Advancing the Value of Ethnography

Pathfinder: An Adventure at the Intersection of Design and Business


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2014 Ethnographic Praxis in Industry Conference Proceedings, ISSN 1559-8918.

As the world becomes more complex the path from idea generation to execution becomes increasingly challenging. One of the main issues lies in the fact that in conventional strategic planning we tend to forecast what the future will be like, and build our business plans based on such predictions. However, in uncertain times it is very likely that our forecasts will be inaccurate, causing good propositions to get derailed very early on in the development process. How could we maximise our chances of success when developing new products and services? Pathfinder, a comics-style hero will take us through simple approaches that reduce the risk of failure, while enhancing the value that ideas can bring to businesses. By relying on design thinking and lean approaches, he will show how we can prototype and validate business models, ensuring we design propositions that are not only desirable, but also economically feasible.

Erick Mohr leads the Customer Experience practice at Truth. Having an MA in design and a MBA with a major in Finance, he brings a unique set of creative and analytical skills to the projects he is involved with. He is also a visiting lecturer at Aalto University in Helsinki where he teaches Business Design.