"Behaviour - not knowledge, not insight…drives innovation…"
Michael Schrage, Author, Serious Play.

June 26 2007 Sydney

Led by

Michael Schrage Co-Director, MIT Media Lab E- Marketing Initiative and MIT Sloan School ; Author "Serious Play" and "Shared Minds" ; Contributor, WIRED, Financial Times and Ralph Kerle, Chief Executive Officer The Creative Leadership Forum, Asia-Pacific

An Overview

This one day international Master Class, designed by Michael Schrage and Ralph Kerle, CEO, the Creative Leadership Forum, exclusively for the Creative Leadership Forum, explores the notion that it is behaviour, not insight or knowledge that drives innovation.

The conventional wisdom is that ideas or ideation produces innovation. Not so argues Schrage!! Ideation only produces representations of ideas. True innovation is experienced in the serious play between the innovator and their audience - their clients, their suppliers, their markets.

To facilitate this serious play, Schrage demonstrates that the development and design of innovative prototypes is vital. It is in the design of these innovative prototypes that innovative teams are created, collaboration skills are honed and a real understanding of innovation with all its inherent challenges is experienced and learnt.

Schrage writes "Any tools, technologies, techniques or toys that let people improve how they play seriously with uncertainty is guaranteed to improve the quality of innovation. The ability to be able to align those improvements cost-effectively with the needs of customers, clients, and markets dramatically boosts the odds for competitive success."

This Master Class will explain the process of innovative prototyping and, through action learning, explore the behaviours that enable organisations to minimize innovation risks whilst creating real financial and economic value.

Topics and methodologies we explored

• How Do We Innovate?
• Innovative Prototyping — Strategic Modeling as a Medium for Cost- Effective Innovation
• Experimenting With Prototypes/Prototyping Experiments
• Experience Serious Play as Innovation.