T E L : 6 0 3 9 2 0 6 5 8 0 0 I F A X : 6 0 3 9 2 0 0 7 9 4 6 I E - M A I L : i b n @ i n t e l - b i z n e t . c o m

“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it...”

- Albert Einstein -

For Creativity and Business Innovation

1 4 - 1 5 J A N U A R Y 2 0 1 3 . G R A N D M I L L E N N I U M K U A L A L U M P U R

Hartsford Academy Advanced Executive Education

Jointly Developed By:

Dear Participants,

Most companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple's iPod, or create an entirely new category like Facebook. How often have companies invested millions and millions of dollars to create new product/service entry only to see them last a short few months.

If you find that every six months you have to innovate on something the market will accept is too exhausting, it is time to embrace design thinking.

Design thinking is trotted out as a salve for businesses who need help with innovation. The idea is that the left-brained; MBA-trained, spreadsheet-driven crowd has squeezed all the value they can out of their methods. To fix things, all you need to do is apply some right-brained turtleneck-wearing "creatives," "ideating" tons of concepts and creating new opportunities for value out of whole cloth.

This workshop allows YOU to learn how to apply the framework and cognitive processes of Design Thinking to connect with your own creativity, frame specific problems, generate innovative ideas, and convert those ideas into tangible business opportunities.

In terms of pedagogy, Design Thinking is a lot more than just a human-centered, rapid prototyping design methods; in fact Design Thinking is...

LESS ABOUT DESIGN, MORE ABOUT THINKING.

I look forward to seeing you at the workshop.

Yours Truly,

Samuel J. Jones Head - Product Innovation Hartsford Academy

DESIGN THINKING... IT’S A PROCESS AND A MINDSET IT'S HUMAN-CENTERED IT'S COLLABORATIVE

IT'S EXPERIMENTAL IT'S OPTIMISTIC

We can no longer DECIDE the way for ward; Today we have to DESIGN the way for ward!

Thomas Edison created the electric light bulb and then wrapped an entire industry around it. The light bulb is most often thought of as his signature invention, but Edison understood that the bulb was little more than a parlor trick without a system of electric power generation and transmission to make it truly useful. So he created that, too. Thus Edison’s genius lay in his ability to conceive of a fully developed marketplace, not simply a discrete device. He was able to envision how people would want to use what he made, and he engineered toward that insight.

Edison’s approach was an early example of what is now called “DESIGN THINKING”; a methodology that

imbues the full spectrum of innovation activities with a human-centred design ethos.

MODULE 1: An Introduction to Design Thinking (Handout HBR: Design Thinking)

Getting Beneath the Surface of Design How Design Thinking Happens Taking a Systems View

MODULE 2: Inspirational Examples of How Design Thinking Has Solved Wicked Problems Examples: Bank of America, Westpac, Tata Motors, Road Safety Japan MODULE 3: Culture of Design Thinking

Empathetic Curious Creative Don’t Fear Failure Experiment Collaborative

MODULE 4: Design Thinking Process (5 step): Mayo Clinic Design Thinking Projects

Exercise: Discover Your Wicked Problems In Your Business MODULE 5: Methods of Discovery

Observation Experience Mapping Questioning

MODULE 6: Define the Problem / Innovation Challenge Definition Develop ‘How Might We’ Statements

MODULE 7: Ideas and Ideation Tools For Generating Ideas

MODULE 8: Prototyping and Validating Ideas Bringing Ideas To Life Through Concept Boards Sharing Ideas Early With Customers To Refine Ideas Video of Design Thinking Project

“At its core, it’s about asking “What

If?” and choosing to do

something about it.”

HALF DAY HANDS-ON DESIGN THINKING EXERCISE Participants will be clustered into groups with people of similar industry. Each group will work on a Wicked Problem within their chosen category. They will get to put into practice their learning on the first 4 steps in the Design Thinking Process. The Design Thinking exercise closes with a brief presentation from each group on their chosen solution to their Wicked Problem.

Agenda

Angela Koch, Design Thinker, Innovation Facilitator is a trained innovation and brand specialist who has spent the past 11 years working with Asian brands seeking to reinvent themselves for a larger Asian or global audience. She is currently the Design Thinker & Innovation Facilitator and the Director of Innovation Strategy at Invitro Innovation, a Brand & Innovations Consultancy which provides an intervention for organizations who find it difficult to deliver innovative solutions to problems. Angela, an advocate for Design Thinking, has helped brands energise their new product/service portfolios by facilitating new product/service development; her category experience includes consumer goods, retailing, and telecommunications.

Angela has personally lead Design Thinking, Brand and Innovation for the following brands across Asia: Singapore Tourism Board, Mediacorp Singapore, Ministry of Home Affairs, ZUJI Asia Pacific, Tide China, Whisper China, Rejoice China, SKII, Dragonair, Tiger Beer Singapore, Archipelago Beer, Alive by F&N Foods and Celcom Malaysia. She plays a key role to ideate and innovate brand, product and communication opportunities for the 50+ consumers in Asia. A major element of her success is her intimate understanding of Asian consumers.

Prior to Invitro, Angela have worked as Marketing Innovation Consultant on FMCG brands in South Africa, Strategy Director across TBWA and Leo Burnett working with clients such as South African Airways, Standard Bank, P&G, Wrigley, Courts Retailers and Samsung and as Lead Innovation Strategist for The Distillery (an M&C Saatchi Business Consultancy) with clients including Celcom Malaysia, Asia Pacific Breweries, The Hour Glass, Coca-Cola Singapore and Inter-Continental Hotel Group.

“Angela has a natural ability to break down complex concepts

and make them simple.”

Jasmine Xu, Marketing Director, P&G Greater China

“The Innovation Workshop was a great catalyst to rekindle

the Innovation Spirit in MediaCorp.”

Che Yaneza – Head Learning & Development MediaCorp

Pte Ltd

“Angela has inspired our Taiwan team to see our business from a

consumer perspective.” Katy

Hsu, Marketing Director, Cerebos Taiwan