BUILDING YOUR

PROBLEM SOLVING TOOLKITPROBLEM SOLVING TOOLKIT

AUDREY CARR

DIGITAL STRATEGY DIRECTOR, LEO BURNETT TORONTO

ABOUT ME

// WEB DESIGNER

// INFORMATION ARCHITECT

// DIGITAL STRATEGIST

// CRITICAL MASS

// ORGANIC// ORGANIC

// LEO BURNETT

// USER-CENTERED DESIGN

// DESIGN THINKING

// CREATIVE PROBLEM SOLVER

Technology is a big destroyer of

emotion and truth. Technology

doesn’t do anything for creativity.

Yeah it makes things easier, you

can get home sooner, but it can get home sooner, but it

doesn’t make you a more

creative person. That’s the

disease you have to fight in any

creative field: ease of use.

- Jack White. It Might Get Loud

PROCESS?PROCESS?

WHAT IS THE REAL

PROBLEM?

Dan Roam: The Back of the Napkin

METHODS!METHODS!

IDENTIFY YOURPROBLEM SOLVING

STYLESTYLE

UNDERSTANDYOUR CLIENT’SYOUR CLIENT’S

BUSINESS

VISUALIZE THE PROBLEM

THINK ABOUT ECOSYSTEMS

THINK DIFFERENT

UNCOVERYOUR BRANDYOUR BRAND

POINT OF VIEW

FIVE QUESTIONS TO KICK- START

YOUR DISCOVERY

1. HOW HAVE PEOPLE’S BEHAVIOURS CHANGED?

2. MORE IMPORTANTLY, WHY? WHAT CULTURAL TRENDS ARE

INFLUENCING THEIR ATTITUDES AND BEHAVIOURS?

3. WHY WAS THE BRAND CREATED? WHAT TRUTHS SHOULD BE INCLUDED

IN THE BRAND’S MISSION STATEMENT?IN THE BRAND’S MISSION STATEMENT?

4. WHAT DOES THE BRAND STAND FOR? BELIEVE IN?

5. WHAT WOULD HAPPEN IF THE BRAND DISAPPEARED TOMORROW?

GET

DIRTY!DIRTY!

GETTING UP CLOSE & PERSONAL

1. NEVER DO IT ALONE

2. MAKE A PLAN:

• WHO

• WHERE

• HOW

• HOW LONG

• WHEN• WHEN

3. HAVE A HYPOTHESIS

4. ENGAGE ALL THE SENSES

5. PLAN YOUR ROUTE:

• BECOME

• TALK

• DETECT

FINDINGFINDING

YOUR WAY

Making the simple complicated is

commonplace; making the

complicated simple, awesomely complicated simple, awesomely

simple, that's creativity.

- Charles Mingus

WHAT’S IN YOUR TOOLKIT?

RECOMMENDED READING

PROBLEM SOLVING STYLES

• Basadur Creative Problem Solving Profile

• Six Thinking Hats

• 10 Faces of Innovation

BUSINESS PROBLEMS

• Business Model Innovation

• Strategy Maps• Strategy Maps

• The Back of the Napkin

• Zag

• Blue Ocean Strategy

• Re-Imagine

BRAND STRATEGY

• The Brand Gap

• Purpose: The Starting Point of Great Companies

RECOMMENDED READING

RESEARCH

• A Designer’s Research Manual

• How to Be an Explorer of the World

GETTING UNSTUCK

• Unstuck

• Thinkertoys