The document discusses the use of multi-level design games to address challenges in developing complex systems. It provides three reasons for using such games: 1) They make complexity and ambiguity fun instead of frustrating, 2) They create a shared language for cross-functional teams, and 3) They help enforce design scope by changing rules between levels. The document suggests multi-level games can help design super-systems that include business, ecosystem, organization, and brand models.

1. Multi-LEVEL GAMES +
Multi-FACETED Design CHALLENGES
Framing Presentation for #Innochat, 7 April 2011
Julian Keith Loren

2. Multi-level GAMES + Multi-faceted Design CHALLENGES
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
4/7/2011 Julian Keith Loren, Innovation Management Institute. 2

3. Multi-level GAMES + Multi-faceted Design CHALLENGES
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
Unique
VALUE
Proposition
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4. Multi-level GAMES + Multi-faceted Design CHALLENGES
NOT SO LONG AGO, OR FAR AWAY …
OUR NEW PRODUCT IS READY!
ARMOR
OF PATENT
Protection
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5. Multi-level GAMES + Multi-faceted Design CHALLENGES
AND FOR MANY SUBSEQUENT YEARS …
LOOK AT ALL OF THE MONEY
OUR PRODUCT IS Bringing US!
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6. Multi-level GAMES + Multi-faceted Design CHALLENGES
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,
YOU SUMMONED MR. PRODUCT-Design-Thinker.
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7. Multi-level GAMES + Multi-faceted Design CHALLENGES
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,
YOU SUMMONED MR. PRODUCT-Design-Thinker.
NO RULES IN
Brainstorming Sessions!
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8. Multi-level GAMES + Multi-faceted Design CHALLENGES
WHEN YOU NEEDED TO COME UP With A NEW PRODUCT,
YOU SUMMONED MR. PRODUCT-Design-Thinker.
RESERVE JUDGMENT +
PROTOTYPE Quickly!
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9. Multi-level GAMES + Multi-faceted Design CHALLENGES
BUT THE WORLD HAS CHANGED …
NEW PRODUCT
With unique
VALUE
Proposition
AND Spiffy
PATENT ARMOR …
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10. Multi-level GAMES + Multi-faceted Design CHALLENGES
… ENCOUNTERS THREE GIANTS
Contract manufacturing
Moore’s law
globalization
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11. Multi-level GAMES + Multi-faceted Design CHALLENGES
IF THERE’S ANY MONEY TO BE MADE, THE
THREE GIANTS Will SPEW OUT Substitute
or superior PRODUCTS Within MONTHS
OH,
CRUMBS!
Contract manufacturing
Moore’s law
Globalization
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12. Multi-level GAMES + Multi-faceted Design CHALLENGES
IN ORDER TO THWART THE 3 GIANTS,
YOU NEED A 4-PART Shield.
Contract manufacturing
MOORE’S LAW
globalization
4/7/2011 Julian Keith Loren, Innovation Management Institute. 12

13. Multi-level GAMES + Multi-faceted Design CHALLENGES
IN ORDER TO THWART THE 3 GIANTS,
YOU NEED A 4-PART shield.
Contract manufacturing
MOORE’S LAW
globalization
4/7/2011 Julian Keith Loren, Innovation Management Institute. 13

14. Multi-level GAMES + Multi-faceted Design CHALLENGES
IN ORDER TO THWART THE 3 GIANTS,
YOU NEED A 4-PART shield.
Contract manufacturing
MOORE’S LAW
globalization
4/7/2011 Julian Keith Loren, Innovation Management Institute. 14

15. Multi-level GAMES + Multi-faceted Design CHALLENGES
IN ORDER TO THWART THE 3 GIANTS,
YOU NEED A 4-PART shield.
Contract manufacturing
MOORE’S LAW
globalization
GREAT IF IT INCLUDES
WOULD-BE competitors
4/7/2011 Julian Keith Loren, Innovation Management Institute. 15

16. Multi-level GAMES + Multi-faceted Design CHALLENGES
IN ORDER TO THWART THE 3 GIANTS,
YOU NEED A 4-PART shield.
Contract manufacturing
MOORE’S LAW
globalization
4/7/2011 Julian Keith Loren, Innovation Management Institute. 16

17. Multi-level GAMES + Multi-faceted Design CHALLENGES
THESE 4 ELEMENTS ARE Difficult TO COPY,
The
“SUPER-SYSTEM”
4/7/2011 Julian Keith Loren, Innovation Management Institute. 17

