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What do clients want
from us?
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Exercise:
What is it that clients really value for the
money they pay us?
Discuss & classify on
Visibility vs.
Impactfulness
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A restaurant example
Food
Service
Hygiene (dcor, cutlery)
Kitchen
Procurement quality
Chef
Brand Logo Accounting staff
Visible to
customer
Invisible to
customer
Lowimp
act
Highim
pact If this experience is not delivered, customers
start questioning on these areas
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Our situation
Report/ppt (actionable
insight)
Servicing incl. thinking
displayed, moderation etc.
Fieldwork
Data/analysis
Management
Brand LogoIT system/website
Accounting staff etc.,
Visible to
client
Invisible to
client
Lowimp
act
Highim
pact If this experience is not delivered, customers
start questioning on these areas
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Therefore
Our report and presentations should
demand our greatest attention
It is the most visible
It is the most impactful and enduring part of
our relationship with client
Do we spend that amount of attention on
this? If not, why? (Discuss)
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Discuss a successful movie
What made it successful?
Story/content/script?
Sets, music, photography, direction, stunts
etc.,? (lets call this embellishments)
Actors?
Which of these three is most important?
Why?
Ideally, we would like the movie to be strong
on all three legs
However, first priority should bestory!
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Our workshop will focus on:
Module 1: Improving story telling/ Plot/ theme
strengthening
And making it worthwhile for the client to listen to (why should
they care to hear your story?)
We will put 70% of our efforts to learn this skill
Module 2: Embellishments
Data visualisationhelping the client to assimilate our arguments
in the fastest way possible We will put 28% of our effort to learn this skill
Module 3: How to present? (better actor)
We will discuss 2% of time to learn a few critical points
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Module 1: Story/scriptmaking
Telling an interesting story
and making it worthwhile
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A. WHAT IS THESTRUCTURE OF A STORY?
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Story has
Situation
Complication
Question
Answer
Mnemonic: SCQA
*Credits: (a) The Minto Pyramid, Barbara Minto (b) Poetics by Aristotle
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Exercise: Can anyone volunteerto tell a story?
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HANDOUT: QUAL DATA TOBUILD A STORY
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HANDOUT 1: QUAL DATATO BUILD A STORY
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Background
Client is a design software provider (e.g. AutoCAD,Solidworks, Catia, Maya, 3DX etc.,) making softwarethat enables creative work of engineersmechanical/civil, architects, animators etc.,
Has several products/brands build to meet specific needsof these professions
Business situation in India: It is a mixed bagdoingextremely well in some segments while beingoverwhelmed by new, nimble and exciting players insome segments
Research objectiveto understand the software usersbetter to relate to them closely to build a strong customerfranchise
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Q: How is the workplace changing for design
professionals?
Software needs to be with all as we are increasingly working incollaboration Architects, tooling & animation companies
You require time to manipulate & figure out ways. Clients do notunderstand, always forcing us to do things quickly as if I am a magician,dont appreciate what software we usejust want the productnot willingto give premium A small Animation company in Mumbai
Team work and friendly environment are a must in our design departmentSmall machinery company in Delhi
Your presentations have to be better depending on client in order to get theproject An Architect in Mumbai
Companies now recruit Bachelor of Engineering (BE) as minimum
qualification instead of just a diploma holderMedium tool design company in Pune
People used to buy Pro/E (a high end niche design software) just to showoff they have it but ended up using only AutoCAD (considered too mass)
CEO of a large Machinery company in Delhi
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Q: What is it that inspires you to be
in this profession?
Our field is best and our
education is on top Machine
design
Should be Mr. Perfect
Machine design
Start a problem>> I
get excited to solve
Need to know total
design in working
Need to anticipate what
people will face in shop
floor
You feel happy when you make
people laugh Animator Joy of first born
Tooling
Good ideas give excitement
Machine design
Odd shaped plot
converted to fit 10
flats Civil Engineer
Sit and draw on PC cantstand chaos of workshop
Tooling
Without knowledge,
we will not grow
Learning is
important
Need material, new type of
work
Design part is most
exciting Machine design
Seeing trends change..now glass building are popular, in 15 years it
will go away as glass not good for tropics Architect
Cannot create rubbish
Architect
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Q: What are your ambitions?Join a better company
If Pope can shout at Michelangelo the famous artists for shoddy work, I am nobody
Ferrari will be my dream company to work in
Want my company to be globally appreciated for design
Go and work in Dubai to work on big buildings
Work is bigger than the individual
Who wont want to earn a little more money?
