Design Comes First for High Tech Entrepreneurs: Quantum Computing, Robotics, Artificial Intelligence, BioComputing, Machine Learning

While the design is increasingly central to the operations of established technology companies, it remains overlooked within research teams pursuing initial research of those same technologies. This is due to the lack of understanding held by high tech entrepreneurs about the role of design. They think it is decoration - when in truth - it is the fundamental process to transform abstract ideas into new realities. Design is the cornerstone to successful entrepreneurship.

In the last few weeks, I have had conversations with dozens of high tech startups that have one foot in the lab and one foot on the path to a new market. Interplanetary robotics, quantum computing, and super intelligent machines are exciting new domains described at length in business and technology magazines alike, yet these ventures struggle to overcome the leap from research in unstructured domains to generating meaningful human-product experiences and viable companies. They struggle to think and work like designers.

How Design Serves Advanced Technology Companies

Computers are everywhere. As more of our lives are inundated with computers - cars, planes, banks, security, government - the software on those computers is getting very sophisticated and difficult to test. It is also difficult to build to ensure that it is testable. Think of the complexity to manage all air flights in a country, the testing of that software is critical to everyone's safety - but with so many airplanes, airports, satellites and so on - how do you test it?

In my engagement with machine learning companies throughout Silicon Valley and Pittsburgh, I found one that has solved this problem. They build tools to help other big companies build reliable software for complex systems.  They can even predict if your company is going to create a bug before it happens. It is incredible.

The company does amazing work and is profitable. Yet they have a terrible website. They know it. Their tools do not really have a user interface that users enjoy using or easily understand. Their software is very advanced and difficult to communicate.  It is challenging to hire for this company. They see every market as possible and yet are not sure how to access them. Their work is in such high demand they are doing well... but will this always be the case?  What are the limits of their current market? How do they know?

Upon offering to help with the website, I've since had multiple conversations with the founder of this company. I understand the technical details of their software. As a researcher, I am equipped to study and understand the problems they face. I also am a designer so I am able to communicate it to people who do not understand.  Consequently, as a designer, I also have methods to rapidly TEST & LEARN from the range of possible consumers on how to tailor the language, the product, and the transaction. We do not, consequently, have to worry about marketing or even business development. With design, we can KNOW and VALIDATE our language, our image, our transaction, and our team to transform machine learning into highly needed customer solutions. With Design, we can better engineer success, not just software.

This is Different than The Current Business Models and Operations

At each startup, the conversation unfolds the same way every time.  I ask about the product and the CEO demonstrates or describes the product. I ask about the business and they display a prepared document or slide deck on the business strategy and organizational shape.  I ask about financing and they tell me about early mistakes made impacting future financing for the negative. I ask about the distinction between the market they set out to pursue vs the market opportunity they have discovered - and they start to get depressed.  I ask about new market or growth opportunities, and they say "we hope to figure that out soon... " and perhaps "if only we could hire the right person for business development."

Hire the right person for business development?

Certainly, the most important aspect of building a company is the team. Yet to assume that the success of the business - to align internal operations to market demand - is the job of a solo individual is misguided.  MBA programs tout the ability to transform graduates into such beings - and there are many times this person can hold an instrumental role - but for highly sophisticated technologies, there is no evidence that a traditional business approach will always work.  To make the assumption is high risk.

In addition, when I ask "do you have a designer?" - the CEO confuses my question, thinking I asked: "Do you have someone to make this pretty?"  They say no or "that is important, but we aren't there yet" or "we know it needs to be attractive so we outsource that, we have someone make it look good." The worst ones point to their current success and say "we don't need a designer, we are doing just fine" and months later are panicking because they had all along been meeting the needs of only one or two clients and could not actually scale their business. By their definition, to have a designer on the team is expensive and the person would sit around most the time with nothing to do. If they learn their lesson - it is often too late.

