cameronnorman

Anyone working in design or consulting knows that no amount of advice will guarantee action with your clients or colleagues. Great, thoughtful designs are important to success yet are not guarantees for adoption.

What is critical above all is that designs inspire people. Without inspiration and excitement, there is no action.

Designer Bruce Mau came to this realization during his teaching when he was asked by trainees how it was that he designed and while he was able to speak to the production and philosophy behind his work, he was stuck with how to describe the process of the work. It was in reflecting upon this process that he came to realize that without inspiration design was dead. Prototypes would not get realized. Design culture within an organization would not change and the kind of transformation and innovation requested by clients and communities would never materialize.

For our clients, we are recommending that inspiration be considered the primary outcome of any project. No matter what kind of process is undertaken to create something — whether it was co-design, expert-driven, or some other model — the end result must be that what you produce must inspire people.

That will not guarantee success, but without it there is near guarantee of failure.

Consider inspiration as the precursor to any kind of innovation adoption or impact and you may find the correlations between those projects where people felt inspired, saw a future vision and felt motivated to act and their overall success rate in being implemented is close to 100 percent.

This simple technique is among the most powerful at eliciting a lot of information. When we look at an existing service, it may be easy to describe what people do to deliver, manage, and receive the service in simple terms. For example, an exchange between a bank teller and a client might be described as simply as a person walking up to a desk, asking for money, inserting their bank card, receiving money from the teller, and leaving.

An Activity Analysis would break this down even further. It would involve tracking the experience of the client. It would denote what the client did from the moment she entered the bank, what she saw, what she smelled or experienced, her feelings or thoughts, and the steps she took toward the desk.

You might ask how long she took, whether she stopped en route to the desk, knew where it was (did she ask for directions?) or did she wait in line and for how long.

We can also track what the teller was doing up to and including the moment of engagement with the client. What tasks was she doing? Where was her focus? What is she thinking or feeling?

This is a micro-method version of A Day in the Life, which is another method that helps us understand what our service clients do and use.

How to do it

Activity Analysis can be done as a group, facilitated by a leader to help organize and manage the activity. It’s a great way to get people talking about all that is going on with the actors, the environment, and the tasks. By opening up the discussion and walking through each step in the journey through the service with each actor, everything that shapes the environmental conditions, and the tasks that are performed, you’ll reveal an enormous amount of data about what actually transpires with even the simplest transaction.

This can be used to seed further questions like:

• What infrastructure is needed to support the interaction?
• What would be ideal?
• How might this interaction look different?
• What other variables could affect the journey and the outcome?
• What could be done or introduced to make this better?

Activity analysis is something that can be done in small groups over the course of 20 to 60 minutes, depending on the complexity of the task and the amount of knowledge the participants have of the task or activity.

This simple analysis can reveal information about flows, resources, outcomes, and processes that are in place to support your service and help you see what’s not only in place, but what is possible, too.

This can be a great way to bring people together as well as lead your service design and evaluation efforts. If you want to implement this approach in your organization and need help, reach out to us. We’d welcome hearing from you.

Police (and some parents) know the secret to spotting a lie in a story: ask someone to repeat that story backwards. As it turns out, it’s a lot easier to concoct a false story going forward than it is backward because of the way we logically connect events in our heads.

This same technique can be used to help spot gaps in logic. Even if we’re not lying to one other (or ourselves) we may find some parts of the story that don’t quite make sense. This gap in logic is not uncommon because as humans we often will fill in the story because of how we are wired for narrative coherence as a species.

Narrative interrogation is a way that we can walk through the story of our program or service to help us identify the key elements that are present in most good stories and how or whether we have them organized (or have them at all). Unlike real interrogation, this is not aggressive or adversarial — rather a way to explore stories through inquiry.

Story Elements

Some of the key elements in a good story are:

1. Actors. These are your protagonists (the leads), the supports, and the chorus — those in the background. Ask yourself who the main actors are in each scene of the story (e.g., who has the problem that needs solving? What are they looking for? What is their motivation?). This is where using personas can be helpful to fill in the details about these characters.
2. Relationships. How are the actors related to each other? Are they working collaboratively or competitively and do they need each other? Are there roles that individuals fill? Are there special qualities to their relationship (e.g., power, partnership, etc.).
3. Setting and Structures. Where are things taking place? Do people need a particular service or product in a specific setting or context? Articulating these will also help you to frame the way in which system structures shape the interactions between the actors and help contribute to or facilitate the problem (or solutions).
4. Time. Determining when things are to happen and how that temporal aspect shapes everything is important. Does timing matter? Does the amount of time matter? is the problem and solution one that is highly dependent on when something happens or not?
5. Arc. The last piece is creating some form of coherent story arc between them all. Tying them together helps us understand who is involved, what they are interested in or seeking, why they have the challenges they do, how they are going about things now (and how we could change that with an intervention of a product or service) and the ways in which that will be affected.

Together, this starts to generate a theory of change and helps us connect what we’re seeking to do through our innovation (service, product, policy) and what is needed by those we are aiming to serve.

Using the Method

Stories are told by people, not objects, so this is one method where speaking with individuals is key. Involve those for whom the story matters in the telling of that story. This might be customers or clients, service operators, managers, or founders; it depends on what story you are looking to hear. The aim is usually not to capture everything, rather keep it focused on a specific aspect of your innovation. It might be in use (customers or clients), the development (product team) and marketing, or in understanding the purpose relative to the organization (e.g. senior management).

