Advanced Imagineering
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Advanced Imagineering

Designing Innovation as Collective Creation

Edited by Diane Nijs

Articulating and illustrating how experience design can unlock experience innovation, this book offers a fresh perspective on effectuating corporate, public, social and whole system innovation by design. The book makes several contributions to the fields of innovation and design thinking by taking complexity science as its scientific point of reference. As such this is a highly provocative book for scholars, practitioners and students in the field of change and innovation.
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Chapter 7: C-reating: how to define vision and concept/Creative Tension Engine

Frank Ouwens


This chapter deals with the creation of two essential Imagineering formulations: the vision as a description of the aspirational desired future and the concept as the working principle towards that future. The vision provides Imagineers with an answer to the ‘why’ question, the concept provides the ‘how’ to achieve that vision. Vision formulation is a four-step process. First, you choose the subject. Second, you formulate the vision by defining its purpose (the why), principles (the values) and main promise. Third, the vision is checked by looking at its key characteristics. Finally, the vision is shared. The chapter then moves to the concept. The Concept Continuum articulates the differences and similarities between concepts, High Concepts (for experience design) and Creative Tension Engines (CTEs) (for experience innovation). The chapter ends by presenting an instrument called The Molecule Principle. This is very helpful for concept analysis as well as development and further formulation.

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