Designing in Hostile Territory Roger L. Martin, Dean Rotman School of Management University of...

Designing in Hostile Territory

Roger L. Martin, DeanRotman School of Management

University of Toronto

Copyright © 2006 by Roger L. Martin

IIT Institute of DesignStrategy 06 Conference

May 17, 2006

2 Copyright © 2006 Roger L. MartinRLM-RSM-IITID-05-16-06

ReliabilityReliabilityReliabilityReliability

The Fundamental Tension

Vs. ValidityValidityValidityValidity




Vs.

Production of consistent, replicable outcomes

Substantiation based on past data

Use of limited number of objective variables

Minimization of judgment

Avoidance of the possibility of bias

ValidityValidityValidityValidity




Vs.

Production of consistent, replicable outcomes

Substantiation based on past data

Use of limited number of objective variables

Minimization of judgment

Avoidance of the possibility of bias

Production of outcome that meets objective

Substantiation based on future events

Use of a broad number of diverse variables

Integration of judgment

Acknowledgement of the reality of bias




Acceptable Bases of “Proof”

Vs.

Inductive Logic

Deductive Logic

Inductive Logic

Deductive Logic

Abductive Logic



A Fundamental Predilection Gap


1) Take ‘Design-Unfriendliness’ as a Design Challenge

2) Empathize with the ‘Design-Unfriendly Elements’

3) Speak the Language of Reliability

4) Use Analogies and Stories

5) Bite Off as Little a Piece as Possible to Generate Proof


Designing in Hostile Territory Roger L. Martin, Dean Rotman School of Management University of...

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