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Arup Joins IDEO with Cards for Innovation.

Apple and the Cost of Innovation. |


| Are the French Rebelling Against Risk-Taking And Innovation?

March 22, 2006

Arup Joins IDEO with Cards for Innovation.

Bruce Nussbaum

The Foresight & Innovation team at Arup, the fascinating engineering, planning, and designing collective out of Europe best known for the Sydney Opera House, has developed a 50 card deck of cards that highlights leading trends that will drive the future.

According to Mark Vanderbeeken at the Putting People First blog, "The drivers are arranged and presented within societal, technical, economic, environmental and political domains, with each two-sided card depicting one driver. As well as vibrant visual record of research, these cards can be used as a tool for discussion groups, as personal prompts for workshop events or as a 'thought for the week'."

I like cards as an educational tool. I was first introduced to them by Rem Koolhass who presented at Davos about four years ago. No power point. Just a deck of cards for each of the 30 people present. It was very powerful.

The IDEO Method Cards, of course, are a great example of the power of cards to teach. Each card has a photo on one side that is provocative and a short discussion of a key issue on the back. For each, I am looking at one card now--Be Your Customer. It says How: Ask the client to describe or enact their typical customer's experience. Then Why : This is a helpful way to reveal client's perceptions, etc.

I haven't been able to see the Arup cards but I expect they are very powerful tools as well.

03:00 PM


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It is interesting to watch Arup, IDEO, Design Continuum and other hip industrial design firms sprinting toward the corporate unmet need to tap design thinking and process to enable business model innovation. Its not just about built out environments any more....its about experimentation with new customer focused business models that delight consumers every day with compelling experiences. Companies need to do R&D for new business models not just for new products and technologies. Design is central to pulling it off.

Posted by: Saul Kaplan at March 26, 2006 02:02 PM

Bruce, do you that's where the Pentagon got the idea for the Iraq villain cards? Maybe that guy you were sitting next to at Davos that year, the one who kept muttering about multilateralists, worked for Sec. Rumsfeld.

Posted by: steve baker at March 27, 2006 01:53 PM

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