{"id":1533,"date":"2009-11-11T07:45:11","date_gmt":"2009-11-11T14:45:11","guid":{"rendered":"https:\/\/staging.opexlearning.com\/resources\/?p=1533"},"modified":"2016-11-14T03:59:51","modified_gmt":"2016-11-14T08:59:51","slug":"dichotomous-thinking-at-ideo-no-more","status":"publish","type":"post","link":"https:\/\/staging.opexlearning.com\/resources\/dichotomous-thinking-at-ideo-no-more\/1533\/","title":{"rendered":"IDEO Design Thinking or Dichotomous Thinking"},"content":{"rendered":"<div class=\"a296a24fa2fc69ef5487857f02f111e8\" data-index=\"9\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\r\n<!-- Single Post readerboard -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:inline-block;width:728px;height:90px\"\r\n     data-ad-client=\"ca-pub-8207522353004717\"\r\n     data-ad-slot=\"1144967431\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4421\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-dichotomous-thinking.png\" alt=\"dichotomy in six sigma and lean\" width=\"456\" height=\"218\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-dichotomous-thinking.png 456w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-dichotomous-thinking-300x143.png 300w\" sizes=\"(max-width: 456px) 100vw, 456px\" \/>Recently, Tim\u00a0 Brown, the CEO at IDEO came to a realization that <a title=\"matt may interview on lean, design thinking\" href=\"https:\/\/staging.opexlearning.com\/resources\/interview-with-matthew-may-on-elegance-subtraction-lean\/14638\/\">Design Thinking can coexist with Six Sigma and Lean<\/a>.\u00a0 For a while, his stance was really of black-and-white thinking: it&#8217;s either Design Thinking or Lean Thinking.\u00a0 This position is akin to a student who believes that if he doesn&#8217;t earn an &#8220;A&#8221; in a class, he believes he failed.\u00a0 Clearly, not healthy.<\/p>\n<p>The irony in all of this is that while Tim Brown was calling Six Sigma and Lean &#8220;toxic&#8221;, IDEO, his firm, had been using many of the tools and methods from Toyota &#8211; the inventor of Lean Thinking.<\/p>\n<h2><span style=\"color: #993300;\">An Orphaned Mother<\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-thumbnail wp-image-4422\" title=\"shmula-taiichi-ohno-ideo\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-taiichi-ohno-ideo-150x120.jpg\" alt=\"\" width=\"150\" height=\"120\" \/>Toyota is the mother whose ungrateful children have abandoned.\u00a0 In IDEO&#8217;s case, in particular, while Tim Brown was attacking Six Sigma and Lean, his firm had been using it&#8217;s tools all along.\u00a0 For example, <a title=\"shmula, ethnography, human centered cards, lean, six sigma, toyota\" href=\"http:\/\/www.amazon.com\/gp\/product\/0954413210?ie=UTF8&amp;tag=sixsigma09-20&amp;linkCode=as2&amp;camp=1789&amp;creative=390957&amp;creativeASIN=0954413210\" target=\"_blank\">IDEO&#8217;s patented Human-Centered Cards<\/a> showcases several methods to help designers arrive at innovative design.\u00a0 One card shows the 5 why&#8217;s.\u00a0 Who invented the <a title=\"shmula, taiichi ohno, 5 why's, root cause analysis, ideo, tim brown, metacool, design thinking\" href=\"https:\/\/staging.opexlearning.com\/resources\/ask-why-five-times-about-every-matter\/382\/\">5 why&#8217;s?\u00a0 You got it, Taiichi Ohno, from Toyota<\/a>.<\/p>\n<p>Other tools on the Human-Centered Cards shared by Lean and Six Sigma practitioners as well as Design Thinkers are:<\/p>\n<ul>\n<li>Error Analysis (Failure Mode Effects Analysis &#8211; again, from Toyota)<\/li>\n<li>Flow Analysis (Process Mapping or Value Stream Map &#8211; again, from Toyota)<\/li>\n<li>Affinity Diagramming<\/li>\n<li>Activity Analysis (Value-Stream Mapping &#8211; again, from Toyota)<\/li>\n<li>A Day in the Life (Genchi Genbutsu &#8211; again, from Toyota)<\/li>\n<li>Empathy Tools (Gemba &#8211; again, from Toyota)<\/li>\n<\/ul>\n<h2><span style=\"color: #993300;\">In All Fairness<\/span><\/h2>\n<p>I&#8217;m thankful that one of my early mentors was a trained ethnographer, with a PhD in Anthropology from the same graduate school I attended.