1.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
1
1©
UT
i.school,
All
rights
reserved

2.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
2
School for Innovation, i.school,
The
University
of
Tokyo

3.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
3
3
Innova6on
Design
/
Science

4.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
4
Facilitators
Hayato
Shin
i.lab:
Researcher
Jun
Murakoshi
i.lab:
Product
Designer
Yu
Ogawa
i.school:
Assistant
Director
i.club:
Managing
Director
Yukinobu
Yokota
i.school:
Director
i.lab:
CEO

5.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
5
Goals of this series:
Understand the en6re
process of creating innovation
Learn to provide a concept idea
Understand the process of coming up with a concept idea

6.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
6
Format of this series
5 lectures
3
workshops
①
4/16
[Founda6on
and
methodology
in
crea6ng
innova6on]
②
4/23
[Understanding
1:
The
purposes
and
methods
of
interviews
and
field
work]
③
4/30
[Understanding
2:
The
purposes
and
methods
of
technological
research
and
case
studies]
④
5/7
[Crea6on:
Divergence,
convergence,
and
expression
of
ideas]
⑤
5/14
[Realiza6on:
Methods
of
concept
designing
and
user
surveys]
⑥
6/3
[Workshop
1:
Learn
from
everyday
robots
in
the
future]
⑦
6/10
[Workshop
2:
Learn
from
services
in
India]
⑧
6/17
[Workshop
3:
Learn
from
on-­‐
campus
services]

7.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
7
7
Theory and
practice

8.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
8
8
Today's objectives:
▶ Have
a
general
idea
of
what
innova6on
means
and
why
it's
necessary
▶ Understand
the
whole
picture
of
the
process
and
methodology
of
crea6ng
innova6on

9.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
9
9
Why innovate now?

10.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
10
10
2050

11.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
11
11
①
“People”
made
of inorganic substances

12.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
12
Intelligence

13.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
13
Physicality

14.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
14
What is the role human beings?

15.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
15
15
Collaboration of
creativity

16.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
16
16
→
Innova6on

17.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
17
17
② Matured society

18.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
18
18
How do you maintain the status-quo?

19.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
19
19
Humans and societies are in dynamic
equilibrium.

20.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
20
20
Active change
to maintain the status-quo

21.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
21
21
→
Innova6on

22.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
22
2
2©
UT
i.school,
All
rights
reserved

23.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
23
23
Recommended readings

24.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
24
24
Sustaining innovation (improvement for high-end
markets)
Disruptive innovation (low-end markets to new markets)
Current corporations used to start with disruptive
innovation and gradually shifted toward sustaining
innovation by listening to customers' needs. Their
innova6on
is
in
turn
replaced by disruptive innovation from
other companies emerging from low-end markets in
response to customers’
potential needs.
Management of disruptive innovation works well with
small companies through quick and early-stage feedback.
The
Innovator’s
Dilemma

25.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
25
25
IDEO, a design consulting firm advocates for
human-centered design thinking rather than
technology.
The essence of design thinking is that an
innovator starts an idea creating process by
empathizing with users through field work
and consumer interviews.
The
Art
of
Innova4on

26.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
26
26
Theory and
practice

27.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
27
Secret of Invention and
Discovery (translated
4tle)

28.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
28
28
50
Innova6ons
150
People

29.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
29
29
Innova6on?

30.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
30
30
What
are
some
examples
of
innova6on?

31.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
31
31
Enjoy your classes by:
Using your brain and
Having a positive attitude

32.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
32
32
Use your brain: Engage your logical mind and senses.
Prepare a pen and paper to think with your hands using keywords and pictures.
32

33.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
33
33
Have a positive attitude: Look at the bright side.
90%
impossible
means
10%
possible!
33

34.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
34
34
What
are
some
examples
of
innova6on?
Post and share your ideas!

35.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
35
35
GT ARTS, IncJon Osborne
Examples
introduced
in
Secret
of
Inven4on
and
Discovery
The Department for Culture, Media and Sport

36.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
36
The essence of innovation is to provide
new values for humans and society
and bring irreversible changes to
our actions and value systems
(even without technological innovations).

37.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
37
3
7©
UT
i.school,
All
rights
reserved

38.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
38
38
Yokota
How do you
create innovation?

