由中国传媒大学主办，中国传媒大学设计思维学院承办的设计思维创新峰会以“创新助力数字化时代2021”为主题，关注设计思维的发展状况，聚焦设计思维对产业和生活的长远影响。峰会邀请设计思维行业权威专家Ulrich Weinberg教授，带来以“设计思维-解决复杂问题的全球策略”为主题的演讲。
Prof. U. Weinberg
设计思维-解决复杂问题的全球策略
Design Thinking – Global Strategy for Complex Problem Solving
Hello from Germany, and thank you very much ethe opportunity to speak at the third Design Thinking Asia Summit, it is a special honor for me to be a part of this event, because I have a close and heartfelt relationship with the CUC for many years, especially with its president, professor Liao XiangZhong. My younger brother as he calls me, as I call him, and the also to the head of the design thinking center , SHUI Linlin, at CUC. So thanks a lot for inviting me, and I'd like to start with a little look back.
大家好，首先请接受来自德国的问候，非常感谢有机会在第三届亚洲设计思维峰会上发言。能够参与此次活动，我感到非常荣幸。我与中国传媒大学有着多年真诚而亲密的关系，尤其是与我亲如兄弟的校长廖祥忠教授，以及设计思维创新中心主任税琳琳教授。所以，非常感谢邀请我参会，我想以一个小小的回顾来开始。
At the beginnings of the design thinking movement, as I would call it.
首先，我想回顾一下设计思维运动
I have been leading the School of Design Thinking at the Hasso Plattner Institute in Potsdam, Germany for 14 years now and I remember very well my first meetings with Prof. David Kelley,
作为院长，我在波茨坦大学HPI设计思维学院已经工作了14年。我对与大卫·凯利教授的第一次会面仍记忆犹新。
Here you see a picture of Potsdam, how it looks usually, or it looked before the pandemic. Right now, we have just a digital semester. The third digital semester, actually, the fourth, we are in right now.
在这里，您可以看到波茨坦的照片，它通常的样子，或者说是新冠流行之前的样子。 现在，我们只能线上教学。 我们现在正处于第三个，实际上是第四个线上学期。
But I remember very well my first gatherings with the Professor David Kelly, it's at Stanford University, and here you see. David Kelly and Stanford . This is a picture I took several years ago, and I asked him. And he is the founder of, not only the founder of ideal, very well known Innovation agency. He is also the founder of the first school of design thinking on our planet. And he came up with the idea about twenty years ago, and that is the so called D school at Stanford =University in Silicon Valley.
但我清楚地记得我第一次与大卫·凯利教授的聚会，那是在斯坦福大学，你看，这是大卫·凯利和斯坦福。 这是我几年前拍的一张照片，我请求给他拍的。 而他不仅是IDEO公司，这家世界知名的创新机构的创始人，也是全球第一所设计思维学院的创始人。大约二十年前他提出了这个想法，那就是位于硅谷的斯坦福大学设计学院。
And if I remember right the meeting was, I think in 2007、2008. And I asked David Kelly, what was his inspirational source? To start this kind of radical thing, this kind of innovative department at one of the best American universities. What was the idea?
如果我没记错，那次会面是在2007或者2008 年。 我问大卫凯利，他的灵感来源是什么？在美国最好的大学之一做这么激进的事情，创办这种创新的学院。这个灵感来源何处？
And what was the driving impulse to do that. And he actually pointed back to German , to the Bauhaus School, which was started in 1919, so it celebrated its 100 anniversary in 2019.
我问大卫·凯利，是什么激励他在美国最好的大学创办专注于创新教育的设计学院时，他提到了创建于1919年，在2019年过完100岁生日的德国包豪斯学院
And by its nature and concept, the Bauhaus was something completely new at that time. As it represented an amalgamation of art and craft.
就其性质和概念而言，包豪斯学院强调艺术和技术的融合，这在当时是极为新潮的。
Today, the historic Bauhaus represents the most influential education institution in the field of architecture、art and design in the 20thcentury.
今天，历史悠久的包豪斯是20世纪建筑、艺术和设计领域最具影响力的教育机构。
And the building you see here is the building I recently visited. Actually, there's still kind of museum. And it's partly used also by the university. And but why was David looking back to this and pointing back to this. That was he framed it, I think very nice.
而你在这里看到的建筑就是我最近参观过的建筑。 实际上，这里还作为一个博物馆。它的一部分也被大学使用。但是为什么David会提到这个建筑。我觉得他的解释非常好。
He was saying the guys at the Bauhaus, they were putting up an angle of creative disciplines, the architects, the sculptors, the painters, the industrial designers. Musicians, artists, theater performers, custom designers and so on.
