A lecture on Design Thinking and storytelling as methods for business innovation by Mathias Gullbrandson, The Story Lab The lecture was hold 2011-05-12 during 4 hours at Avega Group, Stockholm, on the theme - Agile development. This presentation is made in Swedish and English.

1. Design Thinking och storytelling
som metoder för affärs-
och erbjudandeutveckling

6. Det var en gång senhösten år 2001...

7. The Story Lab arbetar med affärs- och erbjudandeutveckling för
företag i en tjänste- och upplevelseekonomi

8. Affärs- Kommunikation
utveckling
Erbjudande
– som engagerar och
skapar storytelling

9. ”If growth is what you’re after, you won’t learn much
from complex measurements of customer satisfaction or
retention. You simply need to know what your customers
tell their friends about you.”
”The only path to profitable growth may lie in a company’s
ability to get its loyal customers to become, in effect, its
marketing department.”
Frederick F. Reichheld

10. Design Thinking
vs
traditionell affärsutveckling

11. Många (70%) strategiska initiativ når inte sina mål.*
* ) Charan & Colvin , Dalton, Vickers m.fl.
–
–
Det där vill jag
vara med på!
–
Jag förstår
inte!
–

17. “You can analyze the past, but you
have to design the future”
Edward De Bono

18. Design + Thinking
Känsla, intuition Rationalitet och
och inspiration analys
Roger Martin,
Professor Management Strategies,
University of Toronto

19. ”A discipline that uses the designer’s sensibility and met-
hods to match people’s needs with what is technologically
feasible and what is a viable business strategy can convert
into customer value and market opportunity.”
Tim Brown, CEO IDEO

20. Design Thinking Traditionell affärsutveckling
Utforska nya mysterium Exploatera vad vi redan vet
Söker efter att bevisa Väljer pålitliga lösningar
lösningen (validity)
Kvalitativ research Kvantitativ research
Design Thinking Traditionell affärsutveckling
Bygger idéer Diskuterar idéer
Strategi och lösning
Abduktivt resonemang Deduktivt/induktivt resonemang
– ”hur kan det vara om?” – ”vad är rätt och fel?”
En mer utforskande process Linjär milstolpebaserad process
Medskapande mellan experter, Experter på affärsutveckling
medarbetare och kunder
En absolut lösning Riktlinjer som ska implementeras
Kundvärdet som utgångspunkt Ekonomin som utgångspunkt

21. Design Thinking
- hur design thinking bäst kan användas för att skapa kon-
kurrensfördelar i en tjänste- och upplevelseekonomi
DeSign
Kvalitet i varje touch-
point i kundens resa
genom upplevelsen
Storytelling Spel
Fånga, förtydliga och Flow, deltagande,
överföra mening engagemang, motivation
och lojalitet

22. Design
- att designa i 3D- produktdesign och arkitektur

23. Kvalité i varje touchpoint i KunDenS reSa genom
upplevelSen

24. beSlutSFattanDe viD varje touchpoint
external internal
information information
conciousness
emotional habitual
SenSeS Filter Filter
memorieS
input needs
time

25. Kvalité i varje touchpoint i KunDenS reSa genom
upplevelSen - arbetSplatSen
interna möten
externa möten
Digitala möten
installationsplatser
...

26. SpegeleFFeKten - ju mer man bryr Dig DeSSto mer
Kommer anDra bry Sig...
vi bryr oss om apples datore för att
apple bryr sig om sina datorer.
vi bryr oss mer om ett café om
caféägaren bryr sig mycket om sitt café

27. Med tjänster uppstår ett behov av att designa i tid
– storytelling, scenarios och storyboarding
”Akiko and her husband starts their Saturday cleaning
their home. They are newly married and enjoy their nice
mansion apartment.
When they are done, they surf the Internet for good
wines and other things to buy.
Then they go shopping according to a plan, buying some
of the things they found good prices for in the web
search. They fill the boot of the car with groceries and
other things.” [snapshot 1]

28. Fånga, FörtyDliga och överFöra mening
Storytelling.

31. Spel
Flow, DeltaganDe, engagemang och motivation

32. inre och yttre motivation

33. motivation
Drawing on four decades of scientific research on human motivation,
pink exposes the mismatch between what science knows and what business does.
while carrots and sticks worked successfully in the twentieth century,
that’s precisely the wrong way to motivate people for today’s challenges.
there are three elements of true motivation—autonomy, mastery, and purpose.

