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Learning to unlearn: how to design for disruptive startups
- 1. Learning to unlearn How to design for disruptive startups
- 2. Before we start… L E T ’ S G E T O N E T H I N G S T R A I G H T
- 3. You currently work at a startup A R E Y O U A C O O L P E R S O N Put your hand up if…
- 4. You think that startup is innovative Keep your hand up if… 5 % H O N E S T Y R A T E
- 5. Your startup has no competitors Keep your hand up if… D O N ’ T B U L L S H I T M E
- 6. S O M E I N T E R E S T I N G Q U E S T I O N S How do we gauge innovation?
- 7. How do we gauge innovation? What defines a startup? S O M E I N T E R E S T I N G Q U E S T I O N S
- 8. A L L T H E G R E A T E S T S T A R T U P S
- 9. How do we gauge innovation? What defines a startup? How does this affect the way in which we brand these companies? S O M E I N T E R E S T I N G Q U E S T I O N S
- 10. Hayden Bleasel Director at Lightsaber @haydenbleasel W H O D A T B O Y
- 12. I ’ V E W O R K E D W I T H S O M E C O O L P E O P L E Spaceship Presumi Tyro Palantir Sumry (a new type of super fund)
- 13. Spaceship Presumi Tyro Palantir Sumry (resume tracking algorithm) I ’ V E W O R K E D W I T H S O M E C O O L P E O P L E
- 14. Spaceship Presumi Tyro Palantir Sumry (Australia’s 5th big bank) I ’ V E W O R K E D W I T H S O M E C O O L P E O P L E
- 15. Spaceship Presumi Tyro Palantir Sumry (big data analysis for “the government”) I ’ V E W O R K E D W I T H S O M E C O O L P E O P L E
- 16. Spaceship Presumi Tyro Palantir Sumry (a timeline-based personal resume) I ’ V E W O R K E D W I T H S O M E C O O L P E O P L E
- 17. A N D N O W F O R S O M E T H I N G C O M P L E T E L Y D I F F E R E N T I’m current director of Lightsaber Lightsaber is a high-end creative studio for future-makers
- 18. A N D N O W F O R S O M E T H I N G C O M P L E T E L Y D I F F E R E N T I’m current director of Lightsaber Lightsaber is a high-end creative studio for future-makers
- 20. A N D N O W F O R S O M E T H I N G C O M P L E T E L Y D I F F E R E N T Right now, we’re working on: • A jobs board that helps students work find work at amazing startups • An online showroom that connects design influencers to the media • A drone company that will deliver Dominos to your doorstep • A VC firm looking to invest in solving for core human needs • A company that develops next-generation LiDAR technology for self-driving cars
- 21. G E T T O T H E D A M N P O I N T Designing for companies requires learning… Why am I saying any of this?
- 22. … but designing for disruptive startups requires unlearning as well. G E T T O T H E D A M N P O I N T Why am I saying any of this?
- 23. “Unlearn: to make an effort to forget your usual way of doing something so that you can learn a new and sometimes better way” I O W N A D I C T I O N A R Y Cambridge Dictionary
- 24. Y O U S P I N M E R I G H T R O U N D B A B Y LearnUnlearn Question Research
- 25. Unlearn your perceptions… not facts.
- 26. S O M E E X A M P L E S B R U H Tyro (corporate innovation) Spaceship (experience innovation) Flirtey (product innovation) Let’s explore branding the following companies:
- 27. W H A T T H E C A S U A L S D O The typical process - Brand Awareness Research - Competitor Analysis - SWOT analysis - Surveys - Marketing strategy The problem: this is all traditional market research
- 28. S O M E E X A M P L E S B R U H Designing for Spaceship We were on a mission to redesign the entire Superannuation industry. 1. [Research] Understanding the old world 2. [Learn] Look what’s happening around you 3. [Question] Exploring the future of finance 4. [Unlearn] Identify problems from first principles
- 29. S O M E E X A M P L E S B R U H Designing for Spaceship We were on a mission to redesign the entire Superannuation industry. 1. [Research] Understanding the old world 2. [Learn] Look what’s happening around you 3. [Question] Exploring the future of finance 4. [Unlearn] Identify problems from first principles
- 30. Watching other superfunds trying to innovate in design
- 31. S O M E E X A M P L E S B R U H Designing for Spaceship We were on a mission to redesign the entire Superannuation industry. 1. [Research] Understanding the old world 2. [Learn] Look what’s happening around you 3. [Question] Exploring the future of finance 4. [Unlearn] Identify problems from first principles
- 32. S O M E E X A M P L E S B R U H Designing for Spaceship We were on a mission to redesign the entire Superannuation industry. 1. [Research] Understanding the old world 2. [Learn] Look what’s happening around you 3. [Question] Exploring the future of finance 4. [Unlearn] Identify problems from first principles
- 33. How can I learn to unlearn? L E T ’ S K E E P T H I S P R A C T I C A L
- 34. H O W T O B E C O M E U N L E A R N E D Read about unlearning Study design thinking Question your existing perceptions Explore different roles Don’t fear being different
- 35. “We cannot change what we are not aware of, and once we are aware, we cannot help but change.” M A K E S M E S O U N D S S M A R T Sheryl Sandberg
- 36. Stay lit fam 🔥🙏 @haydenbleasel