David这样描述到:从创意学科的角度，这些在包豪斯的人们，有建筑师，雕塑家，画家，工业设计师，音乐家，艺术家，戏剧演员，服装设计师。
And in the 20thcentury, you were saying. We are facing another dimension of complexity, and the angle of creative disciplines is not enough anymore. We need 360 degrees, we need allthe intelligent minds of the people we need, also the medical doctors, the business economists, the sociologist. The computer scientist, the lawyers, mechanical engineers.
在20 世纪，我们面临着另一个维度的复杂性，创意学科的角度已经不够了。 我们需要360 度全方位的思考角度，我们需要所有人的智慧，包括医生、经济学家、社会学家， 计算机科学家、律师、机械工程师等等。
And his wish was to unleash and to connect the greater power of all those disciplines.
他的愿望是释放并连接所有这些学科的力量。
And so he came up with the idea of the D school about twenty years ago, and offered the students to leave their silos. And to get together for a project period with other students from other disciplines.
因此，他在大约20年前萌生了建立设计思维学院的想法，帮助学生们突破知识储备的局限，与其他学科的学生一起在共同完成的项目中学习和研究。
And to be honest, my experience throughout the past fourteen years running the School of design thinking and Potsdam in Germany tells me, he was completely right. I have experienced design thinking as the best way known to be.
老实说，从我过去14年在波茨坦大学创办和运营HPI设计思维学院的经验来看:他是完全正确的。我用最好的方式体验了设计思维。
To initiate innovation processes and solve complex problems in a forward looking at sustainable way. I haven't seen anything more holistic as an approach.
在我看来，设计思维是启动创新过程，以前瞻性和可持续的方式解决复杂问题的最佳方法。我还没见过比这更全面的方法。
And many companies have understood, this is a picture here out of this, the D school, also before pandemic.
很多企业都已经对此有所了解。这是设计学院在新冠疫情之前的一张图片。
And many companies actually have understood this recent years, and have embarked on the path of digital transformation with design thinking.
近年来，许多公司已经认识到这一点，并开始通过设计思维走上数字化转型的道路。
And for example, I like to use Bosch as an example, because we accompanied this organization, with 400000 people all around the planet, global player, since more than five years now on their path on digital transformation.
例如，我喜欢用博世(Bosch)作为例子，我们见证了这家企业近年的变化，作为一家国际性大公司，博世在全球拥有40万员工，五年多以来，他们一直在数字化转型的道路上探索。
And it was so interesting what they were doing also using design thinking on this path and Volkmar Denner the CEO of Bosch, he framed it. He was got an interview, and he was asked, how are you doing how you were dealing with digital transformation with that large organization, and he was framing it in a very good way , I thought.
有趣的是，他们在数字化转型上也使用了设计思维。作为博世的首席执行官，Volkmar Denner在一次采访中被问到，你是如何处理大公司的数字化转型的。我觉得他的回答很有见地。
He was saying for Bosch, digital transformation is firsthand.
他说对博世来说，数字化转型是第一次切身的体验。
And foremost, a deep cultural and social change. And secondly, the introduction of new technology. New technologies and actually, at the same interview, he was stating.
最重要的是，数字化转型是一次深刻的文化和社会变革，其次才是新技术的引入。在这次采访中他说到。
I have, I've seen so many companies and organizations doing it the other way around, first introducing technology and second realizing wow, this is about a cultural shift. This is a cultural transformation.
我见过很多公司和组织以反其道而行之，首先引进技术，然后意识到，哇，这其实是一种文化的转变。这是一种文化的变革。
What did they do they redesigned, for example,
他们做了什么呢？他们重新设计了，诸如：
The incentive system, because they were saying we want to foster collaboration in the organization. So individual incentives.
激励系统，因为他们说我们想要在组织中促进合作。所以需要重新设计个人激励机制。
That's that was a big portion of the incentive system.
这是激励系统的很大的一部分。
Is not a very good thing for to foster collaboration, because it fosters competition. And so they got rid of that.
个人激励对于促进合作并不是件好事，因为它会引发相互攀比。所以他们把它去掉了。
In 2015 to 2016, they completely stopped individual incentives, and then they asked their people to redesign their offices, the workplaces. And it's not that they designed it from top down. They ask the people in their organization, also with creative methods like design thinking to redesign it. Rethink their work environment, and of course, after this process, it looked very different, and they also redesigned the structure of the organization.
