Thinking About Design Thinking Ep.01
How Might We: The power of using the right words.
by Aaron Walser
Anyone who has participated in a design sprint will recognize the phrase “How might we…”. These three simple words have even been described as the secret phrase for kickstarting innovation. So what’s so magical about these three words?
In truth it’s not all that complicated, or secret. This simple phrase ensures that all the folks in the room are asking the right questions and using the right words. Tim Brown, CEO of IDEO — a gent who some say is the godfather of design thinking’s recent renaissance in the business world — believes that the word ‘how’ tells us that there are solutions out there. The word ‘might’ tells us we can entertain ideas that may or may not work and that either way it’s OK. Finally the word ‘we’ says we’re all in this together, it’s a team effort and we can build on each others’ ideas.
‘How Might We?’ is a better phrase for drawing out ideas because it leaves judgement at the door. It allows all parties, no matter their role or background, to generate ideas. Whereas “how can we” or “how should we” implies judgements. Sad experience has taught most people that as soon as you fall into the quicksand of “can we/should we?”, opportunity for innovation is shutdown. We are left with only our standard ways of thinking to answer those questions. “How might we” safely opens us up to new ways of thinking. It grants us permission to be wrong, it grants us permission to play around with ideas without fear of failure.
Where does the magic come from?
I believe it’s fair to say that the talented folks from IDEO and Stanford’s D-School, along with the authors of the book Sprint, can be called the prophets of today’s Design Thinking as a process, and Design Sprints are a brilliant way to implement that process. However, the origin of this magical, problem solving phrase is attributed to Min Basadur.
During the early 1970’s Min Basadur was working as the creative manager for Procter & Gamble. At the time P&G was knocking their heads against the wall trying to figure out a way to compete with Colgate-Palmolive’s successful new soap product, Irish Spring. A beautiful green striped soap that promised you clean refreshment right in your own shower.
At the time folks at P&G were asking themselves “How can we make a better green-stripe bar?” Basadur changed that question to the more ambitious and inspiring “How might we create a more refreshing soap of our own?” This simple change of words generated hundreds of ideas. The team eventually came to the theme of finding refreshment via the ocean or the coast. And thus was born that costal-blue and white striped soap bar named, “Coast”, which in turn was quite the brand and enjoyed a wide appeal.
Later while working at Scient, Basadur made a convert out of Charles Warren. In turn Warren took Basadur’s methodology along with him to IDEO. It’s hard to believe but Tim Brown admits that at first he was a skeptic. He said, “It sounds a bit Californian”. Exactly what Tim meant by that I can only guess. However, history shows that Brown was won over in a very big way. He even went on to write a book about the application of Design Thinking at all levels of business called Change by Design.
Charles Warren eventually moved on from IDEO to work at Google. While Warren was at Google, Paul Adams became a convert and when he moved to Facebook he brought those lessons learned and once again the “How Might We”, culture took root. The gospel of design thinking continues to spread through the worlds largest technology companies via influencers big and small. We must also recognize the hundreds of unsung heroes of design thinking, those whom might not be in a position to change an entire company culture, but push forward faithfully using the “How Might We” philosophy in the hopes of building better experiences wherever they are.
(Just a touch of cheek for you. The truth is the only way the world will get better is if we (humans) design ways to make it better.)
How Might We do something with this?
The power of ‘How Might We’ has and continues to help shape the world as we know it. So ask yourself: what are some ‘How Might We’ questions I have in my own life or work situation? Make a list of issues, opportunities or problems you are facing, then turn them into How Might We questions. For example: “How might we get the company to pay for a Hawaiian vacation?” Or consider: “How might we solve the top two difficulties faced by the millions of displaced people of the Middle East?” From there continue on to the next step in design thinking and you will be surprised by where it takes you. Perhaps you will use design to save the world.
As a closing note I have to mention: Yes — full disclosure — I am a believer. During my time as a User Experience Designer at Asurion, I’ve used the DT Method on several products and projects. It’s not a perfect process, and sometimes it’s down right messy. Yet in every case, the time and effort invested in the process has paid off in measurable advancement of an idea or product. I can’t take a single bit of credit for the success in implementing Design Thinking and Design Sprints here at Asurion. The lion’s share of credit goes to the talented design pioneers at Asurion. These mighty prophets of change continue to preach the word of “How Might We” by running design sprints and teaching others the principles and letting them run their own.
However, if it wasn’t for the open mindedness, willingness, commitment and investment from the leadership of Asurion, there would be no true innovation and advancement. It is because of their willingness to change, adapt, grow and try new things that designers at Asurion are given the opportunity to lead out and participate in both expected and unexpected ways. The investment is paying off. Bottom line dollars saved/made can be directly linked to items from well run design sprints. Asurion’s leadership has been so impressed and open minded that we are now using design thinking methodology on traditionally non-design related issues. In a few weeks there will be a design sprint held to explore how the product organization could be structured differently for even better results. This is the power of “How Might We…”
Feel free to hit me up with any thoughts, comments, corrections, or free advice. Just remember the ol’ “Ya get what ya pay for” adage. I will try my best to get back to you. If I can’t, I apologize it’s nothing personal. Unless of course it is; in which case—you know who you are.
Make it a great day my friends.
