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SXSW 2019

Story-Driven Design: The Future of Innovation

Common wisdom proclaims that innovation requires just the right combination of luck and creative genius; it’s like catching lightning in a bottle. This conventional wisdom is wrong. This talk is our search for the formula that the innovative people behind Warby Parker, Build-A-Bear, and New York City’s The High Line use to create wildly successful experiences. And it’s the discovery that stories hold the key to unlocking innovation itself. No longer just a tool for marketing gurus, stories are the secret weapon that designers, entrepreneurs, CEOs, and people from all walks of life can leverage to come up with the next big thing. Join us as we share the three principles of Story-Driven Design to develop your innovation and take it to market successfully.

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  1. Success in innovation is more than luck.
  2. Warby Parker, Build-A-Bear, and the High Line all share one thing in common: they were built on story.
  3. Anyone can apply the story fundamentals of Genre, Journey, and Theme to their design and innovation projects to make them more successful.



David Adkin, Lead Designer, Second Street

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Design
  • Level: Intermediate
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