŶĚŽŵŽƌĞ

ϭϵϯ

I was relieved to see that we

did not rely on the same

small group of people for all

our innovation efforts

I see we rely most heavily on

formal ties for two areas of network action namely to

find resources and to push us to execute

I know few people

who help promote our

ideas and expose us to

other networks an

area I decide to

improve this year by

hiring a person to

build our developer

community

CONNECTORS

PROMOTERS

ϭϵϰ

Tips amp lessons from othersͻ ŽŶƚďĞĚŝƐŚĞĂƌƚĞŶĞĚŝĨǇŽƵƌ

ŶĞƚǁŽƌŬůŽŽŬƐŵĞƐƐǇŽƌĐŚĂŽƟĐdŚĞƉƌŽĐĞƐƐŽĨǀŝƐƵĂůŝǌŝŶŐŝƚǁŝůůďƌŝŶŐĐůĂƌŝƚǇĂŶĚŚĞůƉǇŽƵŝĚĞŶƟĨǇǁŚĂƚƐŚŽƵůĚĐŚĂŶŐĞĂŶĚǁŚĞƌĞ

ͻ KǀĞƌůĂƉƉĞŽƉůĞĂŶĚůĞĂŇĞƚƐĂƐŶĞĞĚĞĚ

ͻ ĨǇŽƵůŝŬĞŵĂŬŝŶŐůŝƐƚƐǇŽƵŵĂǇĮŶĚŝƚŚĞůƉĨƵůƚŽǁƌŝƚĞĚŽǁŶĂůůƚŚĞĐŽŵŵƵŶŝƟĞƐǇŽƵƉĂƌƟĐŝƉĂƚĞǁŝƚŚŽŶĂƐĞŵŝͲͿƌĞŐƵůĂƌďĂƐŝƐĂŶĚƚŚĞŶŝĚĞŶƟĨǇŬĞǇƉĞŽƉůĞǁŝƚŚŝŶĞĂĐŚĐŽŵŵƵŶŝƚǇǁŚŽǇŽƵĐŽŶƐŝĚĞƌĂƐǇŽƵƌĐŽŶƚĂĐƚƐ

ͻ ŶĐůƵĚĞĂůůƚǇƉĞƐŽĨƌĞůĂƟŽŶƐŚŝƉƐŝŶǇŽƵƌŶĞƚǁŽƌŬĂŶĂůǇƐŝƐŝŶĐůƵĚŝŶŐƉƵďůŝĐƉƌŝǀĂƚĞĨĂŵŝůǇ ĨƌŝĞŶĚƐĐŽǁŽƌŬĞƌƐŵĞŶƚŽƌƐŽŶůŝŶĞĚŝŐŝƚĂůͿĂŶĚƉŚǇƐŝĐĂů

ͻ ZĞĂůŝǌĞƚŚĂƚŶĞƚǁŽƌŬƐĐŚĂŶŐĞŽǀĞƌƟŵĞĂƐǇŽƵƌƉƌŝŽƌŝƟĞƐĐŚĂŶŐĞĂŶĚĂƐƉĞŽƉůĞŵŽǀĞƉŽƐŝƟŽŶƐŽŶƐŝĚĞƌƌĞǀŝƐŝƟŶŐǇŽƵƌŝŶŶŽǀĂƟŽŶŵĂƉĨƌĞƋƵĞŶƚůǇĂŶĚƵƉĚĂƟŶŐŝƚƚŽĮƚǇŽƵƌůĂƚĞƐƚĐŽŵƉĂŶǇŽƌƉĞƌƐŽŶĂůƐƚƌĂƚĞŐǇ

ZampgtdKEWhich quadrant would your

colleagues place you in most

ͻ zŽƵĐĂŶŵĂƉǇŽƵƌŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬŵĂŶƵĂůůǇŽƌƚŚƌŽƵŐŚǀĂƌŝŽƵƐƐŽŌǁĂƌĞ

ͻ ŽŶƐŝĚĞƌĂĚŽƉƟŶŐƚŚĞŵĞƚŚŽĚƚŽŵĂƉƚŚĞŶĞƚǁŽƌŬĨŽƌǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂĂƐĂǁĂǇƚŽďƵŝůĚŝƚƐŝŶŝƟĂůĞĐŽƐǇƐƚĞŵ

gtĞĂŇĞƚ EĞƚǁŽƌŬĂĐƟŽŶ

ĂƚĂůǇƐƚƐ

WĞŽƉůĞǁŚŽƉƌŽǀŽŬĞǇŽƵǁŝƚŚŶĞǁŝŶƐŝŐŚƚƐĂŶĚƉŽƐƐŝďŝůŝƟĞƐ

ŽŶŶĞĐƚŽƌƐ

WĞŽƉůĞǁŚŽŐƌŽǁǇŽƵƌŝĚĞĂŽƌĞīŽƌƚďǇƉƌŽǀŝĚŝŶŐĂĐĐĞƐƐƚŽŽƚŚĞƌƉĂƌƚŶĞƌƐǁŽƌŬĞƌƐƌĞƐŽƵƌĐĞƐĨƵŶĚŝŶŐĞƚĐ

ŶĂďůĞƌƐ

WĞŽƉůĞǁŚŽŚĞůƉǇŽƵƌĞĂůŝǌĞǇŽƵƌŝĚĞĂƚŚƌŽƵŐŚĂĐƟŽŶŽƌďǇƉƌŽĚĚŝŶŐǇŽƵƚŽƉƌŽĐĞĞĚ

WƌŽŵŽƚĞƌƐ

WĞŽƉůĞǁŚŽďƌŽĂĚĐĂƐƚĂŶĚĐŝƌĐƵůĂƚĞǇŽƵƌŝĚĞĂĂŶĚǇŽƵͿǁŝƚŚŽƚŚĞƌŶĞƚǁŽƌŬƐ

ϭϵϱ

Additional examples

ƵƌŽƉĞĂŶ ƚĞĂŵ ĞǀĂůƵĂƚĞĚ ƚŚĞŝƌ ũŽŝŶƚŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬůŽŽŬŝŶŐĂƚĐŽŶŶĞĐƟŽŶƐŝŶƚĞƌŶĂůůǇ ĂŶĚ ĞǆƚĞƌŶĂůůǇ ƚŽ ƚŚĞŝƌŽƌŐĂŶŝǌĂƟŽŶ

Ŷ ŵĞƌŝĐĂŶ ŵŝůŝƚĂƌǇ ƚĞĂŵ ĞǀĂůƵĂƚĞĚ ƚŚĞŶĞƚǁŽƌŬ ĐŽŶŶĞĐƟŽŶƐ ĂŶĚ ŝŶƐƟƚƵƟŽŶĂůƌĞůĂƟŽŶƐŚŝƉƐĨŽƌƚŚĞŝƌŽƌŐĂŶŝǌĂƟŽŶ

CROWD CLOVERS | method worksheet

KEEdKZ^

WZKDKdZ^

gtz^d^

ŝƌĐůĞƚŚĞŶĂŵĞƐ

ŽĨƚŚĞƉĞŽƉůĞǁŚŽŵǇŽƵǁŽƌŬǁŝƚŚĨŽƌŵĂůůǇ

ϭϵϳ

^ŝŶĐĞ ϭϵϱϴ ƚŚĞ h^ ĞĨĞŶƐĞ ĚǀĂŶĐĞĚZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ŐĞŶĐǇͶŬŶŽǁŶ ĂƐZW ĨŽƌ ƐŚŽƌƚͶŚĂƐ ƉƵƌƐƵĞĚ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶ ďǇ ƉƌŽǀŽŬŝŶŐ ĂŶĚ ĨƵŶĚŝŶŐŶƵŵĞƌŽƵƐ ŵĂũŽƌ ŝŶǀĞŶƟŽŶƐ ƚŚĂƚ ŚĂǀĞůĞĚ ƚŽ ƐƵďƐƚĂŶƟĂů ŐůŽďĂů ďĞŶĞĮƚ dŚĞƐĞŝŶǀĞŶƟŽŶƐŚĂǀĞ ůĞĚ ƚŽ ƚŚĞĚĞǀĞůŽƉŵĞŶƚŽĨ ƚŚĞ ǁŽƌůĚǁŝĚĞ ŶƚĞƌŶĞƚ ĐŽŵƉƵƚĞƌƐƚŚĂƚ ƉƌŽĐĞƐƐ ŚƵŵĂŶ ƐƉĞĞĐŚ ƌĂĚĂƌƐǇƐƚĞŵƐ ŵĞŵŽƌǇ ƐŚĂƉĞĚ ĂůůŽǇƐ ŐůŽďĂůƉŽƐŝƟŽŶŝŶŐ ƐĂƚĞůůŝƚĞƐ W^Ϳ ĂŝƌĐƌĂŌƐƚĞĂůƚŚ ƚĞĐŚŶŽůŽŐǇ yͲƌĂǇ ůĂƐĞƌƐ ŵŽďŝůĞƌŽďŽƚƐĂŶĚŵŽƌĞůƚŚŽƵŐŚ Ă ĨĞĚĞƌĂů ĂŐĞŶĐǇ ZW Ɛ

ůŽŶŐƚƌĂĐŬƌĞĐŽƌĚŽīĞƌƐŵĂŶǇůĞƐƐŽŶƐĨŽƌĐŽŵƉĂŶŝĞƐǁŚŽƐĞĞŬ ƚŽďƵŝůĚ ƚŚĞŝƌŽǁŶƉƌĂĐƟĐĞ ŽĨ ĚŝƐƌƵƉƟǀĞ ŝŶŶŽǀĂƟŽŶ ^ĞǀĞŶŽĨ ZW Ɛ ŵŽƐƚ ŝŵƉŽƌƚĂŶƚ ůĞƐƐŽŶƐ ĂƌĞĚŝƐĐƵƐƐĞĚŚĞƌĞ

1 Organize by grand challengedŚĞĐůĂƐƐŝĐŵŽĚĞůŽĨ ĐŽƌƉŽƌĂƚĞ ƌĞƐĞĂƌĐŚĂŶĚ ĚĞǀĞůŽƉŵĞŶƚ ZΘͿ ŝƐ ƚŽ ŽƌŐĂŶŝǌĞĂƌŽƵŶĚ Ă ďƵƐŝŶĞƐƐ ĚŝǀŝƐŝŽŶ Žƌ ĐƵƐƚŽŵĞƌďĂƐĞKǀĞƌƟŵĞƚŚĞƐĞƐƚƌƵĐƚƵƌĞƐƌĞŝŶĨŽƌĐĞĞǆŝƐƟŶŐƉƌŽĚƵĐƚƐŽůƵƟŽŶƐZWŝŶƐƚĞĂĚŽƌŐĂŶŝǌĞƐĂƌŽƵŶĚŬĞǇĚĞǀĞůŽƉŵĞŶƚĂƌĞĂƐŝŶƚĞĐŚŶŽůŽŐǇĂŶĚƐĐŝĞŶĐĞǁŚŝĐŚƉƌĞƐĞŶƚŐƌĂŶĚ ĐŚĂůůĞŶŐĞƐ ƌĂŶĚ ĐŚĂůůĞŶŐĞƐƌĞƉƌĞƐĞŶƚŝŵƉŽƌƚĂŶƚƵŶƐŽůǀĞĚƉƌŽďůĞŵƐĂŶĚ ĞĂĐŚ ĐŚĂůůĞŶŐĞ ĐĂŶ ďĞĐŽŵĞ ĂƐĞƉĂƌĂƚĞ ƉůĂƞŽƌŵ ƚŚĂƚ ƐƵƐƚĂŝŶƐ ĂŶĚƵŶŝƚĞƐŵƵůƟƉůĞƐŵĂůůĞƌƐŽůƵƟŽŶĂƌĞĂƐ

2 Maintain short contractshŶůŝŬĞ ŵŽƐƚ ZΘ ŽƌŐĂŶŝǌĂƟŽŶƐ ZWŚŝƌĞƐ Ăůů ŝƚƐ ĚŝƌĞĐƚŽƌƐ ĂŶĚ ƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐŽŶƐŚŽƌƚĐŽŶƚƌĂĐƚƐƚŚĂƚĂǀĞƌĂŐĞϯͲϰ ǇĞĂƌƐ ŝŶ ůĞŶŐƚŚ ^ŚŽƌƚ ĐŽŶƚƌĂĐƚƐĞŶƐƵƌĞ ĨŽĐƵƐĞĚ ƉĂƌƟĐŝƉĂƟŽŶ ĂŶĚ ƐĞƚ ĂĚĞĂĚůŝŶĞ ĨŽƌĞĂĐŚƉĞƌƐŽŶ Ɛ ǀŝƐŝŽŶdŚĞƌĞŝƐĂůǁĂǇƐĂĐŽŶƟŶƵĂůĐǇĐůĞŽĨƌĞƐƵůƚƐŽŶĂŐƌĂŶĚƐĐĂůĞ ŚŽƌƚĐŽŶƚƌĂĐƚƐĂůƐŽƌĞŐƵůĂƌůǇŝŶĨƵƐĞĨƌĞƐŚĞŶĞƌŐǇŝŶƚŽĂŐƌŽƵƉďƌŝŶŐŝŶŐ

CASE STUDY | DARPArsquos lessons for industry

ŶĞǁ ǀŝĞǁƐ ĂŶĚ ŝĚĞĂƐ ŝŶƚŽ ƚŚĞ ĞǆŝƐƟŶŐŵŝǆZWƚŚĞŶƌĞůŝĞƐŽŶŝƚƐĂůƵŵŶŝďĂƐĞĂŶĚƐƵƉƉŽƌƚƐƚĂīƚŽƉƌŽǀŝĚĞƚŚĞĂŐĞŶĐǇ ƐƐƚĂďŝůŝƚǇ ĂŶĚ ŵĞŵŽƌǇ ůŽŶŐͲƚĞƌŵ ǁŚŝĐŚŚĂƐǁŽƌŬĞĚƌĞŵĂƌŬĂďůǇǁĞůůŽǀĞƌƟŵĞ

3 Live the missionZW ůŝǀĞƐ ŐƌĂŶĚůǇ ƚƐ ƌĞƉƵƚĂƟŽŶ ŚĂƐƐƉĂǁŶĞĚ ŵƵůƟƉůĞ ƐŝƐƚĞƌ ŽƌŐĂŶŝǌĂƟŽŶƐƚŚĂƚ ƐĞĞŬ ƚŽ ƌĞƉůŝĐĂƚĞ ŝƚƐ ĨŽƌŵƵůĂ ĨŽƌƐƵĐĐĞƐƐ dŚĞƐĞ ŝŶĐůƵĚĞ ƚŚĞ ŶƚĞůůŝŐĞŶĐĞĚǀĂŶĐĞĚ ZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ĐƟǀŝƚǇZWͿ ĨŽƌ ƚŚĞ ŝƌĞĐƚŽƌ ŽĨ EĂƟŽŶĂůŶƚĞůůŝŐĞŶĐĞ ƚŚĞ ĚǀĂŶĐĞĚ ZĞƐĞĂƌĐŚWƌŽũĞĐƚƐ ŐĞŶĐǇ ŝŶ ŶĞƌŐǇ ZWͲͿ ŝŶƚŚĞh^ĞƉĂƌƚŵĞŶƚŽĨŶĞƌŐǇ ĂŶĚ ƚŚĞŽŵĞůĂŶĚ ^ĞĐƵƌŝƚǇ ĚǀĂŶĐĞĚ ZĞƐĞĂƌĐŚWƌŽũĞĐƚƐ ŐĞŶĐǇ ^ZWͿ ŝŶ ƚŚĞ h^ĞƉĂƌƚŵĞŶƚ ŽĨ ŽŵĞůĂŶĚ ^ĞĐƵƌŝƚǇgtŝŬĞ ZW ƐŵĂƌƚ ůĞĂĚĞƌƐ ĐŽŶƟŶƵĂůůǇĞǀĂŶŐĞůŝǌĞŚŽǁƚŚĞŝƌŽƌŐĂŶŝǌĂƟŽŶĚĞƐŝƌĞƐƌĂĚŝĐĂůŝŶŶŽǀĂƚŽƌƐĂŶĚŵŽƌĞŝŵƉŽƌƚĂŶƚůǇ ƉƌŽǀŝĚĞƐƚŚĞŵǁŝƚŚƚŚĞĞŶǀŝƌŽŶŵĞŶƚĂŶĚŝŶĐĞŶƟǀĞƐ ƚŽ ĐŽŶƟŶƵĂůůǇ ŝŶŶŽǀĂƚĞ ĂŶĚƚĂŬĞƌŝƐŬƐ

ϭϵϴ

4 Operate as an open networkampŽƌ ŵŽƐƚ ŐƌŽƵƉƐ ƚŚĞ ƐƚĂŶĚĂƌĚ ŚŝƌŝŶŐƉƌŽĐĞĚƵƌĞ ŝƐ ƚŽ ƌĞĐƌƵŝƚ ƉƌŽŵŝƐŝŶŐ ƚĂůĞŶƚĨƌŽŵĂƐŵĂůůĐŝƌĐůĞŽĨƚŚĞƚŽƉƵŶŝǀĞƌƐŝƟĞƐĂŶĚ ƌĞƐĞĂƌĐŚ ůĂďƐ ZW ĞǆƉĂŶĚƐ ƚŚŝƐƉƌĂĐƟĐĞĐŽŶƐŝĚĞƌĂďůǇŶĂĚĚŝƟŽŶƚŽŚŝƌŝŶŐĨƌŽŵ ǁŝƚŚŝŶ ZW ĐĂƐƚƐ ŝƚƐ ŚŝƌŝŶŐ ŶĞƚǁŝĚĞŽƵƚƐŝĚĞƚŚĞƵƐƵĂůƐƉŚĞƌĞƐŝŶĐůƵĚŝŶŐƟĞƌ ƐĐŚŽŽůƐ ĨŽƌĞŝŐŶ ƵŶŝǀĞƌƐŝƟĞƐƌĞƐĞĂƌĐŚ ůĂďƐ ŶŽŶƉƌŽĮƚƐ ĂŶĚ ƚŚĞŵŝůŝƚĂƌǇƐĞƌǀŝĐĞƐĞǇŽŶĚũŽďĐĂŶĚŝĚĂƚĞƐZW Ɛ ŶĞƚǁŽƌŬ ŝƐ ĂůƐŽ Ă ƐŽƵƌĐĞ ĨŽƌƉƌŽũĞĐƚĂĚǀŝƐŽƌƐƉƌŽũĞĐƚďŝĚƐƚĞĐŚŶŽůŽŐǇƌĞǀŝĞǁƐ ĂŶĚ ŵŽƌĞ dŚĞ ĂŐĞŶĐǇ ƌĞůŝĞƐŚĞĂǀŝůǇŽŶŝŶƚĞƌŶĂůƌĞĨĞƌƌĂůƐĂŶĚŝƚƐƟŐŚƚůǇŬŶŝƚ ĂůƵŵŶŝ ĐŽŵŵƵŶŝƚǇ ƚŽ ŵŽǀĞ ŝĚĞĂƐĂŶĚƉĞŽƉůĞďŽƚŚŝŶƚŽĂŶĚŽƵƚŽĨZW5 Hire for visionampĞǁƌĞƐƵŵĞƐĐŽŶƚĂŝŶŝĚĞĂƐZWƐŬŝƉƐƚŚĞ ƵƐƵĂů ĐĂƐĞ ŝŶƚĞƌǀŝĞǁƐ ĂŶĚ ĐŽŶƐŝĚĞƌƐƚŚĞƉĞƌƐŽŶ ƐǀŝƐŝŽŶĂŶĚǁĂǇƐŽĨĂĐŚŝĞǀŝŶŐŝƚ ƚ ƚŚĞ ŵŝŶŝŵƵŵ ZWΖƐ ŚŝƌŝŶŐĐŽŶǀĞƌƐĂƟŽŶƐ ƉƌŽǀŝĚĞ Ă ƐŽƵƌĐĞ ŽĨ ŶŽǀĞůŝĚĞĂƐƚ ŝƚƐďĞƐƚZWŐĂŝŶƐƐŽŵĞŽŶĞǁŚŽ ĂůƌĞĂĚǇ ďƌŝŶŐƐ Ă ƐĞŶƐĞ ŽĨ ŵŝƐƐŝŽŶ

ƚŽ ƚŚĞ ŽƌŐĂŶŝǌĂƟŽŶͶĐŽƵƉůĞĚ ǁŝƚŚ ƚŚĞĂďŝůŝƟĞƐƚŽƚĂŬĞƚŚĂƚŵŝƐƐŝŽŶĨŽƌǁĂƌĚŝŶĂĐŽŵƉƌĞƐƐĞĚƟŵĞĨƌĂŵĞ6 Sharpen vision at the startĐƌŽƐƐǀĂƌŝŽƵƐĂŐĞŶĐǇĞƌĂƐZWƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐŚĂǀĞƌĞůŝĞĚĐŽŶƐŝƐƚĞŶƚůǇŽŶƚǁŽƉƌŝŵĂƌǇŵĞĐŚĂŶŝƐŵƐĨŽƌƐŚĂƌƉĞŶŝŶŐƚŚĞŝƌƚĞĐŚŶŽůŽŐǇǀŝƐŝŽŶƐďĞĨŽƌĞƚŚĞƐĞǀŝƐŝŽŶƐĂƌĞĂŶŶŽƵŶĐĞĚƉƵďůŝĐůǇ ĂŶĚŽƉĞŶĞĚ ĨŽƌŵĂůůǇƚŽ ďŝĚ dŚĞ ƚǁŽ ŵĞĐŚĂŶŝƐŵƐ ĂƌĞ ĞǆƉĞƌƚǁŽƌŬƐŚŽƉƐ ĂŶĚ ƉƌŽŽĨͲŽĨͲĐŽŶĐĞƉƚƐ ĂŶĚƉƌŽŐƌĂŵ ŵĂŶĂŐĞƌƐ ĂƌĞ ƚƌƵƐƚĞĚ ǁŝƚŚ ƚŚĞƟŵĞƚŽŐĞƚƚŚĞŝƌǀŝƐŝŽŶƐƌŝŐŚƚǆƉĞƌƚǁŽƌŬƐŚŽƉƐĂƌĞ ŝŶǀŝƚĞͲŽŶůǇ ƐŵĂůů

ŐƌŽƵƉ ĚŝƐĐƵƐƐŝŽŶƐ ĚĞƐŝŐŶĞĚ ƚŽ ŐĂƚŚĞƌĨĞĞĚďĂĐŬŽŶĂŶĞŵĞƌŐŝŶŐŽƌƉĂƌƟĂůǀŝƐŝŽŶĨƌŽŵƚŚĞ ƌĞůĞǀĂŶƚĐŽŵŵƵŶŝƟĞƐWƌŽŽĨͲŽĨͲĐŽŶĐĞƉƚƐ ĂƌĞ ĚŝƌĞĐƚĞĚ ĨĞĂƐŝďŝůŝƚǇ ƐƚƵĚŝĞƐƚŚĂƚ ƚǇƉŝĐĂůůǇ ƌĞƐƵůƚ ŝŶ ďƌŝĞĨ ƌĞƉŽƌƚƐ ŽƌĚĞŵŽƐdŚĞĂŝŵ ŝƐ ƚŽƉƌĞͲƚĞƐƚĂǀŝƐŝŽŶŽƌǀĂůŝĚĂƚĞĂƉŽƐƐŝďůĞƚĞĐŚŶŽůŽŐǇĂƌĞĂďĞĨŽƌĞĨƵƌƚŚĞƌ ĂĐƟŽŶ Ǉ ĂĚŽƉƟŶŐ ƚŚĞƐĞ ƚǁŽŵĞĐŚĂŶŝƐŵƐ ĐŽŵƉĂŶŝĞƐ ǁŽƵůĚ ŐĂŝŶ ĨĂƐƚĂŶĚ ĂīŽƌĚĂďůĞ ŝŶƉƵƚ ŝŶƚŽ ƉƌŽŵŝƐŝŶŐ ďŝŐŝŶŶŽǀĂƟŽŶǀŝƐŝŽŶƐ

7 Keep a short decision chainZWĚŽĞƐŶŽƚŚĂǀĞĂƐƚĂŐĞͲŐĂƚĞƉƌŽĐĞƐƐǁŝƚŚŵƵůƟƉůĞƉŚĂƐĞƐĨŽƌŶĞǁŝĚĞĂƐdŚĞƌĞĂƌĞŶŽĞǀĂůƵĂƟŽŶĐŽŵŵŝƩĞĞƐŽƌĞǆƚĞƌŶĂůƉĞĞƌ ƌĞǀŝĞǁƐ ŝŶ ƉůĂĐĞ ǁŚŝĐŚ ŝŶƚƌŽĚƵĐĞƐŵŽƌĞƉĞŽƉůĞƚŽǀĞƚŽĂƉŽƐƐŝďůĞƌŝƐŬǇŝĚĞĂŶƐƚĞĂĚ ĞĂĐŚ ZW ƉƌŽŐƌĂŵ ŵĂŶĂŐĞƌŬŶŽǁƐ ƚŚĂƚ ŚŝƐ Žƌ ŚĞƌ ŽĸĐĞ ĚŝƌĞĐƚŽƌĂŶĚ ƚŚĞŶ ƵůƟŵĂƚĞůǇ ƚŚĞ ĂŐĞŶĐǇ ĚŝƌĞĐƚŽƌŵĂŬĞƐ ƚŚĞ ĮŶĂů ĐĂůů ŽŶ Ă ŶĞǁ ƉƌŽŐƌĂŵǀŝƐŝŽŶ ZW ĂůƵŵŶŝ ĨĞĞů ƐƚƌŽŶŐůǇ ƚŚĂƚƚŚŝƐƐŚŽƌƚĚĞĐŝƐŝŽŶĐŚĂŝŶŝƐƚŚĞƌĞĂƐŽŶĨŽƌƚŚĞĂŐĞŶĐǇ ƐƐƵĐĐĞƐƐ ŝŵŝůĂƌůǇ ĐŽŵƉĂŶŝĞƐƐŚŽƵůĚĐŽŶƐŝĚĞƌĂƐĞƉĂƌĂƚĞĂƉƉƌŽǀĂůƚƌĂĐŬĨŽƌ ŝƚƐ ƌĂĚŝĐĂů ŝĚĞĂƐ ǁŚŝĐŚ ǁŽƵůĚ ĂůůŽǁŵŽƌĞĞĂƌůǇǁŝŶŶĞƌƐƚŽŇŽƵƌŝƐŚǁŝƚŚŝŶ