34. The Innovation Stack
Years of
competitive advantage
Competitive lead-time
relatively short
Hamel, 2007
Harvard Business Review

35. Research, avgränsning
och problemformulering

37. Kvalitativ semistrukturerad basintervju Deltagande observation

38. Personas
När vi träffar en person, när personen blir verklig, anpassar vi vårt berättande naturligt till personen.
Ett sätt att lyckas med det i masskommunikation är att arbeta med fiktiva personer – personas.

39. Master Mirjam – vill hitta en bra master
Om Mirjam Om Stockholms universitet och deras kommunikation
Namn, ålder, Gör på dagarna Gör på fritiden Drivkraft, Kommunikatio Kännedom om Varför
SU?
Om
SUs
Budskap
–
Lämpliga
bostad önskan om nsformer SU kommunika2on
huvudbudskap
beräAelser
framtiden och och
anpassat
oro budskap
• Mirjam • Skriver • Hänger med • Ett bra jobb • Mobil • Vet att SU • Stockholm • Läser på • Forskning på • När jag
kandidatupps kursarna och eller finns har stor webben om högsta nivå gjorde mitt
• 27 år och • Mejl
ats i kemi surfar runt på eventuellt arbetsmarka olika – ett ledande val till
bor i och jobbar på olika forskning. • Facebook nd och nära mastersalter forskningsun universitetet
Karlstad OKQ8 Mastersutbild till Uppsala nativ iversitet
• Först en bra • MSN • Då insåg jag
ningar. Lund, mastersutbild • Forskning i • SU har en att…
London och • Webb
ning med världsklass riktigt bra
Stockholm
uppsats på en inom kemi master och
lockar.
arbetsplats. en stor
arbetsmarkn
• Orolig för att
ad nära.
inte få jobb
efter
utbildningen.
Typiska citat:
”Stockholm lockade för här fanns större utbud av föreningsliv. Jag hade kompisar som flyttat hit”
”En master här är billig och ganska bra säger kursarna som pluggat utomlands tidigare.”
”Jag börjar tänka mer på vad som händer sen, efter utbildningen. Vilka jobb som finns och så.”

40. Personasberättelser

41. Customer Journey Mapping och Service blueprint

42. Förstå och beskriva den
socio-kulturella kontexten

43. Visualisera spelplanen – förstå den
socio-kulturella berättelsen

45. Avgränsning och problemformulering
Kunder
Vad är önskvärt?
Affärsmodell
Vad är hållbart?
Tekniskt och kulturellt
Vad är möjligt?

46. Strategi och lösning

47. Utforskande resa istället för en linjär process,
där medarbetare, intressenter och kunder är med

48. Pappersprototyper i workshops

49. Tjänstescenarios

50. Tjänstescenarios

51. Kundtester i ett tidigt skede

52. Fullskaliga modeller

53. Prototyp av system för handel med
utsläppsrätter i form av ett spel

54. Ny strategi

55. Ny organisationsmodell

56. Ny organisationsmodell

57. Vad är en tjänst?

58. Jordbruksekonomi Industriell ekonomi Tjänsteekonomi
6% 30,6 % 64,4 %
Källa: CIA, 2009

59. Colour Key
Källa: CIA, 2006

60. Differentierad Kundanpassning relevant
vägleda
förändring
Kundanpassning
iscensätta
Kommodifiering
upplevelser
Konkurrens- Kundanpassning Kundbehov
position
leverera Kommodifiering
tjänster
Kundanpassning
tillverka Kommodifiering
produkter
icke icke-relevant
differentierad utvinna Kommodifiering
råvaror
marknad pris premium
Gilmore & Pine, 1999,
Harvard Business School

61. Tjänster, betalar för att få en rad aktiviteter utförda på beställning

62. Upplevelser, betalar för sitt eget engagemang
och den minnevärda händelsen

63. Transformations, betalar för förändring
och helst en bestående förändring

64. Tre sorters kvalitéer avgör tjänsteupplevelsen, och dessa bör
vara integrerade för att upplevas äkta
FunKtionella
Kvalitén
hur utförs tjäns-
ten? med vilket en-
gagemang?
teKniSK Kvalité platSenS
vad är det som utförs, Kvalité
produceras? var utförs tjänsten?

