Bringing Design Closer With Gerry Scullion

This is HCD is brought to you by Humana DesignHello! I'm Gerry Scullion, and in this episode, we have the brilliant Greg Bernarda, who some of you might know of being co-author of the excellent Value Proposition Design book by Strategyser. This book has been adopted by many service designers, product managers and business designers around the world - so it should be familiar to a lot of the listeners today. So, today's topic is an absolutely massive one "most organizations still largely live in the 20th century, in a world where the key currency for success has been ‘exploitation’. But in the 21st century, the name of the game is ‘innovation’. Those are two very different capabilities. Exploitation is about excelling at executing, and scaling products and services in a largely known environment. Innovation is about navigating the unknown, exploring possibilities, and experimenting with new ways of creating value for people with ever-evolving needs." Service Design, Product Management, UX are all part of the