The document discusses conceptualization in software development. It argues that software projects now start with a vision and iterative prototyping rather than detailed planning and specifications. Successful software relies on continuous learning through prototyping to evolve the product and address issues. The document also discusses principles from manufacturing like kaizen (continuous improvement) and genchi gembutsu (direct observation) that are applicable to software development.

1. Conceptualization in
Software Development
Lauri Jutila, Kisko Labs Oy, 6.9.2011
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2. LABS
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3. Conceptualization
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4. A concept (substantive term: conception) is a
cognitive unit of meaning — an abstract idea
or a mental symbol sometimes defined as a
"unit of knowledge," built from other units
which act as a concept's characteristics.
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5. conceptualize - To form a concept or
concepts of, and especially to interpret in a
conceptual way
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6. We Live In
A Creative Society
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7. Age of Agriculture
Industrial Age
Age of Information Intensification
Age of Creation Intensification
Murikami Teriyuasu, Nomura Research Institute
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8. Agriculture Age (farmers)
Industrial Age (factory workers)
Information Age (knowledge workers)
Conceptual Age
(creators & emphatizers)
Daniel Pink, A Whole New Mind
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9. “Get into the ‘Dream Business’
... the ‘Incredible Imaginings’
Business.”
Tom Peters
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10. Technology
Business Design
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11. Future of Software Development
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12. Software is no longer
planned and built. Software is
envisioned and evolved.
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13. Projects start with a vision
followed shortly by the first
iteration, not with architecture,
plans and specifications.
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14. The product, the architecture, the
plans and the specifications
evolve as the team adapts to a
ever-unfolding reality of the
market and the technology
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15. The Power of Prototypes
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16. “Not all Hollywood movies are hits, but very
few are bombs. They’re usually saved from
that ignominious fate by the use of
prototypes - scripts and storyboards. The
script is the prototype for the story, and the
storyboard is the prototype for production.”
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17. “Any major problems with the movie can be
corrected at the prototype stage, long before
much money is spent. ... What makes
prototypes so powerful, ... is that they provide
a ‘near life’ experience for the collaborators.
Everyone on the team ... can immediately see
whether the concept will work in the real
world.”
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18. “Prototypes can also cut through the ‘red
tape’. Instead of starting with a list of
features and working toward a concept, team
members can go straight to a concept, then
add whatever features are needed to support
it. And if the concept looks like a loser? Hey --
it’s just a concept -- start over with a new
one.”
Marty Neumeier, Brand Gap
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19. Photo by Ryan Wang
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20. “We made mistakes, of course.
Most of them were omissions we
didn’t think of when we initially
wrote the software. We fixed them
by doing it over and over, again
and again.”
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21. “We do the same today. While our
competitors are still sucking their
thumbs trying to make the design
perfect, we’re already on
prototype version #5”
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22. “By the time our rivals are ready
with screws and wires, we’re on
version #10. It gets back to
planning versus acting: We act
from day one; others plan how to
plan — for months.”
Bloomberg on Bloomberg
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23. “The best way to have good ideas
is to have lots of ideas.”
Linus Pauling
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24. Photo by Photomatt28
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25. The way to make a better aircraft
wasn’t to sit around perfecting a
design, it was to get something up
in the air and see what happens,
then try to fix whatever goes
wrong.
Eric Abrahamson & David Freedman, Chapter 8, “Messy Leadership,” from A Perfect
Mess: The Hidden Benefits of Disorder
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26. Lessons from Taiichi Ohno
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27. (Genchi Gembutsu)
“Go and see for yourself” or “go and see”
Fingerspitzengefuhl
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28. (kaizen)
“Improvement”
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29. (jidoka)
ji = "auto”, do = “motion”, ka = “-ation”
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30. Experience Economy
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31. Experiences are as distinct
from services as services are
from goods.
Joe Pine & Jim Gilmore
The Experience Economy: Work Is Theatre & Every Business a Stage
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32. Scintillating
EXPERIENCES
Services
Goods
Raw Materials
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33. CUSTOMER SUCCESS
Scintillating EXPERIENCES
Services
Goods
Raw Materials
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34. “ ‘Results’ are measured by the
success of all those who have
purchased your product or
service”
Jan Gunnarsson & Olle Blohm, The Welcoming Leader
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35. Designful Software
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36. HYPOTHESIS:
DESIGN is the
principal difference
between love and hate!
Tom Peters
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37. “At Sony we assume that all products of our
competitors have basically the same
technology, price, performance and features.
Design is the only thing that
differentiates one product from
another in the marketplace.”
Norio Ohga
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38. “To grow, companies need to
break out of a vicious cycle of
competitive benchmarking and
imitation.”
— W. Chan Kim & Renée Mauborgne, “Think for Yourself —
Stop Copying a Rival,” Financial Times
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39. “You can’t be a serious innovator
unless and until you are ready,
willing and able to seriously play.
‘Serious play’ is not an oxymoron;
it is the essence of innovation.”
Michael Schrage, Serious Play
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