65. Äkta upplevelser skapar lojalitet
- men tjänsten i sig står inte för hela upplevelsen utan är beroende av samspelet med kommunikatio-
nen med kunderna och medarbetarnas engagemang
tjänSten
Den specifika
tjänstens utform-
ning
marKnaDS- meDarbetarnaS
KommuniKation engagemang

66. Differentierad Kundanpassning relevant
vägleda
förändring
Kundanpassning
iscensätta
Kommodifiering
upplevelser
Konkurrens- Kundanpassning Kundbehov
position
leverera Kommodifiering
tjänster
Kundanpassning
tillverka Kommodifiering
produkter
icke icke-relevant
differentierad utvinna Kommodifiering
råvaror
marknad pris premium
Gilmore & Pine, 1999,
Harvard Business School

67. Tjänste- och
upplevelseekonomin

68. Upplevelseekonomi
- äkthet är dominerande köpdrivkraft
Meaning: purchasing on the
basis of lasting consequences
beyond the consumption
Authenticity: purchasing on
the basis of conforming to
self image
Quality: purchasing on the
basis of excelling in product
performance
Cost: purchasing on the basis
of obtaining an affordable
price
Availability: purchasing on the
basis of accessing a reliable
support
CIA, 2006 Harvard, 2007

69. Äkthet: Köp baseras på självbild
Kvalitet i upplevelseekonomin är äkthet
En gnutta ”fake” kan ruinera det äkta
Äkta ≠ Sant

79. “The authenticity paradox.
Everything is fake, fake, fake!”

80. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
0 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

81. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
Both consumers and business to business
customers now purchasing offerings, not
Individuals identification with a Focus on self image without self
Self image / only based on availability, affordability and “Leadership demands the
brand is crucial for the effect of awareness decrease capacity for
awareness communication
excellence in product performance, the expression of a authentic self”.
development
purchase is based on how well it conform
to their self-image
1 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

82. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
Both consumers and business to business
customers now purchasing offerings, not
Individuals identification with a Focus on self image without self
Self image / only based on availability, affordability and “Leadership demands the
brand is crucial for the effect of awareness decrease capacity for
awareness communication
excellence in product performance, the expression of a authentic self”.
development
purchase is based on how well it conform
to their self-image
Employees today seeking
When people become engaged because the meaning in their work, and your strengths and virtue must be
Playful / Meaning and playfulness make
experience is playful or meaningful, they meeting quartly earning anchored in something larger, a
meaningful your message viral
experience it as authentic and valuable. expectations can ruined long- meaning and purpose.
term shareholder value.
2 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

83. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
Both consumers and business to business
customers now purchasing offerings, not
Individuals identification with a Focus on self image without self
Self image / only based on availability, affordability and “Leadership demands the
brand is crucial for the effect of awareness decrease capacity for
awareness communication
excellence in product performance, the expression of a authentic self”.
development
purchase is based on how well it conform
to their self-image
Employees today seeking
When people become engaged because the meaning in their work, and your strengths and virtue must be
Playful / Meaning and playfulness make
experience is playful or meaningful, they meeting quartly earning anchored in something larger, a
meaningful your message viral
experience it as authentic and valuable. expectations can ruined long- meaning and purpose.
term shareholder value.
“Either you’are going to tell Storytelling help people to create a
"In the next century, the winners of the All authentic leaders tells about
stories that spread, or you will coherent sense and meaning of how
Storytelling economy will be the products and services authentic experiences which
become irrelevant” A great story things works at a large and small
that express the most compelling stories." guide them where to go.
is true. scale of life.
3 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

84. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
Both consumers and business to business
customers now purchasing offerings, not
Individuals identification with a Focus on self image without self
Self image / only based on availability, affordability and “Leadership demands the
brand is crucial for the effect of awareness decrease capacity for
awareness communication
excellence in product performance, the expression of a authentic self”.
development
purchase is based on how well it conform
to their self-image
Employees today seeking
When people become engaged because the meaning in their work, and your strengths and virtue must be
Playful / Meaning and playfulness make
experience is playful or meaningful, they meeting quartly earning anchored in something larger, a
meaningful your message viral
experience it as authentic and valuable. expectations can ruined long- meaning and purpose.
term shareholder value.
“Either you’are going to tell Storytelling help people to create a
"In the next century, the winners of the All authentic leaders tells about
stories that spread, or you will coherent sense and meaning of how
Storytelling economy will be the products and services authentic experiences which
become irrelevant” A great story things works at a large and small
that express the most compelling stories." guide them where to go.
is true. scale of life.
A billion people has a mobile Transform from “I” to “We”, and Vital engagement is about connecting
phone with a video camera and that “we” is build up by both a persons inner drive to activities, a
Co-creation Co-creation increase loyalty
are ready to record and post leaders and followers tradition (story and rituals) and a
everything that they it is thrilling. authenticity. community
4 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