ϭϵϵ

ƐƚĂďůŝƐŚŝŶŐǀŝƐŝŽŶŝŵƉŽƐĞƐŐƌĞĂƚĚĞŵĂŶĚƐŽŶŵĂŶĂŐĞŵĞŶƚďƵƚŵĞĞƟŶŐƚŚĞĚĞŵĂŶĚƐ

ĐĂŶƉƌŽĚƵĐĞĂĐŽƌƉŽƌĂƚĞƌĞŶĂŝƐƐĂŶĐĞ ͶRichard N FosterŵĂŶĂŐĞŵĞŶƚĞǆƉĞƌƚ

ƵƐŝŶĞƐƐtĞĞŬĂƌƟĐůĞϭϵϴϮͿ

tŚĞƌĞƚŚĞƌĞŝƐŶŽǀŝƐŝŽŶƚŚĞƉĞŽƉůĞƉĞƌŝƐŚ ͶKing James BibleWƌŽǀĞƌďƐϮϵϭϴ

VISIONChaptER 7

Shortcuts

Phase V Vision 201

Vision Statement 203

Case study DARPA visions 212

DARPA Hard Test 213

Case study DARPA criteria 227

Case study EPCOT vision 228

7H[OAumlUKLYZ 230

With a team in place your next step is to turn your big idea into a vision that will excite more people mobilize further action and ultimately secure funding and support as part of a larger campaign

ǀŝƐŝŽŶƉƌŽǀŝĚĞƐ ƚŚĞĚĞƐƟŶĂƟŽŶ ĨŽƌ ĂŶŝŶŶŽǀĂƟŽŶũŽƵƌŶĞǇ ĂůůŽǁŝŶŐǇŽƵƚŽƉůĂŶƚŚĞ ƌŽƵƚĞ ĂŚĞĂĚ ^ŝŵƉůǇ ƉƵƚ ŝƚ ŚĞůƉƐƚŽŬŶŽǁǁŚĞƌĞ ƚŽŐŽŶĞǆƚ ĂŶĚĂǀŝƐŝŽŶŽƌŝĞŶƚƐĞǀĞƌǇŽŶĞsŝƐŝŽŶƐŵĂǇŽƉĞƌĂƚĞĂƚĚŝīĞƌĞŶƚůĞǀĞůƐ

ǁŝƚŚŝŶĂŶŽƌŐĂŶŝǌĂƟŽŶƐƉĞĐŝĮĐĂůůǇĂƚƚŚĞĐŽƌƉŽƌĂƚĞ ďƵƐŝŶĞƐƐ ƵŶŝƚ Žƌ ƉƌŽĚƵĐƚƉƌŽũĞĐƚůĞǀĞůƐdŚĞƐĞůĞǀĞůƐĂůůŚĞůƉƉĞŽƉůĞŝŵĂŐŝŶĞĂĨƵƚƵƌĞƐƚĂƚĞŽĨƚŚĞŝƌŝĚĞĂĂŶĚĞĂĐŚůĞǀĞůĚĞƚĞƌŵŝŶĞƐƚŚĞĐŽƌƌĞƐƉŽŶĚŝŶŐƌĂŶŐĞŽĨŝŵƉĂĐƚsŝƐŝŽŶƐǁŽƌŬďĞĐĂƵƐĞƚŚĞǇĚŝƌĞĐƚŐƌŽƵƉ

ĞŶĞƌŐǇ ƚŽǁĂƌĚ ĐƌĞĂƟŶŐ ƐŽŵĞƚŚŝŶŐ ŶĞǁtŝƚŚŽƵƚĂǀŝƐŝŽŶŐƌŽƵƉƐĐĂŶƐƵƌǀŝǀĞďƵƚƚŚĞǇ ĐĂŶƚ ĞǆƉĞĐƚ ƚŽ ĂĐŚŝĞǀĞ ŐƌĞĂƚŶĞƐƐDĂŶǇ ďŽŽŬƐ ĂŶĚ ĞǆƉĞƌƚƐ ŽīĞƌ ĂĚǀŝĐĞĂďŽƵƚ ƚŚĞ ƉƌŽĐĞƐƐ ŽĨ ĞŶǀŝƐŝŽŶŝŶŐ dŚĞǇŐĞŶĞƌĂůůǇ ĂŐƌĞĞ ƚŚĂƚ ŐŽŽĚ ǀŝƐŝŽŶƐ ĂƌĞĂŵďŝƟŽƵƐ ŝĚĞĂůŝƐƟĐ ĐƌĞĚŝďůĞ ƌĞĂůŝƐƟĐĂƩĂŝŶĂďůĞ ƌĞůĞǀĂŶƚ ĂŶĚ ƚĂŶŐŝďůĞͶĂƚ ĂŵŝŶŝŵƵŵ

Phase V VIsion

DĂŶǇ ĂůƐŽ ƵŶĚĞƌƐĐŽƌĞ ƚŚĂƚ Ă ŐŽŽĚǀŝƐŝŽŶ ŝƐ ƐŝŵƉůĞ gtŝŬĞ ĂŶ ĂĚǀĞƌƟƐŝŶŐƐůŽŐĂŶ Ă ŐŽŽĚ ǀŝƐŝŽŶ ƐŚŽƵůĚ ďĞ ĞĂƐǇ ƚŽƵŶĚĞƌƐƚĂŶĚ ĂŶĚ ĞĂƐǇ ƚŽ ĐŽŵŵƵŶŝĐĂƚĞsŝƐŝŽŶƐƉƌŽǀŝĚĞ ƚŚĞŐƵŝĚĞůŝŶĞƐ ĨŽƌĂĐƟŽŶĂŶĚĐŽŵŵŝƚŵĞŶƚůůĮŶĞƚŽƐĂǇ ĂŶĚŚĂƌĚƚŽĚŽdŚƌĞĞŵĞƚŚŽĚƐǁŝůů ŚĞůƉ ǇŽƵĮŶĚĂŶĚ

ĨŽƌŵǇŽƵƌŝŶŶŽǀĂƟŽŶǀŝƐŝŽŶƐͻ sŝƐŝŽŶ^ƚĂƚĞŵĞŶƚͻ ZWĂƌĚdĞƐƚͻ WĂƚŚĮŶĚĞƌƐ

PHASE V VISIONdŚĞ ĮŌŚ ƉŚĂƐĞ ƐŚĂƌƉĞŶƐ ǇŽƵƌ ƚĞĂŵ ƐǀŝƐŝŽŶ ƐŽ ƚŚĂƚ ŝƚ ŵĂǇ ƚĂŬĞ ŽŶ Ă ůŝĨĞ ŽĨŝƚƐ ŽǁŶ ĂŶĚ ŐƵŝĚĞ ĞǀĞƌǇŽŶĞ Ɛ ĂĐƟŽŶƐĨŽƌǁĂƌĚ

dŚĞZWĂƌĚdĞƐƚŵĞĂƐƵƌĞƐƚŚĞǀŝƐŝŽŶĂƌǇƉŽƚĞŶƟĂůŽĨǇŽƵƌƚĞĂŵ ƐƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶїƉĂŐĞϮϭϯ

YƵĞƐƟŽŶƐƚŚĂƚĚƌŝǀĞthis phaseͻ tŚĂƚŝƐĂŐŽŽĚǀŝƐŝŽŶͻ ŽǁĚŽǁĞŬŶŽǁǁĞŚĂǀĞĂ

ŐŽŽĚǀŝƐŝŽŶͻ ŽǁĚŽǁĞĚĞǀĞůŽƉĂŐŽŽĚ

ǀŝƐŝŽŶͻ tŚĂƚŝƐƚŚĞďĞƐƚǁĂǇƚŽ

ĐŽŵŵƵŶŝĐĂƚĞŽƵƌǀŝƐŝŽŶƚŽŽƚŚĞƌƐ

A Vision Statement provides a short vivid description of your idea in order to inspire energize and help others create a mental picture of your target future opportunity

When to use itͻ dŽƋƵŝĐŬůǇĂŶĚƐŝŵƉůǇĚĞĮŶĞĂ

ŶĞǁŝĚĞĂŝŶŶŽǀĂƟŽŶƐŽůƵƟŽŶŽƌďƵƐŝŶĞƐƐŽƉƉŽƌƚƵŶŝƚǇĂŶĚŝƚƐĚĞƐŝƌĞĚŽƵƚĐŽŵĞ

ͻ dŽĐŽŶĚĞŶƐĞƚŚĞĞƐƐĞŶƟĂůƐŽĨǇŽƵƌŝĚĞĂŝŶĂŽŶĞͲŵŝŶƵƚĞƐƚŽƌǇ

ͻ dŽƌĞŵŝŶĚǇŽƵƌƚĞĂŵĂŶĚƉĂƌƚŶĞƌƐǁŚĂƚǇŽƵĂƌĞƚƌǇŝŶŐƚŽďƵŝůĚ

Why itrsquos helpfulgtŝŬĞ ƚŚĞ ƉŽƉƵůĂƌ ĞůĞǀĂƚŽƌ ƉŝƚĐŚ ĨŽƌ ŶĞǁďƵƐŝŶĞƐƐ ǀĞŶƚƵƌĞƐ Ă ǀŝƐŝŽŶ ƐƚĂƚĞŵĞŶƚ ŝƐĂ ĐŽŶĐŝƐĞ ĐĂƌĞĨƵůůǇ ƉůĂŶŶĞĚ ĂŶĚ ǁĞůůͲƉƌĂĐƟĐĞĚ ƐƚĂƚĞŵĞŶƚ ĂďŽƵƚ ǇŽƵƌ ĨƵƚƵƌĞŝĚĞĂƚŚĂƚĂŶǇďŽĚǇĐĂŶƵŶĚĞƌƐƚĂŶĚŝŶƚǁŽŵŝŶƵƚĞƐŽƌůĞƐƐ

Vision Statement

ǀŝƐŝŽŶ ƐƚĂƚĞŵĞŶƚ ĐƌĞĂƚĞƐ Ă ƐŝŵƉůĞ

ŵĞŵŽƌĂďůĞ ĨƌĂŵĞǁŽƌŬ ĨŽƌ Ăůů ǇŽƵƌƐƚƌĂƚĞŐŝĐ ƉůĂŶŶŝŶŐ Ŷ Ă ĨĞǁ ǁŽƌĚƐ ŝƚĞǆƉůĂŝŶƐǁŚĞƌĞǇŽƵǁĂŶƚƚŽŐŽĂŶĚǁŚǇƐĂŶŝŶƚĞƌŶĂůĐŽŵƉĂƐƐƚŚĞǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚŚĞůƉƐ ǇŽƵƌ ƚĞĂŵ ĂŶĚ ĞŵƉůŽǇĞĞƐ ĨŽĐƵƐƚŚĞŝƌ ĞīŽƌƚƐ Ɛ ĂŶ ĞǆƚĞƌŶĂů ĮůƚĞƌ ƚŚĞǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚŚĞůƉƐŝŶǀĞƐƚŽƌƐƉĂƌƚŶĞƌƐĐƵƐƚŽŵĞƌƐĂŶĚŽƚŚĞƌƐŽƵƚƐŝĚĞǇŽƵƌƚĞĂŵŬŶŽǁǁŚĂƚ ŝƐ Žƌ ŝƐŶƚͿ ŝŶƐĐŽƉĞĨŽƌǇŽƵƌŝŶŶŽǀĂƟŽŶ

What you getdŚĞ ƚĞŵƉůĂƚĞ ǁŝůů ŚĞůƉ ǇŽƵ ĐƌĂŌ ĂŶĚĨƌĂŵĞ Ă ĐůĞĂƌ ǀŝƐŝŽŶ ƐƚĂƚĞŵĞŶƚ KŶĐĞĐƌĞĂƚĞĚ ƌĞŚĞĂƌƐĞ ŝƚ ƌĞŐƵůĂƌůǇ ĂŶĚ ƚŚĞŶƚĂŝůŽƌ ŝƚ ĂƐ ŶĞĞĚĞĚ ĨŽƌ ƚŚĞ ŵĞŵďĞƌƐ ŝŶǇŽƵƌŝŶŶŽǀĂƟŽŶŶĞƚǁŽƌŬ

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Letrsquos look at an exampleŶ ŝŶǀŝƚĞͲŽŶůǇ ǁŽƌŬƐŚŽƉ ǁĂƐ ŚĞůĚ ƚŽĞǆƉůŽƌĞƚŚĞΗĨƵƚƵƌĞŽĨǁŽƌŬΗŝŶϮϬϯϬKŶĞƚĞĂŵǁĂƐĐŽŵƉƌŝƐĞĚŽĨĂŶZΘĚŝƌĞĐƚŽƌ ƐŽŌǁĂƌĞ ŵĂŶĂŐĞƌ ƚƌĂŝŶŝŶŐ ƐƉĞĐŝĂůŝƐƚĂŶĚ ĐƵƐƚŽŵĞƌͶĂůů ĨƌŽŵ ĚŝīĞƌĞŶƚŽƌŐĂŶŝǌĂƟŽŶƐ dŚĞ ƚĞĂŵ ƵƐĞĚ ƚŚĞĨŽƌĞƐŝŐŚƚ ŵĞƚŚŽĚƐ ƚŽ ĚĞǀĞůŽƉ Ă ƐŚĂƌĞĚƵŶĚĞƌƐƚĂŶĚŝŶŐĂďŽƵƚĨƵƚƵƌĞǁŽƌŬŶĞĞĚƐƐƚŚĞŝƌƉƌŽƉŽƐĞĚǀŝƐŝŽŶƚŚĞǇĚĞĐŝĚĞĚƚŽĚĞǀĞůŽƉĂ ƐŵĂƌƚĞƌǀŝƌƚƵĂůŚĞůƉĞƌ ƚŽŚĞůƉƐĞŶŝŽƌĞǆĞĐƵƟǀĞƐƐĂǀĞƟŵĞtŚŝůĞ ŶŽƚ Ă ŶĞǁ Žƌ ŶŽǀĞů ǀŝƐŝŽŶ ƚŚĞ

ƚĞĂŵ ĨĞůƚ ƚŚĞ ƵƐĞƌ ŶĞĞĚ ǁĂƐ ƐƟůů ŚŝŐŚĂŶĚ ŵĂƌŬĞƚ ƟŵŝŶŐ ǁĂƐ ŶŽǁ ƌŝŐŚƚ KŶĞƌĞĂƐŽŶ ǁĂƐ ƚŚĞ ŝŶĐƌĞĂƐŝŶŐ ĐŽŶǀĞƌŐĞŶĐĞŽĨ ƚĞĐŚŶŽůŽŐŝĞƐ ŝŶ ƐŽĐŝĂů ŶĞƚǁŽƌŬŝŶŐƚŽŽůƐ ůŝŶŐƵŝƐƟĐƐ ƐĞŵĂŶƟĐ ĂŶĂůǇƐŝƐ ĂŶĚƌĞůĂƚĞĚĂƌĞĂƐǁŚŝĐŚĐŽƵůĚŽǀĞƌĐŽŵĞƚŚĞůŝŵŝƚĂƟŽŶƐŽĨƉƌŝŽƌƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐ

Instructionsϭ ^ƚĂƌƚďǇĚĞƐĐƌŝďŝŶŐǁŚĂƚǇŽƵǁĂŶƚ

ƚŽĂĐŚŝĞǀĞŝŶǀĞƌǇƐŝŵƉůĞƚĞƌŵƐKƵƌǀŝƐŝŽŶŝƐƚŽͺͺͺͺͺͺ dŚĞWĂƉĞƌDŽĐŬƵƉƐĂŶĚampƵƚƵƌĞƚĞůůŝŶŐŵĞƚŚŽĚƐǁŝůůŚĞůƉǇŽƵĮŶĚĂŶĚĞǆƉƌĞƐƐǇŽƵƌŝĚĞĂhƐĞƚŚĞtŚŝƚĞ^ƉŽƚƐĂŶĚĂƌŬŽƌƐĞŵĞƚŚŽĚƚŽƐƉĞĐŝĨǇƚŚĞƵŶŝƋƵĞǀĂůƵĞŝŶǇŽƵƌŝĚĞĂƌĞůĂƟǀĞƚŽĐŽŵƉĞƟŶŐƐŽůƵƟŽŶƐ

Ϯ EĞǆƚĞǆƉůĂŝŶǁŚǇǇŽƵƌǀŝƐŝŽŶŝƐƚƌƵůǇǀŝƐŝŽŶĂƌǇďǇƐƚĂƟŶŐƚŝƐĂůŵŽƐƚŝŵƉŽƐƐŝďůĞƚŽĂĐŚŝĞǀĞďĞĐĂƵƐĞͺͺͺͺͺͺ dŚĞŽŶƚĞǆƚDĂƉƐĂŶĚtŚŝƚĞ^ƉŽƚƐŵĞƚŚŽĚƐǁŝůůŽīĞƌŚŝŶƚƐŽŶǇŽƵƌƚĞĂŵ ƐǀŝĞǁŽĨƚŚĞĞǆŝƐƟŶŐĐŚĂůůĞŶŐĞĂŶĚƐƚĂƚĞŽĨƚŚĞĮĞůĚdŚĞĂƌŬŽƌƐĞŵĞƚŚŽĚǁŝůůĂůƐŽŚĞůƉƚŽŝĚĞŶƟĨǇĞǆŝƐƟŶŐƉƌĞĐŽŶĐĞƉƟŽŶƐ

ϯ ǆƉůĂŝŶǁŚǇǇŽƵƌǀŝƐŝŽŶƐŚŽƵůĚďĞƉƵƌƐƵĞĚŶŽǁďǇƐƚĂƟŶŐdŚĞƟŵŝŶŐŝƐƌŝŐŚƚƚŽĚĂǇĚƵĞƚŽͺͺͺͺͺͺ dŚĞWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐĂŶĚĂŶƵƐŽŶĞƐǁŝůůŚĞůƉǇŽƵũƵƐƟĨǇƚŚĞŶĞǆƚƐƚĞƉŝŶƚŚĞŝĚĞĂ ƐƟŵĞůŝŶĞ

ϰ ƌŝĞŇǇĞǆƉůĂŝŶƚŚĞďĂĐŬŐƌŽƵŶĚŽƌƉƌĞĐƵƌƐŽƌƐĨŽƌǇŽƵƌŝĚĞĂďǇƐƚĂƟŶŐWƌĞĐĞĚĞŶƚƐĨŽƌƚŚŝƐŝĚĞĂŝŶĐůƵĚĞͺͺͺͺͺͺ dŚĞWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐĂŶĚĂŶƵƐŽŶĞƐŵĞƚŚŽĚƐĐĂŶŚĞůƉǇŽƵƵŶĐŽǀĞƌĂŶǇƌĞůĞǀĂŶƚŚŝƐƚŽƌǇ

ϱ DĂŬĞǇŽƵƌǀŝƐŝŽŶĂĐƟǀĞĂŶĚĐŽůůĂďŽƌĂƟǀĞďǇƐƚĂƟŶŐϮͲϰƉĂƌƚŶĞƌƐĂŶĚŽƌƐƵƉƉŽƌƚĞƌƐǇǁŽƌŬŝŶŐǁŝƚŚͺͺͺͺͺͺͺͺͺͺͺͺĂŶĚͺͺͺͺͺͺ dŚĞampƵƚƵƌĞhƐĞƌƐĂŶĚŚĂŶŐĞWĂƚŚŵĞƚŚŽĚƐĐĂŶŚĞůƉĚĞƚĞƌŵŝŶĞǁŚŽĐŽƵůĚďĞŝŶǀŽůǀĞĚŝŶďƵŝůĚŝŶŐǇŽƵƌŝĚĞĂ

ϲ ^ŚŽǁĐŽŵŵŝƚŵĞŶƚĂŶĚƐĞƚĂƟŵĞůŝŶĞďǇƐƚĂƟŶŐǁĞǁŝůůŵĂŬĞƚŚŝƐǀŝƐŝŽŶƌĞĂůŝŶͺͺͺǇĞĂƌƐ dŚĞWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐŵĞƚŚŽĚǁŝůůŚĞůƉǇŽƵŐĂƵŐĞƉĂƐƚƟŵĞĨƌĂŵĞƐƚŽĞƐƟŵĂƚĞĂĨƵƚƵƌĞƉůĂŶŶŝŶŐŚŽƌŝǌŽŶ

ϳ gtĂƐƚůǇ ĞǆƉůĂŝŶŚŽǁǇŽƵǁŝůůŵĂŬĞǇŽƵƌŝĚĞĂŚĂƉƉĞŶďǇƐƚĂƟŶŐďǇͺͺͺͺͺ dŚĞŚĂŶŐĞWĂƚŚŵĞƚŚŽĚǁŝůůůĞƚǇŽƵŶĂŵĞƚǁŽďŝŐŵŝůĞƐƚŽŶĞƐƚŚĂƚĞǆƚĞŶĚĚŝƌĞĐƚůǇĨƌŽŵƚŽĚĂǇ

rarr ^ĞĞ ƚŚĞ ĂĚũĂĐĞŶƚ ĚŝĂŐƌĂŵ ĨŽƌ ĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞŶƵŵďĞƌƐ ŝŶ ƚŚĞŝŶƐƚƌƵĐƟŽŶƐ ĐŽƌƌĞƐƉŽŶĚ ƚŽ ƚŚĞ ŶƵŵďĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

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2 We then use the dimensions in the

Context Maps to explain what made our

idea such a bold opportunity

3 Looking at the Janus Cones help us understand why our vision should exist now

4 We decide to name

only two popular past

examples from our

Progression Curves

analysis to not

overwhelm our users

5 We name four

companies which

would be ideal partners for us two

of which are already

working with us on other projects

6 The Progression

Curves help us estimate

a realistic date

7 We need to discuss more

which two big steps from our

Change Path will show we

are directly on track to

achieve this big vision

1 We start by referring back to the

story we told in the Futuretelling

exercise about our idea The Dark

Horse method lets us focus on what

is essential to our innovation

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ ŽǁǁŽƵůĚǇŽƵƌĐƵƐƚŽŵĞƌŽƌ

ŝŶǀĞƐƚŽƌĚĞƐĐƌŝďĞǇŽƵƌŝĚĞĂtŚĂƚƉŚƌĂƐĞƐǁŽƵůĚƚŚĞǇƵƐĞĚŝīĞƌĞŶƚůǇŝŶǇŽƵƌǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚ

ͻ ĨĂŶŽƚŚĞƌƚĞĂŵŽƌĐŽŵƉĂŶǇŚĂƐĂƩĞŵƉƚĞĚĂǀĞƌƐŝŽŶŽĨǇŽƵƌŝĚĞĂŝŶƚŚĞƉĂƐƚǁŚĂƚĞůĞŵĞŶƚƐŽƌĐŝƌĐƵŵƐƚĂŶĐĞƐŚĂǀĞĐŚĂŶŐĞĚƐŝŶĐĞƚŚĞŶ

ͻ tŚŝĐŚƉƌĞǀŝŽƵƐƐŽůƵƟŽŶƐŽƌĞǆĂŵƉůĞƐĂďŽƵƚǇŽƵƌŝĚĞĂĂƌĞƚŚĞŵŽƐƚĨĂŵŝůŝĂƌƚŽǇŽƵƌƵƐĞƌƐtŚǇŽƚŚĞƐĞĞǆĂŵƉůĞƐŚĞůƉŽƌŚŝŶĚĞƌǇŽƵƌƉƌŽƉŽƐĞĚǀŝƐŝŽŶ

Drawing insights amp implicationsŶĂƉƌĂĐƟĐĞƉƌĞƐĞŶƚĂƟŽŶƚŚĞǁŽƌŬƐŚŽƉƚĞĂŵƚĞƐƚĞĚƚŚĞŝƌŝŶĐŽŵƉůĞƚĞǀŝƐŝŽŶǁŝƚŚƐĞǀĞƌĂů ŽƚŚĞƌ ĐŽůůĞĂŐƵĞƐ dŚĞ ĂƵĚŝĞŶĐĞĨĞĞĚďĂĐŬǁĂƐƵƐĞĨƵůampŝƌƐƚ ƚŚĞ ĂƵĚŝĞŶĐĞ ĨĞůƚ ƚŚĂƚ ƚŚĞ ŝŶŝƟĂů

ƐƚĂƚĞŵĞŶƚ ǁĂƐ ƐůŝŐŚƚůǇ ǁŽƌĚǇ ĂŶĚ ƚŚĞǇďĞĐĂŵĞ ůŽƐƚ ŝŶ ŇƵīǇ ǁŽƌĚƐ ƐƵĐŚ ĂƐƚƌĂŶƐĨŽƌŵĂƟŽŶ Ŷ ƚŚĞ ŶĞǆƚ ŝƚĞƌĂƟŽŶƚŚĞƚĞĂŵĚĞĐŝĚĞĚƚŽƌĞŵŽǀĞƚŚĞŝŶĚƵƐƚƌǇũĂƌŐŽŶ ĂŶĚ ƵƐĞ ƐŝŵƉůĞƌ ůĂŶŐƵĂŐĞ ƚŽĞǆƉůĂŝŶƚŚĞĐŽƌĞŝĚĞĂĨŽƌĞǀĞƌǇŽŶĞ ƐĞĐŽŶĚ ƌĞĂĐƟŽŶ ǁĂƐ ƚŚĂƚ ƚŚĞŝƌ

ĂƵĚŝĞŶĐĞ ůŝŬĞĚ ŚĞĂƌŝŶŐ ƐƉĞĐŝĮĐ ĚĞƚĂŝůƐ^ĂǇŝŶŐ DŝĐƌŽƐŽŌ ŝŶƐƚĞĂĚ ŽĨ ůĂƌŐĞƚĞĐŚŶŽůŽŐǇ ĐŽŵƉĂŶǇ ŐĂǀĞ ŵŽƌĞĐƌĞĚŝďŝůŝƚǇ ƚŽ ƚŚĞ ǀŝƐŝŽŶ ďĞĐĂƵƐĞ ŝƚƐŚŽǁĞĚ ĂůŝŐŶŵĞŶƚǁŝƚŚ ƚŚĞ ZΘ ĞīŽƌƚƐŽĨ Ă ƌĞĂů ĐŽŵƉĂŶǇ dŚĞ ƚĞĂŵ ĂůƐŽĐŽŶƐŝĚĞƌĞĚ ƌĞƉůĂĐŝŶŐ ƉĞƌƐŽŶĂů ĚŝŐŝƚĂůĂƐƐŝƐƚĂŶƚƐ ǁŝƚŚ Ă ŵŽƌĞ ƐƉĞĐŝĮĐ ĂŶĚĂĐĐĞƐƐŝďůĞ ĞǆĂŵƉůĞ ƐƵĐŚ ĂƐ ůĂĐŬďĞƌƌǇƐŵĂƌƚƉŚŽŶĞ ǁŚŝĐŚǁŽƵůĚĂůƐŽŚĞůƉƚŚĞŝƌĂƵĚŝĞŶĐĞƵŶĚĞƌƐƚĂŶĚƚŚĞƉĞƌƐŝƐƚĞŶƚƵƐĞƌŶĞĞĚĨŽƌƚŚĞŝƌǀŝƐŝŽŶ

dŚŝƌĚƚŚĞŝƌǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚŐĞŶĞƌĂƚĞĚƋƵŝĐŬŝŶƚĞƌĞƐƚŝŶĂƉŽƐƐŝďůĞƉĂƚŚĨŽƌǁĂƌĚdŚĞŝƌ ĂƵĚŝĞŶĐĞ ǁĂŶƚĞĚ ƚŽ ŚĞĂƌ ǁŚĂƚƚŚĞ ƚĞĂŵ ǁĂƐ ƐĞƌŝŽƵƐůǇ ƉůĂŶŶŝŶŐ ƚŽ ĚŽŶĞǆƚ dŚĞ ƚĞĂŵ ŚĂĚ ƐƉĞŶƚ ŵŽƌĞ ƟŵĞǁŽƌĚƐŵŝƚŚŝŶŐƚŚĞĮƌƐƚĚƌĂŌŽĨƚŚĞŝƌǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚƚŚĂƚƚŚĞǇŵŝƐƐĞĚǀĂůƵĂďůĞƟŵĞƚŽ ĂŐƌĞĞ ŽŶ ŶĞǆƚ ƐƚĞƉƐ dŚĞ ŵĂŶĂŐĞƌƐƌĞĂůŝǌĞĚĂŐŽŽĚǀŝƐŝŽŶŶĞĞĚĞĚƚŽĞŶĚŽŶĂĐůĞĂƌĐĂůůƚŽĂĐƟŽŶƐŽƚŚĂƚŝƚĐŽƵůĚŚĞůƉŐĞŶĞƌĂƚĞĐŽŵŵŝƚŵĞŶƚ

