Developmental Design and The Innovator’s Mindset
Blackberry, once the ‘must have’ device is no longer so and may no longer even exist. Looking back on how the mighty device maker stumbled the failure is attributed to what was done and not done, but I would argue it is more about what was unseen and not thought. Ignorance of the past, present and future is what swarmed them and a lack of developmental design in their culture.
Today’s Globe and Mail features the above-pictured story about how and why Blackberry lost out to Apple’s iOS iPhone and Google’s Android powered phones due in large part to their focus on their stellar enterprise security system and failing to consider what would happen when competitors yielded ‘good enough’ models. It’s a tale years in telling and what may be the beginning of the end of the once globally dominant Canadian tech leader.
Those I’ve known who’ve worked for Blackberry describe a culture devoted to engineering excellence above all, which emphasized technical superiority and attention to the technology over the users of that technology. Perhaps if more of those engineers got out a more beyond their own circles they might have noticed a few things:
- Facebook, Twitter and social media sites that all seemed fun at first were quickly becoming more than just pastimes, they were being used as communications tools for everything from family and friends to work;
- Cameras were being used to capture photos and videos, share them and edit them (like Instagram and now Vine) for purposes beyond social, but also to take photos of PowerPoint presentations at events, brainstorming whiteboards and prototypes;
- The rich media experience provided through other devices meant that the keyboards were less important — typing faster and easier was being weighed against screen dimensions for videos, photos and interactive content;
- Workers were passionate enough about these new tools that they would bear the cost of their own phone to use these tools and carry two devices than just rely on a Blackberry if they were required to have one.
I saw this phenomena all over the place. Embedded in this pattern were some assumptions:
- Email was the most important form of productivity. (This might also include learning);
- Email was fun;
- Email got people communicating
Few people I know like email anymore. We tolerate it. Almost no one who is in the work world gets too few emails. Email is a useful and highly embedded form of communication; so much so as to nearly be a form of dominant design in our business communications.
What a little anthropological research on RIM’s part would have produced is some insights into how people communicate. Yes, email is the most pronounced electronic method of communication for business, but it doesn’t excite people like a video does or engage conversation like Twitter can or enable re-connection to close peers or family like LinkedIn and Facebook do. These are all platforms that were lesser served by the Blackberry model. What that means is that email is vulnerable to those things that attract people.
In complexity terms rich media is an attractor; it organizes patterns of activity around it that stimulate creativity in the system. This meant that a lot of positive energy was being directed into these new means of engagement over others and that when given the opportunity to choose and use a device that supported this engagement better people (and eventually the firms they worked for) began to opt for them over Blackberry.
Developmental design is a process of incorporating the tenets of design thinking with developmental evaluation, strategic foresight, business model innovation and contemplative inquiry. It means constantly evaluating, assessing, designing and re-designing your product offerings as things change and developing a constant attentive focus on where you are, where you came from and the weak and strong signals that indicate shifts in a culture.
This is a new way of doing innovation development, evaluation and strategy, but it is the necessary ingredient in a space where there is high levels of complexity, rapid churn in the system, and high demand for action. Increasingly, this is no longer just the domain of high tech, but banking, retail, healthcare, education and nearly every system that is operating in multi-jurisdictional environments. When we (the customer, patients, students…) were very much the same, we could treat our system simply. Now the ‘we’ is different and the systems are complex.
Developmental design is the praxis of innovation.
What would Steve Jobs do?
It is interesting to note that today is the day the bio-pic on Steve Jobs is released into theatres. Jobs knew developmental design even if he never named it as such. He famously ‘got out’ in his own, unique way. He went for walking meetings rather than sat in boardrooms. He watched what people did and channeled his own passion for creating things into a company culture that was designed to create things to help people create things. To that end, he was among the most outstanding innovators of the last 50 years.
Yet, Jobs and his team were good at paying attention to where things had gone (the computer), where they were (increasing bandwidth capability and demand with the Internet), and where they were going (decentralized production). Thus we had a number-crunching machine turned it into a suite for personal creativity (Mac), which spawned a music player (iPod) and online store (iTunes), which led to a multimedia communications handset (iPhone), which inspired a handheld tablet (iPad).
Apple is the most valued tech company in the world because of that vision, one that has been questioned in light of Jobs’ passing on and new leadership in place at the company.
Blackberry is not unique. The leaderboard in consumer mobile technology has changed from Motorola to Nokia to RIM (Blackberry) to Apple to Samsung (Android) in less than 15 years. That is enormous churn in a sector that touches over three quarters of the world’s population directly (more than toilets). While perhaps an extreme case, it is becoming a model to pay attention to for other industries on different scales.
Ask yourself: Are you Blackberry today or Apple yesterday?
If you apply developmental design to your work, you’ll have your answer.