Week 1 Masterclass Ismail Akbani Human Centric Approach to Innovation
Summary
TLDRThe video emphasizes the importance of a human-centric approach to innovation, focusing on empathy and understanding users' needs, desires, and expectations. It begins with a reflection on how personal involvement in tasks, like polishing shoes, fosters empathy. The speaker discusses the role of human-centered design in startups and innovation, highlighting that all actions and purchases are driven by needs, expectations, or desires—be they biological, psychological, or social. The session aims to teach empathy techniques and design thinking frameworks, which can be applied to improve customer experiences and product development.
Takeaways
- 🎯 The video highlights the importance of empathy and how it changes one's approach to tasks when personally involved.
- 🔍 Human-centric design is emphasized, focusing on the user's experience and needs.
- 📊 The discussion challenges the dominance of data-driven approaches, advocating for a balance with human-centered thinking.
- 🎥 A video was shown to set the stage for discussing human-centric design, focusing on the importance of empathy.
- 🤔 The concept of 'hiring' products or services to fulfill specific needs is introduced, inspired by Clayton Christensen's ideas.
- 💡 Innovation and startups should adopt a human-centric approach to opportunity discovery.
- 🛠️ Various tools and frameworks for applying human-centric design in corporate environments are mentioned.
- 🧠 All human actions, including purchasing decisions, stem from needs, expectations, or desires, which can be biological, psychological, social, or spiritual.
- 💭 The distinction between needs, desires, and expectations is crucial for understanding customer behavior.
- ⚖️ Addressing needs and expectations can lead to a sense of balance or imbalance, influencing customer emotions and decisions.
Q & A
What is the key observation made in the video the speaker references at the beginning?
-The key observation is that the way a person treats their shoes changes when they are responsible for polishing them, highlighting the concept of empathy.
How does the speaker define empathy in the context of human-centric design?
-Empathy is defined as understanding and sharing the feelings of others, which in this context means putting oneself in the user's shoes to better design products or processes.
What is the broader context of the speaker's discussion on opportunity discovery?
-The broader context is innovation. The speaker expands the topic from opportunity discovery to human-centric innovation, particularly in the context of startups.
What are some of the tools and techniques the speaker promises to share later in the session?
-The speaker plans to share frameworks, structured methods, and tools that can be used to apply a human-centric approach to processes, specifically those used in corporate training programs.
What are the three main reasons the speaker gives for why customers interact with products?
-Customers interact with products due to a need, an expectation, or a desire. These factors drive their actions and choices.
How does the speaker distinguish between need, expectation, and desire?
-A need is an innate or biological drive, an expectation is something driven by external pressures or norms, and a desire is something more personal and internally motivated.
What example does the speaker use to illustrate the difference between need and desire?
-The speaker uses the example of needing water due to thirst (a biological need) versus simply desiring water without a strong physical urge.
How does the speaker describe the internal imbalance caused by needs or expectations?
-An internal imbalance is described as a sense of uneasiness or discomfort, which may manifest as pain, frustration, sadness, or loneliness.
How does the speaker apply the concept of human-centric design to corporate training?
-The speaker has applied human-centric design to training innovation managers and HR leaders, helping them make processes more employee-friendly and organizationally effective.
What psychological concept does the speaker reference when explaining why customers 'hire' products?
-The speaker references Clayton Christensen’s idea that customers don’t just buy products—they 'hire' them to get specific jobs done, linking this to their needs, expectations, or desires.
Outlines
🎥 Introduction to Human-Centric Design
The speaker begins by introducing a video that encapsulates the core of the discussion on human-centric design. They invite the audience to share their observations, highlighting the change in attitude towards one's shoes when one has to polish them personally, illustrating the concept of empathy. The speaker emphasizes the importance of empathy in human-centric design, which is crucial for innovation and startups. They also mention the use of data science and the need to understand human behavior to create user-friendly and organization-friendly processes. The speaker promises to share tools and frameworks used in corporate training programs to apply human-centric approaches effectively.
🤔 The Core of Human-Centric Innovation
The speaker delves into the fundamental question of why customers would choose to buy from a particular seller, referencing Clayton Christenson's view that customers 'hire' products to get jobs done. The discussion expands to include the various types of needs that drive human behavior, such as biological, psychological, social, emotional, functional, and spiritual needs. The speaker uses a personal anecdote about needing water to illustrate the difference between needs and desires, explaining how these drive actions. They also touch on the concept of expectations and how they influence behavior, providing examples from the audience's participation in the session. The speaker concludes by discussing how these needs, expectations, and desires are crucial for understanding customer behavior and product development.
