Why social design is a north star for entrepreneurs | Cheryl Heller | Big Think
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- čas přidán 2. 12. 2018
- Why social design is a north star for entrepreneurs
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Problem solving doesn't have to involve numbers. Sometimes it just involves connecting dots between markets, and simple experiments based on data. These tweaks can make huge differences in people's lives. And anyone can do it, as social design can life entire communities. People who participate in social design learn how to apply it in the future, making social design a learnable and transferable skill.
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CHERYL HELLER:
Cheryl Heller is the Founding Chair of the first MFA program in Design for Social Innovation at SVA and President of the design lab CommonWise. She was recently awarded a Rockefeller Bellagio Fellowship, and is a recipient of the prestigious AIGA Medal for her contribution to the field of design. She is the author of
The Intergalactic Design Guide: Harnessing the Creative Potential of Social Design (Island Press).
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TRANSCRIPT:
Cheryl Heller: Design thinking is a process for developing multiple ideas with a particular user in mind and new ways to solve problems based on the creative design process. There's nothing inherent in design thinking that has benefit or no benefit to society. Social design is looking at ways to affect entire communities or organizations And social design inevitably has a moonshot objective, a north star that defines a vision that's an ultimate condition that people want to create.
Typically the way we solve problems and the kind of problem solving that humans are really good at are technical problems. We know how to make the next app, we know how to make a driverless car whatever it is. When it's very concretely defined and it's linear we excel at that. The thing that we have not succeeded at is solving the big complicated social problems we have. Social design is an approach that works at a systems level that brings cross-disciplinary teams together so that everyone who has a hand or who has responsibility for making something happen is a participant from the beginning.
The sequential steps of research and engineering and iteration and designing are collapsed and in the social design process we talk about making to learn. And so as a part of research there are prototypes developed at every stage, there is a kind of testing that goes on at every stage with the people that are intended to use it and that feedback becomes information for the next step. So instead of following along strategic plan people are, in real time, observing the reaction to what's happening and adapting whatever they're developing as it happens.
We find that the biggest changes happen in the people who participate in it and so in developing this capacity for reframing problems and for developing ideas and for prototyping and for navigating ambiguity that capacity resides in people and they take it on to other things and it changes cultures.
Jeffrey Brown, who is a remarkable grocer, he's a fourth generation grocer and he's built something like a $600 million grocery store empire in Philadelphia, but he sells high-quality suburban quality food like super markets in food deserts, which means in the poorest neighborhoods of Philadelphia. And he's able to do that essentially because his vision is not to have a grocery store empire, his vision is to use his business to address issues of poverty and poor health in these vulnerable neighborhoods. And that's one of the hallmarks of anyone who is a brilliant social designer is that it begins with an ultimate vision not I want to have a successful business, not I want to launch a website, it's the real understanding of a purpose that creates energy and that aligns everyone around the same goal and that provides enough of a magnet towards this north star that people can pivot as necessary and experiment as necessary in how to get there.
Jeffrey Brown is constantly experimenting with how to accomplish what he wants to accomplish. He experiments with whether, he calls it flame broiled chicken will be as popular as fried chicken because it's healthier for people; he experiments with well if I put this skim milk where the whole milk usually is will people automatically grab that for fewer calories? He experiments teaching people how to cook; he experiments giving classes or tors of the store helping people read food labels; he experimented with one of his customers because Jeffrey is always talking to the people in the neighborhoods, he comes to them and tells them what he's ...
For the full transcript, check out bigthink.com/videos/what-is-s...
It was so all over the place; think about the point you’re trying to make before trying to make it please.
Thanks so much for this video! So great!
I'm from Philly. I get what she says about Jeff Brown & the grocery stores BUT it helps that 99% of the ppl in those areas get access cards & can now buy good foods. Even in the ghetto there's NO excuse to not eat good. & 9 times out of 10 the stores WILL let you buy hot food or other items on the EBT card.....
This was very useful thank you!
How was this useful?
*Never go to bed mad. Stay up and fight.*
I hate the word "entrepreneur" because we were told this was 'a person that solves a problem in our society', when in fact most are nothing but marketeers... Just trying to sell us the "next" thing.
