What is the Dual Thinking Innovation Method?
ENGAGED EMPLOYEES + HAPPY CUSTOMERS = DUAL THINKING
Dual Thinking by IQudo is a new innovation method based on research. This dual approach drives employee engagement and user experience. The method integrates passion, purpose, empathy, and the possibilities of technology to foster an inspiring culture and to bring ideas to life that employees are passionate about and customers want.
The Research behind Dual Thinking
IQUDO IDEATION STUDY III (MERCEDES BENZ /KIT, 2016)
Since 2010, we interviewed over 3.000 people in Germany and the U.S. (IQudo Ideation Study II, NYC/San Francisco, 2015) about what drives their creativity on the job.
In the IQudo Ideation Survey III (2016), at the Mercedes-Benz Technology Center (MTC) we found that 37 percent of the 155 engineers have their best ideas on the job. The study had been conducted by Tobias Kind at the renowned KIT-EnTechnon, Karlsruhe.
People having their best ideas at work
56 engineers
Group B / Job-Inspired
People NOT having their best ideas at work
96 Engineers
Group A / Job-Uninspired
Why do people have their best ideas on the job?
KEY FINDINGS OF THE IQUDO IDEATION STUDY III
We found that passion is the #1 reason for on-the-job creativity. 55 percent of the Mercedes-Benz engineers cited "love for the job" as the number one reason for their on-the-job creativity.
What further drove the creativity of the engineers was the inspiration between the co-workers (51%), plus the fact that creativity was required by the management (50%).
Surprisingly, for most of the job inspired engineers, time plays a minor role; 'Time to ponder' came in sixth place only (10%).
Even more stunning, no one of the job-inspired engineers, mentioned: 'Interior Design' which came in last place (0%). Instead, 'Behavioral freedom' made it to 4th place (17%).
3 key insights about creativity at work
KEY LEARNINGS FROM THE IQUDO IDEATION STUDY III
#1: Passion is key
Surprisingly, neither time nor the interior design seems to be critical for creativity on the job. Instead, passion is key when it comes to having the best ideas at work.
#2: Inspiring co-workers
People find their best ideas mostly due to socio-cultural parameters such as inspiring co-workers, job requirements, opportunities for development, or behavioral freedom.
#3: Creative climate
Previously it was believed that creativity at work depends on the individual. The results, however, shift responsibility for individual creativity more towards the culture.
Why Dual Thinking is the new Design Thinking
WE HAVE IDENTIFIED 3 MAIN APPROACHES TO INNOVATION
Innovation out of Passion
In 'Innovation out of Passion' the developer finds a solution out of intrinsic motivation. Great inventors like Nikola Tesla, or the Wright Brothers, were passionately driven to create something they were dreaming of, like Ferdinand Porsche, who said: "In the beginning, I looked around and could not find quite the car I dreamed of, so I decided to build it myself.” But, in this digital age, the self-centered focus is prone to not meeting the needs of users.
Design Thinking
In Design Thinking, the developer finds a solution by observing the user. The key component is Empathy. One of the inventors of Design Thinking, David Kelley believes “The main tenet of design thinking is empathy for the people you're trying to design for." Great examples of Design Thinking are websites like Amazon or Airbnb. But, this one-sided focus on the user carries within the danger of not following one's own desires. Generations Y and Z in particular aim to follow their passion.
Dual Thinking
In 'Dual Thinking' the developer seeks a solution based on their desires as well as on the needs of the user. This dual approach integrates passion, purpose, empathy, and the possibilities of technology to ignite creative thinking and to develop ideas customers want. Therefore, the developer finds a great idea in the space between their passion and out of empathy for the user. A conclusion worth pausing over.
How Dual Thinking ignites creative problem solving
FINDING CREATIVE SOLUTIONS OUT OF PASSION, PURPOSE, EMPATHY & TECHNOLOGY
To develop new business models, products, and services we have created the following Dual Thinking Process Model. It consists of 7 phases. As the creative process isn't linear, the phases are connected and influence each other.
The 4 areas where Dual Thinking can be applied
IGNITE PASSION, PURPOSE, EMPATHY & CREATIVITY AT WORK.
