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Apple
DESIGNTHINKING AND
INNOVATION AT
StefanThomke
Professorof BusinessAdministration
HarvardBusinessSchool
Authors:
BarbaraFeinberg
IndependentResearcher
Li Wei
Technology commercialization manager
Exploit Technologies PteLtd (ETPL)
Agency for Science,Technology and Research ...
A HarvardBusinessCase: Winnerof2013 ECCH Case Award
$600 $620Bn
Share Price
In 2012,Apple became the most valuable
public-traded company in history
Market Capital
$100Bn
Annu...
STRATEGICMOVES
Apple’s success was NOT
JUST the result of
MARKETTIMING
or innate sense of
It is a surprising consistency in
the waythe company worked
the “APPLE WAY”Simplyput,
DESIGN
#1THINKING
“
Those of us on the original
Macintosh team were really excited
about what we were doing. The
result was that people saw ...
In mid-1970’s,
computers were
typically housed in
discrete locations
and only used by
SPECIALISTS
COMPUTER AS A TOOL FOR INDIVIDUAL WORK
To Helppeople “love” theirequipmentandthe experienceofusing
it,levelofcomplexitynee...
Start withDesign, from
People need and want,Not
limitedby technology,
Start withDesign, from
People need and want,Not
limitedby technology,
Push theengineersto usethe
same kindof creativityand...
Design isverywell
thoughtthrough
[BeyondFashion]
Capacity andTechnologyto
buildit isnotcommoditized
[No Compromise]
User
Desirability
Market
Viability
Technology
Possibility
DESIGNTHINKING
details are scrutinizedSmallestof
until they found the key
underlying principleof a
problem, then built on it
deepThe design team
kept going
Design is not just what it
looks likeand feels like.
Design is how it works
Simplicityis theultimate sophistication
THAT
strategy And
#2execution
“You can see a lot by
just observing
Yogi Berra
MajorLeagueBaseball Playerand Manager
Photograph	by	
Bernard	Hoffman
1976
1978
1981
1985
1997
Apple Founded
Firstpersonalcomputer:Apple II
IBM entered with itsPC thatcan be “cloned”
Productsa...
The technology development
process became more traditional
and resembled approaches found
at other companies
“
Process makes you more
efficient. But innovation comes
from people... calling each other
at 10:30 at night with a new
id...
1997
Steve Jobs
returnedtoApple
Stop
licensing
program
Eliminating
70%of new
projects
Shutting
facilitiesand
movingabroad
Product
line from
15 to 3
Sophis...
Design the initialproduct as a platform:
withanarchitecturethat will
accommodate the development and
production of the der...
Integrate customer’sexperience intoits
designand development,a lotof it was
empiricallydrives
Working intimatelywith
manuf...
The importanceof designas a motivationto
continuedinnovation ratherthan a static
approach thatassumesa single conclusion
B...
CEO as Chief
Innovator#3
“The really great person will
keep on going and find … the
key, underlying principle of the
problem. And come up with a
be...
APPLE-JOBSinterchangeable terms
Jobs’ drivefor perfection
is Apple’s drivefor
beautiful elegant
products and its
superior operations
Jobs’ visionheld that Apple
products weretobe
personal tools for individual
instead of ”enterprise
solution”
Fromstrategyto productand
servicedesignto packaging
Jobs’ total hands-on
involvement indecision-making
Bold Business
experimentation#4
“The greatest artists like
Dylan, Picasso and
Newton risked failure.
And if we want to be
great, we’ve got to risk
it too....
Decision to move into retail and created with
the same painstaking focus on details
--When everyone wasmoving online
--against conventional wisdom of
”open platform,collaboration,
community design, transparency”
Develop and integrate
itsow...
Constant learning, adaptation and evolution
Array ofcolors
Blackand White
ClosedDeveloper
Community
OpenDeveloper
Platform...
To Sum…
Theroot of Apple’s success
Design Thinking
Strategyand Execution CEOas Chief Innovator
Bold Business
Experimentation
More presentations at
www.innodiary.org
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Design thinking and innovation at apple

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A Harvard business case: Winner of a 2013 ecch Case Award. It describes Apple's approach to innovation, management, and design thinking

Publié dans : Business
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Design thinking and innovation at apple

