The 2nd Law of Design Thinking says that one drives up to 3X value by travelling between 98 per cent to 100 per cent journey.
You may observe this phenomenon in nature.
1. A fruit takes 98 per cent to grow in size and ripening is just the last 2 per cent which brings the value to the fruit.
2. For a standard hotel room with all the basic amenities like bed, study table, attached bath the cost is 3 times in 5-star hotel vs. a 3-star hotel.
3. Feature differences between an Apple mobile is less than .5 per cent but commands 3 times the price than other smart phones.
4. It requires great observations, deep empathy and imagination to understand the design of the last 2%. For this I experimented with ‘No agenda’ meetings. These meetings are just open dialogue sessions for a longer duration with a minimum of 2 hours.
5. Another method to discover last 2% is a process of circle time with the engineers where ‘just listening’ provides an opportunity to unearth blind spots. Asking the right questions during circle time helps discover anti-patterns faster.
6. Then the journey of meticulous design and planning begins. It requires precision engineering with very high intensity to drive the last 2%. It requires fanatic zeal to drive outcome.
7. There are a few situations where we need to be ready to delete since the last 2% recommendation may require structural change. This is a very hard call to take.
8. During this journey of the last 2%, we must constantly evaluate against desirability, feasibility and viability circles. You have to apply your imagination and challenge the current belief systems to drive these.
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