208amp

1313131313

amp13 13

131313

131313 13

Once we hooked our

audiencersquos interest

they wanted to

know what we

would do next so

our team had some

more work to do to

complete the vision

statement

Our audience quickly reacted to the

long and geeky description of our

vision so we needed to remove jargon

and simplify it

We also learned that

people liked hearing

specific companies

which added more

validity to our

crazy idea

ϮϬϵ

Tips amp lessons from othersͻ ^ŽŵĞŽĨƚŚĞďĞƐƚƐŽƵƌĐĞƐƚŽƐƉĂƌŬ

ŶĞǁǀŝƐŝŽŶƐĂƌĞǇŽƵƌŝŵĂŐŝŶĂƟŽŶƐĐŝĞŶĐĞĮĐƟŽŶƐƚŽƌŝĞƐĂŶĚƚƌŝƉƐƚŽŽƚŚĞƌůĂďƐĐŽŵƉĂŶŝĞƐŽƌĐŽƵŶƚƌŝĞƐͶǁŚĂƚĞǀĞƌƐŚŽǁƐĂŶĞǁƉĞƌƐƉĞĐƟǀĞŽƌƉƌĂĐƟĐĞ

ͻ ^ĞŶƚĞŶĐĞƐϮͲϯŝŶƚŚĞǀŝƐŝŽŶƐƚĂƚĞŵĞŶƚĂĚĚƌĞƐƐƚŽĚĂǇ ƐƐŝƚƵĂƟŽŶdŚĞůĂƐƚƐĞŶƚĞŶĐĞĂĚĚƌĞƐƐĞƐƚŚĞĨƵƚƵƌĞǀŝĞǁ

ͻ ǀŽŝĚƉůĂƟƚƵĚĞƐĂŶĚŐĞŶĞƌŝĐƉŚƌĂƐĞƐŝŶǇŽƵƌǀŝƐŝŽŶǁŚŝĐŚǁŝůůƚĞŶĚƚŽďŽƌĞŽƚŚĞƌƐĂŶĚŽīĞƌĂƉŽŽƌƉůĂŶŶŝŶŐŐƵŝĚĞĨŽƌŵĞĂŶŝŶŐĨƵůĂĐƟŽŶ

ͻ ZĞĨƌĂŝŶĨƌŽŵƚĂŝůŽƌŝŶŐǇŽƵƌǀŝƐŝŽŶĨŽƌǇŽƵƌĐƵƐƚŽŵĞƌŶŽǁďĞĐĂƵƐĞƚŽĚĂǇ ƐĐƵƐƚŽŵĞƌǁŝůůůŝŬĞůǇďĞĚŝīĞƌĞŶƚĨƌŽŵƚŽŵŽƌƌŽǁ ƐĐƵƐƚŽŵĞƌ

ͻ dŚĞĨĞǁĞƌǁŽƌĚƐǇŽƵƵƐĞƚŚĞƐƚƌŽŶŐĞƌĂŶĚŵŽƌĞŵĞŵŽƌĂďůĞǇŽƵƌǀŝƐŝŽŶǁŝůůďĞĐŽŵĞ

ͻ ƌĞĂůůǇƌĂĚŝĐĂůǀŝƐŝŽŶƐŚŽƵůĚďĞƌŝĚŝĐƵůŽƵƐŽƌƉƌĞƉŽƐƚĞƌŽƵƐŝŶƐŽŵĞǁĂǇƚŽĐŚĂůůĞŶŐĞƚŚĞŶŽƌŵdŚĂƚ ƐǁŚǇƚŚĞǀŝƐŝŽŶĨĞĞůƐĂůŵŽƐƚŝŵƉŽƐƐŝďůĞ

ZampgtdKEWhy is your teamrsquos

ǀŝƐŝŽŶŝŶƚĞƌĞƐƟŶŐƚŽǇŽƵ

Additional examples

ampŝŶŶŝƐŚƚĞĂŵƚĞƐƚĞĚĂƌŽƵŐŚǀŝƐŝŽŶĨŽƌĂŶŝŶĚƵƐƚƌǇĐŽŶƐŽƌƟƵŵǁŝƚŚĐŽůůĞĂŐƵĞƐ ƋƵŝĐŬůǇ ůĞĂƌŶŝŶŐ ďĞƩĞƌ ĂŶĚŵŽƌĞ ĐŽŶĐƌĞƚĞ ǁĂǇƐ ƚŽ ƚĞůůƚŚĞŝƌƐƚŽƌǇ

Ŷ ŵĞƌŝĐĂŶ ŵŝůŝƚĂƌǇ ƚĞĂŵ ƚĞƐƚĞĚ Ă ƌŽƵŐŚǀŝƐŝŽŶ ĨŽƌ Ă ŶĞǁ ƐŽůŝĚĞƌ ƵŶŝĨŽƌŵ ƚŚĂƚŝŶƚĞŐƌĂƚĞĚƚŚĞůĂƚĞƐƚƚĞĐŚŶŽůŽŐŝĞƐŝŶĨĂƐŚŝŽŶƐĞŶƐŽƌƐ ĐŽŵŵƵŶŝĐĂƟŽŶƐ ĂŶĚ ƉŽǁĞƌ ƚŚĂƚǁĂƐƚƌƵůǇĚĞƐŝŐŶĞĚĨŽƌƚŚĞǇŽƵŶŐŐĞŶĞƌĂƟŽŶ

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VISION STATEMENT | method worksheet

212212

^ŝŶĐĞ ϭϵϱϴ ƚŚĞ h^ ĞĨĞŶƐĞ ĚǀĂŶĐĞĚZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ŐĞŶĐǇͶŬŶŽǁŶ ĂƐZW ĨŽƌ ƐŚŽƌƚͶŚĂƐ ƉƵƌƐƵĞĚ ƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶ ƉƌŽǀŝĚŝŶŐ Ăƚ ůĞĂƐƚ Ă ŚĂůĨͲĐĞŶƚƵƌǇ ŽĨ ƐƵƐƚĂŝŶĞĚ ƉƌĂĐƟĐĞ ĂŶĚĐŽƵŶƚůĞƐƐ ĞǆĂŵƉůĞƐ ŽĨ ƐƵĐĐĞƐƐĨƵů ĂŶĚĂůƐŽ ĨĂŝůĞĚͿ ǀŝƐŝŽŶƐ ŽĨ ƚĞĐŚŶŽůŽŐǇͲĚƌŝǀĞŶŝŶŶŽǀĂƟŽŶ

Augmented Cognition program Ŷ ϮϬϬϭ ZW Ɛ ƵŐŵĞŶƚĞĚ ŽŐŶŝƟŽŶƉƌŽŐƌĂŵƉƌĞƐĞŶƚĞĚĂďŽůĚǀŝƐŝŽŶƚŚĂƚůĂŝĚƚŚĞŐƌŽƵŶĚǁŽƌŬĨŽƌƚŚĞĞŵĞƌŐŝŶŐĮĞůĚŽĨĞŵƉĂƚŚĞƟĐĂǀŝŽŶŝĐƐdŚĞZWƉƌŽŐƌĂŵŵĂŶĂŐĞƌƐƚĂƚĞĚdŚĞŐŽĂůŝƐƚŽĞǆƚĞŶĚďǇ ĂŶ ŽƌĚĞƌ ŽĨŵĂŐŶŝƚƵĚĞ ŽƌŵŽƌĞ ƚŚĞŝŶĨŽƌŵĂƟŽŶŵĂŶĂŐĞŵĞŶƚĐĂƉĂĐŝƚǇŽĨƚŚĞŚƵŵĂŶͲĐŽŵƉƵƚĞƌ ƌĞůĂƟŽŶƐŚŝƉ ĨŽƌ ƚŚĞϮϭƐƚĐĞŶƚƵƌǇǁĂƌĮŐŚƚĞƌ

^ĞǀĞƌĂůŐƌŽƵƉƐƌĞƐƉŽŶĚĞĚƚŽƚŚĞZWĐĂůůŶƉĂƌƟĐƵůĂƌ ŽĞŝŶŐWŚĂŶƚŽŵtŽƌŬƐďƵŝůƚ Ă ŶĞǁ ƚǇƉĞ ŽĨ ŚĞůŵĞƚ ŝŶ ǁŚŝĐŚƚŚĞƉŝůŽƚďĞĐŽŵĞƐĂƉĂƌƚŽĨƚŚĞĂǀŝŽŶŝĐƐƐǇƐƚĞŵŝŶƚĞƌĂĐƟŶŐĞůĞĐƚƌŝĐĂůůǇǁŝƚŚŚŝƐŽƌŚĞƌĂŝƌĐƌĂŌ

Legged Squad Support SystemƐ ĂŶŽƚŚĞƌ ĞǆĂŵƉůĞ ZW Ɛ gtĞŐŐĞĚ^ƋƵĂĚ ^ƵƉƉŽƌƚ ^ǇƐƚĞŵ gt^ϯͿ ƉƌŽŐƌĂŵĚĞƐĐƌŝďĞĚĂǀŝƐŝŽŶŝŶϮϬϬϴĨŽƌĂŶĞǁƚǇƉĞŽĨŵŝůŝƚĂƌǇƉĂĐŬŵƵůĞdŚĞǀŝƐŝŽŶƐƚĂƚĞĚgt^ϯ ŝƐ ĞŶǀŝƐŝŽŶĞĚ ƚŽ ĂƵŐŵĞŶƚ ƐƋƵĂĚƐďǇ ŵĂŶĞƵǀĞƌŝŶŐ ǁŝƚŚ ƚŚĞŵ ŝŶ ĐŽŵƉůĞǆƚĞƌƌĂŝŶ ǁŚĞƌĞ ǁŚĞĞůĞĚ ƚĂĐƟĐĂů ǀĞŚŝĐůĞƐĐĂŶŶŽƚŐŽ ŽƐƚŽŶ ǇŶĂŵŝĐƐ Ă h^ ĞŶŐŝŶĞĞƌŝŶŐ

ĮƌŵďƵŝůƚĂĨƵŶĐƟŽŶŝŶŐƉƌŽƚŽƚǇƉĞĐĂůůĞĚŝŐŽŐdŚĞĮƌƐƚŽĨŝƚƐŬŝŶĚŝŐŽŐĐĂƌƌŝĞƐŚĞĂǀǇůŽĂĚƐŝŶĚĞƉĞŶĚĞŶƚůǇ

CASE STUDY | Technology visions at DARPA

Photo Jeff Corwin Photography Boeing

Photo Boston Dynamics

Adapted from DARPA the DARPA Hard Test describes four qualities of a radical innovation vision far-reaching technically challenging multidisciplinary and actionable

When to use itͻ dŽĐŚĂŶŐĞƚŚĞƐƚĂƚĞŽĨƚŚĞĮĞůĚďǇ

ĂŶŽƌĚĞƌŽĨŵĂŐŶŝƚƵĚĞͻ dŽĮŶĚǀŝƐŝŽŶĂƌǇŝĚĞĂƐƚŚĂƚŝĨƚŚĞǇ

ĐŽƵůĚƐƵĐĐĞĞĚǁŽƵůĚďĞĂůĂƌŐĞƐƚĞƉďĞǇŽŶĚǁŚĂƚĞǆŝƐƟŶŐƐĐŝĞŶĐĞĂŶĚƚĞĐŚŶŽůŽŐǇĐĂŶƉĞƌŵŝƚ

Why itrsquos helpfulZWĂƌĚǀŝƐŝŽŶŝƐĂĚĂƌŝŶŐƚĞĐŚŶŽůŽŐǇĐŚĂůůĞŶŐĞ ƚŚĂƚ ĐĂŶŶŽƚ ďĞ ƐŽůǀĞĚ ĞĂƐŝůǇ ƚǇƉŝĐĂůůǇ ƌĞƋƵŝƌŝŶŐ ŶĞǁ ŬŶŽǁůĞĚŐĞ ŽƌŝŶǀĞŶƟŽŶ ƚŽ ďĞ ĂĚĚƌĞƐƐĞĚ ƚŚƌŽƵŐŚƵŶŽƌƚŚŽĚŽǆ ŵĞĂƐƵƌĞƐ dŚĞƐĞ ǀŝƐŝŽŶƐĂƌĞƐĞĞŵŝŶŐůǇŝŵƉŽƐƐŝďůĞǁŚŝĐŚŝƐǁŚĂƚƵůƟŵĂƚĞůǇ ĐŚĂƌĂĐƚĞƌŝǌĞƐ ƚŚĞŵ ĂƐ ƚƌƵůǇƌĂĚŝĐĂůdŚĞǇĂƌĞĚĞůŝďĞƌĂƚĞůǇĚĞƐŝŐŶĞĚƚŽďĞďŽƚŚŚŝŐŚƌŝƐŬĂŶĚŚŝŐŚƌĞǁĂƌĚtŚĞŶǇŽƵĂƉƉůǇƚŚĞZWĂƌĚdĞƐƚ

DARPA Hard Test

ƚŽǇŽƵƌŝŶŶŽǀĂƟŽŶŝĚĞĂǇŽƵŐĂŝŶĂƋƵŝĐŬǁĂǇ ƚŽ ŐĂƵŐĞ ŚŽǁ ĚŝƐƌƵƉƟǀĞ ǇŽƵƌ ŝĚĞĂŵĂǇŽƌŵĂǇŶŽƚͿďĞƚůĞƚƐǇŽƵƐĞĞǁŚĞƌĞƐŽŵĞ ŐĂƉƐ ĞǆŝƐƚ ĂŶĚ ŝĨ ĚĞƐŝƌĞĚ ŽīĞƌƐ ĂĐŚĂŶĐĞƚŽƐƚƌĞƚĐŚǇŽƵƌǀŝƐŝŽŶĨƵƌƚŚĞƌƚŽďĞƚƌƵůǇǀŝƐŝŽŶĂƌǇŶ ůĂǇŵĂŶ Ɛ ƚĞƌŵƐ ƚŚĞ ĨŽƵƌ ǀŝƐŝŽŶ

ƋƵĂůŝƟĞƐĂƐƐĞƐƐŚŽǁďŝŐŝƐŝƚĨĂƌͲƌĞĂĐŚŝŶŐͿŚŽǁ ƚŽ ĚŽ ŝƚ ƚĞĐŚŶŝĐĂůůǇ ĐŚĂůůĞŶŐŝŶŐͿǁŚĂƚ ǇŽƵ ŬŶŽǁ ŵƵůƟͲĚŝƐĐŝƉůŝŶĂƌǇͿ ĂŶĚǁŚĞŶǇŽƵƐƚĂƌƚĂĐƟŽŶĂďůĞͿ

What you getzŽƵ ĞŶƐƵƌĞ ƚŚĂƚ ǇŽƵƌ ŝŶŶŽǀĂƟŽŶ ǀŝƐŝŽŶŝƐĐŽŵƉůĞƚĞůǇĂŶĚŐĞŶƵŝŶĞůǇƌĂĚŝĐĂůĨƌŽŵƚŚĞƐƚĂƌƚtŝƚŚƚŚĞZWĂƌĚdĞƐƚǇŽƵĂůƐŽĂƉƉůǇĂďĞŶĐŚŵĂƌŬ ƚŚĂƚŚĂƐƉƌŽǀĞŶƚŽďĞĂƐŵĂƌƚƌƵůĞŽĨƚŚƵŵďĨŽƌƌĂĚŝĐĂůŝŶŶŽǀĂƟŽŶǀŝƐŝŽŶƐ

The notion of DARPA Hard^ŝŶĐĞ ϭϵϱϴ ƚŚĞ h^ ĞĨĞŶƐĞ ĚǀĂŶĐĞĚZĞƐĞĂƌĐŚ WƌŽũĞĐƚƐ ŐĞŶĐǇͶŬŶŽǁŶĂƐ ZW ĨŽƌ ƐŚŽƌƚͶŚĂƐ ƉƵƌƐƵĞĚƌĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶ hŶůŝŬĞ ŽƚŚĞƌ h^ŐŽǀĞƌŶŵĞŶƚ ĂŐĞŶĐŝĞƐ ƚŚĂƚ ĨƵŶĚ ƐĐŝĞŶĐĞĂŶĚĞŶŐŝŶĞĞƌŝŶŐƌĞƐĞĂƌĐŚZWĨŽĐƵƐĞƐŽŶ ƚŚĞ ĨŽƌǁĂƌĚ ĞĚŐĞ ŽĨ ƚĞĐŚŶŽůŽŐǇZWŚĂƐĨƵŶĚĞĚŝĚĞĂƐƚŚĂƚŚĂǀĞůĞĚƚŽƚŚĞ ŝŶƚĞƌŶĞƚ ĂŝƌĐƌĂŌ ƐƚĞĂůƚŚ ƚĞĐŚŶŽůŽŐǇ ƚŚĞ ŐůŽďĂů ƉŽƐŝƟŽŶŝŶŐ ƐǇƐƚĞŵ W^ͿƵůƚƌĂƐŽƵŶĚŝŵĂŐŝŶŐĂŶĚŵŽƌĞKǀĞƌ ƚŚĞ ǇĞĂƌƐ ZW ƉƌŽŐƌĂŵ

ŵĂŶĂŐĞƌƐ ŚĂǀĞ ƉƵƌƐƵĞĚ ǀŝƐŝŽŶĂƌǇ ŝĚĞĂƐƚŚĂƚ ƚŚĞǇ ĐĂůů ZW ĂƌĚ dŚĞ ƚĞƌŵŝƐ ƐŚŽƌƚŚĂŶĚ ĨŽƌ ƐŽŵĞƚŚŝŶŐ ĐŽŶƐŝĚĞƌĞĚĞǆƚƌĞŵĞůǇŚĂƌĚ ƚŽĂĐŚŝĞǀĞůƚŚŽƵŐŚŶŽƚĞǀĞƌǇ ŝĚĞĂ ƚŚĞǇ ĨƵŶĚŵĂǇ ďĞ Ă ƐƵĐĐĞƐƐĞǀĞƌǇ ƉƌŽũĞĐƚ ƐƚĂƌƚƐ ĂƐZWĂƌĚǁŝƚŚƚŚĞƉƌŽŵŝƐĞƚŽĚĞůŝǀĞƌƚƌƵůǇƌĞǀŽůƵƟŽŶĂƌǇĐĂƉĂďŝůŝƟĞƐ ZW ĂƌĚ ŝĚĞĂ ŝƐ ďŽƚŚŚŝŐŚƌŝƐŬĂŶĚŚŝŐŚƌĞǁĂƌĚ

Four vision componentsdŚŽƐĞŽƵƚƐŝĚĞZWĐĂŶĂƉƉůǇĂƐŝŵŝůĂƌƉƌŝŶĐŝƉůĞƚŽƚŚĞŝƌŝŶŶŽǀĂƟŽŶĞīŽƌƚƐtŚĂƚ

ŝƐ ƚŚĞ ĞƋƵŝǀĂůĞŶƚ ŽĨ ZWĂƌĚ ŝŶ ǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶŽǁĚŽǇŽƵŬŶŽǁǁŚĞŶǇŽƵŚĂǀĞŝĚĞĂƐƚŚĂƚŵĞƌŝƚƌĂĚŝĐĂů ŝŶŶŽǀĂƟŽŶzŽƵĐĂŶƵƐĞƚŚĞZWĂƌĚdĞƐƚĚĂƉƚĞĚ ĨƌŽŵ ZW ƚŚĞ ZW

ĂƌĚ dĞƐƚ ŚĂƐ ĨŽƵƌ ƌĞůĂƚĞĚ ĚŝŵĞŶƐŝŽŶƐĨĂƌͲƌĞĂĐŚŝŶŐ ƚĞĐŚŶŝĐĂůůǇ ĐŚĂůůĞŶŐŝŶŐŵƵůƟĚŝƐĐŝƉůŝŶĂƌǇ ĂŶĚ ĂĐƟŽŶĂďůĞ tŚŝůĞĞĂĐŚĚŝŵĞŶƐŝŽŶŵĂǇĞǆŝƐƚŝŶĚĞƉĞŶĚĞŶƚůǇ ŝƚ ŝƐ ƚŚĞ ĐŽŵďŝŶĂƟŽŶ ƚŚĂƚ ĚĞƐĐƌŝďĞƐ ĂƌĞĂůǀŝƐŝŽŶĂƌǇŝĚĞĂdŚĞŝĚĞĂŝƐŶŽƚũƵƐƚĂŚĂƌĚĂŶĚĐŽŵƉůĞǆƉƌŽďůĞŵƚŽĂĚĚƌĞƐƐŝƚďĞĐŽŵĞƐZWĂƌĚgtĞƚ ƐƌĞǀŝĞǁĞĂĐŚĚŝŵĞŶƐŝŽŶŶŽǁ

ampĂƌͲZĞĂĐŚŝŶŐĨĂƌͲƌĞĂĐŚŝŶŐ ŝĚĞĂŵĂǇŝŵƉĂĐƚ ŵĂŶǇ ƉĞŽƉůĞ ĞǆƚĞŶĚŝŶŐ ǁŝĚĞůǇŝŶ ŝŶŇƵĞŶĐĞ ĂŶĚŽƌ ĞīĞĐƚ dŚĞƐĞ ŝĚĞĂƐĐŚĂŶŐĞƚŚĞŶĂƚƵƌĞŽĨƚŚĞŐĂŵĞĐƌĞĂƟŶŐĂ ƉĂƌĂĚŝŐŵ ƐŚŝŌ Ă ƚĞƌŵ ĐŽŝŶĞĚ ďǇƉŚŝůŽƐŽƉŚĞƌ dŚŽŵĂƐ ltƵŚŶ ŝŶ ϭϵϲϮ ampŽƌĞǆĂŵƉůĞ ŽŶĐĞ ƉĞŽƉůĞ ĞǆƉĞƌŝĞŶĐĞĚƚŚĞ ŶĞǁ ŝŶƚĞƌĂĐƟŽŶ ŵŽĚĞů ĨŽƌ ĂƚŽƵĐŚƐĐƌĞĞŶŵŽďŝůĞƉŚŽŶĞ ƚŚĞǇĐĂŶŶŽƚƌĞƚƵƌŶ ƚŽ ĂŶ ŽůĚĞƌ ǁĂǇ ŽĨ ƵƐĂŐĞ dŚĞŝĚĞĂ ĨƵŶĚĂŵĞŶƚĂůůǇ ĐŚĂŶŐĞĚ ŚŽǁ ƚŚĞǇ

ƚŚŽƵŐŚƚŵŽďŝůĞƉŚŽŶĞƐƐŚŽƵůĚǁŽƌŬ

dĞĐŚŶŝĐĂůůǇ ŚĂůůĞŶŐŝŶŐ ƚĞĐŚŶŝĐĂůůǇĐŚĂůůĞŶŐŝŶŐŝĚĞĂƌĞƐĞƚƐƚŚĞůŝŵŝƚƐŽĨƚŽĚĂǇ ƐŬŶŽǁůĞĚŐĞEĞǁŝŶǀĞŶƟŽŶƐĂŶĚƐĐŝĞŶƟĮĐĚŝƐĐŽǀĞƌŝĞƐŽŌĞŶƉƵƐŚŝŶŶŽǀĂƟŽŶĂŚĞĂĚƐ ǁƌŝƚĞƌ ^ŝƌ ƌƚŚƵƌ ůĂƌŬĞ ŽŶĐĞ ǁƌŽƚĞŶǇ ƐƵĸĐŝĞŶƚůǇ ĂĚǀĂŶĐĞĚ ƚĞĐŚŶŽůŽŐǇŝƐ ŝŶĚŝƐƟŶŐƵŝƐŚĂďůĞ ĨƌŽŵŵĂŐŝĐ ZWĂƌĚǀŝƐŝŽŶƐŽŌĞŶƉƌŽǀŝĚĞĂŶ ŝƌƌĞƐŝƐƟďůĞĐŚĂůůĞŶŐĞ ĨŽƌ ĞŶŐŝŶĞĞƌƐ ŶŽƚŚĞƌ ĂƐƉĞĐƚŽĨĂƚĞĐŚŶŝĐĂůĐŚĂůůĞŶŐĞŝƐƚŚĞŝŶƚĞŐƌĂƟŽŶŽĨĞǆŝƐƟŶŐƐǇƐƚĞŵĐŽŵƉŽŶĞŶƚƐ

