Page 84 - The Design Thinking Playbook

Before we search for specific ideas, the ideation phase must be well Stakeholders Other points of view
prepared. As we have learned in the previous chapters, we are deal- Customers - Loyal customers Time - Past
ing with the divergent phase here, meaning nothing else than that - Occasional customers - Present
the horizon is broadened and new ideas are searched for. To allow for - Noncustomers - Future
this, we consider the problem from as many different perspectives as Partners - Suppliers Money - Without money
possible (i.e., from a 360° view), starting with the question. - Lenders Imaginary world - With a lot of money
- Sponsors
- On another planet
Employees - Long-standing employees - In a fairytale
As shown by way of example in the table, the points of view range - Employees with expertise - In a movie
from “money” to “age.” A rough differentiation is made between the - Critical employees Age - Children
stakeholders and other points of view. Of course, the number of pos- - Apprentices - Teenagers
sible points of view is infinite—hence the selection presented here is Government - Municipality - Adults and seniors
institutions
- Social services
only an example. Note that if a stakeholder map exists (see Chapter - Local employment office Culture - In other cultures
3.4, p. 258), it can also be used as a starting point. Residents - Private households - The culture of the bride
- The culture of the bridegroom
- Other companies or shops Geopolitics - In other countries/
Back to our actual problem statement: the wedding party. We want to Competition - Direct competition with other systems
identify the relevant points of view and reflect upon the question of - Indirect competition Time pressure - Without time pressure
which stakeholders and which other points of view might be relevant - With great time pressure
for the question of Lilly and Jonny. As shown in the table, it is useful
to define the points of view and their intentions. This makes it easier
to share the points of view with other participants. The wedding party points of view Explanation of the point of view
The couple Lilly and Jonny stand at the center of the question
The parents of the couple They are very close to their children
The witnesses to the marriage They are close friends of the couple
Children Many families with children are invited
Seniors Many seniors are invited
Money: With a lot of money So dreams can be formulated
Money: Without money So the little things that cost nothing but give a great deal won’t be forgotten
On another planet: For some kitsch and utopian fantasies
on Venus, the planet of love
In another culture: Inspiration from other cultures
in the family of the Russian Tsar
At another time: in the Middle Ages For great down-to-earthiness
Reverse point of view To find out what the worst scenario would be

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