Entrepreneurship Summit 2010, Nov 6 - Berlin - Go to site entrepreneurship-summit.de
Entrepreneurial design – and the design thinking context
The focus of the entrepreneurship summit 2010 has been entrepreneurial design and I think the concept is convincing. Concept? Maybe there are more than one concept around under this name. Just found it linked to design thinking in a certain manner, as you can see on this page and nice video from Stanford Graduate School of Business Extreme Affordability Journal. Affordability is a central term here – since the process seems to target the “bottom of the pyramid“.
Design Thinking at Stanford: Extreme Affordability Expo 2010
Since I was in touch with design thinking (DT) I am totally fascinated with the method. In this year I met the practitioners and “activists” at different places e.g. Potsdam HPI or the IA-Konferenz 2010, Köln (see post: “Are we Innovation Architects? Service.Design.Thinking, #IAK10“). Hey, I just realized my (subjective) “trend feeling” about DT and found evidence at Google trends:
Statistical evidence of the up-trend in design thinking (Google trends 2010-11-08)
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Prof. Faltin’s stance
I found the interpretation of the term “entrepreneurial design” in the context of market dynamics quite plausible. In his keynote Prof. Faltin talked about the difference of a (complete functional) automobile and the Otto engine (as an essential technical component of a car). In this perspective the automobile is the entrepreneurial design, which enables the Otto engine to be sold. One could say it this way: Only with the automobile structure build around the Otto engine the engine is “networked” with the needs of the people. Making the explosion engine beneficial for the need of mobility. This at the same time transforms people to (automobile) customers, i.e. a new market emerges.
Maybe, that there is a whole concept cloud around “entrepreneurial design”, or that this all is just one design thinking cloud – I for my part find the Otto engine example of Prof. Faltin graphic, maybe paradigmatic.
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Insight: The “Apple success” is based simply on … entrepreneurial design
Now think about the Apple success story. The competitors are shocked again and again to see that Apple wins the market with devices, that are build on components some not being state of the art. The success is based on entrepreneurial design, i.e. networking the companies ressources with the users needs, making the device a “node in the behavioral network” of the customer.