DƵůƟĚŝƐĐŝƉůŝŶĂƌǇŵƵůƟĚŝƐĐŝƉůŝŶĂƌǇŝĚĞĂ ƚĂŬĞƐ ŵŽƌĞ ƚŚĂŶ ŽŶĞ ƉĞƌƐŽŶ ƚŽĞǆĞĐƵƚĞ ŝƚ tŚŝůĞ ƚŚĞ ƐŽůƵƟŽŶ ŵĂǇďĞ ĐŽŵƉůĞǆ ĂŶĚ ĞǀĞŶ ĐŽŵƉůŝĐĂƚĞĚĂƉƉƌŽĂĐŚŝŶŐƚŚĞŝĚĞĂƌĞƋƵŝƌĞƐĐŽŵďŝŶŝŶŐƐĞǀĞƌĂů ƉƌŽĨĞƐƐŝŽŶĂů ƐƉĞĐŝĂůŝǌĂƟŽŶƐ ĂŶĚŽƌĮĞůĚƐŽĨĂĐĂĚĞŵŝĐƐƚƵĚǇ

s ĐƟŽŶĂďůĞ ĐƟŽŶĂďůĞ ŝĚĞĂƐ ĂƌĞŝŶƚĞŶĚĞĚƚŽďĞďƵŝůƚƐǀŝƐŝŽŶƐƚŚĞƐĞŝĚĞĂƐĂƌĞŵŽƌĞƚŚĂŶĨĂŶƚĂƐǇŽƌƉŽůŝƟĐĂůƌŚĞƚŽƌŝĐdŚĞǇƐŚŽƵůĚŝŶǀŽŬĞŝŵŵĞĚŝĂƚĞĂĐƟŽŶ

sŝƐŝŽŶĚŝŵĞŶƐŝŽŶ ĞĮŶŝƟŽŶ ŶĚŽĨƐĐĂůĞϭͿ dŽƉŽĨƐĐĂůĞϳͿ

ampĂƌͲZĞĂĐŚŝŶŐ

dŚĞƐŽůƵƟŽŶƌĞƋƵŝƌĞƐĂĐŽŵƉůĞƚĞůǇŶĞǁŵĞŶƚĂůŵŽĚĞůƉĂƐƐŝŶŐƚŚƌŽƵŐŚĂƉĂƌĂĚŝŐŵƐŚŝŌ

ZĞƋƵŝƌĞƐŶŽĐŚĂŶŐĞŝŶŚŽǁƉĞŽƉůĞƚŚŝŶŬĂďŽƵƚĂƐŽůƵƟŽŶ

ZĞƋƵŝƌĞƐĂƉĂƌĂĚŝŐŵƐŚŝŌŝŶŚŽǁĂƐŽůƵƟŽŶŝƐǀŝĞǁĞĚĂĐƌŽƐƐƐŽĐŝĞƚǇ

dĞĐŚŶŝĐĂůůǇŚĂůůĞŶŐŝŶŐ

dŚĞŐŽĂůŝƐĚŝĸĐƵůƚƚŽŝŵƉůĞŵĞŶƚĞŝƚŚĞƌŝŶƚĞƌŵƐŽĨŝŶǀĞŶƟŽŶƐŽƌƐǇƐƚĞŵŝŶƚĞŐƌĂƟŽŶƌĞƋƵŝƌĞĚ

ZĞƋƵŝƌĞƐŶŽŶĞǁƐƉĞĐŝĂůŝǌĞĚĞǆƉĞƌƟƐĞ

ZĞƋƵŝƌĞƐŵĂũŽƌĂĚǀĂŶĐĞŵĞŶƚƐŝŶƐƉĞĐŝĂůŝǌĞĚĞǆƉĞƌƟƐĞ

DƵůƟĚŝƐĐŝƉůŝŶĂƌǇ

dŚĞƐŽůƵƟŽŶƌĞƋƵŝƌĞƐŵƵůƟƉůĞďŽĚŝĞƐŽĨŬŶŽǁůĞĚŐĞƚŚĂƚƌĂƌĞůǇĞǆŝƐƚǁŝƚŚŝŶŽŶĞŝŶĚƵƐƚƌǇ

ZĞƋƵŝƌĞƐŽŶůǇŽŶĞĐůĂƐƐŽĨŬŶŽǁůĞĚŐĞ

ZĞƋƵŝƌĞƐŵƵůƟƉůĞĚŝƐƟŶĐƚďŽĚŝĞƐŽĨŬŶŽǁůĞĚŐĞ

s ĐƟŽŶĂďůĞ

dŚĞƌŝŐŚƚƉĞŽƉůĞĐĂŶƐĞĞĂƉĂƚŚƚŽƚŚĞŝŵƉŽƐƐŝďůĞĂŶĚĐĂŶŵĂŬĞƉƌŽŐƌĞƐƐďĞŐŝŶŶŝŶŐƚŽĚĂǇ

ZĞƋƵŝƌĞƐƐŽŵƵĐŚĐůĂƌŝĮĐĂƟŽŶƚŚĂƚƚŚĞŶĞǆƚƐƚĞƉŝƐĂŶŽƚŚĞƌŵĞĞƟŶŐ

ZĞƋƵŝƌĞƐůŝƩůĞĞīŽƌƚƚŽďĞŐŝŶƚĂŬŝŶŐĂĐƟŽŶƐƚŽǁĂƌĚƚŚĞƐŽůƵƟŽŶ

Letrsquos look at an exampleůůZWĂƌĚĚŝŵĞŶƐŝŽŶƐĂƌĞŵĞĂƐƵƌĞĚŽŶ ƐĞǀĞŶͲƉŽŝŶƚ ŝŶƚĞƌǀĂů ƐĐĂůĞƐ ĂĐŚƐĐĂůĞ Ɛ ĞŶĚ ƉŽŝŶƚ ŝƐ ĚĞĮŶĞĚ ƚŽ ŝŶĚŝĐĂƚĞǁŚĂƚ ůŽǁ ĂŶĚ ŚŝŐŚ ĞŶƚĂŝů ĨŽƌ ƚŚĂƚĚŝŵĞŶƐŝŽŶampŝǀĞǀŝƐŝŽŶƐĨŽƌǁĞůůͲŬŶŽǁŶŝŶŶŽǀĂƟŽŶƐ

ĂƌĞƌĂŶŬĞĚĂĐƌŽƐƐƚŚĞƐĞƐĐĂůĞƐƉƌŽǀŝĚŝŶŐĂŐĞŶĞƌĂůďĞŶĐŚŵĂƌŬƚŽŚĞůƉǇŽƵĞǀĂůƵĂƚĞǇŽƵƌŽǁŶǀŝƐŝŽŶĂƌǇŝĚĞĂdŚĞƐĞǀŝƐŝŽŶƐĂƌĞĚĞƐĐƌŝďĞĚďƌŝĞŇǇ

DĂŶŚĂƩĂŶWƌŽũĞĐƚzŽƵ ĂƌĞ Ă ƉŚǇƐŝĐƐ ŐƌĂĚƵĂƚĞ ƐƚƵĚĞŶƚ ĂƚĂŶ ŵĞƌŝĐĂŶ ƵŶŝǀĞƌƐŝƚǇ ŝŶ ϭϵϰϮ ĂŶĚǇŽƵƌĂĚǀŝƐŽƌŚĂƐĂƐŬĞĚǇŽƵƚŽũŽŝŶĂŶĞǁƐĞĐƌĞƟǀĞŵŝůŝƚĂƌǇ ƉƌŽũĞĐƚ dŚĞ ŐŽĂů ŝƐ ƚŽďƵŝůĚ ƚŚĞǁŽƌůĚ ƐĮƌƐƚĂƚŽŵŝĐďŽŵďdŚĞhŶŝƚĞĚ^ƚĂƚĞƐũŽŝŶĞĚƚŚĞttĮŐŚƚĂŌĞƌWĞĂƌůĂƌďŽƌǁĂƐďŽŵďĞĚŽŶĞĐĞŵďĞƌϴ ϭϵϰϭ ĂŶĚ ŽŶĞ ĚĂǇ ĂŌĞƌ ƚŚĞ h^ŐŽǀĞƌŶŵĞŶƚ ĐŽŵŵŝƐƐŝŽŶĞĚ Ă ůĂƌŐĞͲƐĐĂůĞĂƚŽŵŝĐƉƌŽũĞĐƚǁŚŝĐŚďĞĐĂŵĞŬŶŽǁŶĂƐƚŚĞDĂŶŚĂƩĂŶWƌŽũĞĐƚ

DĂŶŽŶƚŚĞŵŽŽŶKŶĂǀĞƌǇŚŽƚƐƵŵŵĞƌ ƐĚĂǇŝŶϭϵϲϮǇŽƵĂƌĞ ƐŝƫŶŐ Ăƚ Ă ĨŽŽƚďĂůů ƐƚĂĚŝƵŵ Ăƚ ZŝĐĞhŶŝǀĞƌƐŝƚǇŝŶdĞǆĂƐŚĞĂƌŝŶŐh^WƌĞƐŝĚĞŶƚŽŚŶ amp ltĞŶŶĞĚǇ ŐŝǀĞ Ă ƐƉĞĞĐŚ ĂďŽƵƚŽƵƚĞƌ ƐƉĂĐĞ Ɛ Ă ŵŝĚͲĐĂƌĞĞƌ ĞŶŐŝŶĞĞƌ ǇŽƵŬŶĞǁƚŚĂƚ ƚŚĞ^ŽǀŝĞƚhŶŝŽŶŽƉĞŶĞĚƚŚĞ ĮŶĂů ĨƌŽŶƟĞƌ ŽĨ ƐƉĂĐĞǁŚĞŶ ŝƚ ƐĞŶƚƚŚĞ ^ƉƵƚŶŝŬ ƐĂƚĞůůŝƚĞ ŝŶƚŽ Žƌďŝƚ ŝŶ ϭϵϱϳĂŶĚƐĞŶƚĂŵĂŶƚŽƐƉĂĐĞŝŶϭϵϲϭltĞŶŶĞĚǇƐĂǇƐ tĞ ĐŚŽŽƐĞ ƚŽ ŐŽ ƚŽ ƚŚĞ ŵŽŽŶŝŶ ƚŚŝƐ ĚĞĐĂĚĞ ďĞĐĂƵƐĞ ƚŚĂƚ ŐŽĂů ǁŝůůƐĞƌǀĞ ƚŽ ŽƌŐĂŶŝǌĞ ĂŶĚŵĞĂƐƵƌĞ ƚŚĞ ďĞƐƚŽĨ ŽƵƌ ĞŶĞƌŐŝĞƐ ĂŶĚ ƐŬŝůůƐ ďĞĐĂƵƐĞ ƚŚĂƚĐŚĂůůĞŶŐĞ ŝƐ ŽŶĞ ƚŚĂƚ ǁĞ ĂƌĞ ǁŝůůŝŶŐ ƚŽĂĐĐĞƉƚŽŶĞǁĞĂƌĞƵŶǁŝůůŝŶŐƚŽƉŽƐƚƉŽŶĞĂŶĚŽŶĞǁŚŝĐŚǁĞŝŶƚĞŶĚƚŽǁŝŶĂŶĚƚŚĞŽƚŚĞƌƐƚŽŽ

ϭϬϬͲzĞĂƌ^ƉĂĐĞƐŚŝƉzŽƵ ĂƌĞ ƌĞĂĚŝŶŐ ƚŚĞ tĂƐŚŝŶŐƚŽŶ WŽƐƚŶĞǁƐƉĂƉĞƌ ŽǀĞƌ ǇŽƵƌ ŚŽƚĞů Ɛ ŵŽƌŶŝŶŐĐŽīĞĞKŶĂŶƵĂƌǇϮϬϭϮZWĂŶĚE^ũŽŝŶƚůǇĂŶŶŽƵŶĐĞĚĂŶĞǁŝŶŝƟĂƟǀĞĐĂůůĞĚƚŚĞϭϬϬͲzĞĂƌ ƉĂĐĞƐŚŝƉϭϬϬz^^ͿŝŶƚĞŶƚŽŶƐĞŶĚŝŶŐĞǆƉůŽƌĞƌƐƚŽĂŶŽƚŚĞƌƐƚĂƌƐǇƐƚĞŵŝŶϭϬϬǇĞĂƌƐzŽƵĮŶĚƚŚĞϭϬϬz^^ŵŝƐƐŝŽŶƐƚĂƚĞŵĞŶƚ ĨƌŽŵ ZW ƚŚĂƚ ƐƚĂƚĞƐϭϬϬ zĞĂƌ ^ƚĂƌƐŚŝƉ ǁŝůů ƵŶƌĞƐĞƌǀĞĚůǇĚĞĚŝĐĂƚĞŝƚƐĞůĨƚŽŝĚĞŶƟĨǇŝŶŐĂŶĚƉƵƐŚŝŶŐƚŚĞ ƌĂĚŝĐĂů ůĞĂƉƐ ŝŶ ŬŶŽǁůĞĚŐĞ ĂŶĚƚĞĐŚŶŽůŽŐǇŶĞĞĚĞĚƚŽĂĐŚŝĞǀĞŝŶƚĞƌƐƚĞůůĂƌŇŝŐŚƚǁŚŝůĞƉŝŽŶĞĞƌŝŶŐĂŶĚ ƚƌĂŶƐĨŽƌŵŝŶŐďƌĞĂŬƚŚƌŽƵŐŚ ĂƉƉůŝĐĂƟŽŶƐ ƚŽ ĞŶŚĂŶĐĞƚŚĞƋƵĂůŝƚǇŽĨůŝĨĞŽŶĞĂƌƚŚWƌŽŐƌĂŵƐƚŽĞƐƚĂďůŝƐŚĂŚƵŵĂŶƉƌĞƐĞŶĐĞŽŶƚŚĞŵŽŽŶDĂƌƐ Žƌ ĞůƐĞǁŚĞƌĞ ŝŶ ŽƵƌ ƐŽůĂƌ ƐǇƐƚĞŵǁŝůůďĞƐƚĞƉƉŝŶŐͲƐƚŽŶĞƐƚŽƚŚĞƐƚĂƌƐ

ĂƌĐĞůŽŶĂŝƚǇWƌŽƚŽĐŽůzŽƵĂƌĞĂŶƵƌŽƉĞĂŶĐŝƚǇƉůĂŶŶĞƌŝŶǀŝƚĞĚƚŽ ĂŶ ĞĂƌůǇ ƉůĂŶŶŝŶŐ ǁŽƌŬƐŚŽƉ Ŷ ƚŚĞƐƉƌŝŶŐ ŽĨ ϮϬϭϮ ƚŚĞ ĐŝƚǇ ŽĨ ĂƌĐĞůŽŶĂĂŶŶŽƵŶĐĞĚ ƚŚĂƚ ŝƚ ĂŝŵƐ ƚŽ ďĞ Ă ŐůŽďĂůƌĞĨĞƌĞŶĐĞ ŵŽĚĞů ĨŽƌ ƐƵƐƚĂŝŶĂďůĞ ƵƌďĂŶĚĞǀĞůŽƉŵĞŶƚ ŝŶ ϭϬ ǇĞĂƌƐ WĂƌƚ ŽĨƚŚĞ ǀŝƐŝŽŶ ĞŶƚĂŝůƐ ĚĞǀĞůŽƉŝŶŐ Ă ŝƚǇWƌŽƚŽĐŽůŵŽĚĞůǁŚŝĐŚǁŝůůďĞƚŚĞĮƌƐƚĐĞƌƟĮĐĂƟŽŶƐǇƐƚĞŵĨŽƌƐŵĂƌƚĐŝƟĞƐƚŚĂƚǁŝůůŵĞĂƐƵƌĞƚŚĞĞĸĐŝĞŶĐǇĂŶĚƋƵĂůŝƚǇŽĨĂĐŝƚǇWůĂŶŶĞĚĐŝƚǇƐĞƌǀŝĐĞƐĨŽƌĂƌĐĞůŽŶĂǁŝůů ŝŶĐůƵĚĞ Ă ƐŵĂƌƚ ďƵƐ ŶĞƚǁŽƌŬ ƚŚĞĞŶĞƌŐǇ ŵŽŶŝƚŽƌŝŶŐ ŽĨ ƉƵďůŝĐ ďƵŝůĚŝŶŐƐĂŶĚ ƉĂǇͲƉĞƌͲƵƐĞ ŵŽĚĞů ĨŽƌ ĐŝƚǇ ůŝŐŚƟŶŐĂƌĐĞůŽŶĂ ƐŵĂǇŽƌƐƚĂƚĞĚĂƌĐĞůŽŶĂŚĂƐĂƐƚƌŽŶŐĐŽŵŵŝƚŵĞŶƚƚŽďĞĐŽŵĞĂƐŵĂƌƚĐŝƚǇ ĂŶĚĂ ƐŚŽǁĐĂƐĞ ĨŽƌ ƚŚĞ ƌĞƐƚŽĨ ƚŚĞǁŽƌůĚŝŶƐƵƐƚĂŝŶĂďůĞƵƌďĂŶĚĞǀĞůŽƉŵĞŶƚ

ŽƵďůŝŶŐŚƵŵĂŶůŝĨĞŶϮϬϬϴǇŽƵĚĞĐŝĚĞƚŽĂƩĞŶĚƚŚĞĮƌƐƚh^ĐŽŶĨĞƌĞŶĐĞ ĂďŽƵƚ ŚƵŵĂŶ ĂŐŝŶŐ ŚŽƐƚĞĚďǇ dŚĞ DĞƚŚƵƐĞůĂŚ ampŽƵŶĚĂƟŽŶ Ăƚ ƚŚĞhŶŝǀĞƌƐŝƚǇŽĨĂůŝĨŽƌŶŝĂŝŶgtŽƐŶŐĞůĞƐampŽƌƐĞǀĞƌĂůǇĞĂƌƐƌŝƟƐŚƌĞƐĞĂƌĐŚĞƌƵďƌĞǇĚĞƌĞǇŚĂƐĐůĂŝŵĞĚƚŚĂƚŚƵŵĂŶƐĐŽƵůĚůŝǀĞĨŽƌϭϬϬϬǇĞĂƌƐzŽƵǀĞĂůƐŽďĞĞŶĨŽůůŽǁŝŶŐƚŚĞ ǁŽƌŬ ŽĨ ŝůů ŶĚƌĞǁƐ ĚŝƌĞĐƚŽƌ ŽĨŵŽůĞĐƵůĂƌ ďŝŽůŽŐǇ Ăƚ ĂůŝĨŽƌŶŝĂͲďĂƐĞĚďŝŽƚĞĐŚ Įƌŵ ĞƌŽŶ ŝƐĞĂƐĞƐ ƌĞůĂƚĞĚ ƚŽĂŐŝŶŐ ůŝŬĞ ĚĞŵĞŶƟĂ ĂŶĚ ŚĞĂƌƚ ĚŝƐĞĂƐĞĐƵƌƌĞŶƚůǇ ďůŽĐŬ ŚƵŵĂŶƐ ĨƌŽŵ ƌĞĂĐŚŝŶŐůŽŶŐůŝĨĞĂŶĚŚƵŵĂŶďŽĚǇƉĂƌƚƐǁĞĂƌŽƵƚĨƌŽŵ ƵƐĞ Ŷ ƚŚĞ ƋƵĞƐƚ ĨŽƌ ŝŵŵŽƌƚĂůŝƚǇ ƐĐŝĞŶƟƐƚƐ ƐŚŽƵůĚ ĨŽĐƵƐ ŽŶ ƵŶůŽĐŬŝŶŐ ƚŚĞŵŽůĞĐƵůĂƌŵĞĐŚĂŶŝƐŵƐŽĨĂŐŝŶŐ

Instructionsϭ ampŝƌƐƚĂƐƐĞƐƐŚŽǁĨĂƌͲƌĞĂĐŚŝŶŐǇŽƵƌ

ǀŝƐŝŽŶŝƐĂŶĚƐĐŽƌĞŝƚŽŶƐĐĂůĞϮ ǀĂůƵĂƚĞƚŚĞůĞǀĞůŽĨƚĞĐŚŶŝĐĂů

ĐŚĂůůĞŶŐĞĨŽƌǇŽƵƌǀŝƐŝŽŶĂŶĚƐĐŽƌĞŝƚŽŶƐĐĂůĞ

ϯ EĞǆƚŐĂƵŐĞƚŚĞůĞǀĞůŽĨŵƵůƟĚŝƐĐŝƉůŝͲŶĂƌǇĐŽŵŵŝƚŵĞŶƚǇŽƵƌǀŝƐŝŽŶƌĞƋƵŝƌĞƐĂŶĚƐĐŽƌĞŝƚŽŶƐĐĂůĞ

ϰ ampŝŶĂůůǇĞǀĂůƵĂƚĞƚŚĞĂďŝůŝƚǇƚŽƚĂŬĞŝŵŵĞĚŝĂƚĞĂĐƟŽŶŽŶǇŽƵƌǀŝƐŝŽŶĂŶĚƐĐŽƌĞŝƚŽŶƐĐĂůĞs

ї^ĞĞƚŚĞĂĚũĂĐĞŶƚĚŝĂŐƌĂŵĨŽƌĂŶĂŶŶŽƚĂƚĞĚĞǆĂŵƉůĞdŚĞůĞƩĞƌƐĨŽƌĞĂĐŚǀŝƐŝŽŶĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞůĞƩĞƌƐŝŶƚŚĞĚŝĂŐƌĂŵ

sŝƐŝŽŶĚŝŵĞŶƐŝŽŶ YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶ ^ƵŐŐĞƐƚĞĚŵĞƚŚŽĚƐƚŽŚĞůƉĂĚĚƌĞƐƐ

gt ŽǁĚŽĞƐƚŚĞůĂƵŶĐŚŚŽƌŝǌŽŶĐŽŵƉĂƌĞƚŽǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶĂŶĚŝŶĚƵƐƚƌǇƟŵĞůŝŶĞƐgt ŽǇŽƵǁĂŶƚƚŽĐƌĞĂƚĞĂŶĞǁƚĞĐŚŶŽůŽŐǇƵƐĞŽƌĐƌĞĂƚĞĂŶĞǁŵĂƌŬĞƚ

gt hƐĞƚŚĞĂŶƵƐŽŶĞƐƚŽŐĂƵŐĞƉĂƐƚƟŵĞĨƌĂŵĞƐƚŽĚĞǀĞůŽƉĂďĂƐĞůŝŶĞgt dƌǇƚŚĞĂƌŬŽƌƐĞWƌŽƚŽƚǇƉĞƚŽƋƵĞƐƟŽŶŚŝĚĚĞŶƉƌĞĐŽŶĐĞƉƟŽŶƐ

gt ƐƚŚĞƉƌŽďůĞŵĂůŵŽƐƚƵŶƚŚŝŶŬĂďůĞƚŽƐŽůǀĞĚƵĞƚŽĐŽŵƉůĞǆŝŶƚĞƌĚĞƉĞŶĚĞŶĐŝĞƐĂŶĚŚŝŐŚůĞǀĞůƐŽĨĂŵďŝŐƵŝƚǇ

gt hƐĞWƌŽŐƌĞƐƐŝŽŶƵƌǀĞƐƚŽƌĞǀŝĞǁƚŚĞƐƚĂƚĞŽĨƚŚĞĮĞůĚĂŶĚŝĚĞĂƉƌĞĐĞĚĞŶƚƐ

DƵůƟĚŝƐĐŝƉůŝŶĂƌǇgt ŽĞƐǇŽƵƌǀŝƐŝŽŶĨĂůůŽƵƚƐŝĚĞŽĨƚŚĞƵƐƵĂůďŽƵŶĚĂƌŝĞƐĂŶĚĂƚůĞĂƐƚƚǁŽĂĐĂĚĞŵŝĐĮĞůĚƐ

gt ƉƉůǇƚŚĞŽŶƚĞǆƚDĂƉƐĂŶĚtŚŝƚĞ^ƉŽƚƐŵĞƚŚŽĚƐƚŽĂƐƐĞƐƐƚŚĞŝĚĞĂĨƌŽŵƚŚĞǀŝĞǁŽĨǀĂƌŝŽƵƐĮĞůĚƐ

ĐƟŽŶĂďůĞgt ĂŶǇŽƵƉƌĞƐĞŶƚƚŚĞǀŝƐŝŽŶĂƐĂƐŝŶŐůĞĐŚĂůůĞŶŐĞƚŽƚŚŽƐĞǁŚŽǁŝůůďƵŝůĚŝƚ

gt hƐĞƚŚĞsŝƐŝŽŶ^ƚĂƚĞŵĞŶƚŵĞƚŚŽĚƚŽƐŚĂƌƉĞŶĂŶĚƐŝŵƉůŝĨǇǇŽƵƌƐƚŽƌǇ

Ϯϭϵ(

13 A A contemporary bold

idea that humans could

control nuclear power

safely and strategically

D Stuff of science fiction

to travel to stars

B A stretch goal that built on previous efforts to put a satellite and man into orbit

C An idea that baffles the

mainstream scientific

community

E An ambitious goal to build next generation city services for one region

220amp

D Requires radical

advancements in many

systems from life-support

to ship propulsion to

manufacturing

B Difficult problem without computer aid drawing on earlier success of the first Russian cosmonaut

C No proven solutions to date that reverse or stop human aging

A Requires inventing new precision techniques for mass produced explosives

E Requires the integration of existing pervasive and physical network infrastructures

131313

A Assimilated concepts

and leaders from all

scientific fields and

engineering disciplines

D Vision can only be

achieved by the cooperation

of multiple diverse groups

B Helped create a new field of aerospace engineering

C Fostering a new scientific discipline of geroscience

E Joint coalition between different government groups city planners and businesses

A Presidentrsquos approval

expedited efforts and

funding nation-wide

C Biomedical research

grants now available from

several groups

B Established a new US space agency called NASA to centralize and mobilize efforts

D First step was to conduct feasibility study and provoke possible partners

E A committee-driven approach managed by a global technology company

Drawing insights amp implicationsdŚĞ ďĞŶĐŚŵĂƌŬ ĂŶĂůǇƐŝƐ ŽĨ ĮǀĞ ǁĞůůͲŬŶŽǁŶŝŶŶŽǀĂƟŽŶƐƌĞǀĞĂůƚŚĂƚƚŚĞŝƌǀŝƐŝŽŶ

ƐĐŽƌŝŶŐ ĚŝīĞƌƐ ƐůŝŐŚƚůǇ ĂĐƌŽƐƐ Ăůů ƐĐĂůĞƐDŽƌĞŽǀĞƌ ĞĂĐŚ ǀŝƐŝŽŶ Ɛ ƐĐŽƌŝŶŐ ŵĂǇ ƐŚŝŌĚƵƌŝŶŐĚŝīĞƌĞŶƚƐƚĂŐĞƐŽĨ ŝƚƐĚĞǀĞůŽƉŵĞŶƚĂŶĚŝŶĐŽŶƚĞǆƚƚŽƐŽĐŝĞƚǇ ƐǀŝĞǁƐŽĨƚŚĞƟŵĞ

Far-Reaching

Technically Challenging

Multi-Disciplinary Actionable

Manhattan Project

Man on the moon

Doubling human life

100-Year Spaceship

Barcelona City Protocol

Tips amp lessons from othersͻ ŽŶƚƚƌǇƚŽƐĐŽƌĞƉĞƌĨĞĐƚůǇĨƌŽŵ

ƚŚĞƐƚĂƌƚŶƐƚĞĂĚƵƐĞƚŚĞZWĂƌĚdĞƐƚƚŽƉƌĞͲƚĞƐƚǇŽƵƌǀŝƐŝŽŶǁŚŝĐŚǇŽƵǁŝůůǁĂŶƚƚŽƚŚĞŶƌĞǁŽƌŬĂŶĚĐŽͲĚĞǀĞůŽƉǁŝƚŚǇŽƵƌďƌŽĂĚĞƌŶĞƚǁŽƌŬ

ͻ ŽŶƐŝĚĞƌĂǀĞƌĂŐŝŶŐƐĐŽƌĞƐĨƌŽŵĐŽůůĞĂŐƵĞƐĂŶĚƉĂƌƚŶĞƌƐĂƐĂǁĂǇƚŽŐĂƵŐĞǇŽƵƌŶĞƚǁŽƌŬ ƐŝŵƉƌĞƐƐŝŽŶŽĨǇŽƵƌŝĚĞĂ ƐǀŝƐŝŽŶĂƌǇƉŽƚĞŶƟĂů

ZampgtdKEWhich dimension of the

DARPA Hard Test will be

most challenging for

ǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶ

131313

DARPA HARD TEST | method worksheet 1

copy 2012 William Cockayne amp Tamara Carleton()

