How to develop products like a creative genius?

1. Creative business
development
workshop
How to develop products like a
creative genius?
Indrek Maripuu | Loovusait

3. Tartu Art School
Bezalel Academy of Arts and Design College of Management Academic Studies
Tartu Vocational Education Center
Who is participating?

4. 5 minutes –
get to know
your team!
Who is participating? (2)

5. Goal?
▪ You will learn some tools for creative business
development.
▪ In order to learn these tools you will work with a real
challenge.
▪ It´s a competition :-)
Rules?
▪ Be in time!
▪ Boldly go where no-one has gone before!

7. BUSINESS AS USUAL IS DEAD
COMPETITION WILL EAT YOU….
BUSINESS AS USUAL IS DEAD! COMPETITION
WILL EAT BUSINESS AS USUAL MINDSET

8. Do you prefer
to play safe?
You need to be
outstanding
Before October 14, 2012, the name Felix Baumgartner didn’t register a blink from the general public. That
was, of course, before he traveled to the edge of space on a balloon-powered capsule and leapt into
history with a space jump that broke several records including:
• First human to break the speed of sound in freefall with a top speed of 843.6 mph or Mach 1.25
• Highest freefall from a distance of 127,852 feet
• Longest-distance freefall

9. 9
UNCOMFORTABLE?

10. 10
WE NEED TO FEEL
COMFORTABLE WITH
BEING UNCOMFORTABLE
Get used with new normal.

11. 11
How can you
improve
customers
life?
*
Make happier and / or eliminate frustration
The most important question for every designer and business owner:

12. 2 keys

13. Design
thinking: for
whom we are
creating
value?
Aka „Who are our most important customers?“

14. Creative
thinking: how
to find novel
ideas?

15. 15
* - according to Hal Gregersen, an INSEAD
professor and co-author of a six-year-long study
into disruptive innovation involving some 3,500
executives.
Innovative
entrepreneurs are
developed, rather
than born*
Bo rn
Made

16. 16
Ideation is a skill and an art to be practiced and perfected.
It’s learning to play piano rather than learning to tie your
shoelaces.

17. 17
Ideation only when the
stakes are high = running
a marathon with no prior
training. {aka stupid thing to do}

18. The human brain
is lazy! It will only
engage if pushed!
Otherwise it will
go for the easier
way, the well-
known path.

19. YOU NEED:
NEW TOOLS
NEW SKILLS
NEW MINDSETS

20. CHALLENGE

21. ErgoSmart ergonomical height adjustable table

22. • Sisuko is a known and aknowledged furniture
manufacturer.
• The company has been active on the market
since 2007 and has been focused on
manufacturing bespoke quality furniture.
• Their furniture is designed for a sophisticated
client who values the quality of wooden
materials, design and traditions of the
furniture manufacturing.
• In a collaboration with designers and interior
architects, they deliver full interior solutions
and offer aftercare services.

23. • With the push of a button, you can digitally
change the height of the table within seconds
- increase the height for standing behind the
table or you can lower it for sitting.
• The table is made out of natural materials.
• The shape of table top and its „warm“ surface
means that no additional wrist support is
needed.
With the Ergosmart height adjustable table,
you can create the perfect working
environment for your body.

24. #1 Develop a package for
ErgoSmart (max price ca 50€)
#2 Develop additional new
products for ErgoSmart family
(=products for office)
CHOOSE YOUR CHALLENGE!

25. BACKROUND

26. ▪ Targetgroup: top level
manager
▪ A quality product
▪ Ergonomic – developed
with top level experts
▪ Great usability:
o Ergosmart has
drawers, most of
adjustable tables
don´t
o Plug in for charger
etc
▪ Price 2 500 €

27. Always start trying to
understand your
potential customer as
much as you can.
Collect all data and
insights before You
start to design.

28. Michael Gates

29. STEP #1 „The
Observer“
Understand

30. THE OBSERVER
The Observer constantly asks himself
and others why we think the way we
think – have we validated the problem,
i.e. talked to or observed those
affected by the problem every day? If
this has not been done, he stubbornly
demands that this be completed
before the next step is taken.
As a Observer you should question
existing practices. What problem
must be solved? What assumptions
should be updated? What is no
longer true?

32. Don’t think of these criteria as simply
features of your idea. No. These should
come from customers point of view.
Design criteria are there to make it easy
to determine if you are on the right
track.
To find the most important elements in
your vision, use the “MoSCoW” method:
categorize every element under “Must,”
“Should,” “Could,” or “Won’t.” This will help
you prioritize.
YOUR TASK: describe you design criteria!

33. STEP #2 „The
Inventor“
Generate ideas

34. THE INVENTOR
The Inventor always sees opportunities
and has a hundred solutions. He just
keeps coming up with new ones. When
faced with criticism, he asks people not
to bother him with this. A confident type.
As a Inventor take the raw materials
from the Observer, combine it in
novel ways and spice it up with
ambition and crazy thinking – find
the opportunities and generate a
hundred solutions.

35. Discuss in team and write
down so many ideas as
you can.
This isn’t the time to filter
or judge ideas. It is about
generating the maximum
quantity of ideas.
YOUR TASK: write down as many ideas as you can!

37. Let´s spice
it up with
crazy
thinking!

38. “I never made
one of my
discoveries
through the
process of
rational
thinking”
- Albert Einstein
38

39. What you can
use tights for?

40. Every random picture gives a
new starting point for your
thoughts!
(aka increases the chance to find a
novel idea)!

41. Now let´s use same method
for generating crazy ideas
for following questions (pick
yours):
a) What kind of new package we could design for
ErgoSmart?
b) What kind of new products we could design for
ErgoSmart family?

42. Rules:
Everyone works individually.
Use random pictures and words
to generate and write down
ideas.
New picture after 30 seconds.
Boldly go where no-one has
gone before!
www.loovusait.ee
Roald Amundsen

43. Ferrari
Cheating
Italiy

44. IT
iPad
Start up

45. Sumo
Orient
Japan

46. bin Laden
WTC
Followers

47. Lapland
Charity
Sibelius

48. Truck
Leasing
Fuel

49. Youngster
Hippie
Second hand

50. Workaholic
Office
Tie

51. GPS
Columbus
Road

52. Hollywood
Agent
Actor

53. STEP #3 „The
Investigator“
Analyze ideas

54. THE INVESTIGATOR
An Investigator is pragmatic – he
can see the potential of every idea.
He does not assess the raw idea,
but thinks about what could come
from it. He knows how to consider
the limits set by the real world, but
sincerely believes that these limits
should be shifted.
As an Investigator you should
compare, analyze and find out
how feasible the ideas are.

55. ▪ Don´t be afraid to build and develop on
any idea. So mix, merge, divide ideas!
▪ Compare ideas with design criteria and
choose the best idea!
▪ Develop a clear concept:
▪ What does it look like? Color, smell, size,
texture, sound etc
▪ Functions? Where, when, who and how to
use it?
▪ Product name, materials, price etc?
▪ Wow? Elements that surprise?
▪ Etc
YOUR TASK: choose best ideas and develop
clear concepts

56. STEP #4
Pitching

57. Use magazines, markers,
papers and everything you
are able to find :-).
Draw, glue, cut – do whatever
you want!
Make your visualization
outstanding!
YOUR TASK: visualize your
concept and prepare for 3
minutes presentation

58. Pitching3 minutes for your presentation
Alone or all team – it´s up to you

59. Thank You!
indrek@maripuu.eu