innovation is moderated by the ability of the organization to deliver it. So innovation management is exactly in building ability do deliver product to the market.

1. MEAN
INGS DESIGN IS THE
INNOVATION OF
MEANING

2. 1. Languages
2. Value Proposition Development
3. Branding
4. Recommendations

3. What are their origins, types and roles

5. our capacity
for acquiring
and using
complex
systems of
communication

6. WRITING SYSTEMS

7. LGBT
WHAT DO YOU THINK?

9. Noam Chomsky
@Pisa University, 1980s

10. LGBT
Language Government &
Binding Theory

12. our capacity
for acquiring
and using
complex
systems of
communication

17. DEFINE

18. Sign
Meaning Real object
Triangle of reference
The Meaning of Meaning (1923) by Ogden and Richards

19. Sign
“lion”
Meaning
one of the four big cats
in the genus Panthera.
Real object

20. Meaning
estimate the mean of a
normally distributed
population in situations
where the sample size is
small and population
standard deviation is
unknown
Real object

22. lat. pictus — draw
gr. γράμμα — mark

26. UNDERSTAND THE LANGUAGE OF YOUR
COMPANY

29. HTTP://GATE.AC.UK/
FOR

31. BRING NEW MEANING

32. =

33. What is Value Proposition and why do we need it

34. ©Nikita Lukianets, LimeJam
Blue Ocean Strategy
• Demand generation
• No rules defined yet
• Competition
• Price differentiation
• Defined rules
W. Chan Kim и Renée Mauborgne

36. !=
PRODUCT TO THE MARKET

37. OR


38. ORGANIZATION
User + Society
Should we?
Capability + Organization
Could we?
Would we?
Brand + Organization

39. EVERYONE INVOLVED
level
challenge
Line
workers
Project
Management
Middle
Management
Senior
Management

40. CURRENTLY DO

41.  Vision + Mission
 Leadership
 Communication
 Behavior
 Willingness
 Competencies
 Work processes
 Legacy systems

42. MODEL

43. DO

44. USER-CENTERED DESIGN

45. DESIGN-DRIVEN INNOVATION

46. RADICAL INNOVATION

47. Technology
driven
Component
focus
Use Case
Defect as a
measure
System
power
Design
driven
Solution
Scenario
User
success as
a measure
Holistic
experience

50. THE MEETING

51. By Alex Ostwalder

52. JOBSBy Alex Ostwalder

53. GAINS PAINSBy Alex Ostwalder

54. RELIEVEBy Alex Ostwalder

55. CONTRACT

56. ? ? ? ? ?
MODEL 

57. http://www.businessmodelgeneration.com/downloads/value_pr
oposition_designer_draft.pdf

58. Promise Differentiation
Support
Price Risk
Effort required
is this for me?
target audience
why is yours better?
underline a meaningful
difference in competition
why should i believe you?
evidence to support the benefit claims
what does it cost?
real cost of the offering
for the consumer
what might go wrong?
adoption risks for the
target audience
what should I do to make it useful?
target audience’s implementation effort
what’s in it for me?
benefits product gives to
the target audience

59. Branding is not a logo. Branding is a story to tell

64. THE BRAND STORY

65. THE ECOSYSTEM

66. ATTITUDES

67. SO WHAT’S NEXT?

68. BRAND POSITIONING FRAMEWORK
Core Target Audience Needs
and Insights
• Core need #1 (from Value Proposition Framework or Vision Document)
• Secondary need #2
• Secondary need #3
Brand Positioning Statement For %target audience% who want to do %target audience perception/insight/need%, %Brand or
Product Name% is the %generic descriptor/category% that %single overarching benefit%. Unlike
%the competition%, %Brand or Product Name% is %differentiating support pillars%.
Alignment with Corporate
Brand Promise
A few sentences that describe the alignment. Ask yourself: Will the core audience easily see that the
brand or product aligns with the values of the your company’s brand?
Support Pillar 1 Support Pillar 2 Support Pillar 3
Key Support Point
Customer Issue Solved by
Support Point
Key Differentiation from
Competition

69. %TARGET AUDIENCE%
%PERCEPTION/INSIGHT/NEED% %PRODUCT NAME% %CATEGORY%
%SINGLE OVERARCHING BENEFIT% %COMPETITION%
%PRODUCT NAME% %SUPPORT PILLARS%

70. A BAR

71. DELIVERING

72. Some recommendations

73. Work is hard. Please,accept
it and work-work-work.You
can make someone's life a
bit better

74. GET YOUR HANDS DIRTY

75. Yes, you can solve problems
and bring new meanings to
things,processes,events

76. MEANINGS SOLVE PROBLEMS

77. Be quick in doing quick and
low-fidelity prototypes.
Proto=“lowest”

78. MAKE QUICK LOW-FIDELITY PROTOTYPES

79. Help people to solve their
tasks.Don’t stop them,their
jobs = your product
offerings.Remove blockers
as much as you can.

80. Какую проблему вы решаете?
DON’T STOP YOUR USER

81. It is important to come back
and start planning product
improvements before the
previous version is released

82. 1
2
3Project goals, user goals, information
architecture & story board
Interaction model & visual design proposal
Final visual design & measured UI
4 Regular drops of working code & broad
dogfooding

83. WHY TO CHANGE THROUGH DESIGN?
The IT and data-driven revolution has made business
more reliable, but it has also driven courage and
intuition out of management.
Bridging design thinking with management science
will create better leadership. Any attempt to drive
innovation with design needs to acknowledge that
there are many factors within the client organization
that can affect the ability to deliver innovation.

84. nikiluk@outlook.com
http://linkedin.com/in/nikiluk
skype: nikiluk
NIKITA LUKIANETS
I Help companies to bring
meaning to their products
and services