131313

tŚĞŶĞŽƌŐĞĞŝůŵĞŝĞƌǁĂƐƚŚĞĚŝƌĞĐƚŽƌŽĨZWƚŚĞŶĐĂůůĞĚZWͿŝŶƚŚĞŵŝĚͲϭϵϳϬƐ ŚĞ ĞǆƉĞĐƚĞĚ ĞǀĞƌǇ ƉƌŽƉŽƐĂů ĨŽƌĂ ŶĞǁ ƌĞƐĞĂƌĐŚ ƉƌŽŐƌĂŵ ƚŽ ĂŶƐǁĞƌĂ ƐƚĂŶĚĂƌĚ ƐĞƚ ŽĨ ƋƵĞƐƟŽŶƐ dŚĞƐĞƋƵĞƐƟŽŶƐŚĂǀĞďĞĞŶĐĂůůĞĚƚŚĞĞŝůŵĞŝĞƌĂƚĞĐŚŝƐŵŽƌĞŝůŵĞŝĞƌ ƐĐƌŝƚĞƌŝĂltŶŽǁŶďǇ ŵĂŶǇ ƚĞĐŚŶŽůŽŐǇ ŵĂŶĂŐĞƌƐ ŚŝƐƋƵĞƐƟŽŶƐŚĞůƉĞĚĞŶƐƵƌĞĂƚĞĐŚŶŝĐĂůŝĚĞĂŚĂĚƉƌĂĐƟĐĂůĂƉƉůŝĐĂƟŽŶĞŝůŵĞŝĞƌ Ɛ ĐƌŝƚĞƌŝĂ ĂƌĞ Ă ƵƐĞĨƵů ǁĂǇ

ƚŽƚĞƐƚǇŽƵƌŽǁŶŐƌŽƵƉ ƐǀŝƐŝŽŶĂŶĚĂƐĂǁĂǇƚŽĐŽŶǀĞǇƚŽŽƚŚĞƌƐǁŚĂƚǇŽƵŚŽƉĞƚŽ ĂĐĐŽŵƉůŝƐŚ ^ĞǀĞƌĂů ǀĞƌƐŝŽŶƐ ŚĂǀĞĐŝƌĐƵůĂƚĞĚ ƐŝŶĐĞ ĂŶĚ ƚŚĞŵŽƐƚ ĐŽŵŵŽŶǀĞƌƐŝŽŶŝƐĂƐĨŽůůŽǁƐ

ϭ tŚĂƚŝƐƚŚĞƉƌŽďůĞŵĂŶĚǁŚǇŝƐŝƚŚĂƌĚĂƌƟĐƵůĂƚĞǇŽƵƌŽďũĞĐƟǀĞƐƵƐŝŶŐĂďƐŽůƵƚĞůǇŶŽũĂƌŐŽŶͿ

Ϯ ŽǁŝƐŝƚĚŽŶĞƚŽĚĂǇ ĂŶĚǁŚĂƚĂƌĞƚŚĞůŝŵŝƚƐŽĨĐƵƌƌĞŶƚƉƌĂĐƟĐĞ

ϯ tŚĂƚ ƐŶĞǁŝŶǇŽƵƌĂƉƉƌŽĂĐŚĂŶĚǁŚǇĚŽǇŽƵƚŚŝŶŬŝƚǁŝůůďĞƐƵĐĐĞƐƐĨƵů

ϰ tŚŽĐĂƌĞƐĨǇŽƵƌĞƐƵĐĐĞƐƐĨƵůǁŚĂƚĚŝīĞƌĞŶĐĞǁŝůůŝƚŵĂŬĞ

ϱ tŚĂƚĂƌĞƚŚĞƌŝƐŬƐĂŶĚƚŚĞƉĂǇŽīƐ

ϲ ŽǁŵƵĐŚǁŝůůŝƚĐŽƐƚŽǁůŽŶŐǁŝůůŝƚƚĂŬĞ

ϳ tŚĂƚĂƌĞƚŚĞŵŝĚƚĞƌŵĂŶĚĮŶĂůĞǆĂŵƐƚŽĐŚĞĐŬĨŽƌƐƵĐĐĞƐƐ

CASE STUDY | The Heilmeier Catechism at DARPA

DĂŶǇ ƉĞŽƉůĞ ŬŶŽǁtĂůƚ ŝƐŶĞǇ ĨŽƌ ŚŝƐĞŵƉŝƌĞ ŽĨ ŝƐŶĞǇůĂŶĚ ŝƐŶĞǇ tŽƌůĚĂŶĚ ŝƐŶĞǇ ĐĂƌƚŽŽŶƐ ĞǇŽŶĚ ĐƌĞĂƟŶŐŶĞǁ ŝŶĚƵƐƚƌŝĞƐ ŝŶ ĂŶŝŵĂƟŽŶ ĂŶĚĂŵƵƐĞŵĞŶƚƉĂƌŬƐ ŝŶŚŝƐ ůŝĨĞƟŵĞŝƐŶĞǇĂůƐŽŝŶŇƵĞŶĐĞĚŵĞƌŝĐĂŶƐŽĐŝĞƚǇŝŶŽƚŚĞƌǁĂǇƐampŽƌĞǆĂŵƉůĞĚƵƌŝŶŐƚŚĞϭϵϱϬƐŚĞĞǆƉůŽƌĞĚ ƚŚĞ ŝĚĞĂƐ ŽĨ ƐƉĂĐĞ ĞǆƉůŽƌĂƟŽŶĂŶĚƐƉĂĐĞƚƌĂǀĞůŝŶƐĞǀĞƌĂůŝƐŶĞǇůĂŶĚdsƐŚŽǁƐǁŚŝĐŚŚĞůƉĞĚĐƌĞĂƚĞƐƚƌŽŶŐƉƵďůŝĐƐƵƉƉŽƌƚ ĨŽƌ ƚŚĞ ďƵƌŐĞŽŶŝŶŐ h^ ƐƉĂĐĞƉƌŽŐƌĂŵŝƐŶĞǇ ĂůƐŽ ŝŶŇƵĞŶĐĞĚ ŚŽǁ ƉĞŽƉůĞ

ƚŚŝŶŬ ĂďŽƵƚ ƐƵƐƚĂŝŶĂďůĞ ĐŝƟĞƐ ŝƐ ůĂƐƚĮůŵƉƌĞƐĞŶƚĞĚĂďŽůĚǀŝƐŝŽŶĨŽƌĂĐŽŶĐĞƉƚĐĂůůĞĚ ƚŚĞ ǆƉĞƌŝŵĞŶƚĂů WƌŽƚŽƚǇƉĞŽŵŵƵŶŝƚǇ ŽĨ dŽŵŽƌƌŽǁ ŽƚŚĞƌǁŝƐĞŬŶŽǁŶĂƐWKd WKd ǁĂƐ ĂŶ ŝĚĞĂůŝǌĞĚ ĐŝƚǇ ǁŚĞƌĞ

ƉĞŽƉůĞǁŽƵůĚůŝǀĞǁŽƌŬĂŶĚƉůĂǇƵŝůĚŝŶŐŽŶ ĨĂŵŝůŝĂƌ ŝĚĞĂƐ ŽĨ ƚŚĞ ƟŵĞ WKdĞǀŽŬĞƐƚŚĞƵƌŽƉĞĂŶĐŽŶĐĞƉƚŽĨĂƌĚĞŶŝƟĞƐĂŶĚƚŚĞƉŽƉƵůĂƌtŽƌůĚampĂŝƌƐ

A grand challengedŚĞǀŝƐŝŽŶĨŽƌWKdǁĂƐĮƌƐƚƉƌĞƐĞŶƚĞĚŝŶKĐƚŽďĞƌϭϵϲϲƚŽ ƚŚĞŵĞƌŝĐĂŶƉƵďůŝĐŽŶ ŶĂƟŽŶĂů ƚĞůĞǀŝƐŝŽŶ ĂƐ ƉĂƌƚ ŽĨ ƚŚĞǁĞĞŬůǇŝƐŶĞǇůĂŶĚƐĞƌŝĞƐŶŚŝƐĮůŵŝƐŶĞǇƐǀŝƐŝŽŶŝƐƐƚƌƵĐƚƵƌĞĚ

ŝŶƚŚƌĞĞƉĂƌƚƐƚŚĂƚĐŽƌƌĞƐƉŽŶĚƚŽƚŚĞĮƌƐƚƚŚƌĞĞ ƉŚĂƐĞƐ ŽĨ ƚŚĞ ĨŽƌĞƐŝŐŚƚ ƉƌŽĐĞƐƐWĞƌƐƉĞĐƟǀĞKƉƉŽƌƚƵŶŝƚǇĂŶĚ^ŽůƵƟŽŶŶ ƚŚĞ ĮƌƐƚ ƐĞĐƟŽŶ ƚŚĞ ŶĂƌƌĂƚŽƌ

ƉƌĞƐĞŶƚƐ Ă ďƌŝĞĨ ŚŝƐƚŽƌǇ ŽĨ ŝƐŶĞǇ ƐǁŽƌŬ ƋƵŽƟŶŐ ĞǆƉĞƌƚƐ ĂŶĚ ĞƐƚĂďůŝƐŚŝŶŐĐƌĞĚŝďŝůŝƚǇǁŝƚŚƚŚĞĂƵĚŝĞŶĐĞͶĂůůŽĨǁŚŝĐŚŽīĞƌƐƉĞƌƐƉĞĐƟǀĞƚŽƚŚĞǀŝĞǁĞƌƐŐŽŽĚǀŝƐŝŽŶ ĞŵďŽĚŝĞƐ ƚŚĞ ďĞůŝĞĨƐ ĂŶĚ ǀĂůƵĞƐŽĨƚŚĞƟŵĞĂŶĚŝƚǁĂƐŶŽĚŝīĞƌĞŶƚǁŝƚŚWKd ampŽƌĞǆĂŵƉůĞƚŚĞĐŝƚǇůŽĐĂƟŽŶǁĂƐĚĞůŝďĞƌĂƚĞůǇƉůĂĐĞĚĂƚƚŚĞŝŶƚĞƌƐĞĐƟŽŶŽĨƚǁŽŵĂũŽƌŚŝŐŚǁĂǇƐũƵƐƚĂƐƚŚĞŵĞƌŝĐĂŶŝŶƚĞƌƐƚĂƚĞ ƐǇƐƚĞŵ ǁĂƐ ŇŽƵƌŝƐŚŝŶŐ ĂŶĚĨĂŵŝůǇƌŽĂĚƚƌŝƉƐǁĞƌĞďĞĐŽŵŝŶŐƉŽƉƵůĂƌŶ ƚŚĞ ŶĞǆƚ ƐĞĐƟŽŶ ŝƐŶĞǇ ŽƵƚůŝŶĞƐ

ƚŚĞŽƉƉŽƌƚƵŶŝƚǇĨŽƌŚŝƐďŝŐŝĚĞĂƐŚŽǁŝŶŐ

CASE STUDY | The original vision of EPCOT

ǁŚǇŝƚŝƐĂĚĚƌĞƐƐĞƐƚŚĞŶĞĞĚƐŽĨǁŽƌŬĞƌƐĨĂŵŝůŝĞƐ ĂŶĚďƵƐŝŶĞƐƐĞƐ WKdǁĂƐ ƚŽďĞ Ă ƐĞůĨͲƐƵƐƚĂŝŶŝŶŐ ĂŶĚ ƐĞůĨͲŐŽǀĞƌŶŝŶŐĐŝƚǇ ĚĞƐŝŐŶĞĚ ĨŽƌ ƉƵďůŝĐ ŶĞĞĚ ŶŽƚĞŶƚĞƌƚĂŝŶŵĞŶƚ ŝƐŶĞǇ ŚŽƉĞĚ ƚŚĂƚWKdǁŽƵůĚŚĂǀĞĂďŝŐŝŵƉĂĐƚŽŶƵƌďĂŶƉůĂŶŶŝŶŐ ĂŶĚ ĐŽŵŵƵŶŝƚǇ ĚĞǀĞůŽƉŵĞŶƚďĞĐĂƵƐĞƚŚĞĐŝƚǇǁŽƵůĚďĞĐŽŵĞĂƉŝůŽƚŽƉĞƌĂƟŽŶ ĨŽƌ ƚŚĞ ƚĞĂĐŚŝŶŐ ĂŐĞͶƚŽŐŽ ĂĐƌŽƐƐ ƚŚĞ ĐŽƵŶƚƌǇ ĂŶĚ ĂĐƌŽƐƐ ƚŚĞǁŽƌůĚŶ ƚŚĞ ĮŶĂů ƐĞĐƟŽŶ ŚĞ ĞǆƉůĂŝŶƐ ŚŽǁ

WKdĐŽƵůĚǁŽƌŬĂƐĂƐŽůƵƟŽŶĂŶĚŚĞůƉƐƉĞŽƉůĞƚŽŝŵĂŐŝŶĞƚŚĞŶĞǁĐŽŵŵƵŶŝƚǇďǇƐŚŽǁŝŶŐĂŶŝŵĂƚĞĚƐŬĞƚĐŚĞƐŝůůƵƐƚƌĂƟŽŶƐĂŶĚ ŽƚŚĞƌ ƌŽƵŐŚ ƉƌŽƚŽƚǇƉĞƐ ŝƐŶĞǇƉŽƐĞĚ ŚŝƐ ǀŝƐŝŽŶ ĂƐ Ă ĐŚĂůůĞŶŐĞ ƚŽ ƚŚĞŐĞŶĞƌĂů ŵĞƌŝĐĂŶ ƉƵďůŝĐ ƐĂǇŝŶŐ ĚŽŶƚďĞůŝĞǀĞƚŚĞƌĞ ƐĂŐƌĂŶĚĐŚĂůůĞŶŐĞĂŶǇǁŚĞƌĞ ŝŶ ƚŚĞ ǁŽƌůĚ ƚŚĂƚ Ɛ ŵŽƌĞŝŵƉŽƌƚĂŶƚ ƚŽ ƉĞŽƉůĞ ĞǀĞƌǇǁŚĞƌĞ ƚŚĂŶĮŶĚŝŶŐƐŽůƵƟŽŶƐƚŽƚŚĞƉƌŽďůĞŵƐŽĨŽƵƌĐŝƟĞƐ

ϮϮϵ

Was the vision DARPA HardtĂůƚ ŝƐŶĞǇ Ɛ ǀŝƐŝŽŶ ĨŽƌ WKdǁĂƐ ďŽůĚĂŶĚ ƵŶďĞůŝĞǀĂďůĞ ƚŽŵĂŶǇ dŚĞ ůĂŶŐƵĂŐĞƚŚƌŽƵŐŚŽƵƚ ƚŚĞ Įůŵ ŝƐ ǁŽŶĚĞƌĨƵůůǇƐĐƌŝƉƚĞĚƌĞŝŶĨŽƌĐŝŶŐƚŚĞĨŽƵƌƋƵĂůŝƟĞƐŽĨĂƌĂĚŝĐĂůǀŝƐŝŽŶϭ ampĂƌͲZĞĂĐŚŝŶŐWKdǁĂƐĂďŝŐ

ŝĚĞĂƚŚĂƚǁŽƵůĚƚĂŬĞďŽƚŚƟŵĞĂŶĚĐŽŵƉůĞǆŝŶƚĞŐƌĂƟŽŶƚŽďƵŝůĚ

Ϯ dĞĐŚŶŝĐĂůůǇĐŚĂůůĞŶŐŝŶŐWKdǁĂƐĂŶĞŶƟƌĞůǇŶĞǁĐŝƚǇǁŝƚŚŶĞǁŝŶĨƌĂƐƚƌƵĐƚƵƌĞŝĚĞĂƐƐƵĐŚĂƌĞŐƵůĂƚĞĚĐůŝŵĂƚĞƐǇƐƚĞŵŝŶĂůŽĐĂƟŽŶĨĂƌĂǁĂǇĨƌŽŵƚŚĞŝƐŶĞǇĞŶƚĞƌƉƌŝƐĞͶƚƌƵůǇZWĂƌĚ

ϯ DƵůƟĚŝƐĐŝƉůŝŶĂƌǇtŚŝůĞŝƐŶĞǇǁĂƐƚŚĞƐƉŽŬĞƐƉĞƌƐŽŶŚĞŶĞĞĚĞĚƚŚĞƉĂƌƟĐŝƉĂƟŽŶŽĨŵƵůƟƉůĞŐƌŽƵƉƐĨƌŽŵŐŽǀĞƌŶŵĞŶƚŝŶĚƵƐƚƌǇ ĂŶĚƚŚĞĐŽŵŵƵŶŝƚǇƚŽŵĂŬĞƚŚĞŝĚĞĂŽĨWKdƌĞĂů

ϰ ĐƟŽŶĂďůĞŝƐŶĞǇĂƉƉĞĂůĞĚƚŽŽƚŚĞƌĐŽŵƉĂŶŝĞƐƚŽŚĞůƉƐŚŽǁŚŽǁƚŚĞǇĐŽƵůĚŐĞƚŝŶǀŽůǀĞĚŝŵŵĞĚŝĂƚĞůǇ

The vision of EPCOT todayŝƐŶĞǇĚŝĞĚƐŽŽŶĂŌĞƌŚŝƐǀŝĚĞŽĂŝƌĞĚĂŶĚƚŚĞŵŽŵĞŶƚƵŵĨŽƌWKdƐƚŽƉƉĞĚĨŽƌĂƟŵĞǀŝƐŝŽŶĂƌǇŝƐŽŌĞŶĐůŽƐĞůǇůŝŶŬĞĚ ƚŽ ŚŝƐŚĞƌ ǀŝƐŝŽŶ ůƚŚŽƵŐŚŝƐŶĞǇ Ɛ ďƌŽƚŚĞƌ ĂŶĚ ŵĂŶĂŐĞŵĞŶƚƚĞĂŵƉƵƌƐƵĞĚƉĂƌƚƐ ŽĨ ƚŚĞ ŝĚĞĂ ƚŚĞǇďƵŝůƚĂĚŝīĞƌĞŶƚǀĞƌƐŝŽŶƵŶĚĞƌƚŚĞƐĂŵĞŶĂŵĞͶǁŚŝĐŚ ŝŶĐůƵĚĞĚ Ă ƚŚĞŵĞ ƉĂƌŬƚŚĂƚŽƉĞŶĞĚŝŶϭϵϴϮĂŶĚĂƉůĂŶŶĞĚĐŝƚǇĐĂůůĞĚĞůĞďƌĂƟŽŶƚŚĂƚǁĂƐĚĞǀĞůŽƉĞĚŝŶƚŚĞŵŝĚͲϭϵϵϬƐtĂƐ WKd Ă ĨĂŝůĞĚ ǀŝƐŝŽŶ EŽ

ďĞĐĂƵƐĞ ĂŶŽƚŚĞƌ ƚĞĂŵ ƉƵƌƐƵĞĚ ĂĚŝīĞƌĞŶƚŝĚĞĂhůƟŵĂƚĞůǇ ŵĂŶǇŽĨƚŚĞŝĚĞĂƐďĞŚŝŶĚƚŚĞŽƌŝŐŝŶĂůWKdǀŝƐŝŽŶǁĞƌĞŐƌĂĚƵĂůůǇĞŵďƌĂĐĞĚďǇŵĞƌŝĐĂŶƐŽĐŝĞƚǇŝŶƚŚĞĞŶƐƵŝŶŐĚĞĐĂĚĞƐ

^ŽƵƌĐĞtĂůƚŝƐŶĞǇ^ƚƵĚŝŽƐŽŵĞŶƚĞƌƚĂŝŶŵĞŶƚ

230ΞϮϬϭϮtŝůůŝĂŵŽĐŬĂǇŶĞΘdĂŵĂƌĂĂƌůĞƚŽŶ

7H[OAumlUKLYZJOHY[Z[OLWH[OMVYHUPKLH[VAumlUKZJJLZZIHZLKVUformal and informal rules within an organization or network

When to use itͻ dŽŚĞůƉǇŽƵƌƚĞĂŵƌĞǀŝĞǁƚŚĞ

ŽƌŐĂŶŝǌĂƟŽŶĂůƚƌĂŝůƐŽĨƉĂƐƚŝŶŶŽǀĂƟŽŶŝĚĞĂƐ

ͻ dŽĐŚĂƌƚƚŚĞƐƵĐĐĞƐƐƉĂƚŚĨŽƌǇŽƵƌŶĞǁŝĚĞĂ

Why itrsquos helpfulKŶĐĞĂƉƌŽŵŝƐŝŶŐďŝŐŝĚĞĂŝƐĨŽƵŶĚŵĂŶǇŵĂŶĂŐĞƌƐ ĂƌĞ ŽŌĞŶ ĐŚĂůůĞŶŐĞĚ ƚŽ ƚĂŬĞƚŚĞ ŝĚĞĂďĂĐŬ ƚŽ ƐĞŶŝŽƌŵĂŶĂŐĞŵĞŶƚŽƌƚŽ ƚŚĞŵĂŝŶŽƌŐĂŶŝǌĂƟŽŶ ĨŽƌĂǁĞůĐŽŵĞƌĞĐĞƉƟŽŶ DĂŶǇ ƟŵĞƐ ƐƵĐĐĞƐƐĨƵů ŝĚĞĂƐĚŽ ŶŽƚ ĨŽůůŽǁ ƐƚĂŶĚĂƌĚ ƉƌŽĐĞĚƵƌĞ ŽƌƚŚĞ ƉƌĞƐĐƌŝďĞĚ ƐƚĂŐĞͲŐĂƚĞ ƉƌŽĐĞƐƐ ŝŶ ĂŶŽƌŐĂŶŝǌĂƟŽŶdŚĞƐĞŝĚĞĂƐƵƐƵĂůůǇŚĂǀĞƚŽĐƌĞĂƚĞƚŚĞŝƌŽǁŶƉĂƚŚƐƚŽƐƵĐĐĞƐƐdŚĞWĂƚŚĮŶĚĞƌƐŵĞƚŚŽĚďŽƌƌŽǁƐĨƌŽŵ

ƚŚĞƉƌĂĐƟĐĞŽĨǁĂǇĮŶĚŝŶŐǁŚŝĐŚ ŝƐ ƚŚĞŚƵŵĂŶƉƌŽĐĞƐƐŽĨƵƐŝŶŐǀŝƐƵĂů ĐƵĞƐĂŶĚůĂŶĚŵĂƌŬƐƚŽŶĂǀŝŐĂƚĞƉŚǇƐŝĐĂůƐƉĂĐĞampŽƌĞǆĂŵƉůĞǁĂǇĮŶĚŝŶŐŝƐĐƌŝƟĐĂůŝŶĂŝƌƉŽƌƚƐĂŶĚ ĐŽŶĨĞƌĞŶĐĞ ĐĞŶƚĞƌƐ ǁŚŝĐŚ ƌĞůǇ ŽŶ

Pathfinders

ŵƵůƟƉůĞ ƚǇƉĞƐ ŽĨ ƐŝŐŶƐ ƚŽ ŽƌŝĞŶƚ ĂŶĚĚŝƌĞĐƚĐƌŽǁĚƐltŶŽǁŝŶŐŚŽǁǇŽƵƌƚĞĂŵůŝŬĞƐƚŽƉƌŽĐĞĞĚ

ĂƐ ǁĞůů ĂƐ ƚŚĞ ŽƌŐĂŶŝǌĂƟŽŶĂů ƉĂƚŚƐ ĨƌŽŵƉƌĞǀŝŽƵƐ ŝĚĞĂƐǁŝůůŚĞůƉǇŽƵĂĚǀĂŶĐĞĂŶĚŶĂǀŝŐĂƚĞ Ă ŶĞǁ ŝĚĞĂ ŝīĞƌĞŶƚ ƚǇƉĞƐ ŽĨŶĂǀŝŐĂƚŽƌƐĞǆŝƐƚgtĂŶĚŵĂƌŬŶĂǀŝŐĂƚŽƌƐ ůŽŽŬĨŽƌĚŝƐƟŶĐƟǀĞďƵŝůĚŝŶŐƐŽƌƵƉĐŽŵŝŶŐĞǀĞŶƚƐŝŶƚŚĞŶĞĂƌĚŝƐƚĂŶĐĞƚŽƉŝĐŬǁŚŝĐŚĚŝƌĞĐƟŽŶƚŽ ŐŽ ŶĞǆƚ ZŽƵƚĞ ŶĂǀŝŐĂƚŽƌƐ ĚĞƚĞƌŵŝŶĞŶĞǁƉĂƚŚƐďǇĐŽŶŶĞĐƟŶŐŽƌĞǆƚĞŶĚŝŶŐĨƌŽŵĨĂŵŝůŝĂƌ ůŽĐĂƟŽŶƐ ĂŶĚ ƐƚƌĞĞƚ ƐŝŐŶƐ DĂƉŶĂǀŝŐĂƚŽƌƐ ƌĞůǇ ŽŶ ƐƉĂƟĂů ƌĞůĂƟŽŶƐŚŝƉƐƉƌĞĨĞƌƌŝŶŐƐŝƚĞĚŝĂŐƌĂŵƐĂŶĚǇŽƵĂƌĞŚĞƌĞŝŶĚŝĐĂƚŽƌƐ tĂŶĚĞƌĞƌƐ ŵĞĂŶĚĞƌ ŝŶĚŝƌĞĐƚůǇƚŽƚŚĞŝƌĚĞƐƟŶĂƟŽŶĂƚŶŽƐĞƚƉĂĐĞǀĞƌƐƵƐŚƵŶƚĞƌƐǁŚŽŵŽǀĞƌĂƉŝĚůǇƚŽĂƚĂƌŐĞƚ

What you getǀŝƐƵĂůŵĂƉĨŽƌǇŽƵƌŝĚĞĂ ƐƉĂƚŚƚŽƐƵĐĐĞƐƐǁŝůůƉƌŽǀŝĚĞĐůĞĂƌĐƵĞƐĂŶĚůĂŶĚŵĂƌŬƐŽŶŚŽǁƚŽŶĂǀŝŐĂƚĞƚŚĞƐƚĂƚĞĚĂŶĚƵŶƐƚĂƚĞĚƌƵůĞƐǁŝƚŚŝŶƚŚĞŽƌŐĂŶŝǌĂƟŽŶ

Letrsquos look at an exampleƚĞĂŵŽĨƵƐĞƌĞǆƉĞƌŝĞŶĐĞƌĞƐĞĂƌĐŚĞƌƐĂƚĂůĂƌŐĞĐŽŶƐƵŵĞƌĞůĞĐƚƌŽŶŝĐƐŵĂŶƵĨĂĐƚƵƌĞƌǁĂŶƚĞĚ ƚŽ ĞŶƐƵƌĞ ƚŚĂƚ ƚŚĞŝƌ ůĂƚĞƐƚŝĚĞĂ ǁŽƵůĚ ŇǇ ƚŚƌŽƵŐŚ ƚŚĞŝƌ ĚŝǀŝƐŝŽŶ ƐĂƉƉƌŽǀĂůƉƌŽĐĞƐƐampƌŽŵƉĂƐƚĞǆƉĞƌŝĞŶĐĞƚŚĞǇŬŶĞǁƚŚĂƚĂŶĞǁŝĚĞĂĨĂĐĞĚŵƵůƟƉůĞŽƌŐĂŶŝǌĂƟŽŶĂůƚĞƐƚƐĂŶĚŽďƐƚĂĐůĞƐhƐŝŶŐ ƚŚĞ WĂƚŚĮŶĚĞƌƐ ŵĞƚŚŽĚ ƚŚĞǇ