Design Driven Business is an Optimized Transaction

Every company requires some basic components - they need the product, they need an efficient way to generate the product, they need a clear path to connect to the consumers for the product, they need a very simple mechanism to exchange the product for capital, and they need the ability to do this over and over again.  If this process is well tuned, the capital acquired will outweigh the capital exhausted and the company can flourish.

Nothing in this product demands marketing, or branding, or financial planning. There is no need to hire agile coaches or communications consultants. I also mentioned nothing about aesthetic design. These things - these tasks - are simply tools to help solve the core problem: the material transaction. The material transaction is made possible by the optimized movement of information. It is possible to invest in these things to make that transaction happen, but within an unknown market for an untested product, operating on the thresholds of possibility... it is difficult to measure the effectiveness of these tools. Marketing language, targetted advertising, and agile product development are all just attempts to optimize the movement of information. Yet with advanced technologies, early wins are just as likely events of luck. There is no way to know.

Design is the Process to Optimize Transactions

Designers are specialized in the art of communication. This communication may take place through graphic text, plastic form, or even through the process of a work itself (this is where the post-its come into use). Optimized communication within a team will increase efficiency, to transform a team from thinkers to doers but with less technical debt.  Optimized communication to external consumers will get the two groups together faster for the transaction to take place.

Optimized design of the transaction itself - a form of communication - will result in high satisfaction for everyone.  If transactions are fast and positive, and communication from the buyer can connect to the team (who internally is optimized to leverage it by communicating), the transaction will take place again.

You can call this stuff strategy, marketing, team building, communications, - whatever you want. But to get from lab to market - you are better off to optimize your business by starting with Design.

Advancing New Economic Models by Design

The article was initially published on 5/24/17 at www.humanitarianspace.com. It has been relocated here for continuity. 

A few weeks ago I had to opportunity to spend a couple days at the Urban Planning Department of Cornell University. I was impressed by the graceful way this group was able to move fluidly between rigorous quantitive analytics and participatory public processes.  Yet for all the brilliance I found among faculty and students, it became clear to me how much urban planning education lacks sufficient focus on design methods.

I am not referring to design as urban design or architecture. I am referring to the ability to translate a series of complex social and technical processes into physical form.  I am referring to the ability to translate ambiguity into action and to oversee the transmission of that action to generate results. This is not the same as project management or the mere practice of the profession.  Rather, given the massive range of assets are available in urban planning for engagement and analysis, the discipline completely lacks a rigorous methodological framework for what actions to implement by consequence of the planning process.  If the discipline of urban planning stops with pitching the plan - then planners deserve to be disappointed when their work does not reach fruition.

This realization explains much about the disappointments of the planning profession - such as the constant repetition of "off the shelf" solutions such as green roofs, walkable streets, and historic main street development initiatives. These tactics are fine - but why such a small range of possible outputs in a world of more than 2.5 million cities, towns, and villages?  Basic statistical intuition suggests that a profession dedicated to building new futures and generating new economic development initiatives would capture a broader range of possible solutions.

To consider the urban planning process is to recognize that it remains rooted in a Waterfall design methodology - which has been proven to drive up costs and reduce stakeholder participation.  Most socio-technical systems have long since discovered that Waterfall methodologies fail to consider the variability of human actors, and thus tend to fail.  While organizations continue to search for replicable solutions utilizing scientific research designs and clinical trial models, the assets of localized place-based development go ignored or fail to scale.

Private sector technical sectors have shifted toward lean frameworks, agile methods, and other systems rooted in rapid feedback to avoid the high risk approach of waterfall planning. Unfortunately this understanding has yet to see the light in American politics where sweeping legislative action is the norm - not iterative improvement and variation. Urban planning, a field long aligned with design, has an opportunity to update to the 21st century - but it needs to start in education.  Design is more than architecture, it is the execution of ambiguity into meaningful consequences. 