Want to work with all types of Material,software, hardwares, people & many skilledpeople
Need Bettermaterial, eqpt., s/w, h/w, people & skilled people
I want to decide my type of work & time to work
Bossshould notinterfereI want to Start my own consultancy
5 day work culture is what I seek
I needtime to think anddo creative work
I would like to meet inspiring people and learn from them: APJ AbdulKalam
MichealSchumacher NarayanaMurthy, Bill Gates DreamWorks head
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Q: What frustrates you when you are using
design softwares of today?
I get excited to solve butinterest goes down soon
Our H/w system isbackward
Time is aconstraint
Material or machine notavailable..Grinding
machines are not good
StaffITIdiploma..mentality not right
to use software
People keep changing,you cantlocate old
files
Dont like work if it hasrepetitive task
If the software can dowhat I am thinking., thatwould be great
Dont have a voice to exerciseourchoice on s/w
No interference from top..needfreedom to decide s/w
Once design is approved,I getbored of detailed drawing
Final output, final
rendering are different
Colour differences insoftware outputs irritate
me
Not getting payment intimewhy invest in high
quality s/w
Difficult to learn
new software
Creativity is goingdownbecause of s/wyoung
people want to make moremoney and go home early
Problem while switchingonebrand of software to another haveto adapt which takes time
Template library to work from will help
Somesoftwares are veryslow as our system is not
up-to-date
Very heavy s/w Is
slow on regular PC
We have designed building when software was not there. It
has made life easier & faster
Architect
There is no software that can
analyze and think intelligently
Tooling
Software is just a tool. We need
to develop the character, show
emotion etc. Animator
We have designed building when software was not
there. It has made life easier & faster
Architect
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Task
Build an interesting story In each slide with data, try and group the statements to
see some structure/order
Piece the various slides together to build a story Use adjectives, verbs to be evocative
See if are able to apply the structure
Situation Complication
Question
Answer
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B. IS THERE A THEORY TOTELLING A STORY?
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Edward de Bono : Six Frames for
Thinking about Information to string ideas
What?
hy?
Where?
Avoid time-filling and distraction
Need defines searchAsk the
relevant and specific questions
Browse and scanhow much isneeded and what all is irrelevant
Confirmationrechecking your
sources
Awareness
PURPOSE
ACCURACY
Authority of source of
information
Internal checking
Comparative Accuracy
Adequate Accuracy
Doubtscompare with
other reports andclarify
Maintain neutrality
Remove biases and persuasion
A difficult task to being with
- balanced perspective is very rare!
Identify adjectives in information
to infer biases
PoV : Where is a source/personcoming from
Attractiveness of a topic
- General interestI love to
get to know about things
- Specific Interest - I want to buy a car,Ill get to know everything about it
Interest generated by
- Addition of knowledge
- Contradiction of existing knowledge
The value of your information
does it satisfy your info needs?
Does it rouse your interest?
Does it answer your questions?
Conclusive of all other frames
Sourceconfirmed, unbiased
Awareness of the world around us
Analysing the results
Are we satisfied with info search
Do we need further information
Overall value of information
VALUE
ATTRACT
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Inductive: Argument first
Whats
wrong/right/happening?Whats
causing it?
Heres what you
should do
This is what will be the
outcome if you change
WHY? HOW?
A1 B1 C1 A2 B2 C2 A3 B3 C3
Induction is usually described as moving from the specific to the
general
Arguments based on experience or observation are best expressedinductively
Bottom up
approach:
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Deductive: Action first
You must change
A3 B3 C3
A2 A1 B2 B1 C2 C1
HOW?
WHY?
Deduction begins with the general and ends with the
specific.
Arguments based on laws, rules, or other widely
accepted principles are best expressed deductively
Top down
approach
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Ideas within a story need to be
represented in one of two ways - Inductive
or Deductive
Socrates was mortal
Socrates
was a man
All men
are mortal
Socrates
was Greek
Most
Greeks
eat fish
Socrates
ate fish
1. Inductive Logic
2. Deductive Logic
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Ideas - a better way to
represent them
Deductive reasoning
Chronology (Evolution)
Comparison/classification/ranking
If you cant find the order in the grouping, your
thinking has a f law.
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Lets discuss
What was the structure within our overall
story?
Inductive or deductive?
How would you make it a deductive or
inductive structure and vice versa?Discuss
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Summing up
Story line
Situation
Complication
Question
Answer
Systematic,
Formal &
objective
Argue &
Counter argue
Feel/value/
Judge
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First act: Understanding
the Customer
Work environment, motivations,
ambitions, frustrations, emerging trends
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S: Their work environment
has changed dramatically
Seeing the context
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30
How has their work place changed?
High quality at lower
cost with reduced cycle
time
Constant investment in
new tech
Invest in skilled people
Plan better
Work collaboratively
Competition hot at the
heel
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C: So, are we catering towhat the users need now?
