#6 – Design Thinking

Creativity and Innovation

Whatta lesson I had from the last Creativity and Innovation class! Lemme share it here, hopefully it will be beneficial 😀

Adi Panuntun came to my Creativity and Innovation class on March 21st, 2011. He was graduated from DKV ITB class 1997. He owns a production house, Sembilan Matahari, and together with his friends he created Cin(T)a the Movie. He shared his experience as a designer, another field of study that any entrepreneurs should take a look inside a little bit.

Adi Panuntun

God is a Director


On my previous post I stated that Idea is the most powerful thing. And last week, Adi Panuntun asked the class “Why do people keeping their idea for themselves only?” Various answers came from the class, including afraid of being mocked, afraid of being wrong, feeling insecure that someone would steal the idea, etc. But you know what? These people were being mocked and laughed at when they were expressing their idea.

Sosrodjojo - Founder of Teh Botol Sosro

Pak Sosro dulu diketawain sama orang-orang disekitarnya. Mengapa? Mungkin kurang lebih kaya gini percakapannya disuatu sore saat bapak-bapak sedang duduk-duduk di teras rumah:

Pak Sosro: Eh bosen nih gua minum teh harus nyeduh dulu (duduk)

Teman #1: Ya elah banyak mau lo

Pak Sosro: Ok. Gua akan buat teh dalem botol! (mulai ngangkat tangan ke udara)

Teman #2: Apa sih?

Pak Sosro: Iya! Gua akan buat minuman teh dalem botol, jadi kite-kite ga perlu nunggu bini-bini kita nyeduhin teh lagi, bisa langsung leeep. Dan teh dalam botol ini akan gue namanakan “TEH BOTOL SOSRO” (berdiri dari kursi)

Teman #3: GILA LO, SRO!

Teman #2: Wah gak bener nih otak sih Sosro!

Teman #1: Parah bet dah!


Pak Sosro: (menjauh dari kursi) Ok. Kita lihat siapa yang tertawa terakhir (pergi memunggungi teman-temannya yang masih asyik tertawa)

Mungkin cerita di atas hanya imajinasi saya. With all due respect Pak Sosro, ampun saya cuma iseng. Tapi,

Pak Sosro’s idea way back when would sound really stupid, and didn’t make any sense. Why would people want to have tea from a bottle? Well, turned out that PT. Sinar Sosro generated a net profit of Rp2.1 trillion at the end of 2009. Yeah, who’s laughing now?

The same thing happened to Tirto Utomo,

Tirto Utomo - Founder of Aqua

He was the man behind the most well-known brand, Aqua. Aqua is a brand for bottled water. Well, did you imagine what his acquaintances would say when he proposed the idea of Aqua? You know, putting water, plain water into a bottle. Dude, that was tough.

He was even crazier because he quitted his job in Pertamina as one of the top manager to build his idea of putting in water to bottle. Guess what? Aqua generated profit of Rp3.08 trillion in 2010.

Man, you gotta be that crazy to be that rich!

So, first if all, be brave in expressing your idea! Not “but” for any idea coming from your head!


Design Thinking is about balancing Exploration and Exploitation. Exploration means pushing forward your creativity without limits, and on the other hand Exploitation keeps your analytical skill to come at the same level with your creativity. Do you know the greatest entrepreneur of all time who can balance those two? He’s the one and only, Steve Jobs, CEO of Apple Co. Didn’t you ever wonder why he would named his IT company after a fruit? Steve Jobs is good in doing this: create meaning by connecting things!

Let’s have a test, shall we? What would be the connection between Apple (as a fruit) and a board marker, physically and conceptually?

Apple Fruit


Here’s what I have in mind,

Conceptually, boardmarker is the essential stuff for lecturing. Teachers and lectures use it everytime. Newton was inspired by the falling of an apple from its tree when he discovered the Gravitation. Physically, both apple and boardmarker have green and red color. In class, I really like taking notes with colorful pen! It feels good!

As a result,

The connection between Apple and boardmarker would be: Knowledge. The story I’m going to put into this connection would be: Fun Learning! See that boardmarker is used inside the class while Newton learned something barely from being in a class, he was sitting under the apple tree, thinking. Therefore, I’m building a school where the learning process will not always coming from inside the class. This kind of learning process will give the students lessons that can’t be gained if they just sit in the class, listening to their teacher. Since boardmarker can be used to draw various color, which lead to art, the school will focus more on educating art for children.

And, I will name my school: The Apple Tree, Modern Art School.

Ok. I’ve learned how to become Steve Jobs. No, what I’m trying to say is I’ve learned to express my idea, practicing by connecting two things. So now I already have my own idea, and successfully expressed it. How am I going to process that idea even deeper? It’s time to  think like a designer.

If you ever wonder what is the definition of Design Thinking, below picture will probably answer your curiosity.

The Definition of Design Thinking

If so, how is exactly a designer’s thinking process?