ĚƌĞǁĂƐƚƌĂŝŐŚƚ ůŝŶĞƚŚĂƚƌĞƉƌĞƐĞŶƚĞĚĂŶŝĚĞĂ ƐĂƐƐŝŐŶĞĚƉĂƚŚůŽŶŐƚŚŝƐůŝŶĞƚŚĞǇďĞŐĂŶƚŽŶŽƚĞƚǇƉŝĐĂůŵŝůĞƐƚŽŶĞƐƐƵĐŚĂƐĂĨĞĂƐŝďŝůŝƚǇƐƚƵĚǇĨŽƌĂŶĞǁĐŽŶĐĞƉƚdŚĞŶ ƚŚĞǇ ĐŽŶƐŝĚĞƌĞĚ ƚǁŽ ŝĚĞĂƐ ƚŚĂƚ

ŚĂĚ ďĞĞŶ ƉƵƌƐƵĞĚ ŝŶ ƚŚĞ ƉĂƐƚ ǇĞĂƌ ŽŶĞǁŚŝĐŚŚĂĚƐƚĂůůĞĚĂŌĞƌƐĞǀĞƌĂůŵŽŶƚŚƐĂŶĚĂŶŽƚŚĞƌ ǁŚŝĐŚ ƋƵŝĐŬůǇ ŐŽƚ ƚŚĞ ĂƩĞŶƟŽŶŽĨƚŚĞdKdŚĞǇĐŚĂƌƚĞĚƚŚĞƉĂƚŚŽĨďŽƚŚŝĚĞĂƐ ĨƌŽŵ ƚŚĞ ƐƚĂƌƚ ŽĨ ƚŚĞ ƐƚƌĂŝŐŚƚ ůŝŶĞŵĂƌŬŝŶŐ ĂĚĚŝƟŽŶĂů ĞǀĞŶƚƐ ŝŶ ĞĂĐŚ ŝĚĞĂ ƐĞĂƌůǇ ĨŽƌŵĂƟŽŶ ǀĞŶƚƐ ƚŚĂƚ ŚĞůƉĞĚ ƚŽĂĐĐĞůĞƌĂƚĞĚĞǀĞůŽƉŵĞŶƚǁĞƌĞŶŽƚĞĚĂďŽǀĞƚŚĞůŝŶĞĂŶĚĞǀĞŶƚƐƚŚĂƚŚŝŶĚĞƌĞĚĂŶŝĚĞĂ ƐƉƌŽŐƌĞƐƐǁĞƌĞƉůĂĐĞĚďĞůŽǁƚŚĞůŝŶĞ

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Instructionsϭ ƌĂǁĂƐƚƌĂŝŐŚƚůŝŶĞƚŚĂƚƌĞƉƌĞƐĞŶƚƐ

ƚŚĞƌĞĐŽŵŵĞŶĚĞĚƌŽƵƚĞĨŽƌŶĞǁŝĚĞĂƐǁŝƚŚŝŶǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶŽƌŐƌŽƵƉͿĂŶĚŶŽƚĞĂůůƚŚĞŵĂũŽƌŵŝůĞƐƚŽŶĞƐǇŽƵƌŐƌŽƵƉƐŚŽƵůĚĨŽůůŽǁĨŽƌƐƵĐĐĞƐƐĨƵůĂƉƉƌŽǀĂůƚŽĞǆĞĐƵƚĞdŚĞƐƚĂƌƟŶŐƉŽŝŶƚŝƐƚŚĞŝŶŝƟĂůĐŽŶĐĞƉƚďǇĂŶŝŶĚŝǀŝĚƵĂůŽƌƚĞĂŵĂŶĚƚŚĞĞŶĚƉŽŝŶƚŝƐǁŚĞŶƚŚĞŝĚĞĂŝƐĨƵůůǇĂĐĐĞƉƚĞĚďǇŵĂŶĂŐĞŵĞŶƚtĞǁŝůůĐĂůůƚŚŝƐƚŚĞŝŶŶŽǀĂƟŽŶǁĂƚĞƌůŝŶĞ

Ϯ EŽǁŝĚĞŶƟĨǇϮͲϰĚŝīĞƌĞŶƚŝŶŶŽǀĂƟŽŶŝĚĞĂƐƚŚĂƚǁĞƌĞƉƵƌƐĞĚǁŝƚŚŝŶǇŽƵƌŽƌŐĂŶŝǌĂƟŽŶĂŶĚƐƚĂƌƚƚŚĞŝƌƉĂƚŚƐĨƌŽŵƚŚĞƐĂŵĞƐƚĂƌƟŶŐƉŽŝŶƚĂƚƚŚĞůĞŌƐŝĚĞŽĨƚŚĞƐƚƌĂŝŐŚƚůŝŶĞ

YƵĞƐƟŽŶƐĨŽƌƚĞĂŵĚŝƐĐƵƐƐŝŽŶͻ tŚŝĐŚŝĚĞĂƐĨŽůůŽǁĞĚƐŝŵŝůĂƌ

ƉĂƚŚƐͻ tŚĞƌĞĚŝĚĐĞƌƚĂŝŶƉĞĂŬƐŽĐĐƵƌͻ tŚĂƚƐŬŝůůƐĂƌĞƌĞƋƵŝƌĞĚƚŽŵŽǀĞ

ĂŶŝĚĞĂĂůŽŶŐ

ϯ ampŽƌĞĂĐŚŝĚĞĂŶŽƚĞĂůůƚŚĞĂĐƟŽŶƐŽƌŵĂũŽƌƐƚĞƉƐƚŚĂƚĂůůŽǁĞĚĞĂĐŚŝĚĞĂƚŽŵŽǀĞĂŚĞĂĚdŚĞƐĞĂĐƟŽŶƐŵĂǇŝŶĐůƵĚĞƉƌŽƉŽƐĂůĚĞĂĚůŝŶĞƐĚĞƉĂƌƚŵĞŶƚĚŝƐĐƵƐƐŝŽŶƐĨƵŶĚŝŶŐĞǀĂůƵĂƟŽŶƐĐŽŵŵŝƩĞĞƌĞǀŝĞǁƐŽƌƌĞǀŝĞǁďǇŽƚŚĞƌƵŶŝƚƐĂŶĚƐƚĂŬĞŚŽůĚĞƌƐŽƵƚƐŝĚĞǇŽƵƌĚŝǀŝƐŝŽŶ

ϰ ƌĂǁƚŚĞŝĚĞĂ ƐƉĂƚŚƵƉĂďŽǀĞƚŚĞǁĂƚĞƌůŝŶĞŝĨĂƉĂƌƟĐƵůĂƌĂĐƟŽŶŽƌŐƌŽƵƉĂĐĐĞůĞƌĂƚĞƐƚŚĞŝĚĞĂ ƐƉƌŽŐƌĞƐƐƌĂǁƚŚĞƉĂƚŚĚŽǁŶƵŶĚĞƌƚŚĞůŝŶĞŝĨĂŶĂĐƟŽŶŽƌŐƌŽƵƉƐůŽǁƐĚŽǁŶŽƌŚŝŶĚĞƌƐƚŚĞŝĚĞĂ ƐƉƌŽŐƌĞƐƐ

1 On the straight line

we note the standard

milestones an idea

must undergo which

usually starts during

an ideation session at

our companyrsquos annual

RampD planning offsite

2 We select two ideas that were pursued in the past year one which stalled after several months and another which quickly got the attention of the CTO

3 We then trace each idearsquos progress marking specific events in its timeline

4 We drew the path up above the ldquowater linerdquo when a particular event moved the idea ahead and drew the path down when the idea slowed down for any reason

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Drawing insights amp implicationsǇĐŽŵƉĂƌŝŶŐƚŚĞƉĂƚŚƐŽĨƚǁŽƉƌĞǀŝŽƵƐŝĚĞĂƐ ƚŚĞ ƚĞĂŵ ƌĞĂĸƌŵĞĚ ƚŚĂƚ ƚŚĞƌĞĂů ƉĂƚŚ ĨŽƌ ĂŶ ŝĚĞĂ ǁĂƐ Ă ŵŝǆ ŽĨ ƚŚĞĨŽƌŵĂůƌŽƵƚĞǁŝƚŚ ŝŶĨŽƌŵĂůŵĞĂƐƵƌĞƐ ŶƉĂƌƟĐƵůĂƌ ƚŚĞǇƐĂǁƚŚĂƚŽŶĞŝĚĞĂƐůŽǁĞĚĚŽǁŶĐŽŶƐŝĚĞƌĂďůǇĨƌŽŵŝŶĐĞƉƟŽŶƵŶƟůŝƚĐŽŵƉůĞƚĞĚƐƚĂůůĞĚKŶĨƵƌƚŚĞƌƌĞŇĞĐƟŽŶƚŚĞƚĞĂŵƐĂǁƚŚĂƚ

ƚŚĞŝĚĞĂďĞůŽǁƚŚĞŝŶŶŽǀĂƟŽŶǁĂƚĞƌ ůŝŶĞǁĂƐŚĞĂǀŝůǇ ƚĞĐŚŶŽůŽŐǇͲůĞĚ dŚĞ ŝĚĞĂĚŝĚŶŽƚŐŽƚŚƌŽƵŐŚĂƐƚĂŶĚĂƌĚĨĞĂƐŝďŝůŝƚǇƐƚƵĚǇŶŽƌĚŝĚŝƚŝŶĐůƵĚĞĂŶǇƵƐĞƌĨĞĞĚďĂĐŬ^ŝŶĐĞƚŚĞŝƌ ƚĞĂŵ ŽƉĞƌĂƚĞĚ ŝŶ ĂŶ ĞŶŐŝŶĞĞƌŝŶŐͲĚƌŝǀĞŶĐƵůƚƵƌĞƚŚĞǇŬŶĞǁŝƚǁĂƐĐŽŵŵŽŶĂŶĚ ŚŝŐŚůǇ ĂĐĐĞƉƚĂďůĞ ƚŽ ƉƌŽƉŽƐĞ ĂŶĚĚĞǀĞůŽƉ ŶĞǁ ŝĚĞĂƐ ďĂƐĞĚ ĂƌŽƵŶĚ Ă ŶĞǁ

ƚĞĐŚŶŽůŽŐǇ dŚĞĚƌĂǁďĂĐŬǁĂƐƚŚĂƚŵƵĐŚĞīŽƌƚǁĂƐƐƉĞŶƚĚƵƌŝŶŐůĂƚĞƌƐƚĂŐĞƐůŽŽŬŝŶŐĨŽƌ ƉŽƚĞŶƟĂůŵĂƌŬĞƚƐ ĂŶĚ ĂůƐŽ ƌĞǁŽƌŬŝŶŐƚŚĞƚĞĐŚŶŝĐĂůƐŽůƵƟŽŶĂƌŽƵŶĚƵŶĞǆƉĞĐƚĞĚƵƐĞƌ ĨĞĞĚďĂĐŬ Ŷ ĐŽŶƚƌĂƐƚ ƚŚĞ ŵŽƌĞƐƵĐĐĞƐƐĨƵů ŝĚĞĂ ŝŶĐŽƌƉŽƌĂƚĞĚ ĂŶ ŝŶĨŽƌŵĂůĐƵƐƚŽŵĞƌ ƉŝůŽƚ ƚŚĂƚ ŚĞůƉĞĚ ǀĂůŝĚĂƚĞ ŝƚƐǀĂůƵĞƚŽŵĂŶĂŐĞŵĞŶƚĨƌŽŵƚŚĞƐƚĂƌƚgtĂƐƚůǇ ƚŚĞƚĞĂŵĚŝĚŶŽƚƵƐĞĂŶǇƐĐĂůĞƐ

ƚŽũƵĚŐĞƉŽƐŝƟǀĞŽƌŶĞŐĂƟǀĞĚŝƌĞĐƟŽŶǇƐŝŵƉůǇĚƌĂǁŝŶŐƚŚĞŝĚĞĂƉĂƚŚƐƵƉŽƌĚŽǁŶƚŚĞǇĚŝƐĐŽǀĞƌĞĚƚŚĂƚƉĞĂŬƐŽŶƚŚĞƵƉƉĞƌƐŝĚĞŽĨƚŚĞǁĂƚĞƌůŝŶĞŝƐǁŚĂƚƚŚĞǇǁĂŶƚĞĚƚŽŵŝŵŝĐĨŽƌƚŚĞŝƌŶĞǁŝĚĞĂǁŚŝůĞĚŝƉƐŽŶƚŚĞ ůŽǁĞƌ ƐŝĚĞ ŽīĞƌĞĚ ĐůƵĞƐ ŽŶǁŚĂƚ ƚŽĂĚĚƌĞƐƐĞĂƌůǇŽƌ ƐŝŵƉůǇĂǀŽŝĚKǀĞƌĂůů ŝƚǁĂƐĂŐŽŽĚƋƵŝĐŬĞǆĞǆĞƌĐŝƐĞƚŽŚĞůƉƚŚĞŵƉůĂŶĂŚĞĂĚǁŝƚŚĨŽƌĞƐŝŐŚƚ

The starting proposal

was a good reminder

about the value of

informal actions to

our team

We also realized that other

avenues for execution can

open up such as a new

seed fund established

within another division

Our engineering-driven

culture often leads to a

technology idea looking

for a user for a while

131313

1313$ 13

Tips amp lessons from othersͻ ^ŽŵĞƚĞĂŵƐůŝŬĞƚŽĚƌĂǁĚĞƉƚŚ

ŵĂƌŬŝŶŐƐĨŽƌůŽǁŵĞĚŝƵŵĂŶĚŚŝŐŚĂďŽǀĞĂŶĚďĞůŽǁƚŚĞŝŶŶŽǀĂƟŽŶǁĂƚĞƌůŝŶĞĂƐĂǁĂǇƚŽŶŽƚĞƚŚĞĂŵŽƵŶƚŽĨƉƌŽŐƌĞƐƐŽƌůĂĐŬŽĨͿĨŽƌĞĂĐŚŝĚĞĂ

ͻ ŚĂƌƚƚŚĞƚƌĂŝůƐŽĨŵƵůƟƉůĞŝĚĞĂƐƐŽǇŽƵƌƚĞĂŵŚĂƐŵŽƌĞƉŽŝŶƚƐƚŽĐŽŵƉĂƌĞĂŶĚĐŽŶƚƌĂƐƚ

ZampgtdKEWhat type of navigator

(eg landmark route

map wanderer hunter)

are you at work

Additional examples

Ŷ ŵĞƌŝĐĂŶ ŵŝůŝƚĂƌǇ ƚĞĂŵ ƌĞƐƉŽŶƐŝďůĞ ĨŽƌ ŶĞǁ ƚĞĐŚŶŽůŽŐǇ ƐŽůƵƟŽŶƐƌĞǀŝĞǁĞĚ ƚŚĞ ƉƌŽŐƌĞƐƐ ŽĨ ƚǁŽ ƐĞƉĂƌĂƚĞ ƉƌŽũĞĐƚƐ ĂŐĂŝŶƐƚ ƚŚĞŝƌ ŐƌŽƵƉΖƐƌĞĐŽŵŵĞŶĚĞĚŝŶŶŽǀĂƟŽŶƉĂƚŚǁŚŝĐŚŚĞůƉĞĚƚŚĞŵĚĞƚĞƌŵŝŶĞǁŚĂƚƚŚĞǇƐŚŽƵůĚĚŽŶĞǆƚĨŽƌƚŚĞŝƌŶĞǁŝĚĞĂ

ŵĂŶĂŐĞƌĂƚĂůĂƌŐĞŵĞĚŝĂĐŽŵƉĂŶǇƌĞŇĞĐƚĞĚŽŶƚŚĞƉĂƚŚĨŽƌĂĐƵƌƌĞŶƚŝŶŝƟĂƟǀĞĚŝƐĐŽǀĞƌŝŶŐƚŚĂƚƉĂƐƚĞǀĞŶƚƐĂĚǀĂŶĐĞĚƚŚĞŝĚĞĂĐŽŶƐŝĚĞƌĂďůǇďƵƚ ƚŚĂƚĂŶƟĐŝƉĂƚĞĚ ĨƵƚƵƌĞĞǀĞŶƚƐͶĚƌĂǁŶĂŌĞƌĂĚŽƩĞĚǀĞƌƟĐĂůůŝŶĞͶǁŽƵůĚůŝŬĞůǇŚĂŵƉĞƌƚŚĞƚĞĂŵƐƉƌŽŐƌĞƐƐ

Pathfinders | method worksheet

My notes

Ϯϯϵ

Η⪲ⱕ⪲䟾⪲ⱕず䟾ずⱕ䟾

ⱕ䠍Ꮯ᪂⪃Ḿ㻑Η^ŵĞůůŝŶŐŝƐďĞƩĞƌƚŚĂŶŶŽƚŚŝŶŐƐĞĞŝŶŐŝƐďĞƩĞƌƚŚĂŶƐŵĞůůŝŶŐ

ƵŶĚĞƌƐƚĂŶĚŝŶŐŝƐďĞƩĞƌƚŚĂŶƐĞĞŝŶŐĚŽŝŶŐŝƐďĞƩĞƌƚŚĂŶƵŶĚĞƌƐƚĂŶĚŝŶŐĂŶĚĚŽŝŶŐƐŚŽǁƐƚƌƵĞůĞĂƌŶŝŶŐͿ

ͶŚŝŶĞƐĞƉƌŽǀĞƌď

ΗƐŽũĂŬĂůŽũĂŬĂŶŶĂƩĂĂƉǇǇƚććǀĂŝŬŬĞŝƐĂŝƐŝŬĂĂŶΗampŝƐŚŝŶŐĨŽƌďŝŐĮƐŚŝƐǁŽƌƚŚŝƚĞǀĞŶŝĨǇŽƵĚŽŶƚĐĂƚĐŚŽŶĞͿ

ͶampŝŶŶŝƐŚƉƌŽǀĞƌď

APPENDIX

Shortcuts

Sponsors 241

Development team 243

Research partners 246

Terms of use 248

Suggested readings

Phase I PerspectiveĂƌǇ ĂŵĞů ĂŶĚ lt WƌĂŚĂůĂĚ ϭϵϵϰͿŽŵƉĞƟŶŐ ĨŽƌ ƚŚĞ ampƵƚƵƌĞ ĂƌǀĂƌĚƵƐŝŶĞƐƐ^ĐŚŽŽůWƌĞƐƐdŚŝƐŝƐ ƐƚƌĂƚĞŐǇϭϬϭĨŽƌƚŚĞůŽŶŐƌĂŶŐĞ

dŚĞ ĂƵƚŚŽƌƐ ŵĂŬĞ Ă ĐŽŵƉĞůůŝŶŐ ĂŶĚŝŶƚĞůůĞĐƚƵĂů ĐĂƐĞ ĂďŽƵƚ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞŽĨ ŝŶĚƵƐƚƌǇĨŽƌĞƐŝŐŚƚŽǁĞǀĞƌ ƚŚĞďŽŽŬŝƐŵŝƐƐŝŶŐ ĐůĞĂƌ ƌĞĐŽŵŵĞŶĚĂƟŽŶƐĂďŽƵƚǁŚĂƚ ƚŽ ĚŽ ďĞĨŽƌĞ ƚŚĞ ǀŝƐŝŽŶ ƐĞƫŶŐ ŽƌĂŌĞƌƚŚĞĚĞƐŝŐŶƐƚĂŐĞ

WĞƚĞƌ ƌƵĐŬĞƌ ϭϵϵϴͿ dŚĞ ĚŝƐĐŝƉůŝŶĞ ŽĨŝŶŶŽǀĂƟŽŶ Harvard Business Review

EŽǀĞŵďĞƌͲĞĐĞŵďĞƌ ƉƉϯͲϴdŚŝƐĂƌƟĐůĞŝƐĂŶZĐůĂƐƐŝĐŽǁŵƵĐŚ

ŽĨŝŶŶŽǀĂƟŽŶŝƐŝŶƐƉŝƌĂƟŽŶĂŶĚŚŽǁŵƵĐŚŝƐŚĂƌĚǁŽƌŬdŚĞĂŶƐǁĞƌůŝĞƐƐŽŵĞǁŚĞƌĞŝŶ ƚŚĞ ŵŝĚĚůĞ ƐĂǇƐ ƌƵĐŬĞƌ dŚĞ ĂƌƟĐůĞǁĂƐ ŽƌŝŐŝŶĂůůǇ ĂĚĂƉƚĞĚ ĨƌŽŵ ŚŝƐ ϭϵϴϱďŽŽŬ ŶŶŽǀĂƟŽŶ ĂŶĚ ŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉWƌĂĐƟĐĞ ĂŶĚ WƌŝŶĐŝƉůĞƐ ǁŚŝĐŚ ŽƵƚůŝŶĞƐƐĞǀĞƌĂů ƟŵĞůĞƐƐ ƌĞĐŽŵŵĞŶĚĂƟŽŶƐ ŽŶŚŽǁƚŽƐĞĂƌĐŚĨŽƌŝŶŶŽǀĂƟŽŶ

Over the years we have used a wide ]HYPL[`VMIVVRZQVYUHSWPLJLZUL^Zarticles industry reports multimedia and other materials with business leaders and university students Below is a brief selection for further reading and to complement your own efforts in foresight and long-term innovation This list will evolve

Phase II Opportunity EĞŝů ŽǁĞ ĂŶĚ tŝůůŝĂŵ ^ƚƌĂƵƐƐ ϮϬϬϳͿdŚĞŶĞǆƚϮϬǇĞĂƌƐŽǁĐƵƐƚŽŵĞƌĂŶĚǁŽƌŬĨŽƌĐĞĂƫƚƵĚĞƐǁŝůůĞǀŽůǀĞ Harvard

Business ReviewƵůǇͲƵŐƵƐƚƉƉϰϭͲϱϮŽǁĞ ĂŶĚ ^ƚƌĂƵƐƐ ĂƌĞ ǁĞůůͲŬŶŽǁŶ

ƐŽĐŝĂů ĚĞŵŽŐƌĂƉŚĞƌƐ dŚĞ ŝĚĞĂƐ ŝŶ ƚŚŝƐĂƌƟĐůĞ ŚĂǀĞ ƉŽǁĞƌĞĚ Ă ĐŽůůĞĐƟŽŶ ŽĨďŽŽŬƐ ƚŚĂƚ ƚŚĞ ƚǁŽ ŚĂǀĞ ƉƵďůŝƐŚĞĚŽǀĞƌ ƚŚĞ ƉĂƐƚ ƚǁŽ ĚĞĐĂĚĞƐ ^ŽĐŝĂůĂŶĚ ĚĞŵŽŐƌĂƉŚŝĐ ĚĂƚĂ ĂƌĞ ŽŌĞŶ ĂŶƵŶĚĞƌƵƟůŝǌĞĚ ƐŽƵƌĐĞ ŽĨ ĨŽƌĞƐŝŐŚƚ ĂŶĚƚŚŝƐ ĂƌƟĐůĞ ŽīĞƌƐ Ă ĐŽŵƉĞůůŝŶŐ ǀŝĞǁ ŽĨŵĞƌŝĐĂŶ ŐĞŶĞƌĂƟŽŶĂů ĐǇĐůĞƐ ĂŶĚ ƚŚĞŝŵƉůŝĐĂƟŽŶƐĨŽƌďƵƐŝŶĞƐƐ

Phase III SolutionZŽǇĂůƵƚĐŚ^ŚĞůůϮϬϬϱͿThe Shell Global

Scenarios to 2025 The future business

ĞŶǀŝƌŽŶŵĞŶƚ dƌĞŶĚƐ ƚƌĂĚĞͲŽīƐ ĂŶĚchoices^ŚĞůůŶƚĞƌŶĂƟŽŶĂůgtŝŵŝƚĞĚ^gtͿŶϭϵϳϭŝŶƵƌŽƉĞĂƚĞĂŵŽĨƉůĂŶŶĞƌƐ

ǁŝƚŚŝŶ ZŽǇĂů ƵƚĐŚ ^ŚĞůů ďĞŐĂŶ ƵƐŝŶŐ ĂŶĞǁ ĨŽƌĞĐĂƐƟŶŐ ƚŽŽů ĐĂůůĞĚ ƐĐĞŶĂƌŝŽƉůĂŶŶŝŶŐ ĂƐ ƉĂƌƚ ŽĨ ƚŚĞ ĐŽŵƉĂŶǇƐůŽŶŐͲƌĂŶŐĞ ƉůĂŶŶŝŶŐ ƉƌŽĐĞƐƐ ampƌĞŶĐŚĨƵƚƵƌŝƐƚ ĂƐƚŽŶ ĞƌŐĞƌ ŚĂĚ ĚĞƐĐƌŝďĞĚƚŚĞƚŽŽůƐĞǀĞƌĂůǇĞĂƌƐĞĂƌůŝĞƌŝŶĂampƌĞŶĐŚĨŽƌĞĐĂƐƟŶŐũŽƵƌŶĂůdŚĞ^ŚĞůůƚĞĂŵďĞŐĂŶƵƐŝŶŐƐĐĞŶĂƌŝŽƐĂƐĂŶŝŶƚĞƌŵĞĚŝĂƌǇƐƚĂŐĞďĞƚǁĞĞŶ ĨŽƌĞĐĂƐƟŶŐĂŶĚ ƚŚĞĐŽŵƉĂŶǇƐůŽŶŐͲƌĂŶŐĞƉůĂŶŶŝŶŐƉƌŽĐĞƐƐĂŶĚƚŚĞĮƌƐƚƌĞƉŽƌƚ ƉƌŽǀĞĚ ƉŝǀŽƚĂů ƚŽ ^ŚĞůůƐ ĨƵƚƵƌĞĂďŝůŝƟĞƐ ƚŽ ƐƵĐĐĞĞĚ ĚƵƌŝŶŐ ƚŚĞ ϭϵϳϬƐKW Žŝů ĐƌŝƐŝƐ dŚĞ ^ŚĞůů ϮϬϮϱ ƌĞƉŽƌƚďƵŝůĚƐŽŶŝƚƐĞĂƌůǇƐĐĞŶĂƌŝŽƚƌĂĚŝƟŽŶ

ĂŶZŽĂŵϮϬϬϵͿThe Back of the Napkin

Solving Problems and Selling Ideas with

PicturesWŽƌƞŽůŝŽƌĂǁŝŶŐŽŶƚǁĞŶƚǇǇĞĂƌƐŽĨĞǆƉĞƌŝĞŶĐĞ

ĂŶĚƚŚĞůĂƚĞƐƚĚŝƐĐŽǀĞƌŝĞƐŝŶǀŝƐŝŽŶƐĐŝĞŶĐĞZŽĂŵƚĞĂĐŚĞƐƌĞĂĚĞƌƐŚŽǁƚŽĐůĂƌŝĨǇĂŶǇƉƌŽďůĞŵ Žƌ ƐĞůů ĂŶǇ ŝĚĞĂ ƵƐŝŶŐ Ă ƐŝŵƉůĞƐĞƚŽĨƚŽŽůƐĞƐŚŽǁƐƚŚĂƚĞǀĞŶƚŚĞŵŽƐƚĂŶĂůǇƟĐĂů ƌŝŐŚƚͲďƌĂŝŶĞƌƐ ĐĂŶǁŽƌŬ ďĞƩĞƌďǇƚŚŝŶŬŝŶŐǀŝƐƵĂůůǇ

