Enterprise and Inovation - Lecture 3

VALUE

What are you worth? (in social, professional and commercial terms)

How can we give people what they want so they employ us more?

Drucher(1985) - innovation - market aspect - looking for a need

Mihaly(1997) - creativity - seeing what others see and marketing different connections - no one sees the same

As designers we help others see the world by communicating and interpreting it creatively and engagingly

(Hockney's 'Bigger tress near Warter' - now demolished - 'Slaughtered' he helped people to see things differently)

Professor Kotters

CCDVTP

Create

                                                               Communicate    a Value   to a Target     at a Profit

                                             Deliver                                  Market

Open source

- findings ideas wherever they come from/no matter where they come from

- using customers as a resource

- emotional market - provide products that customers want as well as need

we are still like animals

- still have basic instincts and needs

- we developed to protect ourselves

- social people working together to survive

- develop social strata - hiearchy

Staus symbols

- deer with the largest antlers

- elephant with the biggest ears

- soldiers with medals and rank

- qualifications

should get the respect that comes with that status

To be happy and contented we have to challenge ourselves physically and personally

no reward from these challenges other than personal achievement

Maslow's hiearchy of need

self actualisation - morality, creativity problem solving

esteem - self esteem, confidence, respect

love/belonging - acceptance of others, respect to and from others, sexual intimacy

safety - safety of ones self and others, strong sustainable home

physiological - food, water, sex, excretion

Design is applied psycology

(engineering is applied science)

(art is applied philosophy)

Innocent Smoothies

keep reminding people why your useful to keep them interested.

Where is the money?

Greatest human need = greatest market potential e.g. food, medicine, transport etc

Reduced human needs = lower market potential e.g. holiday cottages, health spas etc

A Value Proposition (should be about 3 sentences long rough 60 words)

What is a value proposition? (relates to lecture 2)

Over all aim.

(or mission)

                                                              Specific aim.                                              Outcomes

(these set out how we make it)

Objectives.

                       (these set out how we plan to go about delivering our aims)              Outputs