Design-Driven Startups by Dr. Søren Petersen

Design Quantification studies have shown that the stock performance of design-driven international corporations outperforms that of their peers by 6.5% annually. So, what value can design bring to startups? When is design best introduced and how can startups build and leverage their design capabilities?

This presentation shares seven steps startups can take to build and leverage design. These steps represent a 20/80-rule approach with twenty percent of crucial effort, reaping eighty percent of design’s potential. This concentrated effort includes creating differentiation; process and coordination opportunities as well as a formulating a guiding design strategy to match your firm’s unique culture.

You will learn why startups fail and where and how design can tip the odds in your favor. The design guide includes how to:

1. Create a Design strategy based on Identity/Culture Mapping

2. Conduct Design & Business Model experimentation

3. Manage design by using a Market - Technology - Opportunity risk-matrix

4. Evangelize by leveraging design

5. Implement a Design Strategy

6. Facilitate innovation by use of an Inspirational Design Brief

7. Apply Design Thinking process

Methods are founded on Design Science and Design Quantification, using experiments and empirical data, in collaboration with Stanford Venture Design Studio, Art Center College of Design - The Design Accelerator and Design Net Denmark. For more information on our team’s work please contact soren.petersen@ingomar.net or check out our articles on the Creative Economy in The Huffington Post: http://www.huffingtonpost.com/soren-petersen/

Bio

Dr. Søren Petersen founded Ingomar&Ingomar - consulting in 1993 and has worked with many international organizations, including Rambøll Group, BMW Group DesignworksUSA, Stanford University, Copenhagen Business School, Fraunhofer Institute, Delft University, Hong Kong Polytechnic University, Kookmin University and Hanyang University.

He received his PhD from Stanford University in Design Research, MS Mechanical Engineering from The Technical University of Denmark and his BS Transportation Design from Art Center College of Design. He has published twenty-four scientific papers and over one hundred articles concerning the creative economy, as well as, authoring Profit from Design, a definitive book on design quantification. His research areas are design strategy and developing methods and tools for bridging business and design using design quantification.

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