💧 The Impact of Needs and Expectations
Continuing from the previous paragraph, the speaker describes the internal disequilibrium or imbalance that arises when there is an unmet need or unfulfilled expectation. This imbalance can lead to feelings of discomfort, frustration, sadness, or other negative emotions. Using the example of needing to drink water, the speaker explains how this need creates a sense of uneasiness until it is satisfied. The paragraph emphasizes the importance of understanding these internal states in the context of human-centric design and innovation, as they directly influence customer behavior and satisfaction.
Mindmap
Keywords
💡Empathy
💡Human-Centric Design
💡Opportunity Discovery
💡Innovation
💡Data Science
💡Needs
💡Expectations
💡Desires
💡Customer's Why
💡Internal Disequilibrium
Highlights
The concept of empathy is introduced as crucial in understanding human-centered design by observing the change in how someone treats shoes when they have to polish them themselves.
Human-centric design involves putting human beings at the center of innovation and opportunity discovery, emphasizing empathy and the user's perspective.
In today’s world, data science often drives decision-making, but human-centric design balances this with an understanding of the human experience.
The speaker expands the topic from human-centered opportunity discovery to a human-centered approach to innovation as a whole.
Empathy is highlighted as a core element in design thinking, with frameworks and structured methods to empathize with users being introduced.
Tools and techniques shared by the speaker have been applied in corporate training programs to help HR leaders and innovation managers adopt a more human-centric approach.
The core of all innovation begins with understanding the customer's 'why'—why a customer would choose to buy, acquire, or use a product.
Customers don’t just buy products, they ‘hire’ them to fulfill specific jobs, as described by Clayton Christensen.
Every action a person takes is driven by a need, expectation, or desire, which can be biological, psychological, social, emotional, functional, or spiritual.
The distinction between need and desire is important in product development—products often fail when they don’t adequately address a core need or desire.
Expectations, like those from society, family, or peers, also influence behavior, and products need to address these expectations.
In a training session, some attendees may join out of need (to learn), others out of expectation (being part of a cohort), and others out of desire (to gain new perspectives).
Product design must account for the fact that customers can be motivated by need, expectation, or desire, and successful products address at least one of these.
An internal imbalance—such as pain, frustration, or uneasiness—occurs when needs, expectations, or desires are unmet, and this can drive a person to seek a solution.
The example of needing water during the session demonstrates how even basic actions are driven by core needs, which is essential in understanding user behavior in design.
Transcripts
[Music]
so I want to start by playing a small
video which actually is the essence of
the entire discussion that we going to
have
[Music]
today
[Music]
[Music]
[Music]
[Music]
okay so those who watched it carefully
what did You observe
quickly you can type in the chat box let
me see how many of You observe the video
clear with Focus what is the one thing
one point that you noticed in those two
minutes
[Music]
anyone okay we don't know the value
until it comes to us okay what
else if you notice the way that the
person treats his shoes changes when he
himself has to polish them right and the
reason is because when you start doing
the work yourself you you start feeling
for how the other person is doing the
work is doing it and that is what the
concept of empathy is that is what the
entire concept of being human
Centric human
design so uh anyways muted every so
that's the concept when we talking about
human Centric design that we want to put
the human beings the users and normally
say that we all live in this world where
data science everybody's talking about
data points Excel R and W and all those
things
a g hand hand yes sir sorry to interrupt
uh just wanted to check if the audio is
clear at everyone's end it was little
low at my end so okay I thought
it okay yeah cool thank you sir okay
thank you so much so let me now go to
[Music]
the
so while while the topic given to me was
the human Centric uh uh approach to
opportunity Discovery as said let us
expand the scope a little bit and make a
human centc approach to Innovation
itself because ultimately we are talking
about opportunity Discovery in the
broader context of innovation and
startups right but before we go ahead
with the you know the design thinking
elements the human Centric design
elements that I'm going to cover we talk
we'll talk about empathy we'll talk
about how do you empathize with people
what are the techniques there are
certain Frameworks that I will show you
there are certain uh structured method
tools that I will show you probably I'll
share those soft copies Al L if you want
that you can use and these are the tools
and techniques that I've been using in a
lot of the corporate training programs
that I've been doing with some of the
mnc's where we are trained their
Innovation managers have trained HR
leaders in certain companies on how do
you apply this human Centric approach to
make your HR process more employee
