Presented by Jared Spool.

  • There are 41 imitation Apple Stores ("Apple Stoer") in Kunming, China.
  • Almost as many people visited Apple Stores as visited Disney theme parks.
  • Apple Stores make 2x as much per square foot as Tiffany & Co.

Design: The Rendering of Intent

  • Imitation to Innovation spectrum of intent
  • Innovation is a much riskier, more expensive path than imitation.
  • Companies that immitate don't value design and view products as a commodity. Companies that innovate heavily value design.

Businesses win when they intentionally innovate and when they value designers.

Design is no longer about the visual, but about the business.

Filling in the Gaps with Intention

  • When an Apple product breaks, you take it to an Apple Store and meet with an Apple Genius.
  • Apple Genius Bar appointments get around the typical retail issue of standing in line while waiting to return or exchange a defective product.

Innovation is not adding new inventions. Innovation is adding new value.

  • Experience design is rendering of intent within the gaps. (e.g. Douglas Deitz and the Adventure Series of MRI machines)

Becoming a Design Unicorn in 5 Easy Steps

  1. Train Yourself: learn everything there is to learn about a particular skill.
  2. Practice your New Skills: go out and work at the skill over and over again.
  3. Deconstruct as Many Designs as You Can
  4. Seek out Feedback: and listen to it!
  5. Teach Others

How do we create industry-ready designers for the 150,000 needed jobs? Unicorn Institute