  1. 1. Apple DESIGNTHINKING AND INNOVATION AT
  2. 2. StefanThomke Professorof BusinessAdministration HarvardBusinessSchool Authors: BarbaraFeinberg IndependentResearcher
  3. 3. Li Wei Technology commercialization manager Exploit Technologies PteLtd (ETPL) Agency for Science,Technology and Research (A*STAR, Singapore) Summary andpresentationby B. Eng&Ph.d (Engineering) Nanyang Technological University Singapore M.B.A. INSEAD Fontainebleau, France
  4. 4. A HarvardBusinessCase: Winnerof2013 ECCH Case Award
  5. 5. $600 $620Bn Share Price In 2012,Apple became the most valuable public-traded company in history Market Capital $100Bn Annual Sales
  6. 6. STRATEGICMOVES Apple’s success was NOT JUST the result of
  7. 7. MARKETTIMING or innate sense of
  8. 8. It is a surprising consistency in the waythe company worked the “APPLE WAY”Simplyput,
  9. 9. DESIGN #1THINKING
  10. 10. “ Those of us on the original Macintosh team were really excited about what we were doing. The result was that people saw a Mac and fell in love with it … There was an emotional connection ... That think came from the heart and soul of the design team BillAtkinson Memberof Apple MacintoshDevelopment Team
  11. 11. In mid-1970’s, computers were typically housed in discrete locations and only used by SPECIALISTS
  12. 12. COMPUTER AS A TOOL FOR INDIVIDUAL WORK To Helppeople “love” theirequipmentandthe experienceofusing it,levelofcomplexityneededto be reduced dramatically It was an unimaginable notion in 1970s
  13. 13. Start withDesign, from People need and want,Not limitedby technology,
  14. 14. Start withDesign, from People need and want,Not limitedby technology, Push theengineersto usethe same kindof creativityand innovation tomake it happen
  15. 15. Design isverywell thoughtthrough [BeyondFashion] Capacity andTechnologyto buildit isnotcommoditized [No Compromise]
  16. 16. User Desirability Market Viability Technology Possibility DESIGNTHINKING
  17. 17. details are scrutinizedSmallestof
  18. 18. until they found the key underlying principleof a problem, then built on it deepThe design team kept going
  19. 19. Design is not just what it looks likeand feels like. Design is how it works
  20. 20. Simplicityis theultimate sophistication THAT
  21. 21. strategy And #2execution
  22. 22. “You can see a lot by just observing Yogi Berra MajorLeagueBaseball Playerand Manager Photograph by Bernard Hoffman
  23. 23. 1976 1978 1981 1985 1997 Apple Founded Firstpersonalcomputer:Apple II IBM entered with itsPC thatcan be “cloned” Productsand projectsat Apple proliferated in consequenceof variousstrategies– and failings Apple marketshare keptdeclining,Theboard AXED Jobs
  24. 24. The technology development process became more traditional and resembled approaches found at other companies
  25. 25. “ Process makes you more efficient. But innovation comes from people... calling each other at 10:30 at night with a new idea … it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much… Steve Jobs
  26. 26. 1997 Steve Jobs returnedtoApple
  27. 27. Stop licensing program Eliminating 70%of new projects Shutting facilitiesand movingabroad Product line from 15 to 3 Sophisticated marketing Websitefor directsales Kept product development CompeteSecret Inventoryfrom monthsto a fewdays Excellence in Execution
  28. 28. Design the initialproduct as a platform: withanarchitecturethat will accommodate the development and production of the derivativeproducts Platform Strategy
  29. 29. Integrate customer’sexperience intoits designand development,a lotof it was empiricallydrives Working intimatelywith manufacturersand being completelyattunedto customers Iterative Customer Involvement
  30. 30. The importanceof designas a motivationto continuedinnovation ratherthan a static approach thatassumesa single conclusion Beautiful Product that Evolves
  31. 31. CEO as Chief Innovator#3
  32. 32. “The really great person will keep on going and find … the key, underlying principle of the problem. And come up with a beautiful elegant solution that works Steve Levy,Author The Perfect Thing
  33. 33. APPLE-JOBSinterchangeable terms
  34. 34. Jobs’ drivefor perfection is Apple’s drivefor beautiful elegant products and its superior operations
  35. 35. Jobs’ visionheld that Apple products weretobe personal tools for individual instead of ”enterprise solution”
  36. 36. Fromstrategyto productand servicedesignto packaging Jobs’ total hands-on involvement indecision-making
  37. 37. Bold Business experimentation#4
  38. 38. “The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, we’ve got to risk it too. Steve Jobs
  39. 39. Decision to move into retail and created with the same painstaking focus on details --When everyone wasmoving online
  40. 40. --against conventional wisdom of ”open platform,collaboration, community design, transparency” Develop and integrate itsown hardwareand software, and keep product launches secret
  41. 41. Constant learning, adaptation and evolution Array ofcolors Blackand White ClosedDeveloper Community OpenDeveloper Platform NotCompatibleforotherOS WindowsCompatibility
  42. 42. To Sum…
  43. 43. Theroot of Apple’s success
  44. 44. Design Thinking Strategyand Execution CEOas Chief Innovator Bold Business Experimentation
  45. 45. More presentations at www.innodiary.org

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