friendly and more organization friendly
so those are the tools that will come
towards the end but before that let's
start uh from the very Core Essence of
where this all begins right this
everything that starts with a
customers's why right why would a
customer want to buy from you why would
a customer acquire or use or hire your
products uh as Clayton Christenson said
that customers don't buy your product
they hire them to get certain jobs done
so why would they hire your product why
would they buy your product and this is
a generic you know psychological dri
driving force that happens inside know
that drives the way we work and it's not
only about buying products or Services
it's about everything that we do in our
life and everything start with either a
need an expectation or a
desire now the need this need expect and
desire could be either biological need
it could be psychological need social
emotional functional spiritual need
right for example just while sh was
introducing me I know and I kep my
camera because I suddenly F thirsty and
I realized my bottle was empty so I had
to go to the part and get the bottle
filled while he was introducing me my
laptop was a speaker so I was able to
hear him and then I came back now that
the action of me getting up on the chair
leaving the session going to the kitchen
to fetch water was actually driven by
need and that was a biological need
right my body needed water I was feeling
thirsty my throat was feeling drad and I
was like throughout the session two
hours I'm going to need water so let me
do it everything we do every smallest
action you do start with a need the
reason you guys are sitting over here
also so is either out of some need is
some expectation or desire right you you
sleep you eat you you you you date
people you buy products you send gift to
people you you you appreciate your
employees you appreciate your boss you
travel you read whatever you do the
starting point is some need expectation
or desire and it is one of those things
right either biological psychological
social emotional functional spiritual
need or desire now need is something
that is in it that happens me that is
very that is very core that has very
high driving Powers so I did not have
the desire to drink water see there's a
difference between need and desire and
I'll connect this later when we talk
about developing products why a lot of
products fail that one is that I need to
drink water and one is that I desire to
drink water those are two different
things and third is that I'm expected to
drink water right so certain actions
that rriv by needs that happen that take
place sometimes we do things out of
expectations because my parents expect
me to do something the family expect me
to do something the society expect me to
do something right and certain things I
do because I have the desire I don't
need to do them nobody's expecting me to
do them but I desire to do them for
example some of you are attending this
session right now right you are here out
of need you have the need to learn more
you are working on a startup and you
really very genuinely focused on the
startup and you want to take it to the
next level and you have that need to
learn more about how to understand my
customers how do I evaluate
opportunities and that is why you're
taking every you know every opportunity
to be here some of you are probably
sacrificing your lunch or some other
commitments to be here while at the same
time this very audience there are some
of you are here out of
expectation because you are a part of
the cohort being run by vadani
Foundation because you have facilitator
to probably Shake sent you a message you
got a message from the team and since
you're a part of the cohort you are
expected to be here probably your your
attendance is being taken that is going
to be counted so some of you are here
out of that
expectation and some of you probably are
not there you are part of the C maybe
but you know in fact some so there I saw
some of my colleagues over here some fac
people who are experts who work as a
facilitators they also teach right I saw
Amit over here a is there sh is also
attending so Shake of course he's a part
of the code he has to be there but some
other facilitators also here these
people don't need they already know most
of what I'm going to talk about right
nobody's expecting them to be here but
they are here out of the desire that
okay I also teach this I also talk about
this but there is somebody else who's
going to come and talk about the topic
he might have a different perspective
and I have the desire to capture all
those perspectives so that when I go
back to math sessions I can also share
those perspectives right so same happens
with your customer same happens with the
products there are certain products that
address needs there are certain products
that address expectations there are
certain products that address desires
and same way the customers who buy your
product also fall into these three
categories now what happens when there's
a need or expectation design me is
there's an internal disequilibrium that
happens this's is sense of unbalance
imbalance imbalance that happens in me
right and that imbalance either leads to
some kind of a pain frustration sadness
disappointment uneasiness loneliness Etc
right so when I had the need to drink
water there was an imbalance a sense of
uncomfortableness right a sense of
[Music]
uneasiness
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