Remix 2010: Design venturing

Last week I attended a talk by Georg Petschnigg at Remix10 about design venturing: “Design techniques for identifying, developing and evaluating business opportunities”. Georg petschnigg is co-founder at Pioneer Studios who brought us the excellent courier concept.
I’ll try to recreate a couple of the topics he talked about from the notes I’ve taken. He talked about how you can get from design to business. The first diagram that was shown was the innovation process.

It all comes down to a core idea and you need to ask yourself 2 questions (insight):

• What is unique about you?
• What does the world need?

By combining the insights you get from these 2 questions you can develop a core idea that stands out. Everyone has great ideas, but it takes a lot more to develop a product. How can you build a simple and beautiful product? The steps needed to create a product in industrial design are the 3 reads:

1. eye
2. touch
3. use

Creating a product in interaction design (or software) follows the steps in the opposite direction:

1. features (use)
2. controls (touch)
3. look & feel (eye)

You need to combine the 2 flows to create an overall experience.
To summarize his talk he conluded with the following diagram about how we can support creation.

An important part of the diagram is ‘soul’: Nothing great in the world has ever been accomplished without passion.