在2015年到2016年，他们完全停止了个人激励，然后他们要求员工重新设计他们的办公室，工作场所。这并不是他们自上而下设计的。他们要求组织里的人，也用设计思维等创造性的方法重新设计它。重新考虑他们的工作环境，当然，在这个过程之后，它看起来脱胎换骨，他们也重新设计了组织结构。
From a hierarchical structure, as it used to be a kind of silo based system, towards something which they called an cross functional team mode.
从曾经注重个人考核的等级式结构，转变成一种他们称之为跨职能团队的模式。
That is a picture from Bosch, which I am allowed to use, and it reflects very well.
这是一张博世的图片，它很好地反映了博世的转变。
My basic thinking, which I was writing down in my book, in which was called network Thinking.
我最基本的思维，我在我的著作里称为网络思维。
In about 2015, where I try to find a metaphor for the fundamental change of the pattern shift and deep pattern shift.
大约在2015年，我试图用一个栩栩如生的比喻来描述一种深层次的基础性变革。
Which we are seeing from analog, moving from analog to a digital mode. Actually, the book was released first in German. Second, in Chinese. Third in English.
这种变革存在于从模拟时代向数字时代转变的过程中。这本书首先以德语发行。之后出版了中文和英文版本。
And I was, I was trying to illustrate or to define a visual pattern.
我试图建立或定义一个视觉模型。
And this is , for me, the pattern of the twenty 20th century or 19th century, the pattern of the analog world.
对我来说，20世纪或19世纪是一种模拟世界的模式。
Kind of silo based hierarchical structure, and I call that the Bauhaus structure in Germany.
一种严苛的等级式结构，我称之为德国的布罗克豪斯结构。
And this is the pattern of the 21 century, it's a network pattern. It's defined through the combine, through the thoughts and to the connectivity between those thoughts. The connectivity is key.
这是21世纪的模式，我称之为网络模式。它是通过组合 ，通过思想以及这些思想之间的连接来定义的。连接是关键。
Compared to the upper pattern, where we have the kind of competitive separation of different structures as the key element, and I'm pointing on this arrow with design thinking, and I'm stating that with design thinking, you have an incredible, good tool set.
在前一种模式中，我们把不同结构之间的竞争作为关键元素。现在，箭头所指的是设计思维，我想说的是，有了设计思维，你就有了一个非常好用的工具，
To maneuver from this kind of traditional mind、set off、Block house of that kind of silo based, hierarchical structure, towards a network System. And we are not very far yet. We are actually very at the beginning, so we have seen through them past thirty years.
来从刚才所说的传统思维，即强调个人考核的等级式的布罗克豪斯结构，转变为一个网络系统。这一转变并没发生多久，实际上我们还处于起步阶段，而这一切是在此前的30年里发生的。
Digitalization, moving into the society and also into the industry. But there's still long way to go, and the interesting things with the Chinese version of my book.
社会在经历数字化，产业也在数字化，但还有很长的路要走。关于我这本书的中文版，还有一个有趣的故事。
I got an invitation from the CEO of Haier in Qingdao, and I was really surprised.
有一天，我突然收到海尔公司CEO张瑞敏的邀请，我感到非常惊讶。
And I took the chance, and I went to Qingdao and got in touch. You see here the picture with the Zhang Ruimin.
我接受了邀请，前往青岛与他会面。这张是我与张瑞敏的合影。
The CEO with the Chinese version of the book. And he had read the book.
我们拿着这本书的中文版。他非常仔细地读过这本书。
Very intensively, and actually there's also a chapter about China, The book.
这本书实际上还有一章是关于中国的。
Because I was stating that a Chinese at an Asian mindset is way more towards the networked structure, that a Western mindset, which is very much organized in a kind of silo based structure. And A to Z Line up of things and linear thinking.
因为在我看来，中国人特有的东方式的思维方式更接近于网络化结构，而西方的思维模式，是一种精细划分的等级式结构。从A到Z的直线排列和线性思维。
We had a very intense discussion about his deep understanding of network thinking, which he was realizing also in his organization, he was stating that what I was writing in my book, he is practicing in the company Haier, and he told me about what his redesign towards.
我们就他对网络思维的深刻理解进行了非常热烈的讨论，他在海尔也意识到这一点。他说我在书中谈到的，正是他在公司整体层面上的实践，他向我描述了他为海尔重新设计的方向。
And I show a picture here from a Pyramid based, hierarchical structure, as they used to be with their 80000 people. It's a large organization, and also globally acting, and he was redesigning it towards an ecosystem of micro enterprises.
