intent planning final
TRANSCRIPT
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Interaction
2013
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Intent PlanningA tool for designing strategies that work
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Learning Session
Normative
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Introduction
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Matthew
Skiing, Systems & Stuff
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Robyn
Explorer, Epicure & Dog Lover
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NormativeDesign for the Network
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Design for the Network
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People Network Technology
Business Models
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Four years ago, we asked ourselves whether strategy and design could be developed as interconnected outputs of a studio environment.
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Studio
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We built our business to test this hypothesis
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Children of Industrial Design
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Digital Last
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Overview
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Let’s start with sports!
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Planning For Action
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Planning For Survival
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Planning For Success
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“He who maintains thequickest rate of changesurvives”
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Good strategy is a vehicle for thriving
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Intent Planning
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Intent
Positioning
Capability
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A Brief History of Strategy
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Sun Tzu
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Clausewitz
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Conflict distorts prior arrangements
or, when you break old stuff, you can make new stuff...
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Let’s Do Some Strategy!
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Let’s Break Some Shit!
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Business
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Business
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Mintzberg’s Schools
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Three Schools
1.Prescriptive2.Descriptive3.Configurative
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Prescriptive Schools
DesignPlanning
Positioning
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Design
More concerned with how strategies should be formulated than how they necessarily do form
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Planning
Strategy as a more detached and systematic process of formal planning
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Positioning
Less concerned with the process of strategy than the actual content of strategies. Focused
on the selection of strategic positions in the economic marketplace
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Descriptive Schools
EntrepreneurialCognitiveLearning
PowerCultural
Environmental
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Entrepreneurial
Creation of a vision by a great leader
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Cognitive
Strategies emerge from the mind of the strategist as concepts, maps and frames of
reality
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Learning
Strategies emerge in small steps, as an organization adapts to the feedback from the
outside world
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Power
Strategy formation is a process of negotiation
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Cultural
Strategy formation is a collective and cooperative process
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Environmental
Strategy formation is a reactive response to the challenges imposed by the external environment
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Configurative School
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Configuration
Strategy is a process of transformation
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Why Does Strategy Matter?
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WINNINGWINNING
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WINNINGWINNING
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WINNINGWINNING
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Survival
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Survival
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Survival
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Survival
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Success
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Success
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Success
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Success
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Winning, Survival, Success
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Strategy is an integrated set of choices that results in a unique position with lasting advantages.
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Grounding and Influences
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New Influences
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Survival
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We are Survival Machines
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This is a Survival Machine
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This is a Survival Machine
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This is a Survival Machine
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Feedback Systems
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Cybernetics
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Von Foerster
I CAN HAZFEEDBACK?
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Second Order Cybernetics
“. . . a brain is required to write a theory of a brain. From this follows that a theory of the brain, that has any aspirations for completeness, has to account for the writing of this theory. And even more fascinating, the writer of this theory has to account for her or himself. Translated into the domain of cybernetics; the cybernetician, by entering his own domain, has to account for his or her own activity. Cybernetics then becomes cybernetics of cybernetics, or second-order cybernetics.”
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Checkland
NOT A PIPE,DUDE!
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Soft Systems Methodology
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Build ModelTest ModelRefine ModelRepeat
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Martin
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Strategy is an integrated set of choices that results in a unique position with lasting advantages.
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Integrative Thinking
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Where will we choose to play?
How will we choose to win?
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Boyd
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40 Second Boyd
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Plating the Bird
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Unexpected Action Creates Advantage
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Patterns
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Fast Transients
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Novelty
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Emergence
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Synthesis
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Grand Strategic >Strategic >
Grand Tactical >Tactical >
Strategy as Behavior
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Moral
Mental
Physical
Strategy as Dimensions
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Strategy as Integration
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Synthesis
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Strategy as Shaping
The Definition of Success
“Shape or influence the moral-mental-physical atmosphere that we are part of, live in and feed upon, so that we not only magnify our inner spirit and strength, but also influence potential adversaries and current adversaries as well as the uncommitted so that they are drawn toward our philosophy and are empathetic toward our success; Yet be able to Morally-mentally-physically isolate adversaries from their allies and outside support as well as isolate them from one another, in order to: magnify their internal friction, produce paralysis, bring about their collapse; and/or bring about change in their political/economic/social philosophy so they can no longer inhibit our vitality and growth.”