39.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
39

40.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
40
40
Focus on the process
leading
to
innovation

41.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
41
41
1
Concept
10
Market
introduction

42.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
42
42
100
Market
penetration
10
Market
introduction

43.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
43
43
Steps toward innovation
1
Concept
10
Market
introduc6on
100
Market
penetration

44.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
44
44
Famous quotes

45.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
45
45
"Because the purpose of business is to
create a customer, the business enterprise
has only two functions: marketing and
innovation."
Peter F.
Drucker

46.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
46
46
“Theory without practice is empty and
practice without theory is blind.”
Peter F.
Drucker
One more quote:

47.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
47
47
"Because the purpose of business is to
create a customer, the business enterprise
has only two functions: marketing and
innovation."
Peter F.
Drucker

48.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
48
48
1
Concept
10
Market
introduc6on
100
Market
penetration
①
Innovation functions
②
Marketing functions
Business activity
(=object of management)

49.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
49
49
"Innovation management"
as an academic field

50.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
50
50
1
Concept
10
Market
introduc6on
100
Market
penetration
Innovation management
Analytics of technology
management
(MOT)
Analytics of business
administration
(MBA)

51.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
51
51
In terms of roles in a company...

52.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
52
52
1
Concept
10
Market
introduc6on
100
Market
penetration
Planning, engineering,
designing
Marketing, sales
Operational process of
corporations

53.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
53
53
Is this enough?

54.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
54

55.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
55
55
0
Knowledge
1
Concept

56.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
56
56
0
Knowledge
1
Concept
This is the one thing
we were missing!

57.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
57
57
The innovation industry (industry?)
today
focuses on this ０⇒１ domain.

58.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
58
58
Our
target
0
Knowledge
1
Concept

59.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
59
59
Tips for getting
from 0 to 1

60.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
60
60
Just do it NOW!

61.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
61
Come up with an idea!
- Try to think of ideas for future consumer electronics or
furniture!
- Make sure you come up with an idea. You can do it in
your own way.
- Post your favorite idea and share it with us.
- Silly ideas are welcome!
-­‐
You have 3 minutes.

62.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
62
Next, recall your thought process.
- How did you come up with the idea?
- Describe the process by which you came up with the idea
in detail.
Example）Cleanup Robot：First, I tried to think of what I find
bothersome in my everyday life and visualized that scene, which
made me think of cleaning up my room. I
wanted
to
build
a
robot
that
cleans
up
rooms
for
me.
I
didn't
want
it
to
be
bulky,
and
thought
it
should
be
shaped
like
a
person
so
it
matches
my
room.
So
I
decided
to
design
a
small,
humanoid
cleanup
robot.
- Post your thought process.
- You have 3 minutes to think.

63.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
63
63
In short, there is a process
in this domain, too!
0
Knowledge
1
Concept

64.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
64
64
Understanding and controlling your
subconscious inspiration process
could
be
the
key
to
coming
up
with
good
ideas
effec6vely.

65.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
65
65
"I’m no genius because I can explain how I am able to get a
hit."
"I need to be more conscious of what I do subconsciously."

66.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
66
66
What approaches
are out there in general?
0
Knowledge
1
Concept

67.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
67
③ Human-centered approach
① Technology-centered approach
②
Market-­‐centered
approach
• Business development through
corporate planning, marketing,
strategic consulting, think tanks, blue
ocean strategy, "Break
the
Bias"
• Business development through R&D,
strategic consulting, MOT expertise,
technology roadmap
• Design research, design consulting,
design thinking
"What is the essential value felt by users of this
product/service?"
"How are people's lifestyles going to change?"
"What kind of product can you develop with this
basic technology?"
"What technological field is going to be hot in
the future?"
"Which market is going to grow?"
"What region or consumer groups have potential?"
"Are there any other values or experiences that
could compete with yours?"

68.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
68
68
Discuss the pros and cons
of each approach.

69.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
69
69
Post
your
ideas
on
the
pros
and
cons
of
a
technology-centered approach.

70.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
70
70
Post
your
ideas
on
the
pros
and
cons
of
a
market-centered approach.

71.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
71
71
Post
your
ideas
on
the
pros
and
cons
of
a
human-centered approach.