Phase IV TeamdŚŽŵĂƐ ltĞůůĞǇ ĂŶĚ ŽŶĂƚŚĂŶ gtŝƩŵĂŶϮϬϬϱͿ dŚĞ dĞŶ ampĂĐĞƐ ŽĨ ŶŶŽǀĂƟŽŶKƐ ^ƚƌĂƚĞŐŝĞƐ ĨŽƌ ĞĨĞĂƟŶŐ ƚŚĞĞǀŝůƐ ĚǀŽĐĂƚĞ ĂŶĚ ƌŝǀŝŶŐ ƌĞĂƟǀŝƚǇdŚƌŽƵŐŚŽƵƚ zŽƵƌ KƌŐĂŶŝǌĂƟŽŶƵƌƌĞŶĐǇŽƵďůĞĚĂǇdŽŵ ltĞůůĞǇ ŚĞůƉĞĚ K ŐƌŽǁ ĨƌŽŵ Ă

ƐŵĂůůƉƌŽĚƵĐƚĚĞƐŝŐŶƐŚŽƉƚŽĂƌĞŶŽǁŶĞĚŝŶŶŽǀĂƟŽŶ Įƌŵ tƌŝƩĞŶ ǁŝƚŚ ŽŶĂƚŚĂŶgtŝƩŵĂŶ ltĞůůǇ Ɛ ƐĞĐŽŶĚ ďŽŽŬ ĚŝƐĐƵƐƐĞƐƚŚĞ ƚǇƉĞ ŽĨ ǁŽƌŬĞƌ ĂŶĚ ƚŚĞ ŝŵƉŽƌƚĂŶĐĞŽĨ ƚĞĂŵ ďƵŝůĚŝŶŐ ƌĂƚŚĞƌ ƚŚĂŶ ƚŚĞ ǁŽƌŬĞŶǀŝƌŽŶŵĞŶƚ ŶĞĞĚĞĚ ƚŽ ďƵŝůĚ ƚŚĞ ƌŝŐŚƚĐƵůƚƵƌĞ

Phase V VisionĞůĮŽƌĞ D ϮϬϬϵͿ The Department

ŽĨ DĂĚ ^ĐŝĞŶƟƐƚƐ Žǁ ZW ŝƐRemaking Our World From the Internet

ƚŽƌƟĮĐŝĂůgtŝŵďƐ^ŵŝƚŚƐŽŶŝĂŶŽŽŬƐĂƌƉĞƌŽůůŝŶƐĞůĮŽƌĞ ŽīĞƌƐ ĂŶ ĞŶƚĞƌƚĂŝŶŝŶŐ ĂŶĚ

ŝŶĨŽƌŵĂƟǀĞ ŝŶƚƌŽĚƵĐƟŽŶ ƚŽ ZW ŝƚƐĐƵůƚƵƌĞĂŶĚŝŶǀĞŶƟŽŶƐ

ŚŝƉĞĂƚŚĂŶĚĂŶĞĂƚŚϮϬϬϳͿMade

ƚŽ ^ƟĐŬ tŚǇ ^ŽŵĞ ĚĞĂƐ ^ƵƌǀŝǀĞ ĂŶĚOthers DieZĂŶĚŽŵŽƵƐĞŽŽĚ ŝĚĞĂƐ ŽŌĞŶ ŚĂǀĞ Ă ŚĂƌĚ ƟŵĞ

ƐƵĐĐĞĞĚŝŶŐ ĂŶĚ ƚŚĞ ĞĂƚŚ ďƌŽƚŚĞƌƐĞǆƉůĂŝŶ ŚŽǁ ƚŽ ĐŽŵŵƵŶŝĐĂƚĞ ŝĚĞĂƐĞīĞĐƟǀĞůǇƐŽƚŚĂƚƉĞŽƉůĞůŝƐƚĞŶĂŶĚĐĂƌĞ

Data sources Emerging technologies

TECHNOLOGY QUARTERLYїŚƩƉǁǁǁĞĐŽŶŽŵŝƐƚĐŽŵ ƚĞĐŚŶŽůŽŐǇͲƋƵĂƌƚĞƌůǇWƵďůŝƐŚĞĚƋƵĂƌƚĞƌůǇďǇƚŚĞĞĚŝƚŽƌƐŽĨdŚĞĐŽŶŽŵŝƐƚ ĞĂĐŚ ƐƉĞĐŝĂů ƐĞĐƟŽŶ ĐŽǀĞƌƐĞŵĞƌŐŝŶŐ ƚĞĐŚŶŽůŽŐŝĞƐ ŝŶ ƚŚĞ ĐŽŶƚĞǆƚ ŽĨƚŚĞ ƉĞŽƉůĞ ŵĂƌŬĞƚ ƵƐĞƐ ĂŶĚ ƉŽƚĞŶƟĂůďƵƐŝŶĞƐƐĞƐƚŚĂƚŵĂǇĞŵĞƌŐĞtĞůŝŬĞƚŚĞŽŶůŝŶĞĂƌĐŚŝǀĞƚŽĮŶĚŽůĚĞƌĂƌƟĐůĞƐǁŚŝĐŚĐĂƉƚƵƌĞƚŚĞǌĞŝƚŐĞŝƐƚĂƚƚŚĂƚƟŵĞ

Technology ReviewїǁǁǁƚĞĐŚƌĞǀŝĞǁĐŽŵWƵďůŝƐŚĞĚďǇƚŚĞDĂƐƐĂĐŚƵƐĞƩƐŶƐƟƚƵƚĞŽĨ dĞĐŚŶŽůŽŐǇ DdͿ dĞĐŚŶŽůŽŐǇ ZĞǀŝĞǁĐůĂŝŵƐ ƚŽ ďĞ ƚŚĞ ŽůĚĞƐƚ ƚĞĐŚŶŽůŽŐǇŵĂŐĂǌŝŶĞ ŝŶ ƚŚĞ ǁŽƌůĚ ĞƐƚ ϭϴϵϵͿĂŝŵŝŶŐ ƚŽ ƉƌŽŵŽƚĞ ƚŚĞ ƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨĞŵĞƌŐŝŶŐƚĞĐŚŶŽůŽŐŝĞƐĂŶĚƚŽĂŶĂůǇǌĞƚŚĞŝƌ ĐŽŵŵĞƌĐŝĂů ƐŽĐŝĂů ĂŶĚ ƉŽůŝƟĐĂůŝŵƉĂĐƚƐ dZ ƉƌŽǀŝĚĞƐ ĂŶ ĞĂƐǇ ǁĂǇ ƚŽĨŽůůŽǁ ŶĞǁ ƚĞĐŚŶŽůŽŐǇ ĚĞǀĞůŽƉŵĞŶƚƐŽŶ ƚŚĞ ŚŽƌŝǌŽŶ ĂŶĚ ŝƐ Ă ŐŽŽĚ ƐŽƵƌĐĞ ŽĨƚĞĐŚŶŽůŽŐǇͲŝŶƚŽͲƉƌŽĚƵĐƚ ŶĂƌƌĂƟǀĞƐ dŚĞŵĂŐĂǌŝŶĞŝƐƉƵďůŝƐŚĞĚŵŽŶƚŚůǇ ĂŶĚƚŚĞƌĞĂƌĞ ĂůƐŽ ůŝĐĞŶƐĞĚ ĞĚŝƟŽŶƐ ĂĐƌŽƐƐ ƚŚĞŐůŽďĞ

Data sources Location amp population

ECONOMIST INTELLIGENCE UNIT їǁǁǁĞŝƵĐŽŵĸůŝĂƚĞĚ ǁŝƚŚ dŚĞ ĐŽŶŽŵŝƐƚ ŵĂŐĂǌŝŶĞh ƉƌŽǀŝĚĞƐ ŽŶŐŽŝŶŐ ŚŝƐƚŽƌŝĐĂů ĂŶĂůǇƐŝƐĂŶĚ ĨŽƌĞĐĂƐƚƐ ĨŽƌ ŽǀĞƌ ϮϬϬ ĐŽƵŶƚƌŝĞƐĂŶĚϴ ŬĞǇ ŝŶĚƵƐƚƌŝĞƐ ŝŶĐůƵĚŝŶŐŵĞĚŝƵŵͲĂŶĚ ůŽŶŐͲƚĞƌŵ ĞĐŽŶŽŵŝĐ ĂŶĚ ďƵƐŝŶĞƐƐĨŽƌĞĐĂƐƚƐ ĨŽƌ ϴϮ ŵĂũŽƌ ŵĂƌŬĞƚƐ dŚĞƌĞƉŽƌƚƐ ĂƌĞ ƵƐĞĨƵů ĨŽƌ ƚŚĞ ĞǀĞŶͲŚĂŶĚĞĚĂŶĂůǇƐŝƐ ŐůŽďĂů ŽƵƚůŽŽŬ ĂŶĚ ĞĐŽŶŽŵŝĐĨŽĐƵƐEurostatїŚƩƉĞĐĞƵƌŽƉĂĞƵĞƵƌŽƐƚĂƚƐƚĂďůŝƐŚĞĚ ŝŶ ϭϵϱϯ ƵƌŽƐƚĂƚ ŝƐ ƚŚĞ^ƚĂƟƐƟĐĂů KĸĐĞ ŽĨ ƚŚĞ ƵƌŽƉĞĂŶhŶŝŽŶ hͿ ŵĞŵďĞƌ ƐƚĂƚĞƐ ĂŶĚ ƌĞůĂƚĞĚĐŽŵŵƵŶŝƟĞƐ ƚƐ ƚĂƐŬ ŝƐ ƚŽ ƉƌŽǀŝĚĞ ƚŚĞh ǁŝƚŚ ĐŽŵƉĂƌĂďůĞ ƐƚĂƟƐƟĐƐ Ăƚ ƚŚĞƵƌŽƉĞĂŶ ůĞǀĞů ĨŽƌ ƉŽůŝĐǇ ƉƵƌƉŽƐĞƐƵƌŽƐƚĂƚ ƉƌŽǀŝĚĞƐ ĨƌĞĞ ĂĐĐĞƐƐ ƚŽ Ăůů ŝƚƐĚĂƚĂďĂƐĞƐĂŶĚĞůĞĐƚƌŽŶŝĐƉƵďůŝĐĂƟŽŶƐ

Organisation for Economic Co-operation and DevelopmentїǁǁǁŽĞĐĚŽƌŐdŚĞ K ŝƐ ĂŶŽƚŚĞƌ ƌĞůŝĂďůĞ ƐŽƵƌĐĞ ŽĨĐŽŵƉĂƌĂďůĞ ƐƚĂƟƐƟĐƐ ĂŶĚ ĞĐŽŶŽŵŝĐ ĂŶĚƐŽĐŝĂůĚĂƚĂƐǁĞůůĂƐĐŽůůĞĐƟŶŐĚĂƚĂKŵŽŶŝƚŽƌƐ ƚƌĞŶĚƐ ĂŶĂůǇƐĞƐ ĂŶĚ ĨŽƌĞĐĂƐƚƐĞĐŽŶŽŵŝĐ ĚĞǀĞůŽƉŵĞŶƚƐ ĂŶĚ ƌĞƐĞĂƌĐŚĞƐƐŽĐŝĂů ĐŚĂŶŐĞƐ Žƌ ĞǀŽůǀŝŶŐ ƉĂƩĞƌŶƐŝŶ ƚƌĂĚĞ ĞŶǀŝƌŽŶŵĞŶƚ ĂŐƌŝĐƵůƚƵƌĞƚĞĐŚŶŽůŽŐǇ ƚĂǆĂƟŽŶ ĂŶĚ ŵŽƌĞ ĂĐƌŽƐƐϭϬϬн ĐŽƵŶƚƌŝĞƐ ĂŶĚ ĞĐŽŶŽŵŝĞƐ dŚĞǁĞďƐŝƚĞ ĐŽŶƚĂŝŶƐ ƌĞƉŽƌƚƐ ƉƵďůŝĐĂƟŽŶƐĂŶĚ ƐƚĂƟƐƟĐƐ ƐĞƉĂƌĂƚĞĚ ďǇ ĐŽƵŶƚƌǇ ĚĞƉĂƌƚŵĞŶƚĂŶĚƚŽƉŝĐdŚĞŶƚĞƌŶĂƟŽŶĂůampƵƚƵƌĞƐ WƌŽŐƌĂŵŵĞ ǁĂƐ ĞƐƚĂďůŝƐŚĞĚ ŝŶϭϵϵϬ ĂŶĚ ĂŶĂůǇǌĞƐ ůŽŶŐͲƚĞƌŵ ĐŽŶĐĞƌŶƐƚŽ ŚĞůƉ ŐŽǀĞƌŶŵĞŶƚƐ ďĞƩĞƌ ƉůĂŶ ĨƵƚƵƌĞƐƚƌĂƚĞŐŝĞƐ

US Census Bureau International Data BaseїǁǁǁĐĞŶƐƵƐŐŽǀƉŽƉƵůĂƟŽŶŝŶƚĞƌŶĂƟŽŶĂůĚĂƚĂŝĚďDĂŝŶƚĂŝŶĞĚ ďǇ ƚŚĞ h^ ĞŶƐƵƐ ƵƌĞĂƵƚŚĞŶƚĞƌŶĂƟŽŶĂůĂƚĂĂƐĞĐŽŶƚĂŝŶƐƉĂƐƚƉƌĞƐĞŶƚĂŶĚĨƵƚƵƌĞĚĞŵŽŐƌĂƉŚŝĐĚĂƚĂĨŽƌϮϮϲĐŽƵŶƚƌŝĞƐĂŶĚĂƌĞĂƐŽĨƚŚĞǁŽƌůĚƚŝƐĂƋƵŝĐŬƐŽƵƌĐĞŽĨƐƚĂŶĚĂƌĚŝǌĞĚƉŽƉƵůĂƟŽŶĚĂƚĂ KĨ ƐƉĞĐŝĂů ŝŶƚĞƌĞƐƚ ŵĂǇ ďĞ ƚŚĞWŽƉƵůĂƟŽŶ WǇƌĂŵŝĚƐ ƚŚĂƚ ƐƵŵŵĂƌŝǌĞƉĂƐƚ ƉŽƉƵůĂƟŽŶ ƚƌĞŶĚƐ ĂŶĚ ŽīĞƌ ĨƵƚƵƌĞƉƌŽũĞĐƟŽŶƐďǇƌĞŐŝŽŶ

Data sources Future trends

Global Business NetworkїǁǁǁŐďŶĐŽŵampŽƵŶĚĞĚŝŶϭϵϴϳĂŶĚƉĂƌƚŽĨDŽŶŝƚŽƌƐŝŶĐĞϮϬϬϬEĂƌĞƐĐĞŶĂƌŝŽĐŽŶƐƵůƚĂŶƚƐEĐŽůůĂďŽƌĂƚĞƐ ǁŝƚŚ ĐŽƌƉŽƌĂƚĞ ŶŽŶƉƌŽĮƚĂŶĚ ŐŽǀĞƌŶŵĞŶƚĂů ŽƌŐĂŶŝǌĂƟŽŶƐƚŽ ĞǆƉůŽƌĞ ĞŵĞƌŐŝŶŐ ƵŶĐĞƌƚĂŝŶƟĞƐƵŶĚĞƌƐƚĂŶĚƌŝƐŝŶŐƌŝƐŬƐĂŶĚŽƉƉŽƌƚƵŶŝƟĞƐĂŶĚ ĚĞǀĞůŽƉ ƌŽďƵƐƚ ĂĚĂƉƟǀĞ ƐƚƌĂƚĞŐŝĞƐĨŽƌƚŚĞĨƵƚƵƌĞInstitute for the FutureїǁǁǁŝŌĨ ŽƌŐampŽƵŶĚĞĚ ŝŶ ϭϵϲϴ ƚŚĞ ampdamp ŝƐ ĂŶŝŶĚĞƉĞŶĚĞŶƚ ŶŽŶƉƌŽĮƚ ƌĞƐĞĂƌĐŚ ŐƌŽƵƉdŚĞŐƌŽƵƉƉƌŽǀŝĚĞƐŽŶŐŽŝŶŐĨŽƌĞĐĂƐƚƐĂŶĚƌĞƐĞĂƌĐŚƌĞƉŽƌƚƐŽŶŚĞĂůƚŚĂŶĚƚĞĐŚŶŽůŽŐǇĐŽŶĐĞƌŶƐƚŽŵĞŵďĞƌŝŶƐƟƚƵƟŽŶƐ

PricewaterhouseCoopers Center for Technology amp InnovationїǁǁǁƉǁĐĐŽŵƵƐĞŶ ƚĞĐŚŶŽůŽŐǇͲŝŶŶŽǀĂƟŽŶͲĐĞŶƚĞƌdŚĞ WƌŝĐĞǁĂƚĞƌŚŽƵƐĞŽŽƉĞƌƐ WǁͿĞŶƚĞƌ ĨŽƌ dĞĐŚŶŽůŽŐǇ ĂŶĚ ŶŶŽǀĂƟŽŶdͿ ƉƌŽǀŝĚĞƐ ůĞĂĚŝŶŐͲĞĚŐĞ ƌĞƐĞĂƌĐŚĂŶĚ ĂŶĂůǇƐŝƐ ŽĨ ƚĞĐŚŶŽůŽŐǇ ƚƌĞŶĚƐ ĂŶĚƚŚĞŝƌ ĞīĞĐƚƐ ŽŶ ĐŽŵƉĂŶŝĞƐ ŝŶĚƵƐƚƌŝĞƐĂŶĚŵĂƌŬĞƚƐd ŝƐǁŝĚĞůǇŬŶŽǁŶ ĨŽƌ ŝƚƐƚĞĐŚŶŽůŽŐǇ ĨŽƌĞĐĂƐƚ ƉƵďůŝĐĂƟŽŶƐ ĂŶĚďƌŝĞĮŶŐƐŽŶƚĞĐŚŶŽůŽŐǇƚƌĞŶĚƐ

Data sources Finland

ETLA THE RESEARCH INSTITUTE OF THE FINNISH ECONOMYїǁǁǁĞƚůĂĮƐƚĂďůŝƐŚĞĚ ŝŶ ϭϵϰϲ dgt ŝƐ ƚŚĞ ůĞĂĚŝŶŐƉƌŝǀĂƚĞ ĞĐŽŶŽŵŝĐ ƌĞƐĞĂƌĐŚ ŽƌŐĂŶŝǌĂƟŽŶŝŶ ampŝŶůĂŶĚ dgt ĐĂƌƌŝĞƐ ŽƵƚ ƌĞƐĞĂƌĐŚ ŽŶĞĐŽŶŽŵŝĐƐďƵƐŝŶĞƐƐĂŶĚƐŽĐŝĂůƉŽůŝĐǇĂƐǁĞůůĂƐŵĂŬĞƐĞĐŽŶŽŵŝĐĨŽƌĞĐĂƐƚƐWƵďůŝĐĂƟŽŶƐŵĂǇďĞŽƌĚĞƌĞĚŽŶůŝŶĞĨŽƌĂĨĞĞ

Finnish Science and Technology Information Service їǁǁǁƌĞƐĞĂƌĐŚĮdŚŝƐƉŽƌƚĂůĐŽŶƚĂŝŶƐŬĞǇƐƚĂƟƐƟĐƐĂŶĚŽƚŚĞƌĚĂƚĂ ŽŶ ampŝŶŶŝƐŚ ƐĐŝĞŶĐĞ ĂŶĚ ƚĞĐŚŶŽůŽŐǇ dŚĞƌĞ ĂƌĞ ĂůƐŽ ůŝŶŬƐ ĨŽƌ ŵŽƌĞ ŝŶͲĚĞƉƚŚŝŶĨŽƌŵĂƟŽŶŝŶĐůƵĚŝŶŐƐƚĂƟƐƟĐĂůĂŶĚŽƚŚĞƌƉƵďůŝĐĂƟŽŶƐ ĚŽĐƵŵĞŶƚƐ ĂŶĚ ĚĂƚĂďĂƐĞƐƚŚĂƚ ĂƌĞ ĐĂƚĞŐŽƌŝǌĞĚ ŝŶƚŽ ĨŽƵƌ ŐĞŶĞƌĂůĐĂƚĞŐŽƌŝĞƐ ƌĞƐŽƵƌĐĞƐ ƉĞƌĨŽƌŵĂŶĐĞƌĞƐĞĂƌĐŚĞŶǀŝƌŽŶŵĞŶƚƐĂŶĚǀŝĞǁƉŽŝŶƚƐ

National Board of Patents and Registration of Finland (NBPR) їǁǁǁƉƌŚĮĞǇŽŶĚƉĂƚĞŶƚƐĞĂƌĐŚĞƐEWZŝƐĂŐƌĞĂƚƐŽƵƌĐĞĨŽƌŐĞŶĞƌĂůĐŽŵƉĂŶǇŝŶĨŽƌŵĂƟŽŶƐƵĐŚĂƐďĂůĂŶĐĞƐŚĞĞƚŝŶĨŽƌŵĂƟŽŶĂŶŶƵĂůƌĞƉŽƌƚƐŚŝƐƚŽƌŝĐĂůĚĂƚĂĂŶĚŵŽƌĞ

Population Research Institute їǁǁǁǀĂĞƐƚŽůŝŝƩŽĮŝŶͺĞŶŐůŝƐŚƉŽƉƵůĂƟŽŶͺƌĞƐĞĂƌĐŚͺŝŶƐƟƚƵƚĞdŚĞ WŽƉƵůĂƟŽŶ ZĞƐĞĂƌĐŚ ŶƐƟƚƵƚĞĐĂƌƌŝĞƐ ŽƵƚ ƌĞƐĞĂƌĐŚ ŽŶ ampŝŶŶŝƐŚ ĐŽƵƉůĞƌĞůĂƟŽŶƐŚŝƉƐĨĂŵŝůǇĨŽƌŵĂƟŽŶƐĞǆƵĂůŝƚǇ ĂŶĚ ŝŵŵŝŐƌĂŶƚƐ ĞǀĞƌǇĚĂǇ ůŝĨĞ ĂŶĚŝŶƚĞŐƌĂƟŽŶ ŝŶƚŽ ƚŚĞ ampŝŶŶŝƐŚ ƐŽĐŝĞƚǇ dŚĞƌĞƐĞĂƌĐŚƉƌŽĚƵĐĞƐŝŶĨŽƌŵĂƟŽŶĨŽƌƚŚĞƵƐĞŽĨ ŵĞĚŝĂ ĂĚƵůƚ ĞĚƵĐĂƟŽŶ ƌĞƐĞĂƌĐŚĞƌƐĂŶĚ ƐŽĐŝĂů ĂŶĚŚĞĂůƚŚ ĐĂƌĞ ƉƌŽĨĞƐƐŝŽŶĂůƐĂƐǁĞůůĂƐĨŽƌsćĞƐƚƂůŝŝƩŽ ƐĂĚǀŽĐĂĐǇǁŽƌŬ

Statistics Finland їǁǁǁƐƚĂƚĮŝŶĚĞǆͺĞŶŚƚŵů^ƚĂƟƐƟĐƐampŝŶůĂŶĚŝƐƚŚĞŶĂƟŽŶĂůƐƚĂƟƐƟĐĂůŝŶƐƟƚƵƟŽŶ ŝŶ ampŝŶůĂŶĚ ĨŽƵŶĚĞĚ ĨĞĚĞƌĂůĂƵƚŚŽƌŝƚǇ ƉƌŽǀŝĚĞƐ ŝŶĨŽƌŵĂƟŽŶ ĂďŽƵƚƚŚĞĐŽƵŶƚƌǇ ƐĚĞŵŽŐƌĂƉŚŝĐƐŵĂƐƐŵĞĚŝĂƵƐĂŐĞĞĚƵĐĂƟŽŶŚŽƵƐĞŚŽůĚƐĂŶĚŽƚŚĞƌƚŽƉŝĐĂƌĞĂƐDĂŶǇƐƚƵĚŝĞƐĂƌĞĨƌĞĞTekes їǁǁǁƚĞŬĞƐĮdĞŬĞƐ ŝƐ ƚŚĞ ŶĂƟŽŶĂů ĨƵŶĚŝŶŐ ĂŐĞŶĐǇ ĨŽƌƚĞĐŚŶŽůŽŐǇĂŶĚŝŶŶŽǀĂƟŽŶŝŶampŝŶůĂŶĚǀĞƌǇǇĞĂƌdĞŬĞƐƉƵďůŝƐŚĞƐĚŽǌĞŶƐŽĨƌĞƉŽƌƚƐĂŶĚƌĞǀŝĞǁƐ ĂďŽƵƚ ƚŚĞ ůĂƚĞƐƚ ĚĞǀĞůŽƉŵĞŶƚƐŝŶ ƌĞƐĞĂƌĐŚ ƚĞĐŚŶŽůŽŐǇ ĂŶĚ ŝŶŶŽǀĂƟŽŶŝŶampŝŶůĂŶĚdĞŬĞƐĂůƐŽŵĂŝŶƚĂŝŶƐĂŶŝŵĂŐĞďĂŶŬ ĨŽƌ ũŽƵƌŶĂůŝƐƚƐ ĂŶĚ ĂŶ ĞǆƚĞŶƐŝǀĞƉƌĞƐĞŶƚĂƟŽŶ ůŝďƌĂƌǇ ǁŚŝĐŚ ŽīĞƌƐ ƐŚŽƌƚƉƌĞƐĞŶƚĂƟŽŶƐ ĂďŽƵƚ dĞŬĞƐ ĂĐƟǀŝƟĞƐ ĂŶĚƚŚĞ ampŝŶŶŝƐŚ ŝŶŶŽǀĂƟŽŶ ĞŶǀŝƌŽŶŵĞŶƚ ůůdĞŬĞƐƉƵďůŝĐĂƟŽŶƐĂƌĞĨƌĞĞŽĨĐŚĂƌŐĞ

^^ S[AumlPUUV]H[PVUMVYLZPNO[Z[HUMVYKLKWSH`IVVR^^ PUUV]H[PVUPVWSH`IVVR

PLAYBOOK FOR STRATEGIC FORESIGHT AND INNOVATION (cover)

