Oct 31, 2023
I’m excited to share my conversation with Kevin Bethune, a multidisciplinary design executive, entrepreneur, best-selling author and keynote speaker based in Redondo Beach, California. He’s been a VP of Strategic design at BCG Digital, A global process product manager at Nike and a Nuclear Engineer at Westinghouse. He currently leads his own firm, https://dreamsdesignandlife.com/
One of his key ideas is “Open your aperture.” -ie, shifting the lens that you are looking at a problem from or through. Design and Design Thinking has so many tools to help us do just that, and find creative approaches to our biggest challenges.
In our conversation, we discussed the importance of embracing creative approaches (since our habitual approaches most likely can’t solve them!) and the need for bold leadership to optimize for curiosity and creativity - because going with business as usual is usually a lot easier than spending time on curiosity.
It takes a willingness to slow down to optimize for curiosity in a business environment that is often so focused on quarterly capitalism.
We also highlight the lack of diversity in design and innovation, particularly in black representation, and the cognitive dissonance of claiming to serve certain communities without actually representing them - an unresolved critique of many innovation firms.
The S-Curve and the Cone of Possibility
Kevin’s book, Reimagining Design: Unlocking Strategic Innovation, is CHOCK A BLOCK with diagrams (and I love diagrams!) that will stretch your thinking, but we spent some time on one diagram in particular that combines two classic models of thinking: The cone of possibility and the s-curve.
The Cone of possibility is a cone on its side, with the tip at the present, and the sides of the cone stretching out like rays of sunshine to the right. The rays represent possible futures along the timeline. There are many versions of this diagram online. Kevin’s version calls the center of the cone the “most likely” or projected future. The cone of possibility invites us to consider widening edges - future scenarios that are plausible and even impossible or preposterous futures, not just the projected or ideal future.
Opening our aperture to consider multiple possible futures means that our plans can be more resilient, adaptable and even antifragile.
The S-curve is a visual representation of one of my favorite Shakespeare Sonnets. #15:
When I consider everything that grows
Holds in perfection but a little moment,
That this huge stage presenteth nought but shows
Whereon the stars in secret influence comment;
When I perceive that men as plants increase,
Cheered and check'd even by the selfsame sky,
Vaunt in their youthful sap, at height decrease,
And wear their brave state out of memory;
Things are born (or emerge), they grow, mature and then fade away. Kevin’s version of the S-curve includes more detail:
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Emergence
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A dip - the trough of disillusionment
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A hyper-growth phase that slows into..
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Maturity and then…
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Decline, or retirement.
Kevin overlays the cone of possibility with a set of cascading s-curves, representing a host of possible trends rising and cresting as we look out into the possible futures.
As Kevin describes this diagram in our conversation, his hands are making waves of opening and closing, diverging and converging. That's what he’s seeing when he looks along the cone of possibility: all of these different trends, multiple pathways. It’s this complex, undulating space that he tries to illustrate for the teams that he works with to help them see a bigger aperture to think inside of.
These diagrams, these mental models, help redesign the conversation about strategy and innovation. We’re not designing for a single, simple, ideal future. We’re looking out at a complex landscape with multiple possible twists and turns. That is how you unlock strategic innovation - step back, widen the aperture and change the conversation.
In short - creative visualization facilitates dialogue and widens perspectives.
Head over to theconversationfactory.com/listen for full episode transcripts, links, show notes and more key quotes and ideas. You can also head over there and become a monthly supporter of the show for as little as $8 a month. You'll get complimentary access to exclusive workshops and resources that I only share with this circle of facilitators and leaders.
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