Transforming an Idea Into a Business with Design Thinking: The Structured Approach from Silicon Valley for Entrepreneurs and Leaders

145 Pages·2019·11.83 MB·English

by  Muhammad Mashhood Alam

Transforming an Idea Into a
Business with Design Tinking
Te Structured Approach from Silicon
Valley for Entrepreneurs and Leaders
Transforming an Idea Into a
Business with Design Tinking
Te Structured Approach from Silicon
Valley for Entrepreneurs and Leaders
By
Mashhood Alam
A P R O D U C T I V I T Y P R E S S B O O K
First edition published in 2019
by Routledge/Productivity Press
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2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN, UK
© 2019 by Mashhood Alam
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International Standard Book Number-13: 978-1-138-57760-2 (Hardback)
International Standard Book Number-13: 978-1-138-57759-6 (Paperback)
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This book is dedicated to:
Abba, my grandfather, whose love for knowledge is captured
aptly in the title of his book as “ thirst of a sieve”;
my parents, especially Ammi, my mother, whose
unconditional love is the foundation of my being
Tabassum, my wife and best friend, whose selfess
support made this book possible;
and Wasi, Aleena and Inayah, my children, whose smiles
brighten my life.
Contents
Foreword ..................................................................................................xiii
Acknowledgments .................................................................................xvii
Preface ......................................................................................................xix
1 Democratizing Entrepreneurship ........................................................... 1
1.1 Why Another Book on Entrepreneurship? ..........................................2
1.2 A Mind-set for Growth .........................................................................2
1.3 Basic Essence of This Innovation Approach .......................................2
1.4 A Primer on Design Thinking .............................................................3
1.4.1 Traditional Approach .................................................................4
1.4.2 The New Design Thinking Approach ......................................5
1.4.3 Empathy .....................................................................................5
1.4.4 Have a Better Understanding of the Problem before
Thinking of the Solution ......................................................................5
1.4.5 Collaboration with Diverse Perspectives ..................................8
1.4.6 Build Prototype .........................................................................8
1.4.7 Get Feedback from Target User ................................................8
1.4.8 Iterate .........................................................................................8
1.5 Mind-sets for Design Thinking ............................................................9
1.6 Creative Leadership ..............................................................................9
1.7 Best Way to Get the Best out of This Approach .................................9
1.7.1 Build a Team ..............................................................................9
1.7.2 Review the Framework with the Team ...................................10
1.7.3 Collaborative Engagement .......................................................10
1.7.4 Capture Assumptions ...............................................................10
1.7.5 Guidance ..................................................................................11
2 The Three Stages Plus One ...................................................................13
2.1 Let Your Curiosity Drive Your Endeavor ...........................................14
vii
viii ◾ C ontents
2.1.1 Questions for the First Stage ...................................................15
2.1.2 Questions for the Second Stage ..............................................16
2.1.3 Questions for the Third Stage .................................................16
2.1.4 Questions for the Fourth Stage ...............................................17
2.2 Failing Early, and Failing Fast ............................................................17
2.3 The Problem Statement ......................................................................18
2.3.1 Template ..................................................................................18
2.3.2 Example ...................................................................................19
2.3.3 Guidance .................................................................................19
2.3.3.1 Session Lead ...............................................................19
2.3.3.2 Three-minute Self-brainstorm ...................................19
2.3.3.3 Team Brainstorm .......................................................19
2.3.3.4 Document Assumptions ............................................20
3+1
2.4 Overview of the Transform Framework ........................................20
3 Stage 1: Understand Problem to Grasp Desirability ............................. 23
3.1 Step 1: Stakeholders ...........................................................................23
3.1.1 Target Stakeholders ..................................................................24
3.1.2 Connected Stakeholders ..........................................................24
3.1.3 Infuenced Stakeholders ..........................................................24
3.1.4 Stakeholder Template ..............................................................24
3.1.5 Guidance ..................................................................................25
3.1.5.1 Session Lead ...............................................................25
3.1.5.2 Three-minute Self-brainstorm ....................................26
3.1.5.3 Team Brainstorm ........................................................26
3.1.5.4 Document Assumptions .............................................27
3.1.5.5 Review Prior Steps ......................................................27
3.2 Step 2: Research .................................................................................27
3.2.1 Planning ...................................................................................28
3.2.2 Empathetic Observation ..........................................................28
3.2.3 Genuine Curiosity ...................................................................28
3.2.4 Being Inquisitive Is Good, Without Being Intrusive! .............29
3.2.5 Adopt a Beginner’s Mind-set ...................................................29
3.2.6 Don’t Judge ..............................................................................29
3.2.7 Question Everything ...............................................................30
3.2.8 Be Genuinely Curious .............................................................30
3.2.9 Find Patterns ............................................................................30
3.2.10 Listen, Intently .........................................................................30
3.2.11 Suggestions for User Engagement ...........................................30
Contents ◾ ix
3.2.12 Engagement Guidelines with the User ...................................31
3.2.12.1 Guidelines for Interviewer .......................................31
3.2.12.2 Guidelines for Note Taker .......................................31
3.2.12.3 Sample Questions for Interview ..............................32
3.2.13 Template ..................................................................................34
3.2.14 Example ...................................................................................35
3.2.14.1 Guidance ..................................................................35
3.2.14.2 Team Brainstorm ......................................................36
3.2.14.3 Document Assumptions...........................................37
3.3 Step 3: Persona ...................................................................................37
3.3.1 Template ..................................................................................37
3.3.2 Example ...................................................................................38
3.3.2.1 Guidance ....................................................................38
3.3.2.2 Document Assumptions ............................................39
3.3.2.3 Review Prior Steps .....................................................39
3.4 Step 4: Current Journey ......................................................................40
3.4.1 Current Journey Template .......................................................40
3.4.2 Current Journey Example ........................................................41
3.4.2.1 Guidance ....................................................................41
3.4.2.2 Document Assumptions ............................................42
3.4.2.3 Review Prior Steps .....................................................43
3.5 Step 5: User’s Perspective ...................................................................43
3.5.1 Template ...................................................................................43
3.5.2 Example ...................................................................................44
3.5.2.1 Guidance ....................................................................44
3.5.2.2 Document Assumptions ............................................45
3.5.2.3 Review Prior Steps .....................................................45
4 Stage 2: Devise Solution to Determine Feasibility ................................ 47
4.1 Step 6: Ideation ...................................................................................47
4.1.1 Guidance ..................................................................................48
4.1.1.1 Session Lead ...............................................................48
4.1.1.2 Document Assumptions .............................................52
4.1.1.3 Review Prior Steps .....................................................52
4.2 Step 7: Prioritization ...........................................................................53
4.2.1 Template ..................................................................................53
4.2.2 Example ...................................................................................53
4.2.3 Guidance .................................................................................53
4.2.3.1 Document Assumptions ............................................56
4.2.3.2 Review Prior Steps .....................................................56