John Boyd
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Strategy as Mindset
OODA
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ObserveOrientDecideAct
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Observe
Orient
Decide
Act
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Observe
Orient
Decide
Act
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Boyd’s OODA Loop
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O O D ACustomer Development
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Novelty
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Novelty creates change
Change creates mismatches
Mismatches create advantage
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Components
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Intent Planning
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Designing for Outcomes
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A payoff that comes from taking a strategy or action
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Shaping Intent
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Aim, Purpose, Design
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To improve our ability to shape and adapt to unfolding circumstances so that we can survive on our own terms.
The purpose of strategy
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Three Components
3
2
1
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1. Capability Narrative
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Capability Narrative
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Grand StrategicEvery entity needs a reason for surviving
Capability Narrative
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Grand StrategicEvery entity needs a reason for surviving
StrategicEvery entity pursues a goal
Capability Narrative
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Grand StrategicEvery entity needs a reason for surviving
StrategicEvery entity pursues a goal
Grand TacticalEvery entity aligns with opportunity
Capability Narrative
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Grand StrategicEvery entity needs a reason for surviving
StrategicEvery entity pursues a goal
Grand TacticalEvery entity aligns with opportunity
TacticalEvery entity acts
Capability Narrative
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Quick Example:
Normative’s Capability Narrative
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Grand StrategicWe build design capability
Normative’s Capability Narrative
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Grand StrategicWe build design capability
StrategicBy understanding the impact on network technologies on society
Normative’s Capability Narrative
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Grand StrategicWe build design capability
StrategicBy understanding the impact on network technologies on society
Grand TacticalWe do this by improving our learning with better feedback and decision cycles
Normative’s Capability Narrative
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Grand StrategicWe build design capability
StrategicBy understanding the impact on network technologies on society
Grand TacticalWe do this by improving our learning with better feedback and decision cycles
TacticalThrough a focus on studio-based team, client and partner collaboration
Normative’s Capability Narrative
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Normative builds design capability by understanding the impact of network technologies on society.
We improve our learning and decision-making by focusing on studio-based collaboration with our team, clients and partners
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Three Components
3
2
Capability Narrative
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2. Positioning Pair
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Where will we choose to play?
How will we choose to win?
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Where will we choose to play?
How will we choose to win?
win
win
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Where How
Positioning Pair
do we play? do we play?
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Where How
Normative’s Positioning Pair
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Where How
Normative’s Positioning Pair
Design for the Network
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Where How
Normative’s Positioning Pair
Design for the Network
21st CenturyDesign Studio
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Three Components
3
Positioning Pair
Capability Narrative
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3. Intent
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What is our Aim, our Purpose, our Design?
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Normative’s Intent:
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Normative’s Intent:Define the Future of Design
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Building the Pyramid
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Intent
Positioning Pair
Capability Narrative
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Intent
Positioning Pair
Capability Narrative
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Intent
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Intent
Wheredo we play?
Howdo we play?
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Intent
Wheredo we play?
Howdo we play?
Grand Strategic Strategic Grand Tactical Tactical
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Intent
Where How
Grand Strategic Strategic Grand Tactical Tactical
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Intent
Where How
Grand Strategic Strategic Grand Tactical Tactical
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
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Normative Example
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
Build design
capability
Understand impact of
network society
Studio-based collaboration
model
Better learning & decision
making
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
Build design
capability
Understand impact of
network society
Studio-based collaboration
model
Better learning & decision
making
21st Century Design Studio
Design for the Network
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
Define the future of design
Build design
capability
Understand impact of
network society
Studio-based collaboration
model
Better learning & decision
making
21st Century Design Studio
Design for the Network
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
“Normative Design”
Build design
capability
Understand impact of
network society
Studio-based collaboration
modelOODA Mindset
21st Century Design Studio
Design for the Network
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Analysis and Synthesis
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Walking the Pyramid
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
Analysis
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
Syn
thes
is
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Grand StrategicEvery entity needs a reason for surviving
StrategicEvery entity pursues a goal
Grand TacticalEvery entity aligns with opportunity
TacticalEvery entity acts
Capability Narrative
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Positioning PairsExercise
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Where How
Positioning Pair
do we play? do we play?
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Climbing the Pyramid
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Intent
Grand Strategic Strategic Grand Tactical Tactical
Where How
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Sketching IntentExercise
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Nokia
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Planning for Intent Planning
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Let’s Do Some Strategy!
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When, Where and How to Use Intent Planning
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Closing Discussion