Description
Book SynopsisThis book describes and demonstrates methods for communication in the design thinking/innovation process throughout all stages of the process, not just the end. It introduces core concepts and methods that help manage complexity, accelerate synthesis, bring clarity and diffuse important knowledge to the people who need to act on it.
Table of ContentsIntroduction: The Mission and the Mess 1
Challenges of communicating The New 3
What’s in our way? Three communication myths 4
Reconceiving the role of communication 7
Five ways communication methods accelerate innovation 11
1 Finding the Conceptual Center 16
Models and frameworks: Thinking with our eyes 19
How to make models work 28
Build-to-think prototypes: Thinking with our hands 42
Lists and open-ended writing: Thinking with words 50
The Takeaway: Five big ideas when seeking the conceptual center 62
2 Framing the Work 64
Metaphors 69
Mantras and catchphrases 84
Contrast 92
Stories 98
Artifacts and images 108
How (and why) to use multiple frames to greater effect 112
The Takeaway: Five big ideas when framing the work 114
3 Targeting Your Constituents 118
The communication plan 126
Mental model and orthodoxy analysis 129
Quad A diagnostic 135
The “Organization as Culture” framework 137
Segmenting and targeting constituents 141
The Takeaway: Four big ideas when targeting constituents 144
4 Introduce New Thinking 146
Exploratory experiences 155
Immersion experiences 160
Interaction experiences 165
Application experiences 172
Extension experiences 176
The Takeaway: Five big ideas when introducing new thinking 180
5 Expand the Conversation 184
Communication systems: Give them something rich and relevant 188
Performative presentations: Give them something to talk about 198
Demonstration artifacts: Give them something to show and share 208
The Takeaway: Five big ideas when expanding the conversation 228
Conclusion 230
Five big shifts in thinking (and doing) 231
Advancing the methods base 234
Under the hood: Theories, writers and references 236
Index 253
