My Doblin colleagues, Brian Quinn (left) and Ryan Pikkel also presented at Design at Scale, showing an updated version of the Ten Types of Innovation to an appreciative audience. I have been working on this project since I joined Doblin a year ago, and it was interesting and affirming to see how well the new framework resonated. Quinn and Pikkel were also thoughtful about the continued disconnect between management philosophies of design and, well, management, a topic that I’ve been interested in since my days at BusinessWeek.
Perhaps the most powerful takeaway for me was their reminder that good design is important but on its own is not enough to guarantee success. They compared the fortunes of the Flip camera, an object that went from much lauded innovation darling to “former product” in the space of four years, with Amazon’s Kindle, a product whose design was widely derided when it first came out which nonetheless forms an integral part of the company’s platform.
A useful reminder that the most powerful combination of all is the union of good design and good business. Those two legs need to be equally sturdy, or you might just find yourself with a nasty limp.
[Photo c/o DMI.]