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FROM Kellogg MBA Blog: What I learned from IDEO’s Paul Bennett |
First-year student Rohan Rajiv is blogging once a week about important lessons he is learning at Kellogg. Read more of his posts here. Paul Bennett, chief creative officer at IDEO, the famous design firm, was at Kellogg on Tuesday. He delivered an engaging 50-minute talk about his perspectives on love, beauty, religion, and death. I am not going to attempt a perfect summary of the talk. But, I thought I’d touch on what I took away: WE ARE ALL DESIGNERS. Businessmen design businesses, teachers design classes, etc. This was the all important base line we started with. Now that we understand we are designers, let us learn to think like one and understand the types of barriers design is breaking through in today’s world. DESIGN TRANSCENDS AGENDA This was a profound line from a conversation Paul had with a princess from a royal family in the Middle East. Paul conducted a brainstorming session in Dubai, where he asked designers for their dreams for Dubai. The women designers wrote some really powerful thoughts, along the lines of “we want to matter.” Paul shared these in his TEDx talk the next day as a way of thinking about designing Dubai in the future. As a designer, sharing these wasn’t about judgment. It was about transcending the agenda and meeting purpose. REMEMBER TO ANSWER THE QUESTION Paul spoke of the moment he was diagnosed with diabetes. He was listening to the doctor throw all sorts of medical terms at him, but he had just one question in mind: “Will I be able to eat during Thanksgiving?” Sometimes, all we’re looking for are answers to the simple questions – e.g. “Will I be OK?” “Do I have a real shot at this opportunity?” “Will you give me a hug?” Let’s design for those. DEATH AND RELIGION Paul spoke about how IDEO is designing for taboo topics like death and religion. These topics are entering the mainstream and they make for great design opportunities. And, while topics like “designing for death” remains somewhat morbid, the fact is that most human beings share common misconceptions and irrational fears about death. Can we make the experience better? (We don’t know yet, but we’re certainly going to try!) CONVERSATION IS DESIGN This was the most powerful insight I walked away with. In the vein of us being designers, I think we can extend the “we are all designers” insight into the idea that we all design lives, moments and experiences. And maybe, we could make more of an effort to design conversations that matter? It isn’t easy to have these conversations around topics like religion, fear, death and all the other difficult issues that we face in society. But if we don’t, who will? And, how will we inform our responses to these topics if we aren’t exposed to viewpoints different from ours? I loved Paul’s talk. He was warm, vulnerable and humorous. It definitely made me think. And, I think I’ve walked away with ideas for a couple of my projects as well as for my lives. I can think of two that I’m going to work hard to implement: 1. Consciously design experiences when designing products, services and events. Apple just sold its one billionth iOS device in what was a quarter described as “monstrous.” They get this idea. Buying an iPhone is designed as an experience. Unwrapping it is part of the experience and using it is definitely another. In the final analysis, it is because we don’t remember what we did. We do remember how we felt. 2. Have more tough conversations. The inner geek in me loves this idea. In some ways, the talk reminded me of why I am in school: to get exposed, to think and to reflect. There are so many great conversations to be had. And it is up to me to make them happen. Rohan Rajiv is a first-year student in Kellogg’s Full-Time Two-Year Program. Prior to Kellogg he worked at a-connect serving clients on consulting projects across 14 countries in Europe, Asia, Australia and South America. He blogs a learning every day, including his MBA Learnings series, on www.ALearningaDay.com. Filed under: Academics, Business Insight, Career, Student Life Tagged: Design, design innovation, design thinking, MBA Learnings, Two-Year MBA Program |
FROM Kellogg MBA Blog: Love, beauty, religion, death and space |
IDEO Chief Creative Officer Paul Bennett spoke about design thinking to approximately 1,000 people at Kellogg on Tuesday, and his speech held significant relevance to students in the MMM program. Three of those students offered their thoughts on what they learned. MONTOYA TRICE – 1st-year MMM student I thoroughly enjoyed the speech because it reinforced what I have been learning in the MMM program. Good design is rooted in human understanding, and human-centered designers are needed now more than ever. Mr. Bennett asserted that we are all designers. Heeding his call, I decided to take visual notes of the speech (which can be seen above). RAY SU, 1st-year MMM student I thought it was really refreshing to take a break from intensely focusing on individual aspirations and consider a broader perspective of our potential. When I saw that Paul Bennett was coming to speak Kellogg, I immediately signed up. Although I did not know much about him, the title of his talk, “Love, Beauty, Religion, Death, & Space – Design’s Next Frontiers,” definitely sounded intriguing. The event was already built up in my mind, and then the professor who introduced Mr. Bennett asserted that the talk would be one of the most inspiring things I would ever hear. I was definitely inspired. The main message I took away from Mr. Bennett is that anyone who aspires to be a designer — which he claimed could literally be anyone — would benefit from taking a step back and reflecting on the impact of the solutions being designed. Here are just a few of the questions he posed. How might we create things with love that people love back? How might we use beauty and poetry as a business tool? How might we go into the tough spaces and taboo topics with optimism? Great questions, Mr. Bennett. While those questions could be interpreted as “how do I make a difference in the world?” my takeaway was that design is a powerful tool that should be leveraged in tackling difficult issues that people face. So far, I have felt that many of the design-thinking projects in the MMM Program have been centered on addressing everyday, tangible problems. This makes sense, given that we can’t be expected to try and solve some huge, hairy problem right out of the gates. Mr. Bennett gives me faith that I am building a foundation and mindset to one day be able to face those huge, hairy problems head on. Hopefully, as a future graduate of the MMM Program, I will have a deep understanding of — and the ability to apply — human centered design. That phrase, “Human Centered Design,” is thrown around a lot. Near the end of his presentation, Mr. Bennett presented a slightly different phrase: “Humanity Centered Design.” I thought this was really cool and summed up his talk quite well. It also reminded me of President Obama’s challenge to students when he spoke at Kellogg: How might we help others achieve their dreams as we pursue our own? For first-year students, recruiting is in high gear. I thought it was really refreshing to take a break from intensely focusing on individual aspirations and consider a broader perspective of our potential. Thanks, Mr. Bennett. You were worth the hype. RON SINHA – 2nd-year MMM student We don’t have to force design to be the verb it often exists as in a business context. We simply have to constantly challenge ourselves to look at the world in a different way. An avid interest in drawing. A relentless pursuit of creating things. Paul Bennett invited us into his childhood memories for a glimpse into the beginnings of his understanding of and fascination with design. He reflected on his life’s most meaningful moments and how they impacted his perspective on design. As I reflected on my own critical moments in life, I began to see parallels with Paul’s story. We don’t have to force design to be the verb it often exists as in a business context. We simply have to constantly challenge ourselves to look at the world in a different way. It is this mindset that draws me to always understand why we do the things we do. “…be unafraid.” We are a species inclined to be biased based on our experiences, inclined to be defensive of our thoughts and ideas. Through his examples, both personal and professional, Paul demonstrated the resistance to judge as being a critical component of design. It is a gift to be put into a situation where one is an outsider. Having explored the world of acting in the past, I found this to be a particularly powerful message, as it resonated with something an acting teacher once told me: Your audience wants you to succeed. Similarly, approaching situations and people with optimism and hope will result in those situations and people approaching you the same way. “How might we use beauty and poetry … to amplify personal connection?” Paul challenged us to strive to tackle with purpose and confidence not only business problems, but life’s problems. In doing so, we should embrace the elements so integral to our lives but that we often overlook, such as beauty. In one tangible example, Paul discussed hearing aids. Decades ago they were seen as invasive and depressing. Today they’re chic – they’re desirable. Why not take life’s worst circumstances and turn them into opportunities for magic? The salient point here is simple and encouraging: all it takes is being open to a slightly different angle. “Beauty is a business tool … that often is overlooked by organizations.” I came to the MMM program here at Northwestern to be at this very intersection of design and business, to learn how to question with purpose whether business decisions were being made with the right questions in mind. Paul addressed the Northwestern community at large, but his message strongly parallels what I believe the MMM program in particular strives to do: seamlessly integrate the rigor of business analysis with the human-centered element of design to address our most pressing issues. “Design transcends agenda.” Design is always a tricky thing to explain. It is not a standalone concept. Rather, it is in every aspect of our lives. Without acknowledging and embracing it, we just might be missing out. Filed under: Academics, Business Insight, Career, Student Life Tagged: Design, design innovation, design thinking, guest speaker, Innovation, MMM |
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