MAIN TOPICS: - Are opportunities found or made? - How to foster your creativity? - Introduction to Design thinking - Your entrepreneurial journey --- This session is part of a 10-weeks course given to master students of the SOLVAY BRUSSELS SCHOOL OF ECONOMICS AND MANAGEMENT by professor Olivier WITMEUR.

1. www.solvayentrepreneurs.be
WHAT IS DESIGN THINKING?
SESSION 3 (out of 10)
INTRODUCTION TO
DESIGN THINKING
This session is part of a 10-weeks course
given to master students of the SOLVAY
BRUSSELS SCHOOL OF ECONOMICS
AND MANAGEMENT by professor Olivier
WITMEUR.

2. Entrepreneurship Course – Session 2 - 2014 © Olivier WITMEUR 2
• Are opportunities found or
made?
• How to foster your creativity?
QUESTIONS AGENDA RESOURCES
• Introduction to Design
thinking
• Your entrepreneurial journey
• Design Thinking (HBR)
Desired Outcomes of the Session

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DESIGN THINKING
#1

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Design Thinking
4
“ Design thinking can be described as a
discipline that uses the designer’s
sensibility and methods to match
p e o p l e ’s n e e d s w i t h w h a t i s
technologically feasible and what a
viable business strategy can convert
into customer value and market
opportunity. ”
- Tim Brown (Ideo)

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ABC Nightline - IDEO Shopping Cart
5
Questions
• What are the main steps in the IDEO process?
• What resources do you need to make Design Thinking successful?
http://www.youtube.com/watch?v=M66ZU2PCIcM (8:12)

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Think and act like a designer
6
See also lean startup session

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Identify a Design Challenge
7
Start with a problem to solve … not a predefined solution.
Examples:
– How can we raise kids' awareness of the benefits of fresh food so they can make better choices?
– What global challenge do you think innovation leaders should work to solve right now?
– How might we increase the availability of affordable learning tools & services for students in the
developing world?
Be precise about the audience / market.

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Looking for a challenge and ways to find a solution
8
How?
• Leave the school / the office
• Search inspiration from around the world
• Be empathic
• Observe… just watch!
Toolbox
• Never stop asking open questions and challenge the status quo
• Ask questions with the same innocence as a child.
+ 5 Why...
+ What if...
+ Why not...
+ How else can we do this...
+ How can we improve this...

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Empathy map
9

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Ideation
10

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Ideation
11

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Creativity / Brainstorming Basic Rules
12
Defer judgment
Build on the ideas of others
Encourage wild ideas
Go for quantity
Be visual
Stay focused on the topic
One conversation at a time
The boss speaks first
Everybody gets a turn
Experts only please
Do it off-site
No silly stuff
Write down everything

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The Marshmallow Challenge
13
(6:52)http://www.ted.com/talks/view/lang/en//id/837

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Low fidelity prototyping: examples
14

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Prototyping: Build and Learn
15

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Design a Value Proposition
16
* Source: http://www.businessmodelalchemist.com/2012/01
EMPATHY MAP
OBSERVEDESIGN
WHY?WHAT?
VALUE PROPOSITION CUSTOMER SEGMENT

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NEVER STOP
WONDERING
&
ASKING!

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A real passion for entrepreneurship education and entrepreneurs.
• Student entrepreneurs: 2x
• Full time entrepreneur: once, in a team of 5
• Coach: 500+ projects over the last 20 years
• (Advisory) Board member in multiple new ventures
• Policy making: 2x
• Director of Solvay Entrepreneurs
• PhD in entrepreneurship in 2008
• … never as an investor
My wife (as Colombo), no kids, one dog (Vicky).
18
Olivier Witmeur (Belgian, 46)

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Solvay entrepreneurs is the entrepreneurship center of the Université Libre de
Bruxelles. We support entrepreneurs through the development of their venture, from
an idea to a successful and sustainable business.
19
Solvay Entrepreneurs

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Let’s keep in touch!
202014%©%Olivier%Witmeur
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