Exploring need gaps to
fit our software
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32
Users care not about software but about deriving Pride
out of learning and from solving challenging problems!
Our field is best and our
education is on top Machine
designShould be Mr. Perfect
Machine design
Start a problem>> I
get excited to solveNeed to know total
design in working
Need to anticipate what
people will face in shop
floor
You feel happy when you make
people laugh Animator
Joy of first born
Tooling
Good ideas give excitement
Machine design
Odd shaped plot
converted to fit 10
flats Civil Engineer
Sit and draw on PC cant
stand chaos of workshopTooling
Without knowledge,
we will not growLearning is
important
Need material, new type of
work
5. High Pride in
design work
4. Learning
3. Solve
problem
1. Mount challenge
2. Create/innovate/design
Design part is most
exciting Machine design
Seeing trends change..now glass building are popular, in 15 years it
will go away as glass not good for tropics Architect
Cannot create rubbish
Architect
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33
Lesser work
5 day work culture
Need time to think and do
Whats more, users are united in their ambition to be
recognized for who they are & what their achievements
are!
Independence
Decide my type of work & time to work
Boss to not interfere
Start own consultancy
More resources
Material, s/w, h/w, people
& skilled people
Better job condition
Better material, eqpt., s/w, h/w,
people & skilled people
Are inspired by creative/famous people & would like tomeet them:
APJ Abdul Kalam, Micheal
Schumacher, Narayana Murthy, Bill
Gates, DreamWorks head
Sublimation
Want my company to be global
Work is bigger than individual
If Pope can shout at Michelangelo, I am nobody
Look for better avenues for growth
Join a better company
Ferrari will be my dream company to work in
Go and work in Dubai to work on big buildings
To be recognized
for creativity/work
Betterpay
Who wont want to
earna little more
Hidden
need
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Q: So, what can a designsoftware do to meet their
needs?
Matching up to need
gaps
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35
A1: Software is not the Prima Donna but a tool to aiduserrecognition should go to user not the software
Maya3D Studio Max
Fire XSI
Catia
AutoCAD
Pro/E
UnigraphicsSolidEdge
SolidWorks
ArchiCAD
Staad
Software is just a tool.
We need to develop the
character, show emotion
etc. Animator
There is no software
that can analyze and
think intelligently
Tooling
We have designed
building when software
was not there. It has
made life easier &
faster
Architect
A s/w should not be a
black box. Need to
know what it is doing
so as to rectify our
mistakes Civil Engg.
Faculty
X
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36
A2: Solve their small frustrations to enable them to
focus on challenging problems and to learn & grow!
I get excited to solve butinterest goes down soon
Our H/w system isbackward
Time is aconstraint
Material or machine notavailable..Grinding
machines are not good
StaffITI diploma..mentality not
right
People keep changing,you can locate old files
Dont like work if it hasrepetitive task
If the software can dowhat I am thinking
Dont have a voice toexercise our choice
No interference fromtop..need freedom
Once design is approved, getbored of detailed drawing
Final output, final
rendering
Colourdifferences
Not getting payment intime
Difficult to learn
new software
Creativity is going
downyoung people want tomake more money and go
home early
SimplifyRemove s/wglitches/irritants
Documentation is problem
Unburden me
Streamline
Problem while switching s/w
More User-friendly
Template library to work from
Some softwares are veryslow as our system is not
up-to-date
Is slow on regular
PC
Speed up
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ARE WE BETTER OFF CATERING TO THEEMOTIONAL NEEDS OF OURCUSTOMERS THAN TO THEIRFUNCTIONAL NEEDS IN A DESIGNSOFTWARE?MAY BEMAY BE NOT!
Q2:
37
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SECOND ACT: WHAT SOLUTIONS FOROUR CLIENT?38
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Did you notice thestructuring of ideas in
each slide?
39
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How has the work place changed
when you were not watching?