Thinking Process: Focus on Human Experience

The picture above is our thinking process in everyday life. But, for a designer, the thinking process always focuses on human experience. Observe, Brainstorm, and Prototype are where we’re required to be creative, whereas Synthesize, Vote, and Story Tell are where our analytical skill is required.

O1. Choose people to share their ideas, 2. Write down quotes, not summary, 3. Who? What? Where? When?

S1. Look for emotion expressed / non emotion root causes, 2. Common context, 3. Ask “How might we?”

B1. MBA hats off! Defer judgement!, 2. Be prolific, 3. Do not wait! Write it down.

V1. Cluster & sort idea, 2. Three stages in voting: (1)Desirable – Human Interest, (2)Viable – Business/Economy aspect, (3)Feasible (Technology), 3. Choose concept

PSo that you can see, touch, and feel everything you have in your mind!

STPut story to the idea!


There are changes in the retail market place over the next 10 years. How should we response to these changes? Suppose there are 2 different people who want to address the issue:

1) Traditional Business Strategy Class

2) Innovation and Design Class

Will they have different answers? I am pretty sure they will.

Traditional Business Strategy Class Even as a marketing student, where I also study Customer Behavior course, turn out that the study is deficient in knowing what customer really wants and needs. It is all about what they would act and react. There’s something different about hoe designer would think, it is their ability to see the most practical cause, something you have to deal with Human Interest.

People from business strategy class might research on trends, and the market place. They might analyze the sales report, and any kind of reports they could have such as reports from the expert, the competitor landscape, etc. Their main goal would be objective. They might be looking for the best solution ever! They plan everything down, the new business strategy complete with the calculation o NPV and ROI. They might be very logical for example using macroeconomic theory about supply and demand.

On the other hand,

Innovation and Design Class The innovation and design class people have slightly different approach on how to address the issue. They might be also read reports. However, their actions would be based on subjective assessment. While the business strategy class people are looking for the best solution, designers wouldn’t want waste their time searching for the best solution, but the better solution. Because establishing something to be the best would make a false assumption. They might take their time to walk around the store to do direct observation. They might talk to both customers and providers, looking for something that a business analysts would miss. There’s some emotion takes control in these actions. As it is previously mentioned, a designer looks for human interest. They focus more on how a human experience something.

Now that’s that. See the difference? Gotta balance them both, fellas 😀


“Conventional wisdom blocks idea and innovation. It only makes another follower” – Adi Panuntun, March 2011

“Assumptions limit our creativity” – Adi Panuntun, March 2011

Keep inspiring, Bang Atun! 😀



#4 – Persamaan & Pertidaksamaan Kreativitas dan Inovasi

Creativity and Innovation

Halo world! Dari post-post saya yang lalu banyak sekali kata-kata Kreativitas dan Inovasi. Mungkin ada yang sudah tau perbedaan dan persamaan diantra kedua kata tersebut. Mungkin ada juga yang bingung “apa sih artinya? kok kayanya sama aja”. Well, please let me trying to explain both words to you. Here it goes!

Kreativitas = Inovasi

IDEA! Semua penjelasan kembali lagi kepada postingan saya yang lalu tentang #2- Senjata. Bahwa senjata menurut saya adalah Ide. Dan ya, kreativitas menjadi sama dengan inovasi karena keduanya merupakan penjelmaan dari ide dari seseorang.

OUT OF THE BOX! Idea-ide yang ada dari suatu kreativitas seseorang sangat out of the box atau unik, atau bisa dibilang uncommon. Dan tidak semua orang memiliki ide tersebut.

WORK HARD – WORK SMART! Di zaman yang sudah sangat maju ini, sesutau yang sangat originally creative and an innovation are rare. These days, products,services, and brands are mostly a development of the origin ones. Therefore, in today’s dynamic market, people with creativity and innovation both need to work really hard. Belum lagi dengan banyak pesaing, para pencetus ide-ide brilian should really work smart because if they don’t,  their idea could be stolen.

Kreativitas ≠ Inovasi

Pertidaksamaan kreativitas dengan inovasi dapat dilihat dari definisi yang benar dari kedua kata tersebut.

Creativity is thinking up new things. Innovation is doing new things” – Theodore Levitt

To him,

Creativity = Idea while Innovation = Idea + Actions

Creativity is essential for innovation for a product must exist at least in a concept stage for you cannot innovate  anything that does not exist. Thus innovation depends on creativity while creativity does not depend on innovation. Though the better success of creativity depends on innovation.

1. Kreatif, suatu ide yang out of the box!

2. Inovasi, perwujudan dari kreativitas itu sendiri untuk menjadikannya sesuatu yang REAL

Mari kita lihat contoh-contoh dari perbedaan kreativitas dan inovasi.

Di Indonesia, masyarakat sangatlah kreatif. Especially in earning their income. Di Indonesia, setiap belokan bisa menjadi lahan uang untuk mereka-mereka di bawah ini:


Polisi Cepek

Lalu dengan semangat kreativitas, di Indonesia kamu akan menemukan orang paling kreatif di dunia akuntasi dan perpajakan yaitu HIM.