\u00a0 From him, I learned that humans are incredibly complex but simple at the same time and, to understand the human condition and be able to do something positive about it, we actually need all the help we can muster &#8211; from all disciplines.\u00a0 His words and mentoring still ring true to this day.<\/p>\n<p>To be fair, I greatly admire IDEO.\u00a0 They have done some amazing work for companies and are defining how we understand innovation.\u00a0 Their work has influenced me greatly.\u00a0 Indeed, I often engage in amateur ethnographic expeditions, thanks to my early training in anthropology.<\/p>\n<h2><span style=\"color: #993300;\">A Reformed Dichotomous Thinker, An Undercover Lean Thinker<\/span><\/h2>\n<p>Tim Brown is a reformed dichotomous thinker.\u00a0 For him, it&#8217;s no longer black-or-white; lean thinking or design thinking; six sigma or design thinking.\u00a0 In <a title=\"tim brown, shmula, ideo, lean thinker, dichotomous thinker, six sigma, toyota\" href=\"http:\/\/designthinking.ideo.com\/?p=387\">his words<\/a>,<\/p>\n<blockquote><p>I have to admit that for a long time I was highly skeptical of design thinking&#8217;s ability to operate in a Six Sigma environment and I was once quoted in the Economist as saying that it was toxic to innovation.<\/p>\n<p>I don&#8217;t think that anymore.\u00a0 Having spent more time studying companies like Toyota I have realized that high quality (the goal of Six Sigma) is a great platform for new ideas (the goal of design thinking).\u00a0 Similarly, as Chuck Jones implies, Six Sigma can help new ideas get better faster.\u00a0 Having been involved in several first mover products at IDEO I can attest to the fact that very rarely is that first iteration the best possible product in terms of quality or functionality.<\/p>\n<p>Perhaps we should think of design thinking and Six Sigma being part of a cycle, each feeding the other to create new and improved products, services and experiences. Of course the biggest challenge will be to build business cultures that are agile enough to incorporate both.<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4423 aligncenter\" title=\"shmula-ideo-human-centered-5-whys\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-human-centered-5-whys-e1283602818449.jpg\" alt=\"\" width=\"391\" height=\"358\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-human-centered-5-whys-e1283602818449.jpg 391w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-human-centered-5-whys-e1283602818449-300x274.jpg 300w\" sizes=\"(max-width: 391px) 100vw, 391px\" \/><br \/>\nThis is good, refreshing, and healthy.\u00a0 After all, we need all the help we can muster if we are to better understand and more positively contribute to the human condition.<\/p>\n<p>My hats off to Tim Brown and IDEO.<\/p>\n<p>Dichotomous Thinking No More; Design Thinking and Lean Thinking &#8211; Yes.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4424 aligncenter\" title=\"shmula-ideo-5-whys-diet-excercise\" src=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-5-whys-diet-excercise.jpg\" alt=\"\" width=\"409\" height=\"645\" srcset=\"https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-5-whys-diet-excercise.jpg 409w, https:\/\/staging.opexlearning.com\/resources\/wp-content\/uploads\/2009\/11\/shmula-ideo-5-whys-diet-excercise-190x300.jpg 190w\" sizes=\"(max-width: 409px) 100vw, 409px\" \/><\/p>\n<div align=\"center\"><object width=\"853\" height=\"480\"><param name=\"movie\" value=\"\/\/www.youtube.com\/v\/dkf5vKFySXE?hl=en_US&amp;version=3&amp;rel=0\" \/><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowscriptaccess\" value=\"always\" \/><embed 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[&hellip;]<\/p>\n","protected":false},"author":12327,"featured_media":4421,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[120],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IDEO Design Thinking or Dichotomous Thinking<\/title>\n<meta name=\"description\" content=\"IDEO Design Thinking takes many pieces from Lean, yet Tim Brown CEO of IDEO doesn&#039;t credit the source of IDEO&#039;s approach\" \/>\n<meta name=\"robots\" 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