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Transcript of lastislide-noprocessprocess-131126135757-phpapp01
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STEAL THIS IDEA
BY MARTY NEUMEIER
The No-processProcess
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Designers have been touting process for decades. Why? Because clients
need reassurance that their investment is safe. By turning creativity into
a rational business process, designers have persuaded companies to
trust them with mission-critical projects and substantial budgets. Process
equals predictability. But what does the rational process really predict?
Unfortunately, only sameness. If you want real innovation, youll need a
much different process.
LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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The rational design process looks something like this:
LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
Find out more about
the challenge using
interviews and research
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
Determine the
scope and goals
for the project
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
Prototype and
assess a range
of ideas
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
Select and refine the
most promising idea
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
Launch the project
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All very logical. All very safe. And, in an era of innovation, all very wrong.
This linear, phase-by-phase structure guarantees that anything you learn
while working on one phase cannot be applied to a previous phase. The
arrow moves in one direction only. For example, if you discover something
exciting in the design phase, you cant go back and redefine the challenge
to accommodate it. That door is closed.
LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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A better process for innovation is something I call the no-process process.
It assumes that team members will uncover new ideas as they work.
Discovery, definition, and design are run on parallel tracks instead of a single
sequential track, so they can talk to each other and create surprising new
combinations. The arrow moves forward, backward, and in between, keeping
ideas in a liquid state as long as possible.
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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This process was pioneered by the military, where it was called swarming.The goal was to attack a problem from many angles at once, thereby
shrinking the time to action. At Liquid we use it to integrate brand programs
without compromising their integrity.
One caveat: The no-process process is not for sissies. Its chaotic and
sometimes irrational. Its a style of advanced creativity. But if your goal
is innovation, its the only style that works.
LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER
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Find other Marty Neumeier ideas to steal atliquidagency.com/blog
LIQUIDAGENCY.COM | SOURCE: METASKILLSBY MARTY NEUMEIER