I keep a running document of great quotes that I’m constantly adding to (31 pages so far). It includes quotes on everything from business to life. I recently re-read this one from Roger Martin:
I see creativity as central to design strategy. For me, design is centrally about creating options or possibilities that do not currently exist, not choosing between or among options that currently do. So at its heart, it is about the creation of something new. This highlights the difference between business administration and business design. Business administration entails the intelligent selection from among existing known options and the taking of action on the selection in question. Business design entails the creative production of a new option that is superior to the existing options.
- Roger Martin, Dean of the Rotman School of Management, University of Toronto
It got me thinking about a traditional business administration toolkit and a business design toolkit. I realize these aren’t absolutes, that there are MBAs taking design classes at places like Kellogg, and that designers use hard data as well. But, building off the above quote, I thought it would be an interesting exercise in the different approaches to uncovering problems and finding solutions.
Business Administration Toolkit vs. Business Design Toolkit
Focus groups vs. Ethnography
Statistically-valid surveys of hundreds of customers vs. Interviews of a handful of extreme non-customers
Free-for-all, unfocused brainstorms vs. Focused, calculated ideation sessions
Benchmarking your industry vs. Benchmarking unrelated industries
High-fidelity, functional prototypes shared with management vs. Down-and-dirty, iterative prototypes shared with end users
Mining of hard facts/data vs. Observation and uncovering of emotions and unarticulated needs
This is just a first pass but I’d love to build a thorough list of tools. What else do you think should be added or deleted?