40
High quality at lower
cost with reduced
cycle time
Investment in
technology
Investment in skilled
people
Need for better
planning
More collaborative
working
Competitive pressures
You require time to manipulate & figure out ways. Clients donot understand, always forcing us to do things quickly as if I
am a magician, dont appreciate what software we usejust
want the productnot willing to give premium
A small Animation company in Mumbai
Your presentations have to be better depending on client in
order to get the project
An Architect in Mumbai
People used to buy Pro/E just to show off they have it but
ended up using only AutoCAD
CEO of a large Machinery company in Delhi
Companies now recruit Bachelor of Engineering (BE) as
minimum qualification instead of just a diploma holder
Medium tool design company
in Pune
Team work and friendly environment are a must in our designdepartment
Small machinery company in Delhi
Software needs to be with all as we are increasingly workingin collaboration Architects, tooling & animation companies
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Users united in Pride out of learning from ability to
mount a challenge, create/design solutions to problem
41
Our field is best and our
education is on top Machine
designShould be Mr. Perfect
Machine design
Start a problem>> I
get excited to solveNeed to know total
design in working
Need to anticipate what
people will face in shop
floor
You feel happy when you make
people laugh Animator
Joy of first born
Tooling
Good ideas give excitement
Machine design
Odd shaped plot
converted to fit 10
flats Civil Engineer
Sit and draw on PC cant
stand chaos of workshopTooling
Without knowledge,
we will not grow
Learning is
important
Need material, new type of
work
5. High Pride in
design work
4. Learning
3. Solve
problem
1. Mount challenge
2. Create/innovate/design
Design part is most
exciting Machine design
Seeing trends change..now glass building are popular, in 15 years it
will go away as glass not good for tropics Architect
Cannot create rubbish
Architect
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Again, users are united in their ambition to be
recognized for who they are & what they achieve
42
Lesser work
5 day work culture
Need time to think and do
Independence
Decide my type of work & time to work
Boss to not interfere
Start own consultancy
More resources
Material, s/w, h/w, people
& skilled people
Better job condition
Better material, eqpt., s/w, h/w,
people & skilled people
Are inspired by creative/famous people & would like tomeet them:
APJ Abdul Kalam, Micheal
Schumacher, Narayana Murthy, Bill
Gates, DreamWorks head
Sublimation
Want my company to be global
Work is bigger than individual
If Pope can shout at Michelangelo, I am nobody
Look for better avenues for growth
Join a better company
Ferrari will be my dream company to work in
Go and work in Dubai to work on big buildings
To be recognized
for creativity/work
Betterpay
Who wont want to
earna little more
Hidden
need
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First, a whole lot of frustrations abound in this creative
field and some pertain to software
43
I get excited to solve butinterest goes down soon
Our H/w system isbackward
Time is aconstraint
Material or machine notavailable..Grinding
machines are not good
StaffITI diploma..mentality not
right
People keep changing,you can locate old files
Dont like work if it hasrepetitive task
If the software can dowhat I am thinking
Dont have a voice toexercise our choice
No interference fromtop..need freedom
Once design is approved, getbored of detailed drawing
Final output, final
rendering
Colourdifferences
Not getting payment intime
Difficult to learn
new software
Creativity is going
downyoung people want tomake more money and go
home early
SimplifyRemove s/wglitches/irritants
Documentation is problem
Unburden me
Streamline
Problem while switching s/w
More User-friendly
Template library to work from
Some softwares are veryslow as our system is not
up-to-date
Is slow on regular
PC
Speed up
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In sum, Software is not the Prima Donna but a tool toaid userrecognition should go to user not the software
44
Maya3D Studio Max
Fire XSI
Catia
AutoCAD
Pro/E
UnigraphicsSolidEdge
SolidWorks
ArchiCAD
Staad
Software is just a tool.
We need to develop the
character, show emotion
etc. Animator
There is no software
that can analyze and
think intelligently
Tooling
We have designed
building when software
was not there. It has
made life easier &
faster
Architect
A s/w should not be a
black box. Need to
know what it is doing
so as to rectify our
mistakes Civil Engg.
Faculty
X
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PART 2: SO, WHAT?> HOW DO I MAKE MY STORY/THEMELINK TO USEFULNESS TO CLIENT
(MAKING HIM ACT ON OUR LESSONS)?
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Can you set a measure of a
successful study? What % of your recommendations were
acted upon by client?
What % of your recommendations are worthyof being acted upon except for politics/laziness
of client?
What % of your recommendations are worthy of
consideration?
What % of your recommendation are interesting to your
client?
What % of your recommendation are interesting to
you?
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Task 2
How do I make my study useful to client to
enable him to move to action?
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Brain is a pattern making and self
organizing system
Challenge assumptions
Innovate
Suspended judgment
Random stimulation
Brainstorming,
Analogies
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Quicker and betterDecisions at the end
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Summing up
Story line
Situation
Complication
Question
Answer
Systematic,
Formal &
objective
Argue &
counter
argue
So What?
Suspend
Judgment,
Challenge
assumptions
Innovate,
Brainstorm
Use analogy
Client gatekeeper viewsInternal Deskresearch
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Can you use this data to improve
your So what conclusion? Auto segment, which uses a lot of design software,
collaborate in this manner:
Large Auto makers
have own designdepartments(e.g.Maruti)
Sub-assembly mfrshave own design
deptt. (e.g. SonaSteering,)
Spare parts mfrs(e.g. Small &Medium mfrs)
Some of the smallco. may be avant
garde
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THANK YOU FOR YOURATTENTION!