- Understanding the role of design in entrepreneurship
- Succeeding with transient advantage
- Aligning innovation to growth strategy
- Exploring the principles of venture design
- Granting and defending autonomy
- Driving continuous engagement
- Prioritizing progress over process
- Designing the impact, not the product
Skill Level Intermediate
- My name is Ethan Imboden and I'm an engineer turned designer turned entrepreneur and investor. In late 2013 I joined frog, a global design and strategy firm. Frog is known for our cross-disciplinary work with clients ranging from GE to the UN and BNY Mellon to Honeywell, as well as the start-ups at the edge of what's coming next. I oversee our work at the intersection of design and entrepreneurship, collaborating with my colleagues on venture design as well as our investment arm, frogVentures.
Whether you're talking about Airbnb or Uber, Warby Parker or WeWork, today's best known, most loved start-ups have design at the center of their culture and business. Venture design is a lean approach to human-centered design that is optimized for the creation, launch, and ramp-up of new businesses. In this course I'll show the tremendous advantages design brings to entrepreneurial efforts, both within start-ups and major multi-nationals. You'll learn the key principles of venture design and see them in action with real world examples from frog's work with both early stage companies and Fortune 50 leaders.
You'll also be provided with simple frameworks for understanding where to focus innovation efforts and how to structure these efforts for the highest likelihood of success. Frog has worked with entrepreneurs throughout its 47 year history. The principles and methods that drive our venture design approach are continually informed by our deep involvement in frogVenture's portfolio companies, and in turn, our work with these start-ups is informed by our work at scale with the Global 2000. I'm excited to have this chance to share how we're working within the entrepreneurial ecosystem from Silicon Valley to Beijing, so let's get going.