Using an open-ended approach — free-form — ask people to speak about the topic using a story lens:

1. Start with the beginning: what is the first thing someone needs to know. This might be the choice to start the project, the moment the ‘problem’ appeared that required a solution, or even the backstory. This is something that the storyteller determines on their own.
2. Focus. Encourage the person to speak in a manner that focuses on the purpose, however, ask points of clarification when it is unclear what the connection is at different parts. Good stories often involve non-sequiturs and so do poor ones; it’s important to know which one it is.
3. Reflect back. Once the story is told, re-cap the logic of the story from front to back and
4. Go backwards. This is the ‘interrogation’ part of sorts. Ask people to retell the story backward from the end. For example, ask what happened right before the conclusion of the story and then what happened before that and before that. It’s similar to the reverse of A Day in the Life method.

What you might find is that the story has different descriptors, relationships, or emphasis when told backward. These allow us to see different configurations of the issues that are associated with the story. It’s not that the person is necessarily lying or keeping anything from you, it’s about the limitations of narrative in that it only works with one set of issues connected logically at a time. Going backward allows us to see things differently, expanding our view.

The interviews and conversations with those involved should be informal and relaxed and can go into as much depth as you want. Generally, this is an approach that makes for a good ‘coffee conversation’ of about 30 minutes. It also can be done remotely, if necessary. It can be done internally by staff associated with the project or externally by an outsider. If the story involves highly sensitive subject matter or material, it is best to use an outsider to the project.

Learn more from your program, your people, and your work with this simple, powerful method for design exploration and research.

We help with storytelling through data. Contact us if you want to implement this with your organization.

Innovation is learning transformed into value, by design.

– Cameron Norman, Cense Ltd.

Organizations develop c-suite level roles because of a recognized need for focused strategic action and attention toward a particular aspect of their operations. Finance, Operations, Technology are just some of the areas that have developed into C-level roles and offices in many businesses and non-profits.

What about learning? As with many c-suite portfolios, learning touches everyone in an organization and serves as the fundamental mechanism for resilience, flexibility, and innovation. It’s curious that this role doesn’t exist, which is why we developed it ourselves.

A Chief Learning Officer is someone who is responsible for advancing your organization’s understanding of itself, its innovation activities related to its strategy, and its impact.

Why a CLO?

If your organization is substantially affected by changing markets, social and cultural changes, environmental and health threats, or shifts in human or technological resources, you need a CLO.

Learning is about ensuring you’ve got the sensory capacity to take in what is going on around you to monitor activities inside and outside your organization and within the market. It blends together monitoring and evaluation (M & E) with strategic foresight so you can see what you’ve done, where you are, and where things are going.

A CLO is responsible for not only ensuring you have M & E and trend data but that you use it. The CLO ensures that evidence is brought to the table to guide strategy and support innovation — which is learning transformed into value, by design.

Combined with foresight data, this also means ensuring that your organization calibrates its strategy to suit its needs, changing conditions, and ensures its operations and direction is aimed at the future, not the past. As ice hockey legend Wayne Gretzky once said about why he was so great at his game: he skated where the puck is going, not where it’s been.

The CLO role focuses the organization on these insights.

Building on Strengths

Lastly — and just as importantly — the CLO is responsible for fostering a culture of learning within the organization. This involves ensuring that the talents and skills within the organization are recognized, that staff are provided with the opportunity to share what they know to increase the capacity of the organization as a whole, and that new knowledge, skills, and insights are brought in from the outside.

This job is about knowledge and skills integration. It’s about getting the return on the investments made on people, processes, and innovation as a whole. It’s getting the very best from your best.

Best of all, any organization can do this and create this role for themselves and place learning on the same level as other c-suite priorities as we enter an age of transformation and change. Be ready.

If you want to establish a CLO office in your organization or want a fractional CLO to serve in this role, contact us. Our CLO service is designed for this and is aimed at supporting organizations in becoming their best through learning.

Great innovators often see problems or solutions that others miss. This is as much about perception as it is anything else.

To illustrate the power of perception, consider the famous perceptual illusion below which profiles a young girl and an old woman (or “wife” and “mother in law”). The image, which dates back to 1888, shows how the same image can produce two very different stories about the subject matter.

There’s a way to create the same effect by looking at a situation through the lens of time. The Power of Ten is a perceptual forecasting and innovative technique that can help you can perspective on a situation, a product, or service by looking at the effects in layers, each offering a new possibility.

How to do it

The Power of Ten technique is simple. Take the current situation, topic, product, or service and forecast what might happen in ten minutes from now, ten hours, ten days, ten weeks, ten months, and ten years.

In some cases, you’ll find little effect or difference between the two and in others the differences are dramatic.

Consider waiting times for a service call. In that case, ten minutes might be a long time and ten hours is insufferable. If you are on a waitlist for an elective surgery, ten days might be incredibly fast, ten weeks reasonable, and ten months is anxiety producing.

What about a particular situation? Consider the dynamic situation that unfolded with the COVID-19 pandemic and policies that affected how and where we work. Time perception changed, value changed (e.g., Internet access), and certain things like parks, groceries, restaurants and bars, and video conference tools all changed their value in a matter of days, weeks, and months in different ways.

The Power of Ten activity is designed for you to forecast and spend some time thinking about what will something look like, feel like, interact with, and impact the world at each of these different scales.

This simple exercise will allow you to see constraints, opportunities, effects, and interactions that are either not present or imperceptible at one scale at other scales. This allows you to see connections between things that were not perceived before.

This is best done as a group and can be performed in a short time as a facilitated activity or at a distance.

If you want to see possible futures using this approach and want help, contact us. We can help you multiply your perspective by a power of ten.

Note: This exercise draws inspiration for a video first produced in the 1970s by the legendary design partnership of Charles and Rey Eames for IBM.