Why is she saying that we don't know how to solve social problems? If we go back 500 years, I'm pretty sure you would be able to see clearly that we have solved A LOT of social problems rather competently. People are richer and healthier than ever, and the social problems we have these days are peanuts compared to what we used to have.
I Appreciate her perspective, Great Key Points. This is Exactly why I don’t partake in the collective. Thanks
Very interesting . .
God, she kept her language so vague. How do you reprogram people to radically re-invent their poverty into success? I'm genuinely confused, and I'm not a slow learner
eric cloud agreed, she doesn’t have any actual answers..
She just uses very complicated verbiage. I think she says: social design is based on constantly adapting solutions to particular social situation, and there is no one single unchangeable answer for all communities. So social design based on the feedback of all the participants of the designing process.
Convince poor people to keep working for a stagnating wage, while all the capital they produce is owned by billionaires.
It's vague because there's a insidious underbelly to all of this.
eric cloud the way she is talking in the first have is difficult to follow. I don’t know how she could have done it better but there probably is a way.
Focus on liberty, honesty and make it a proposal. Nobody likes when google manipulates the search results for "american inventors" for their disproven agenda. However most would like to see equal opportunities offered to anyone
I laughed out loud at “navigating ambiguity.” Hahaha... guess it’s one of those catch-22 things
How's it's as a career?
I like how you avoid using the term ›lodestar‹ of NY times editorial fame.
So its basically about more efficient way of getting money from people. Get people jobs so they have money to buy your stuff. Or whatever fits in specific social context with highest long term returns.
Divine Linker oh, geez, a simpleton linear thinker. Go back to product design. ‘’ his stuff” that the people are buying are good for their health and not previously available in the area and not available without a job. I see you are not used to win-win situations.
Ι was also "touched by the justice system of my country".....but on a different way....
Faceless wanna explain?
@@elsagrace3893 you know... "physical search" or however it's called... got a little private but fortunatelly no backdoors were violated...
Well, this comment section is American as f*ck.
I would be pissed off if I got home with some nasty skim milk because some rich entrepreneur thinks he can trick me into being different because he knows better. 😂
Social design just seems like an "intellectual" way of saying big government?
The outcome of social design is really a prescriptive medication to resolve social issues. Easy to overdose on and cause damage to those its applied to. Extremely effective if the creation and application is ethical and holds a morality at the core
mo Weekes I see the effectiveness too IF the application is towards health of the individual and the group system. It’s great.
@@elsagrace3893 the problem is that once introduced as a method to progress society we/ good people cannot dictate how those in power will use this technique, as they are generally devoid of good ethics and morality
A 1/3 of employees. Wow!
You either control your mind or it controls you
Word salad without any protein. Maybe she should have wrote it out on paper first
Am I supposed to believe that social design is a good thing? That it is justified because of good intentions?
Victor Sanchez It can be both but we can use it to do good
Learn once again how to think for yourself. It's about outsmarting now.
"Social design" isn't going to get rid of poverty... getting rid of capitalism will. "Social design" won't solve these problems, but only perpetuate them and serve to benefit the status quo if the ultimate goal is not to completely change the system in which these communities exist.
The idea that "social design," which sounds pretty nefarious, can fix social problems as opposed to changing the way society is structured, is pretty fucking naive.
The second most preposterous notion that H. sapiens has ever dreamed up is copulation is inherently sinful. Which is no more whimsical than social design and has the benefit of leading to the thought of the most preposterous notion that H. sapiens has ever dreamed up.
Good grief! Talk about rambling on and on and never saying anything. It would be fun watching her and Donald Trump having a non-versation.
Poor people don't want nice things. Face this fact.
John Petrov how in the hell did you extract that from this talk? I realize that it was a bit hard to understand but, geez, your really pulled something sad and completely erroneous out of your ass.
@@elsagrace3893 You are the one who doesn't understand. What she is saying is the technologies, logistics, and services of the world are oriented to the elite, in other words to benefit the smart, the educated, and the powerful, at the expense of the "other." She is saying in academese that we deliberately make computers, services, and products inaccessible to the poor. Go back and listen again.
whaat
Awesome, but skim milk is definitely worse than whole. People need to stop worrying about calories and start thinking about actually nutrition. Vitamins are stored in animal fat.
This makes no sense...we already know about indoctrination