Shipulski On Design

Continuous Improvement – Do what you did last time, just three percent better, so none of your people can try new things.

Discontinuous Improvement – Make a radical step-change in performance at the expense of continuously improving it.

Continuous Improvement – Do what you did last time so you can say “no” to projects that are magical.

No-To-Yes – Make the product do something it cannot.  That way you can sell a new value proposition to new customers and new markets.  And you can threaten those that are clinging to your tired value proposition.

Continuous Improvement – Do what you did last time so no one will be threatened by meaningful change.

Less With Far Less – Reduce the goodness of today’s offering to free up design space and create an entirely new offering that provides 80% of the goodness at 20% of the price. That way, you can sell a whole new family of offerings to customers that cannot buy today’s offering.

Continuous Improvement – Do what you did last time so we can rest on our laurels.

Obsolete Your Best Work – Design and commercialize new offerings that purposefully make obsolete your most profitable offering.  This requires level 5 courage.

And how do you do all this? Mobilize the Trust Network.

“fear — may 9 (day 9)” by theogeo is licensed under CC BY 2.0

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