HA HA HA (Tidak Terlalu Lucu)

Yah itulah contoh-contoh kreativitas yang membawa bahaya kepada orang-orang disekitarnya. Mari kita lihat inovasi yang menyelamatkan berjuta-juta orang!


The Square Box Full of Images and Dreams

“Wherever a TV is on, it draws attention like no other piece of furniture. It can be source of amusement, knowledge, or, if misused, of violence and almost self-inflicted psychiatric disorders”

Gue personally adalah Anak Menonton Indonesia. Yes, I spend frequent times watching television. Masyarakat, khususnya orang tua sangatlah overprotected dengan kehadiran televisi ditengah keluarga karena menonton sebenernya sangat menhabiskan waktu.

Namun, I find television very relaxing. I love watching my favorite shows on it and have laughs and just refreshed!

How I Met Your Mother

America's Next Top Model

Itulah dia perbedaannya. Semoga bermanfaat karena sebaik-baiknya orang adalah yang bermanfaat untuk orang lian. Sorry kalau ga nyambung.

Yuk mari 😀

#3 – The Best Innovation in My Life

Creativity and Innovation

Kembali lagi bersama Marla Meta Purwhita 😀 Malam hari ini saya baru saja kembali dari kencan saya bersama pacar untuk merayakan hari jadi kami yang ke 20 bulan. Perayaannya biasa saja, kami makan malam dan nonton bioskop. Sama seperti Ibu Bapak kita zaman mereka pacaran dulu. Tapi saya senang sekali lho soalnya this is the longest relationship I have, almost 2 years with the same guy. Kyaaaaa jadi malu ❤

Ok. Lagi kasmaran gini kayanya asik nih ngomongin tentang (sesuai judul) “The Best Innovation in My Life”. Malam ini saya lagi inget keluarga saya, Abah, Indung, dan kedua adik saya. And yes, I call my father “Abah” and my mother “Indung”. Uniquely fun stuff, huh? 😀 Jadi, malam ini lagi inget keluarga saya and every stories and dramas in it. It inspires me to decide what the best innovation in my life is, and the answer would be:


Financial Planning for a secure future financial life!

Mengapa Financial Planning? Well, sebenernya saya sangat kagum dengan adanya financial market seperti saham, reksadana, etc. I mean, kok orang pinter-pinter amat sampai mikirin mau bikin financial market? Dan dengan adanya financial market seperti ini membuat saya tidak khawatir dengan ada tidaknya uang, karena uang bisa dicari, in any ways. Selain itu, Abah saya adalah seorang entrepreneur sejati. Semenjak keluar dari PT Bukit Asam, dia jatuh bangun memdirikan perusahaan sendiri. Keluarga saya pun pernah merasakan susahnya memiliki pemimpin keluarga yang risk-taker dan sempat merasakan susahnya hidup tanpa pendapatan yang berkecukupan. Jadi, menurut saya, for people with business and entrepreneur bakcground, yes, financial planning is the best innovation ever.

Financial Planning yang kita ketahui sekarang adalah perkembangan dari Society for Financial Counselling Ethics yang dibentuk oleh Loren Dunton pada tahun 1969. Financial Planning is the process of managing your money to achieve personal economic satisfaction, and the ability to use knowledge and skills to manage one’s financial resources effectively for lifetime financial security. Financial Planning melingkupi beberapa main economic issue such cash flow management, education planning, retirement planning, investment planning, risk management and insurance planning, tax planning, estate planning and business succession planning.

Major Areas of Financial Planning

Yah simplenya adalah tidak memikirkan keuangan hari ini saja tetapi juga keuangan masa depan dengan melakukan investasi-investasi. Saya sendiri setelah mendapatkan pelajaran Financial Planning di semester kemarin, akhirnya mencoba melakukan investasi pada reksadana.

Di Indonesia belum terlalu banyak Financial Planner padahal menurut saya, people with asset more than IDR 500 million should hire one. No, i suggest everyone with income should really hire a financial planner. You know I have been in a stage in my life where highly uncertainty about my family’s income was haunted us. Satu-satunya perusahaan Financial Consultant yang saya ketahui adalah milik Bapak Aidil Akbar, yaitu AFC, Akbar’s Financial Check-up.


Beliau terhitung muda untuk pendapatan yang sangat besar dari menjadi seorang financial planner. A wage for a junior financial planner is around USD 1000-1300 per case. Yummy, huh?

Money money money! Always funny in a rich man's world!

I believe Financial Planning has helped million of people. I guess rich people in USA who survived the recent financial crisis is someone who has successfully managed his/her asset wisely, applying financial planning lessons. Knowing about Financial Planning, saya belajar menabung, which is sebenernya rada telat baru nyadar pentingnya menabung sekarang, tapi as long as I haven’t had any responsibility as someone’s wife or someone’s mommy, it is never too late.

So, have a healthy financial life will you? For the betterment of your future, your kids future, and your family’s future!

Lotsa love 🙂