K^2 Keynote, "Using Models To Ask The Right Questions: Overcoming Predictably Irrational Behavior And Unpacking Meaning," from Doug Stone of Maddock Douglas, presented on February 13th, 2014.

1. Using Models To Ask
The Right Questions
Overcoming Predictably Irrational Behavior
And Unpacking Meaning
Douglas Stone •
2.8.14
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2. Douglas Stone SVP of Innovation
Maddock Douglas, Inc.
(And Idea Monkey…)
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3. Douglas Stone
Senior Vice President of Innovation at Maddock Douglas
Greater Chicago Area | Management Consulting
Previous
Theikos SFDC, Mature Life Services, Leapnet,
Sapient, Figure One Interactive, Mobium
Education Master of Product Design and Development,
Northwestern University
Individualized Major, Indiana University
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4. CULTURE, PROCESS, INDUSTRY
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5. PERSPECTIVES ON INNOVATION
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6. INNOVATION
CORE
NEED
UNMET OPPORTUNITY
(USEFULNESS)
EXPERIENCE
IDEA
BUSINESS
(VIABILITY)
POSSIBILITY
(FEASIBILITY)
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7. TWO MODES OF THINKING
Reliability
Eventuality
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8. PREDICTABLY IRRATIONAL
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9. MADDOCK DOUGLAS
INNOVATION PROCESS
DISCOVERY
IMMERSION
INSIGHTS
IDEAS
ACTIVATION
= Outside Perspective
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10. BEFORE WE GET INTO TROUBLE…
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11. WHAT IS A “SUPERPOWER”?
A superpower is what allows
you to leverage trends better
than your competition.
It may be from the past or
just emerging, but either way,
it must be put into action.
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12. THE MODELS
Let’s Talk About Models
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13. THE MODELS
Resist The Urge To Make
The Model The Solution
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14. WHAT ARE WE LOOKING FOR?
Planned Behavior
EXPERIENCE CYCLE
O. O. D. A.
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15. THEORY OF PLANNED BEHAVIOR
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16. reverberating
“you just have to try this.”
The person actively
communicates his/her
satisfaction to others.
generative
promise more good things.
The person comes back for
more as his/her expectations
are raised — at the same
time, a significant level of
loyalty and leverageable
relationships are achieved.
compelling
captures the imagination.
The initial connection with
the person and using that
contact to make an effective
and affective impression.
orientating
helps users navigate the world.
The overview or preview of
what’s available or possible,
allowing exploration and
supporting the early stages
of learning.
embedded
become part of users’ lives.
The completion of valuable or valued
activities while delighting the senses,
skilling and establishing expectations about
the overall content of the encounters.
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17. THE O.O.D.A. PROCESS
Observe
Orient
Decide
Act
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18. To Inspire
and Empower
Curiosity
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19. Presentation Follow-up Conference Call
Join us for an opportunity to reconnect
Tuesday, February 18, 2014
11:30 a.m. – 1:30 p.m. CST
Reserve your follow-up webinar seat now at:
https://www1.gotomeeting.com/register/161892273
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