Storytelling for Entrepreneurs: Tom Kelley (Replay)

Complex challenges, from traffic congestion to organizational culture change, don’t exist in a vacuum. Each one is part of a larger system. You can’t solve one piece of the puzzle without understanding how it affects the whole. Systems thinking is a holistic approach to making sense of that interconnection. Paired with a human lens on what motivates people and which needs go unmet, it leads to solutions that are more effective and more responsible. In this replay from 2024, former IDEO U Managing Director and co-founder Coe Leta Stafford talks with Deirdre Cerminaro, a former IDEO Executive Design Director and instructor of IDEO U’s Human-Centered Systems Thinking course. They cover how your starting question shapes the solutions you find, three mindsets for reframing it, and how to use a systems map as a tool for learning. We’re bringing this conversation back because systems thinking is a skill of rising importance as AI enters more of our workflows. Want to learn more? IDEO U’s Human-Centered Systems Thinking course now includes guidance on where AI can help and how to keep that work pointed at human-centered outcomes.

Medical bills written in codes patients can't read. Homes that don't fit a wheelchair. A specialized bed that can run up to $15,000 and isn't covered by insurance. For the 24 million caregivers in the US, these are everyday obstacles. And each one points to a design opportunity. This week, we’re sharing an episode from IDEO Thinking, a new IDEO podcast where authors read their own stories from IDEO's Thinking blog. So much of what IDEO does is shaped by the people here, and these stories, told in the writers’ own voices, show what human-centered design looks like across different disciplines and practice areas. If you come to Creative Confidence for ideas to bring into your own work, consider this a fresh source of inspiration. This episode comes from Sierra Hillman, an interaction designer at IDEO focused on health. She became her father's sole full-time caregiver at 22 after he became paraplegic. Sierra shares the hardest parts of that role and the opportunities she sees for designers, healthcare providers, and businesses to lighten the load.

IDEO has built a business around solving difficult problems. But problems and situations are not the same thing, argues Seth Godin. And correctly telling them apart is critical. Get it wrong, and you'll spend months pushing on something that was never going to move. In this conversation, Seth and Mina dig into themes from Seth’s new book The Knot: how to tell a problem from a situation, why naming a problem correctly is a much higher bar than most of us set, and how systems—inside a company, a family, or a culture—work to outlast the people trying to change them.

Jane Fulton Suri spent nearly four decades defining the craft of design research. She says it’s less about collecting information and more about changing how you see something. In this episode, IDEO CEO Mike Peng talks with Jane about memorable moments from her lengthy career, what separates a good insight from a great one, and where she thinks the discipline needs to go next. Related Resources: Jane teaches Insights for Innovation, part of IDEO U's AI x Design Thinking Certificate. Insights for Innovation online course — https://www.ideou.com/products/insights-for-innovation AI x Design Thinking Certificate — https://www.ideou.com/products/ai-design-thinking-certificate Jane Fulton Suri on LinkedIn — https://www.linkedin.com/in/jane-fulton-suri-64098a57/ Thoughtless Acts, by Jane Fulton Suri — https://www.goodreads.com/en/book/show/580270.Thoughtless_Acts_ Previous podcast episodes with Jane: Why Bringing Curiosity Into Your Work Takes Courage: Jane Fulton Suri — https://shows.acast.com/creative-confidence-podcast/episodes/why-bringing-curiosity-into-your-work-takes-courage-jane-ful How to Build Empathy Skills: Q&A with Jane Fulton Suri — https://shows.acast.com/creative-confidence-podcast/episodes/how-to-build-empathy-skills-qa-with-jane-fulton-suri In This Episode Timestamps are approximate due to ad breaks. (00:00) A team designs a case to carry a donor kidney and realizes the emotion of the moment matters as much as functionality (01:30) Mike introduces Jane with five facts about her background (04:27) Psychology, architecture, ergonomics, and the meeting with Bill Moggridge that changed everything for Jane (09:26) The origin story of design research, how it became a sellable phase, and what got lost along with it (12:53) A haircut, a proposal, and the nearly-free idea that became IDEO's first customer journey (16:17) The kidney story, in full and the design feature that came out of it (18:39) Jane's definition of a great insight: not a framework, an epiphany (21:47) Why nothing beats being "a sensory human being in the world,” even as AI evolves (24:36) Rock climbing, swimming, woodblock printing: how her hobbies inspire her approach to design (26:39) Grayson Perry, a wardrobe, and why Jane doesn't love the word "research" (30:15) Her advice to young Jane: get over the imposter syndrome faster __________

Ed White has a rule he's tested on his own writing: hold yourself as the writer, and let AI be your editor. Ed is a Senior Design Director at IDEO's London studio, where he co-leads the firm's AI portfolio across Europe. Before IDEO, he spent 12 years as a writer and editor at the Financial Times, Wired, and Contagious. So when he talks about when to use AI for storytelling and when not to, it comes from two decades of crafting his storytelling skills. In this episode, Mina Seetharaman talks with Ed about two specific tools he uses to keep AI in an editor's seat: a "roasting agent" prompted to critique his drafts without any sugarcoating, and a simulated audience he rehearses pitches on before the real thing. They also get into what Ed is hearing from design leaders at Anthropic, Lovable, Shopify, and Google Creative Lab about how creative work is changing, and why he thinks the friction of writing something yourself is worth protecting rather than automating away. Related Resources: Ed is one of three instructors behind IDEO U's new course, Creative Storytelling with AI. Learn more here: https://www.ideou.com/products/creative-storytelling-with-ai Ed’s interviews with design leaders on the changing nature of creativity include this one with Lovable’s Nad Chishtie: https://www.ideo.com/journal/building-the-last-piece-of-software Follow Ed on LinkedIn: https://www.linkedin.com/in/ed-white-59b9a63/ In This Episode: Timestamps are approximate due to edits and ad breaks (00:00) What a good editor does for your story (01:00) Mina introduces Ed White, Senior Design Director at IDEO's London studio (03:13) Why storytelling with AI isn't about outsourcing your thinking (03:44) Ed's founding rule: "Don't think of it as a writer. Hold yourself as a writer." (04:40) Mina's teenage son on friction: "It doesn't make me faster. It makes me better." (05:26) William Zinsser, writing as thinking on paper, and why frictionless isn't the goal (07:31) What design leaders at Anthropic, Lovable, Shopify, and Google Creative Lab are seeing collapse (11:48) The IDEO IQ report: which parts Mina wrote herself, and which she didn't (13:29) "What makes you competitive is your people.” The case for protecting thinking time (16:01) Introducing the roasting agent (16:18) Why a savage AI critique beats a sycophantic one (19:22) The discipline of being edited: what separates a professional writer from an amateur (20:32) Ed’s friend who texted: "This is hard" (22:43) The simulator: rehearsing a pitch on a board member (25:15) Maintaining taste, and why it isn’t always the right word (26:10) Getting to a "seven out of ten" and the return of the generalist (28:17) Angela Kochoska's healthcare experiment: five ideas, then twenty (30:22) "I don't think you can skip it" — Ed on the one thing AI can't shortcut (32:00) Rick Rubin, Diplo, and the case for lived experience (33:00) Adam Moss's three phases of making and the one that's very human (35:06) "The shortest distance between two people is a story" (35:33) Zoe Scaman on somatic intelligence, and the writer Ed says to follow (36:22) Audience Q&A: raising kids in an AI-dominated world (39:31) Audience Q&A: what AI is actually good at (41:32) Audience Q&A: what should clients expect from agencies using AI? (43:11) Lightning round: Arco, Donna Tartt, and letting go of what you can't control __________