The Execution Gap : Bottom Up and Top Down is a False Paradigm

Over the last 16 years I have spent a lot of time with people who have committed their lives toward social change.  Historically these people were architects in rust-belt cities and then aid workers in refugee camps.  Later I worked with lawyers and government officials in government offices. Today I continue the same work, but work with electrical engineers and data scientists. As I continue to engage the same kinds problems but across wildly different disciplines, it has become clear that many of the deeply entrenched beliefs of one group are completely foreign or irrelevant to another. 

For most of the 100+ year history of urban planning, the cannon of planning theory describes top-down vs bottom-up processes. Various terms are used to describe this such as "centralized vs decentralized" or "rationalist and grass roots." A few other sub-models of planning have emerged, such as Advocacy Planning and Participatory Action models. What has been less dominant is a recognition that our technologies are a big part of the planning process. Consideration of the technology as an equal force throughout the process opens many new directions for exploration. More importantly, technologies such as machine learning, when applied to dormant low-tech economic sectors, are far more powerful change agents than people. 

A critical question that has been consistently absent from planning theory concerns use of the appropriate technology relative to the complexity of the problem and idea. Why spend a million dollars, engage hundreds of people, conduct dozens of technical studies, and then document a robust vision for the future in only a book or a website? How do these technologies advance the implementation of the vision? These technologies increase risk because the translation of a complex vision from written text into built form or economic process is a massive leap.

There are other ways of course. Through small scale pilots, rapid trials, online Wikis, collaborative mapping sessions, partnerships with local technology companies (big and small), one can always find a way to create new experiences.  A classic example is from the Czech Republic; after the fall of communism a process was needed to rapidly educate the public on the history of their nation which had been suppressed under totalitarian rule. Rather than merely release a book, the city of Prague presented a living timeline of Czech history. Maps, photos, documents, and didactic panels lined the main streets so that citizens can walk through the history of their nation and learn how one era informed the next.  Woven into the architecture, the city itself functioned as the core technological platform to engage citizens and enhance thinking on the needs and futures of the nation-state.  As a robust experience, it also created stakeholder buy-in for the next logical step.

Design as a Process of Optimization

To develop a concept and not implement as part of the ideation process is high risk. Working at the EPA, for example, I find it very hard to convince leadership and scientists that a particular organizational or technical change is possible. For many decades, people have made suggestions and introduced new visions, but rarely have these been successful.  In contrast, I find a way to rapidly prototype every idea. Should we create a new division? Lets get some people to volunteer and test how this division might operate. Should we purchase an enterprise solution?  Lets get the 30 day free trial and see how we might need to also change if we buy it. Rapid prototyping any kind of solution will always give more information and reduce risk.

Planning and Design as Synthetic Futures

As Herbert Simon pointed out, the scientific method is an excellent way to understand the natural world that is around us, yet when faced with creating something new in the world - and thus artificial - we turn to design. The more we understand the design process, and how it is similar or different from the scientific method, the better we can design and introduce new things into the the world.

The role of design as an additional demand - to not only stretch and reveal what is possible in the future - but to help us get to what is preferable future. Empowered with the ability to make something new, design is a means to consider multiple future realities, and equipped with the ability to implement them, each idea on a  possible future exists in a state between idea and reality. Consequently, mindfully experimenting with a material process to test implementation measures and reduce the risk, one develop synthetic futures and transform them into new realities.

Just another day at the office

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New Site Online for Sutika Sipus LLC

Over the last couple years I've been building the company, Sutika Sipus LLC, which provides governments, businesses, and nonprofits with creative solutions for radical urban change.  

Today we launched the first iteration of our new company website, sutikasipus.com.  

As a company that specializes in unique approaches to urban planning and development, it is only fitting that the site reflects those values. But this task is easier said than done.  Special thanks to Zach Hannes who dedicated his time and talents on the project above and beyond expectation. 

The site has a beautiful scrolling navigation to describe the services we offer, while  examples of previous projects are geolocated on MBtiles for fast downloading.  There is still work to be done for full functionality and some needed content, but for the moment, I'm quite satisfied with the current form.