What does a 2500 yr old philosophy have to do with 21st C business, innovation, entrepreneurship and design? A lot! This is the presentation I gave at A Better World by Design on Sept. 20, 2014. Intentionally building the Classic Virtues into the design of a business can have a tremendous impact on outputs and outcomes.

1. Applying the Classic Virtues to
Design & Innovatio n
Deb Mills-Scofield
©2014
Mills-­‐Scofield,
LLC

2. Aristotle’s Cl assic Virtues
L C F
Love Courage Faith
J P
Based
on
the
work
of
Alan
Kolp,
Peter
Rea
(Igni%ng
Innova%on
through
Integrity,
to
be
published,
with
co-­‐author
Pierre
Everaert)
T H
Justice Prudence Temperance Hope
2
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Mills-­‐Scofield,
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3. Virtue:
Why
Why, How, Wh at We Create
Art: How?
(Imagination, Commitment, Creativity)
Science: What?
(Competency, Skill, Knowledge)
Love Passion/Compassion: Customer, Employee,
Teams, Partners
Create/Add customer value; Customer
Service; Student Leadership
Courage Recognize Opportunity; Lead Change;
Mitigate Risk’s Consequences
Risk/Rescue Mgmt; Lean Startup,
Experiment-Learn-Apply-Iterate
Faith Manage Intangibles: People, Process,
Reputation
Create & Protect Wealth/Value; Clear
Roles, Responsibilities, Outcomes
Justice Environmental Impact; Fair vs. Equal; I-Thou
Triple Bottom Line; Performance;
Recognition; Empathy
Prudence Wisdom; Insight, Knowledge; “Know when to
hold ’em, when to fold ‘em”
Agile, Adaptable; Short-Medium-Long
Term; Unlearn-Relearn;
Temperance Balance; Moderation
Manage Competing Interests; Work-Life
“Fit”; Short-Medium-Long Term
Hope Forward looking; Possible & Probable; Moral
- Right
# of “At Bats” & RBIs; Smart “Failing”,
Best Practicing, Value of Learning
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©2014
Mills-­‐Scofield,
LLC

4. L
What Are You
Passionate About?
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5. Φίλος (Philos)
Friendship, Respect
Teamwork; Collaboration
(e.g., Google, USAA)
Ερος (Eros)
Passion, Desire, Devotion
Customer Service/
Experience (e.g., Zappos)
Αγαπη (Agape)
Compassion, Sacrifice, Humility
Solve a real problem for real people
©2014
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6. C
What Is Worth The Risk?
©2014
Mills-­‐Scofield,
LLC
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7. Culturally Defined
(Prestige, Tangible, Intangible, Risk of not trying)
Mitigation, Resilience, Rescue
(Financial, Controllable, Execution)
Tools
(Collaboration, Lean-Startup, RWW)
©2014
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8. F
In What & Who
Do You Trust?
©2014
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9. Reputation
(Trustworthy, Experience
Talent)
Imagination
(Better future, Empathy)
Culture
(Behavior, Execution, Stories)
©2014
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Mills-­‐Scofield,
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10. J
What is “Sustainability”?
©2014
Mills-­‐Scofield,
LLC
10

11. Fair vs. Equal
(Legal, Moral)
“I-Thou”
(Thou > I, Means-Ends)
CSR
(Triple Bottom Line,
Outputs - Outcomes)
©2014
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12. P
When Do You
Hold ‘Em? Fold ‘Em?
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Mills-­‐Scofield,
LLC
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13. Wisdom
(Decision Making, Bright Spots)
Insight/Foresight
(Practical, Consequences)
Knowledge
(Iterative, Unlearn-Relearn)
©2014
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14. T
What Does
Balance Mean?
©2014
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15. ROI
(Vetting, Experimentation, Lean Startup)
Balance
(Work-Life, All-Essentials, Long-Short Term)
Habits
(Accountability, Confirmational Bias)
©2014
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Mills-­‐Scofield,
LLC

16. H
What is Possible
and Probable?
©2014
Mills-­‐Scofield,
16

17. Realistic/Facts
(Smart Risks, Fail Fast, Jobs-To-Be-Done)
Tools
(Business Modeling, Real-Win-Worth)
©2014
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18. Design “In” the Virtues!
L
H P J
C
F
T
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©2014
Mills-­‐Scofield,
LLC

19. Thank you!
dms@mills-scofield.com
Designed by Hanna McPhee , Brown ‘14
©2014
Mills-­‐Scofield,
LLC

20. “Case S tudies”
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©2014
Mills-­‐Scofield,
LLC
CCChampions
CCChampions.com
Founder: Sidney Kushner, Brown ’13
Sidney@CCChampions.com
MED-International
Medinternational-us.org
Faisal Khurshid, Brown ’16
faisal_khurshid@brown.edu

21. CCCha mpions
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Mills-­‐Scofield,
LLC

22. CCCha mpions
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Mills-­‐Scofield,
LLC

23. MED International
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Mills-­‐Scofield,
LLC

24. ©2014
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MED International