Love, beauty, religion, death and space

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IDEO Chief Creative Officer Paul Bennett spoke about design thinking to approximately 1,000 people at Kellogg on Tuesday, and his speech held significant relevance to students in the MMM program. Three of those students offered their thoughts on what they learned.

MONTOYA TRICE – 1st-year MMM student

I thoroughly enjoyed the speech because it reinforced what I have been learning in the MMM program. Good design is rooted in human understanding, and human-centered designers are needed now more than ever. Mr. Bennett asserted that we are all designers. Heeding his call, I decided to take visual notes of the speech .

10 tips to be an effective design thinker

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My experience has taught me that, first and foremost, a design thinker must have an optimistic mindset.

When you are truly innovating, you are often in a space that is unknown and uncomfortable. It is difficult to effectively develop and push ideas forward if your mindset continues to cast doubt in the early stages of innovation. Therefore, it is critical to reframe your perspective around what is possible and that your actions and voice are both optimistic and encouraging.

Also, it is my belief that an individual must possess the following 10 traits to be an effective design thinker:

The power of design thinking

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Greg Holderfield is director of the Segal Design Institute, clinical associate professor, and co-director of the MMM program. In the first of two posts, Holderfield discusses what makes design thinking so valuable.

AT ITS CORE, HOW WOULD YOU DESCRIBE DESIGN THINKING?

I view design thinking as the core process and mindset that enables creative solution-based innovation, which is developed and iterated with a focus on contextual human behavior. It’s critical to understand that design thinking is process oriented with a structured framework that is built on a foundation of human-centered design and empathy.

Kellogg, McCormick students win Chinese case competition

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Kellogg Two-Year students Rochelle Hua and Cindy Ye, along with McCormick graduate student Kevin Shi, all ’15, took top honors at the Suzhou New District, technological innovation and entrepreneurship leader competition last month. The team won $5 million yuan (RMB) — or more than $800,000 in U.S. dollars — in cash and prizes for co-founding a food and nutrition startup in Suzhou, a major city in the Jiangsu province of Eastern China.

The startup, Kosmode Biotechnology Co., Ltd., focuses on commercializing food science technologies for general consumer use. Their first proposed product is a cranberry-based supplement that would help cure urinary tract infections.

Do defaults save lives? | MBA Learnings

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A powerful study by Goldstein and Johnson in 2003 explored the relevance of defaults in organ donation. We discussed their findings and the implications in our class on “Values based Leadership.” Most countries have big problems with organ donations due to the large gaps between the number of donors and the number who need organs. However, this graph illustrating the difference in organ donation rates in the European Union is telling.

Previewing the 2015 Kellogg Marketing Conference

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In today’s digital and connected world, consumer experience has become far more layered and transparent than in the past. Price and quality comparisons are easier than ever, the sales funnel is no longer linear, and change happens fast.

The modern-day marketing needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.

That is why the 2015 Kellogg Marketing Conference will examine “Marketing Outliers: Growing Outside the Comfort Zone.” The conference will explore the recent history of strategic decisions, campaigns, and tactics that went beyond the marketing playbook and how we can learn from the outliers who have taken big risks.

The sandwich strategy | MBA Learnings

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A case study on “The sandwich strategy:”

Federal Express (FedEx) created an overnight delivery service toto compete with the United States Postal Service (USPS). Responding to FedEx’s entry and early success, USPS created a product called Express Mail priced at $8.95, as compared to FedEx’s $12.

FedEx, had it been like most companies, would have reduced price and gone to war with the USPS. But, price is not just a number. It is a way of signaling value and FedEx understood that. So, they responded by redefining their market.

MMM, 2Y students take second in Haas Tech Challenge

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A team of four Kellogg students won second place in UC Berkeley’s 2014 Haas Tech Challenge in November. In addition to the award, the team members were excited to learn that one of the challenge’s industry professional judges was a MMM alum.

MMM students David Ufford and Justin Saeheng teamed with Two-Year students Adithya Mohanakrishnan and Daniel Jung for the competition. team.

The 2014 challenge case topic was the cross-section of the “Internet of Things (IoT)” and “Smart Cities;” the students explored how new technologies can be used to bring improvements to the daily lives of millions.