72.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
72
Society
Market
Human
s
Technolog
y
Idea
Technology
People
I d e a
m a k e r
Idea
(Product, service,
experience)
IDEA
Human-centered approach
Technology-centered
approach
Market-­‐centered
approach
• New business development
through corporate planning,
strategic consulting, think
tanks
• Business development
through R&D, strategic
consulting, MOT expertise
• Design consulting, design
research

73.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
73
73
Approach
Pros (+)
Cons (-)
Features
Ratings
①
(product
development)
Ratings ②
(service
development)
Ratings ③
(business
creation)
Technology-centered
▶Easier to differentiate
business as the business
ideas are based on unique
or advanced technologies.
▶Compatible with existing
o p e r a t i o n a n d i d e a
inspiration process.
▶Ideas are practically less
stable and in low demand.
Specific follow-up needs
surveys are required for
discussing the possibility
of starting a business.
▶Probably one of the most
common approaches used
in existing product and
business development
processes.
○
△
△/◎
S o c i e t y / m a r k e t -
centered
▶The risk of making a fatal
business related mistake
are lower as promising
markets are identified.
▶Novel business ideas are
rare as they are the social
events and promising
markets that everybody
pays attention to.
▶Uses macro data and
mainly makes quantitative
analysis.
△
○
○
Human-centered
(= design thinking)
▶Allows coming up with
business ideas of not only
the product itself but also
the usage environment.
▶Consumers are likely to
see novelty in the idea.
▶Engineers are unlikely to
f i n d n o v e l t y o r
differentiating factors and
a competitive edge is hard
to ensure.
▶ The process often
r e q u i r e s n o n - l i n e a r
thinking and the quality of
the idea depends on the
processing proficiency and
capacity of an individual.
▶Qualitative analysis and
hypothesis building based
o n o b s e r v a t i o n a n d
interview are main.
▶ M o s t l y t h e s a m e
approach as "design
thinking."
◎
○
△
i.school/i.lab
▶Both consumers and
engineers see a certain
level of potential and
possibility.
▶Compatible with business
thinking as it is based on a
logical thinking process.
▶Sometimes hard to
a c c e s s a d v a n c e d
technological information
for environmental reasons.
▶ T h e l e v e l o f
u n d e r s t a n d i n g a n d
potential utilization of
advanced technological
information depend on
individual background and
competence.
▶ A h y b r i d a p p r o a c h
combining strengths of
both human-centered and
technology-centered
approaches.
▶Verifies constructed
hypothesis including
quantitative data based on
qualitative analysis and
hypothesis building.
○
○
◎
Features and ratings

74.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
74
Society
Market
Human
s
Technology
Idea
Technology
People
I d e a
m a k e r
Idea
(Product, service,
experience)
IDEA
i.school's
integrated
approach

75.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
75
75
Next classes are dedicated to research on
people and technologies.
We'll learn a method of coming up with ideas
by combining those research results.

76.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
76
Society
Market
Human
s
Technolog
y
Idea
Technology
People
I d e a
m a k e r
Idea
(Product, service,
experience)
IDEA
The next class is dedicated to
research on people

77.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
77
Guest facilitator for the next class
Hiroshi
Tamura
The University of Tokyo
i.school:
Founder/Execu6ve
Fellow
Re:public:
Co-founder

78.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
78
78
Review

79.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
79
79
Why innovate now?

80.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
80
80
2050

81.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
81
81
①
“People”
made
of
inorganic substances

82.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
82
82
② Matured society

83.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
83
83
What
are
some
examples
of
innova6on?

84.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
84
84
GT
ARTS,
Inc
Jon
Osborne
Doesn't always require technological innovation
The
Department
for
Culture,
Media
and
Sport

85.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
85
Secret of Invention and
Discovery

86.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
86
86
Steps toward innovation
1
Concept
10
Market
introduc6on
100
Market
penetration

87.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
87
87
0
Knowledge
1
Concept

88.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
88
88
Our
target
0
Knowledge
1
Concept

89.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
89
89
Understanding and controlling your
subconscious inspiration process
could
be
the
key
to
coming
up
with
good
ideas
effec6vely.

90.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
90
Society
Market
Humans
Technolog
y
Idea
Technology
People
I d e a
m a k e r
Idea
(Product, service,
experience)
IDEA
Human-centered approach
Technology-centered
approach
Market-­‐centered
approach
• New business development
through corporate planning,
strategic consulting, think
tanks
• Business development
through R&D, strategic
consulting, MOT expertise
• Design consulting, design
research

91.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
91
Society
Market
Human
s
Technolog
y
Idea
Technology
People
I d e a
m a k e r
Idea
(Product, service,
experience)
IDEA
i.school's
integrated
approach

92.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
92
92
Today's objectives:
▶ Have
a
general
idea
of
what
innova6on
means
and
why
it's
necessary
▶ Understand
the
whole
picture
of
the
process
and
methodology
of
crea6ng
innova6on

93.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
93
93
Q&A

94.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
94
94
Thank
you!

95.
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
95
9
5©
UT
i.school,
All
rights
reserved