- Copertina rigida: 272 pagine
- Editore: Harvard Business School Press; First Printing edizione (1 novembre 1999)
- Lingua: Inglese
- ISBN-10: 0875848141
- ISBN-13: 978-0875848143
- Peso di spedizione: 558 g
- Media recensioni: 5.0 su 5 stelle Visualizza tutte le recensioni (1 recensione cliente)
- Posizione nella classifica Bestseller di Amazon: n. 159.312 in Libri in altre lingue (Visualizza i Top 100 nella categoria Libri in altre lingue)
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Serious Play: How the World's Best Companies Simulate to Innovate (Inglese) Copertina rigida – 1 nov 1999
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Michael D. Schrage is a research associate at the MIT Media Lab, A Merrill Lynch Forum Innovation Fellow and a columnist for Fortune magazine.
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I especially liked Schrage's recognition of spreadsheets as a simulation tool. In discussions on simulation, spreadsheets are usually ignored because they are seen as unsophisticated. Schrage shows how spreadsheet simulations made many of the financial innovations of the 80s and early 90s possible.
In addition to convincing readers that simulations are valuable, Schrage does a good job of introducing readers to how simulations can be implemented in business. The chapters near the end of the book on measuring the ROI of simulations and his brief user's guide provide some useful tools for those interested in using simulations and prototypes to improve decision-making.
Was listening to Tom Peters the other day and he mentioned that Serious Play is one of his all time best Business books. How True...? Get it...Read it...
Well done Michael Schrage....
Serious Play is a book that I found myself taking very seriously in deed. Its well-researched, highly readable pages gave me a framework for understanding so much of my own experiences, both in the development of games and the development of technography, that I found myself having genuinely serious fun reading and rereading this remarkably intelligent little book.
The subtitle, "how the world's best companies simulate to innovate," explains a great deal of the power of Schrage's vision. His is a deep, and firmly rooted understanding of the emergence of a key practice for doing business in the new economy. He draws his insights from Microsoft and Disney, Boeing and Shell, top design firms and winners of the America's Cup.
Designing games, I learned over and over again the value of a good prototype. No matter how clear my vision or how carefully sketched and documented the game might be, the only way I could successfully communicate the concept was by giving people something they could actually play with. At Ideal Toys, the toy and game designers worked next to the model making group. At Mattel Multimedia we had a whole division of people who spent their days creating storyboards or prototyping our ideas in Director. The more detailed and functional the prototype, the more successfully I was able to engage my programmers, my designers, my marketers, my bosses, my salespeople, and my audiences in the design and development of a truly innovative game.
"Prototypes," explains Schrage, "should turn customers, clients, colleagues and vendors into collaborators...That's why such invitations should emphasize play...errors can be captured before they become obstacles, serendipity becomes a colleague. The more flexible and dynamic the prototype, the more flexible and dynamic the play -- and the greater the opportunities for profitable innovation."
The efficacy of the outliner as a tool for supporting collaborative work can be explained by thinking of the dynamic outline itself as a prototyping tool. Every technography-enabled consultation has at its heart the goal of helping people play with their ideas.
Schrage quotes British management professor David Lane: "Rather than attempting to take the position 'I am an expert in techniques that will teach you about your business,' the consultant should offer a process in which the ideas of the team are brought out and examined in a clear and logical way."
Technography works because it gives people the chance to see their words on screen, and then to play with their ideas, to organize and reorganize, iterate and reiterate, until they are able to synthesize individual views into a coherent, well-structured vision.
When I first met Michael Schrage and demonstrated technography to him, he was so moved by the power of what he experienced that he wound up writing Shared Minds. Today, reading Serious Play, I find my own ideas "brought out and examined in a clear and logical way," and myself moved to a new and clearer perspective on my work. As Tom Peters says of Serious Play, it is "simply the best book on innovation I've ever read."