This lecture discusses the Law of Unintended Consequences, the importance of understanding your user to avoid typical pitfalls, frameworks for creating change, and adding the notion that moral capabilities are needed for an effective leader.

1. The Road to Hell is Paved with Good Intentions:
The Law of Unintended Consequences & Frameworks for Change

2. Design & Intentions
Frameworks for Change
Processes
You, Leadership and Social Impact

3. The Law of Unintended Consequences
“Any intervention in a
complex system may or may
not have the intended result,
but will inevitably create
unanticipated and often
undesirable outcomes”

4. Green Dreams: Huangbaiyu Development
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

5. Green Dreams: Farming Community
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

6. Green Dreams: Meeting Needs
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

7. Green Dreams: Unintended Uses
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

8. Green Dreams: Consultation
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

9. Green Dreams: Managing Expectations
photo: http://www.pbs.org/frontlineworld/fellows/green_dreams/

11. Reflect/Debate:
What are some potential criticisms
of Tide’s Loads of Hope?

12. As designers, managers and business professionals-
it is our role to make doing the right thing and buying
the right thing as easy as possible.

13. Frameworks for Creating Change:
The Rider- Analytical The Elephant- Emotional The Path- The Situation

14. The Story:
Low-Fat Milk

15. Lesson 1:
Direct the Rider
“What looks like resistance
is often a lack of clarity.
So provide crystal clear
direction. (Think 1% Milk)”

16. The Story:
Radishes vs. Cookies
& puzzles?

17. The Story:
Too Many Gloves

18. Lesson 2:
Motivate the Elephant
“What looks like laziness is often exhaus-
tion.
The Rider can’t get his way by force for very
long. So it’s critical that you engage peo-
ple’s emotional side—get their Elephants on
the path and cooperative (Think cookies and
Radishes study and conference table full of
gloves.)”

19. The Story:
Stale Popcorn-Large vs. Small

20. Lesson 3:
Shape the Path
“What looks like a people problem is
often a situation problem (The Path).
When you shape the Path, you
make change more likely, no matter
what’s happening with the Rider
and Elephant (Think of the shrinking
Popcorn buckets)”

22. Story:
Putting it All Together:

23. How did Donald Berwick...
Direct the Rider?
Motivate the Elephant?
Shape the Path?

24. HEAR CREATE DELIVER
-Identify Required
Who to talk to -Making sense of data
Resources
-Identifying Patterns
How to gain empathy -Create Implemen-
-Defining Opportunities tation Plan
How to capture stories
-Creating Solutions -Scope out Finan-
cial Sustainability
participate
opportunity identification
observe
interview build a team brainstorm
synthesize prototype
draw your job

27. Processes Overlay
Define Discover Design Deliver
Direct the Rider Motivate the Elephant Shape the Path
Hear Create Deliver
Generate Conceptualize Optimize Implement
Mystery Heuristic Algorithm Code

29. Reflect:
From your own experiences and from the examples
previously given, which part(s) of these processes do you
think are most often overlooked?
Why?

30. You, Leadership & Social Impact

31. Leadership
When you think of leaders today, what
qualities come to mind that they possess?

32. Leadership
What pitfalls do leaders most generally
succumb to?

33. Leadership
What type of moral capabilities do you
think are needed for leaders today?

34. MBA Oath:
As a manager, my purpose is to serve the greater good by bringing people and resources together to
create value that no single individual can create alone. Therefore I will seek a course that enhances the
value my enterprise can create for society over the long term. I recognize my decisions can have far-
reaching consequences that affect the well-being of individuals inside and outside my enterprise, today
and in the future. As I reconcile the interests of different constituencies, I will face choices that are not
easy for me and others.
Therefore I promise:
I will act with utmost integrity and pursue my work in an ethical manner.
I will safeguard the interests of my shareholders, co-workers, customers and the society in which we
operate.
I will manage my enterprise in good faith, guarding against decisions and behavior that advance my own
narrow ambitions but harm the enterprise and the societies it serves.
I will understand and uphold, both in letter and in spirit, the laws and contracts governing my own con-
duct and that of my enterprise.
I will take responsibility for my actions, and I will represent the performance and risks of my enterprise
accurately and honestly.
I will develop both myself and other managers under my supervision so that the profession continues to
grow and contribute to the well-being of society.
I will strive to create sustainable economic, social, and environmental prosperity worldwide.
I will be accountable to my peers and they will be accountable to me for living by this oath.
This oath I make freely, and upon my honor.
mbaoath.org

35. Scales of Impact
press education
politics law
healthcare
markets
Institutions business economy
shelters nonprofits art programs
local theater
Communities libararies parks
corner stores schools
churches
universities
People neighbors
homeless
bosses
friends classmates
victims
children
family colleagues teachers
politicians
students lawyers

36. Scales of Impact
Scalable Impact
Institutions Time
Communities
People

37. There are those who give little of the much which they have - and
they give it for recognition and their hidden desire makes their
gifts unwholesome.
And there are those who have little and give it all.
These are the believers in life and the bounty of life, and their
coffer is never empty.
There are those who give with joy, and that joy is their reward.
And there are those who give with pain, and that pain is their
baptism.
And there are those who give and know not pain in giving, nor do
they seek joy, nor give with mindfulness of virtue; They give as in
yonder valley the myrtle breathes its fragrance into space.
-Kahlil Gibran. The Prophet

38. References
Brown, Tim- Change by Design
Fundaec Foundation- Intellectual Preparation for Social Action, Volume 1
Heath, Chip & Dan- Switch: How to Change Things When Change is Hard
Martin, Roger- Opposable Mind: How Successful Leaders Win Through Inte-
grative Thinking
Martin, Roger- The Design of Business: Why Design Thinking is the Next
Competitive Advantage
MBA Oath- www.mba.com