Playbook overview

Table of contents

Method shortcuts


How to use the playbook

CHAPTER 1 | FORESIGHT FRAMEWORK




The methodology

Underlying theories



CHAPTER 2 | HOW TO START


Why a playbook














CHAPTER 3 | PERSPECTIVE

Phase I Perspective

Context Maps

Progression Curves


Janus Cones

CHAPTER 4 | OPPORTUNITY


Generational Arcs

Future User


Futuretelling

CHAPTER 5 | SOLUTION

Phase III Solution

White Spots

Paper Mockups

Dark Horse Prototype

Change Paths


CHAPTER 6 | TEAM

Phase IV Team

Buddy Checks


VOICE Stars

CASE STUDY | Program managers at DARPA

Crowd Clovers


CHAPTER 7 | VISION

Phase V Vision

Vision Statement


DARPA Hard Test


CASE STUDY | The original vision of Epcot

Pathfinders

APPENDIX

About our sponsors



Terms of use

Suggested readings





Playbook Development TeamTamara CarletonŶŶŽǀĂƟŽŶgtĞĂĚĞƌƐŚŝƉŽĂƌĚgtgthŶŝƚĞĚ^ƚĂƚĞƐ

William CockayneampŽƌĞƐŝŐŚƚΘŶŶŽǀĂƟŽŶ^ƚĂŶĨŽƌĚhŶŝǀĞƌƐŝƚǇhŶŝƚĞĚ^ƚĂƚĞƐ

ŶƫͲƵƐƐŝdĂŚǀĂŶĂŝŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

SponsorsdĞŬĞƐƚŚĞampŝŶŶŝƐŚampƵŶĚŝŶŐŐĞŶĐǇĨŽƌdĞĐŚŶŽůŽŐǇĂŶĚŶŶŽǀĂƟŽŶampŝŶůĂŶĚ

gtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

art coordinationgtĂƵƌĂDĞůůĂŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

Graphic design and layoutAnna RaikkonenŶŬĂƌĂĞƐŝŐŶampŝŶůĂŶĚ

Research PartnerssĞƐĂĂƌŵĂĂŬŽƌƉŝgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

dƵŝũĂKŝŬĂƌŝŶĞŶgtĂŚƟ^ĐŚŽŽůŽĨŶŶŽǀĂƟŽŶgtĂƉƉĞĞŶƌĂŶƚĂhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

^ĂŬƵDćŬŝŶĞŶŶĚƵƐƚƌŝĂůDĂŶĂŐĞŵĞŶƚdĂŵƉĞƌĞhŶŝǀĞƌƐŝƚǇŽĨdĞĐŚŶŽůŽŐǇampŝŶůĂŶĚ

WĞŬŬĂĞƌŐŶŶŽǀĂƟŽŶDĂŶĂŐĞŵĞŶƚŶƐƟƚƵƚĞĂůƚŽhŶŝǀĞƌƐŝƚǇampŝŶůĂŶĚ

ΞϮϬϭϯd ĂƌůĞƚŽŶtŽĐŬĂǇŶĞĂŶĚdĂŚǀĂŶĂŝŶĞŶdŚŝƐǁŽƌŬŝƐŵĂĚĞĂǀĂŝůĂďůĞƵŶĚĞƌƚŚĞƚĞƌŵƐŽĨƚŚĞƌĞĂƟǀĞŽŵŵŽŶƐƩƌŝďƵƟŽŶͲEŽŶŽŵŵĞƌĐŝĂůͲ^ŚĂƌĞůŝŬĞϯϬhŶƉŽƌƚĞĚgtŝĐĞŶƐĞ

TABLE OF CONTENTS9

METHOD SHORTCUTS

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂƉƉǇůŝǀĞƐ

IDEAL CITY

Additional examples

ORIGINALS MISSING

Shortcuts

The methodology 15

Case study Paper 24

The methodology

Underlying theories

ŽŶƚĞǆƚDĂƉƐ

ĂŶƵƐŽŶĞƐ

tŚŝƚĞ^ƉŽƚƐ

ĂƌŬŽƌƐĞ

ŚĂŶŐĞWĂƚŚƐ

ƵĚĚǇŚĞĐŬƐ

sK^ƚĂƌƐ

DARPA ĂƌĚdĞƐƚ

WĂƚŚĮŶĚĞƌƐ

Shortcuts

Why a playbook 31

VTLKLAumlUP[PVUZ 35

Types of growth 36

Who leads change 39

Which industries 41

Sample problems 43

Learning process 45

Starting midway 49

Teams or alone 51

Finding data 52

Why a playbook

ŶŽǀĂƟŽŶ

ŝŶŶŽǀĂƟŽŶ

most with you Why

ŽƌĞƌŽǁƚŚ

^ƚĂƟƐƟĐƐ

Common ŶŝĐŚĞƐ

ltEKtgt

KDWZE^KE

WWgtdKE

Egtz^^

^zEd^^

sgthdKE

111213 14

ϭ Ϯ ϯ ϰ ϱ

Shortcuts

Context Maps 61

Janus Cones 81

Phase I Perspective

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂůƚŚǇΘƐĂ

ĂƉƉǇůŝǀĞƐ

1 We agree that we

first want to know

how experts define

tool outline which

As a variation of

the tool we changed

the background

color of each

dimension which

could show varying

levels of expected

change

Additional examples

KZEgt^D^^E

Progression Curves

(1990-

( 1995-

137702007-

amp2007-

+1987-

(1986-

( (2007-

73 1313

my research program

75 1313

surgery

Additional examples

13+ amp

1313-13+

13 13+ amp

$1313+$

amp $ 1313(

( $ $ (

Janus Cones

1313 13

Parking is an issue

Dangers of driving

1313 13

Parking is an issue

Dangers of driving

2 One of the first

comments is about

which led to a

historical point

somewhere far left

1313 13

Parking is an issue

Dangers of driving

quickly together

Company

EĂƟŽŶ

Additional examples

Shortcuts

Future User 103

Futuretelling 114

Generational Arcs

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

target population

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

ϬͲϰ

ϱͲϵ

ϭϬͲϭϰ

ϭϱͲϭϵ

ϮϬͲϮϰ

ϮϱͲϮϵ

ϯϬͲϯϰ

ϯϱͲϯϵ

ϰϬͲϰϰ

ϰϱͲϰϵ

ϱϬͲϱϰ

ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

ϳϬͲϳϰ

ϳϱͲϳϵ

ϴϬͲϴϰ

ϴϱͲϴϵ

ϵϬͲϵϰ

ϵϱͲϵϵ

ϭϬϬн

^dZhdKE

biggest population

Additional examples

^dZhdKE

Future User

our company)

ϭϬϵ

Additional examples

__________________________

W^dampZͿ

^dZdͺͺͺͺͺͺͺ

__________________________

dZdͺͺͺͺͺͺͺ

dZdzZͺͺͺͺͺͺͺ

^dZdͺͺͺͺͺͺͺ

Futuretelling

had four roles

a doctor medical

assistant patient

and fellow soldier

ϭϭϵ

We gained more

empathy for the

good design begins

by understanding

basic human needs

Additional examples

ƐŝƚƵĂƟŽŶ

SOLUTIONChaptER 5

Shortcuts

White Spots 127

Paper Mockups 136

Change Paths 149

Case study Yle 158

Phase III Solution

White Spots

+1 $ 131

131 4223 )0

$(4225 )0 $ $

04225 )0

+)$ (+

ϭϮϵ

a big cross

with military and

low cost

about the market

opportunity and

Additional examples

Paper Mockups

ϭϯϵ

Additional examples

Discuss

ϭϰϵ

Change Paths

timeline

this future path

Additional examples

Dgt^dKEηϭ

KhZs^KE

ϭϱϵ

TEAMChaptER 6

Shortcuts

Phase IV Team 166

Buddy Checks 168

Voice Stars 178

Crowd Clovers 188

Phase IV Team

Buddy Checks

ϭϲϵ

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

our raw idea

group leader

an instant gut

which reveals their

true feelings about

playing along

commonly

Additional examples

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

VOICE Stars

ϭϳϵ

sŽƌĂĐŝŽƵƐ

ŶƐƟŐĂƚĞƐ

We find it tough to

new actions which

leads to a good

discussion about

and even people we

grow in this area

Additional examples

Crowd Clovers

DEEgtKh^

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϬ

ϭϵϭ

CONNECTORS

PROMOTERS

1 I first draw

the outline for a

big four-leaf

clover using

different colors

per leaflet to

signify the

provoke)

ϭϵϮ

ϭϵϯ

I know few people

other networks an

area I decide to

hiring a person to

build our developer

community

CONNECTORS

PROMOTERS

ϭϵϰ

ĂƚĂůǇƐƚƐ

ŽŶŶĞĐƚŽƌƐ

ŶĂďůĞƌƐ

WƌŽŵŽƚĞƌƐ

ϭϵϱ

Additional examples

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϳ

ϭϵϴ

ϭϵϵ

VISIONChaptER 7

Shortcuts

Phase V Vision 201

DARPA Hard Test 213

7H[OAumlUKLYZ 230

Phase V VIsion

Vision Statement

1313131313

amp13 13

131313

131313 13

amp1313

4 We decide to name

examples from our

Progression Curves

analysis to not

overwhelm our users

5 We name four

companies which

6 The Progression

a realistic date

208amp

1313131313

amp13 13

131313

131313 13

Once we hooked our

they wanted to

know what we

would do next so

our team had some

more work to do to

complete the vision

statement

and simplify it

specific companies

which added more

validity to our

crazy idea

ϮϬϵ

Additional examples

1313 13

212212

DARPA Hard Test

s ĐƟŽŶĂďůĞ

Ϯϭϵ(

to travel to stars

community

220amp

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manufacturing

131313

funding nation-wide

several groups

Far-Reaching

Manhattan Project

Man on the moon

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100-Year Spaceship

131313

ϮϮϵ

Pathfinders

131313

1313$ 13

milestones an idea

must undergo which

131313

1313$ 13

was a good reminder

about the value of

informal actions to

our team

131313

1313$ 13

(eg landmark route

are you at work

Additional examples

My notes

Ϯϯϵ

APPENDIX

Shortcuts

Sponsors 241

Terms of use 248

Data sources 255

About our sponsors

Terms of use

Ϯϰϵ

Suggested readings

Playbook overview

Table of contents

Method shortcuts







The methodology

Underlying theories





Why a playbook















Phase I Perspective

Context Maps

Progression Curves


Janus Cones



Generational Arcs

Future User


Futuretelling


Phase III Solution

White Spots

Paper Mockups


Change Paths


CHAPTER 6 | TEAM

Phase IV Team

Buddy Checks


VOICE Stars


Crowd Clovers


CHAPTER 7 | VISION

Phase V Vision

Vision Statement


DARPA Hard Test



Pathfinders

APPENDIX

About our sponsors



Terms of use

Suggested readings





TABLE OF CONTENTS9

METHOD SHORTCUTS

Context Maps

WƌŽĚ

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Additional examples

ORIGINALS MISSING

Shortcuts

The methodology 15

Case study Paper 24

The methodology

Underlying theories

ŽŶƚĞǆƚDĂƉƐ

ĂŶƵƐŽŶĞƐ

tŚŝƚĞ^ƉŽƚƐ

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DARPA ĂƌĚdĞƐƚ

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Shortcuts

Why a playbook 31

VTLKLAumlUP[PVUZ 35

Types of growth 36

Who leads change 39

Which industries 41

Sample problems 43

Learning process 45

Starting midway 49

Teams or alone 51

Finding data 52

Why a playbook

ŶŽǀĂƟŽŶ

ŝŶŶŽǀĂƟŽŶ

most with you Why

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Shortcuts

Context Maps 61

Janus Cones 81

Phase I Perspective

Context Maps

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tool outline which

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Additional examples

KZEgt^D^^E

Progression Curves

(1990-

( 1995-

137702007-

amp2007-

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73 1313

my research program

75 1313

surgery

Additional examples

13+ amp

1313-13+

13 13+ amp

$1313+$

amp $ 1313(

( $ $ (

Janus Cones

1313 13

Parking is an issue

Dangers of driving

1313 13

Parking is an issue

Dangers of driving

2 One of the first

comments is about

which led to a

historical point

somewhere far left

1313 13

Parking is an issue

Dangers of driving

quickly together

Company

EĂƟŽŶ

Additional examples

Shortcuts

Future User 103

Futuretelling 114

Generational Arcs

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ϯϬϬ

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ϲϱͲϲϵ

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ϳϱͲϳϵ

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ϴϱͲϴϵ

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ϵϱͲϵϵ

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ϱϱͲϱϵ

ϲϬͲϲϰ

ϲϱͲϲϵ

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Additional examples

^dZhdKE

Future User

our company)

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Additional examples

__________________________

W^dampZͿ

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__________________________

dZdͺͺͺͺͺͺͺ

dZdzZͺͺͺͺͺͺͺ

^dZdͺͺͺͺͺͺͺ

Futuretelling

had four roles

a doctor medical

assistant patient

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ϭϭϵ

We gained more

empathy for the

good design begins

by understanding

basic human needs

Additional examples

ƐŝƚƵĂƟŽŶ

SOLUTIONChaptER 5

Shortcuts

White Spots 127

Paper Mockups 136

Change Paths 149

Case study Yle 158

Phase III Solution

White Spots

+1 $ 131

131 4223 )0

$(4225 )0 $ $

04225 )0

+)$ (+

ϭϮϵ

a big cross

with military and

low cost

about the market

opportunity and

Additional examples

Paper Mockups

ϭϯϵ

Additional examples

Discuss

ϭϰϵ

Change Paths

timeline

this future path

Additional examples

Dgt^dKEηϭ

KhZs^KE

ϭϱϵ

TEAMChaptER 6

Shortcuts

Phase IV Team 166

Buddy Checks 168

Voice Stars 178

Crowd Clovers 188

Phase IV Team

Buddy Checks

ϭϲϵ

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

our raw idea

group leader

an instant gut

which reveals their

true feelings about

playing along

commonly

Additional examples

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

VOICE Stars

ϭϳϵ

sŽƌĂĐŝŽƵƐ

ŶƐƟŐĂƚĞƐ

We find it tough to

new actions which

leads to a good

discussion about

and even people we

grow in this area

Additional examples

Crowd Clovers

DEEgtKh^

KEEdKZ^

WZKDKdZ^

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ϭϵϬ

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CONNECTORS

PROMOTERS

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provoke)

ϭϵϮ

ϭϵϯ

I know few people

other networks an

area I decide to

hiring a person to

build our developer

community

CONNECTORS

PROMOTERS

ϭϵϰ

ĂƚĂůǇƐƚƐ

ŽŶŶĞĐƚŽƌƐ

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WƌŽŵŽƚĞƌƐ

ϭϵϱ

Additional examples

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϳ

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VISIONChaptER 7

Shortcuts

Phase V Vision 201

DARPA Hard Test 213

7H[OAumlUKLYZ 230

Phase V VIsion

Vision Statement

1313131313

amp13 13

131313

131313 13

amp1313

4 We decide to name

examples from our

Progression Curves

analysis to not

overwhelm our users

5 We name four

companies which

6 The Progression

a realistic date

208amp

1313131313

amp13 13

131313

131313 13

Once we hooked our

they wanted to

know what we

would do next so

our team had some

more work to do to

complete the vision

statement

and simplify it

specific companies

which added more

validity to our

crazy idea

ϮϬϵ

Additional examples

1313 13

212212

DARPA Hard Test

s ĐƟŽŶĂďůĞ

Ϯϭϵ(

to travel to stars

community

220amp

D Requires radical

manufacturing

131313

funding nation-wide

several groups

Far-Reaching

Manhattan Project

Man on the moon

Doubling human life

100-Year Spaceship

131313

ϮϮϵ

Pathfinders

131313

1313$ 13

milestones an idea

must undergo which

131313

1313$ 13

was a good reminder

about the value of

informal actions to

our team

131313

1313$ 13

(eg landmark route

are you at work

Additional examples

My notes

Ϯϯϵ

APPENDIX

Shortcuts

Sponsors 241

Terms of use 248

Data sources 255

About our sponsors

Terms of use

Ϯϰϵ

Suggested readings

Playbook overview

Table of contents

Method shortcuts







The methodology

Underlying theories





Why a playbook















Phase I Perspective

Context Maps

Progression Curves


Janus Cones



Generational Arcs

Future User


Futuretelling


Phase III Solution

White Spots

Paper Mockups


Change Paths


CHAPTER 6 | TEAM

Phase IV Team

Buddy Checks


VOICE Stars


Crowd Clovers


CHAPTER 7 | VISION

Phase V Vision

Vision Statement


DARPA Hard Test



Pathfinders

APPENDIX

About our sponsors



Terms of use

Suggested readings





TABLE OF CONTENTS9

METHOD SHORTCUTS

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂƉƉǇůŝǀĞƐ

IDEAL CITY

Additional examples

ORIGINALS MISSING

Shortcuts

The methodology 15

Case study Paper 24

The methodology

Underlying theories

ŽŶƚĞǆƚDĂƉƐ

ĂŶƵƐŽŶĞƐ

tŚŝƚĞ^ƉŽƚƐ

ĂƌŬŽƌƐĞ

ŚĂŶŐĞWĂƚŚƐ

ƵĚĚǇŚĞĐŬƐ

sK^ƚĂƌƐ

DARPA ĂƌĚdĞƐƚ

WĂƚŚĮŶĚĞƌƐ

Shortcuts

Why a playbook 31

VTLKLAumlUP[PVUZ 35

Types of growth 36

Who leads change 39

Which industries 41

Sample problems 43

Learning process 45

Starting midway 49

Teams or alone 51

Finding data 52

Why a playbook

ŶŽǀĂƟŽŶ

ŝŶŶŽǀĂƟŽŶ

most with you Why

ŽƌĞƌŽǁƚŚ

^ƚĂƟƐƟĐƐ

Common ŶŝĐŚĞƐ

ltEKtgt

KDWZE^KE

WWgtdKE

Egtz^^

^zEd^^

sgthdKE

111213 14

ϭ Ϯ ϯ ϰ ϱ

Shortcuts

Context Maps 61

Janus Cones 81

Phase I Perspective

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂůƚŚǇΘƐĂ

ĂƉƉǇůŝǀĞƐ

1 We agree that we

first want to know

how experts define

tool outline which

As a variation of

the tool we changed

the background

color of each

dimension which

could show varying

levels of expected

change

Additional examples

KZEgt^D^^E

Progression Curves

(1990-

( 1995-

137702007-

amp2007-

+1987-

(1986-

( (2007-

73 1313

my research program

75 1313

surgery

Additional examples

13+ amp

1313-13+

13 13+ amp

$1313+$

amp $ 1313(

( $ $ (

Janus Cones

1313 13

Parking is an issue

Dangers of driving

1313 13

Parking is an issue

Dangers of driving

2 One of the first

comments is about

which led to a

historical point

somewhere far left

1313 13

Parking is an issue

Dangers of driving

quickly together

Company

EĂƟŽŶ

Additional examples

Shortcuts

Future User 103

Futuretelling 114

Generational Arcs

ϳϬϬ

ϲϬϬ

ϱϬϬ

ϰϬϬ

ϯϬϬ

ϮϬϬ

ϭϬϬ

ϮϬϭϬ

ŝŶƚŚ

ŽƵƐĂŶĚ

ŝĚǇĞĂƌͿ

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ϴϱͲϴϵ

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ϵϱͲϵϵ

ϭϬϬн

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ϯϬϬ

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target population

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ϯϬͲϯϰ

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ϭϬϬн

^dZhdKE

biggest population

Additional examples

^dZhdKE

Future User

our company)

ϭϬϵ

Additional examples

__________________________

W^dampZͿ

^dZdͺͺͺͺͺͺͺ

__________________________

dZdͺͺͺͺͺͺͺ

dZdzZͺͺͺͺͺͺͺ

^dZdͺͺͺͺͺͺͺ

Futuretelling

had four roles

a doctor medical

assistant patient

and fellow soldier

ϭϭϵ

We gained more

empathy for the

good design begins

by understanding

basic human needs

Additional examples

ƐŝƚƵĂƟŽŶ

SOLUTIONChaptER 5

Shortcuts

White Spots 127

Paper Mockups 136

Change Paths 149

Case study Yle 158

Phase III Solution

White Spots

+1 $ 131

131 4223 )0

$(4225 )0 $ $

04225 )0

+)$ (+

ϭϮϵ

a big cross

with military and

low cost

about the market

opportunity and

Additional examples

Paper Mockups

ϭϯϵ

Additional examples

Discuss

ϭϰϵ

Change Paths

timeline

this future path

Additional examples

Dgt^dKEηϭ

KhZs^KE

ϭϱϵ

TEAMChaptER 6

Shortcuts

Phase IV Team 166

Buddy Checks 168

Voice Stars 178

Crowd Clovers 188

Phase IV Team

Buddy Checks

ϭϲϵ

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

our raw idea

group leader

an instant gut

which reveals their

true feelings about

playing along

commonly

Additional examples

ŐĞƚŝĚĞĂ

ŐĞƚƐŝĚĞĂ

VOICE Stars

ϭϳϵ

sŽƌĂĐŝŽƵƐ

ŶƐƟŐĂƚĞƐ

We find it tough to

new actions which

leads to a good

discussion about

and even people we

grow in this area

Additional examples

Crowd Clovers

DEEgtKh^

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϬ

ϭϵϭ

CONNECTORS

PROMOTERS

1 I first draw

the outline for a

big four-leaf

clover using

different colors

per leaflet to

signify the

provoke)

ϭϵϮ

ϭϵϯ

I know few people

other networks an

area I decide to

hiring a person to

build our developer

community

CONNECTORS

PROMOTERS

ϭϵϰ

ĂƚĂůǇƐƚƐ

ŽŶŶĞĐƚŽƌƐ

ŶĂďůĞƌƐ

WƌŽŵŽƚĞƌƐ

ϭϵϱ

Additional examples

KEEdKZ^

WZKDKdZ^

gtz^d^

ϭϵϳ

ϭϵϴ

ϭϵϵ

VISIONChaptER 7

Shortcuts

Phase V Vision 201

DARPA Hard Test 213

7H[OAumlUKLYZ 230

Phase V VIsion

Vision Statement

1313131313

amp13 13

131313

131313 13

amp1313

4 We decide to name

examples from our

Progression Curves

analysis to not

overwhelm our users

5 We name four

companies which

6 The Progression

a realistic date

208amp

1313131313

amp13 13

131313

131313 13

Once we hooked our

they wanted to

know what we

would do next so

our team had some

more work to do to

complete the vision

statement

and simplify it

specific companies

which added more

validity to our

crazy idea

ϮϬϵ

Additional examples

1313 13

212212

DARPA Hard Test

s ĐƟŽŶĂďůĞ

Ϯϭϵ(

to travel to stars

community

220amp

D Requires radical

manufacturing

131313

funding nation-wide

several groups

Far-Reaching

Manhattan Project

Man on the moon

Doubling human life

100-Year Spaceship

131313

ϮϮϵ

Pathfinders

131313

1313$ 13

milestones an idea

must undergo which

131313

1313$ 13

was a good reminder

about the value of

informal actions to

our team

131313

1313$ 13

(eg landmark route

are you at work

Additional examples

My notes

Ϯϯϵ

APPENDIX

Shortcuts

Sponsors 241

Terms of use 248

Data sources 255

About our sponsors

Terms of use

Ϯϰϵ

Suggested readings

Playbook overview

Table of contents

Method shortcuts







The methodology

Underlying theories





Why a playbook















Phase I Perspective

Context Maps

Progression Curves


Janus Cones



Generational Arcs

Future User


Futuretelling


Phase III Solution

White Spots

Paper Mockups


Change Paths


CHAPTER 6 | TEAM

Phase IV Team

Buddy Checks


VOICE Stars


Crowd Clovers


CHAPTER 7 | VISION

Phase V Vision

Vision Statement


DARPA Hard Test



Pathfinders

APPENDIX

About our sponsors



Terms of use

Suggested readings





METHOD SHORTCUTS

Context Maps

WƌŽĚ

ƵĐƟǀ

ŶǀĞŶƟŽŶ

ůĞĂ

ŶŐƌĞĞŶ

ĂƉƉǇůŝǀĞƐ

IDEAL CITY

Additional examples

ORIGINALS MISSING

Shortcuts

The methodology 15

Case study Paper 24

The methodology

Underlying theories

ŽŶƚĞǆƚDĂƉƐ

ĂŶƵƐŽŶĞƐ

tŚŝƚĞ^ƉŽƚƐ

ĂƌŬŽƌƐĞ

ŚĂŶŐĞWĂƚŚƐ

ƵĚĚǇŚĞĐŬƐ

sK^ƚĂƌƐ

DARPA ĂƌĚdĞƐƚ

WĂƚŚĮŶĚĞƌƐ

Shortcuts

Why a playbook 31

VTLKLAumlUP[PVUZ 35

Types of growth 36

Who leads change 39

Which industries 41

Sample problems 43

Learning process 45

Starting midway 49

Teams or alone 51

Finding data 52

Why a playbook

ŶŽǀĂƟŽŶ

ŝŶŶŽǀĂƟŽŶ

most with you Why

ŽƌĞƌŽǁƚŚ

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Shortcuts

Context Maps 61

Janus Cones 81

Phase I Perspective

Context Maps

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Progression Curves

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Janus Cones

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Additional examples

Shortcuts

Future User 103

Futuretelling 114

Generational Arcs

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Future User

our company)

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Additional examples

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Futuretelling

had four roles

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We gained more

empathy for the

good design begins

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basic human needs

Additional examples

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SOLUTIONChaptER 5

Shortcuts

White Spots 127

Paper Mockups 136

Change Paths 149

Case study Yle 158

Phase III Solution

White Spots

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a big cross

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Additional examples

Paper Mockups

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Discuss

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Change Paths

timeline

this future path

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Dgt^dKEηϭ

KhZs^KE

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TEAMChaptER 6

Shortcuts

Phase IV Team 166

Buddy Checks 168

Voice Stars 178

Crowd Clovers 188

Phase IV Team

Buddy Checks

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our raw idea

group leader

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commonly

Additional examples

ŐĞƚŝĚĞĂ

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VOICE Stars

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Additional examples

Crowd Clovers

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CONNECTORS

PROMOTERS

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I know few people

other networks an

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hiring a person to

build our developer

community

CONNECTORS

PROMOTERS

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Additional examples

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VISIONChaptER 7

Shortcuts

Phase V Vision 201

DARPA Hard Test 213

7H[OAumlUKLYZ 230

Phase V VIsion

Vision Statement

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4 We decide to name

examples from our

Progression Curves

analysis to not

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companies which

6 The Progression

a realistic date

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they wanted to

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specific companies

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Additional examples

1313 13

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DARPA Hard Test

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Pathfinders

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milestones an idea

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(eg landmark route

are you at work

Additional examples

My notes

Ϯϯϵ

APPENDIX

Shortcuts

Sponsors 241

Terms of use 248

Data sources 255

About our sponsors

Terms of use

Ϯϰϵ

Suggested readings

Playbook overview

Table of contents

Method shortcuts







The methodology

Underlying theories





Why a playbook















Phase I Perspective

Context Maps

Progression Curves


Janus Cones



Generational Arcs

Future User


Futuretelling


Phase III Solution

White Spots

Paper Mockups


Change Paths


CHAPTER 6 | TEAM

Phase IV Team

Buddy Checks


VOICE Stars


Crowd Clovers


CHAPTER 7 | VISION

Phase V Vision

Vision Statement


DARPA Hard Test



Pathfinders

APPENDIX

About our sponsors



Terms of use

Suggested readings





Documents

Playbook - GeniusWorks