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What is the Dual Thinking Innovation Method?

ENGAGED EMPLOYEES + HAPPY CUSTOMERS = DUAL THINKING

Dual Thinking Model

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.

KIT EnTechnon IQudo

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%).

read the complete study

PASSION55.2%

INSPIRING CO-WORKERS51.7%

CREATIVITY IS REQUIRED50.0%

BEHAVIORAL FREEDOM17.2%

OPPORTUNITIES FOR DEVELOPMENT15.5%

TIME TO PONDER ABOUT IDEAS10.3%

INTERIOR DESIGN0.0%

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.

IQudo Research has been published in:

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.

VISION

Dual Thinking can be applied to developing a compelling vision, a business strategy, or your core values.

3 days workshop

CULTURE

Dual Thinking fosters inspiration among co-workers. It helps established companies get back their startup spirit.

3 months training

PROCESS

Dual thinking ignites passion and purpose within you to develop business models, products, and services the world needs.

3 days workshop

SKILLS

Dual Thinking promotes your cognitive, emotional, and intuitive creative skills to think and act like an innvovator.

3 months training
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