85. Success factors when rendering authenticity
Positive
Communication Economy Leadership psychology
The business imperative in experience Authentic happiness drives from
A company’ reputation is a result
economy is render authenticity and Life changing and meaningful positive feelings that arise from
Authentic if two things; its own actions and
management of the customer perception for moments in life create meaning using (authentic experience) my own
Experience behaviours, and the perception of
authenticity become the primary new and fuel to be an leader. signature strengths and upon virtue,
its key audiences.
source of competitive advantage spontaneously.
Both consumers and business to business
customers now purchasing offerings, not
Individuals identification with a Focus on self image without self
Self image / only based on availability, affordability and “Leadership demands the
brand is crucial for the effect of awareness decrease capacity for
awareness communication
excellence in product performance, the expression of a authentic self”.
development
purchase is based on how well it conform
to their self-image
Employees today seeking
When people become engaged because the meaning in their work, and your strengths and virtue must be
Playful / Meaning and playfulness make
experience is playful or meaningful, they meeting quartly earning anchored in something larger, a
meaningful your message viral
experience it as authentic and valuable. expectations can ruined long- meaning and purpose.
term shareholder value.
“Either you’are going to tell Storytelling help people to create a
"In the next century, the winners of the All authentic leaders tells about
stories that spread, or you will coherent sense and meaning of how
Storytelling economy will be the products and services authentic experiences which
become irrelevant” A great story things works at a large and small
that express the most compelling stories." guide them where to go.
is true. scale of life.
A billion people has a mobile Transform from “I” to “We”, and Vital engagement is about connecting
phone with a video camera and that “we” is build up by both a persons inner drive to activities, a
Co-creation Co-creation increase loyalty
are ready to record and post leaders and followers tradition (story and rituals) and a
everything that they it is thrilling. authenticity. community
Digital information has created a
The person need to be connected
global playing field of People no longer accept fake offerings; they
to a transparent larger whole to
Transparancy unpredicted transparency and want real offerings from genuinely Mastery and autonomity
generate learning's from actions
radically democratized access to transparent sources.
and realise the persons potential.
information .
5 | © 2010 The Story Lab AB | 10-11-03 | Design Thinking och storytelling | Seminarium

86. Pervasive games
Use reality and technology to stage meaningful, engaging
and sometimes transformational experiences
6 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

87. 7 | © 2010 The Story Lab AB | 09-10-23 |

88. 8 | © 2010 The Story Lab AB | 09-10-23 |

89. 9 | © 2010 The Story Lab AB | 09-10-23 |

90. 10 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

91. 11 | © 2010 The Story Lab AB | 10-11-17
© Andrew Sorcini, aka mrbabymn
| Design Thinking & Pervasive games | GM 2020

92. 12 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

93. Från TV-serie till din vardag
09-10-23 Exempel: Sveriges Television ”De drabbade”
13 | © 2010 The Story Lab AB |
|

94. Why?
14 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

95. Because it is authentic
15 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

96. With design strategies of
Pervasive Games
16 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

97. Mental patterns Meaning
360°
Self images
Systems for
Design Engagement
Co-creation
Culture
thinking Motivation
New behaviours Storytelling
Transformative
experiences Word of mouth
17 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

98. "Instead of providing gamers with better
and more immersive alternatives to reality,
I want all of us to become responsible for
providing the world with a better and more
immersive reality.”
Jane McGonigal, Pervasive game designer
18 | © 2010 The Story Lab AB | 10-11-17 | Design Thinking & Pervasive games | GM 2020

99. Thank you!
THE STORY LAB
Kungsgatan 26, 1 vån
111 35 Stockholm, Sweden
info@thestorylab.se
www.thestorylab.se
+46 (0)8 723 15 10
19 | © 2010 The Story Lab AB | |