18. Multi-level GAMES + Multi-faceted Design CHALLENGES
THESE 4 ELEMENTS ARE Difficult TO COPY,
BUT THEY’RE ALSO DIffIcult TO DesIgn.
The
“SUPER-SYSTEM”
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19. Multi-level GAMES + Multi-faceted Design CHALLENGES
SO YOU CALL MS. Systems-design-thinker.
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20. Multi-level GAMES + Multi-faceted Design CHALLENGES
SO YOU CALL MS. SYSTEMS-Design-thinker.
WE NEED escalating critique.
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21. Multi-level GAMES + Multi-faceted Design CHALLENGES
SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.
LET’S UNCOVER ALL OF THE ConstraInts.
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22. Multi-level GAMES + Multi-faceted Design CHALLENGES
SO YOU CALL MS. SYSTEMS-DESIGN-THINKER.
Prototyping gives us little subsystem insights
(but doing too much of it too early can mislead us).
WE NEED to cautiously move towards
Multiple, coordinated pilot PROGRAMS.
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23. Multi-level GAMES + Multi-faceted Design CHALLENGES
HOW Will MS. SYSTEMS-Design-thinker
LEAD A diverse TEAM THROUGH This Design PROCESS?
?
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24. Multi-level GAMES + Multi-faceted Design CHALLENGES
HOW Will MS. SYSTEMS-Design-thinker
LEAD A diverse TEAM THROUGH This Design PROCESS?
I’m GoIng to CREATE
Multi-LEVEL Design GAMEs.
4/7/2011 Julian Keith Loren, Innovation Management Institute. 24

25. Multi-level GAMES + Multi-faceted Design CHALLENGES
multi-level GAMES? WHY?
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26. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
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27. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
Outside of game
Complexity
+ Ambiguity
= UGH!
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28. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
Outside of game
Complexity
+ Ambiguity
= UGH!
VS.
Inside of game
Complexity
+ Ambiguity
= FUN!
4/7/2011 Julian Keith Loren, Innovation Management Institute. 28

29. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
HERE’S REASON #1
Outside of game
Complexity
+ Ambiguity
= UGH!
VS.
Inside of game
#Innochat question 1: Complexity
When does a challenging design game + Ambiguity
stop being fun? how do we maintain
engagement + drive great co-design? = FUN!
4/7/2011 Julian Keith Loren, Innovation Management Institute. 29

30. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #2
I need a cross-functIonal desIgn team…
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31. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #2
I need a cross-functIonal desIgn team…
Outside of game
there are big
communication
gaps
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32. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #2
I need a cross-functIonal desIgn team…
Outside of game
there are big
communication
gaps
VS.
inside of game
I can create
A shared “language”
+ toolset
4/7/2011 Julian Keith Loren, Innovation Management Institute. 32

33. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #2
I need a cross-functIonal desIgn team…
Outside of game
there are big
communication
gaps
VS.
inside of game
#Innochat question 2: I can create
What opportunities + challenges do A shared “language”
you see for creating + introducing + toolset
discipline-bridging terms + tools?
4/7/2011 Julian Keith Loren, Innovation Management Institute. 33

34. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
4/7/2011 Julian Keith Loren, Innovation Management Institute. 34

35. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
Outside of game
It’s hard to
Enforce “DesIgn
Scope”
4/7/2011 Julian Keith Loren, Innovation Management Institute. 35

36. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
Outside of game
It’s hard to
Enforce “DesIgn
Scope”
ONE desIgn “LENS” or
process often bleeds
into another leading to
flawed design.
4/7/2011 Julian Keith Loren, Innovation Management Institute. 36

37. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
Outside of game
It’s hard to
Enforce “DesIgn
Scope”
VS.
inside of game
Everyone expects
Rules to change
Level to level
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38. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
Outside of game
It’s hard to
Enforce “DesIgn
Scope”
VS.
And they inside of game
expect to be Everyone expects
penalized if Rules to change
they don’t Level to level
comply!
4/7/2011 Julian Keith Loren, Innovation Management Institute. 38

39. Multi-level GAMES + Multi-faceted Design CHALLENGES
Multi-LEVEL GAMES? WHY?
REASON #3
We have to move through
many levels of design
Outside of game
It’s hard to
Enforce “DesIgn
Scope”
VS.
inside of game
#Innochat question 3:
Which discreet design exercises need to Everyone expects
be isolated during super-system Rules to change
(Biz Model + Ecosystem + Org Model + Image Model) Level to level
design? Which ones are good to combine?
4/7/2011 Julian Keith Loren, Innovation Management Institute. 39

40. Multi-level GAMES + Multi-faceted Design CHALLENGES
Thank YOU!
Looking forward to The conversation!
For great weekly innovation conversations see
http://innochat.com
Contact Details: Public Multi-Level Design Games:
Julian Keith Loren http://www.innomgmt.com/events.html
@jkloren
jkl@innomgmt.com For Private Multi-Level Design Games: jkl@innoh.com
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