这里展示的图片，是海尔这个拥有8万员工的庞然大物曾经经历的金字塔式的等级结构。这是一个庞大的组织，同时也是一个全球性的组织，他当时正在努力将其重塑为一个由众多微型企业组成的生态系统。
And I like the idea very, very much.
我对这个主意喜爱至极。
This is a picture I got from Haier, and he also introduced me to a term which I was not aware of, the Rendanheyi. 这张图片是我从海尔拿到的，张瑞敏还给我介绍了一个新鲜的术语：人单合一
I hope I pronounce it somehow right.
希望我的发音是对的
And he was, he was stating, because I asked him, are you using design thinking is that what you are doing and he framed it with Rendanheyi, saying: Yes, there is ren as the person inside of the company, and there is dan, the person outside of the organization. You could state it as the client.
我当时问他：“你在建立这个‘人单合一’的框架时，是否运用了设计思维？”他的回答是肯定的，这里的“人”是在企业里工作并且拿到报酬；而“单”是组织以外的人，实际上也算是客户
And there's, he, the connectivity between the person inside and the person outside of the organization.
然后“合”，就是指企业内外的人员是存在某种连接的
And this is what I am, I was appreciating very much as a new term for myself , also.
因为这点，我很欣赏这个新鲜的概念
Because what we are trying to do with design thinking is make people aware that the connectivity, not only the connectivity between the people in a team.
因为我们尝试用设计思维去做的就是让人们意识到这种连接——不仅是一个团队在处理复杂问题或创新挑战时其内部成员间的连接
A team which is addressing a complex problem or trying to solve an innovation challenge. But also the connectivity between, the person in an organization and the person outside and of an organization, and the connectivity between different departments is becoming more and more the key of what we are obviously focus on.
还要关注企业内部与外部人员间的连接。另外，我们也愈发关注公司中不同部门人员间的连接。
And I'm so happy that we have now. 我很高兴的是我们已经在这样做了
Four years ago that we got the chance to start the Global Design Thinking Alliance because they are not very many institutions on the planet moving in this direction yet.
四年前，我们得以启动国际设计思维协会。那时世界上朝着这一方向发展的机构并不多
So we thought it would make sense to join forces with some institutions who are on that path already.
所以我们认为可以和已经共同走上这条道路的机构展开合作
And to globally discuss the impact of design thinking and actually get more and more people involved in, also organizations involved and in touch with design thinking, and I'm so happy that and glad that the CUC with Professor Liao, my younger brother was one of the founding members in 2017.
2017年，国际设计思维协会成立，我们希望在全球范围内讨论设计思维的影响，让更多的人和组织接触到它。 很高兴，中国传媒大学在廖祥忠教授的带领下，作为创始成员之一也在这一年加入了国际设计思维协会大家庭。
And now we see, you see that here on the map. We see about 25 member organizations, institutions and five continents, and it's a vivid exchange, actually , we do global design thinking workshops(国际设计思维工作坊).
目前，协会已经有来自五大洲的25个成员机构，我们藉此进行着富有活力的交流，例如组织国际性的设计思维工作坊
We do a coaches exchange programs(教练交流项目). We have research programs running. We do a monthly session which we call the Spotlight Session with key notes from important people from the design thinking world. 每月焦点会议和主题演讲
我们会组织教练交流项目、进行各种项目研究；还会每月举办焦点会议，邀请设计思维界的重要人物来做主题演讲
And we have yearly conferences(年度会议), and the last one was happening in September this year, and we caught the whole thing The global policy innovation Lab. Because it was a twelve hour a twelve hour online program.Non stop around the globe. And we had 800 participants for more than seventy countries listening to our speakers and to the panel sessions and learning from speakers from Denmark, from Singapore, from Russia and other countries about innovation in politics and which role design thinking can play and is playing already in governmental institutions.
我们每年会举办年度大会，在2021年9月最新一届大会中，我们举办了题为全球政策创新实验室的12小时在线项目。来自70多个国家的800名与会者参加了活动，在发言嘉宾和论坛的分享中，我们看到丹麦、新加坡、俄罗斯以及其他国家在政治领域的创新，以及设计思维在政府机构中扮演的角色。
Which is highly interesting. Through the past years, that design thinking was used very intensively in the industry, in the learning environments. But more and more politicians and policy makers are aware that it makes sense also to unleash the creative power to solve political problems, also with design thinking .
有趣的是，在过去数年间，设计思维已被充分应用在工业和教育领域；而现在，连政客和智囊团们都意识到了设计思维可以激发出巨大的创造力，来解决政治问题。
And in 2020, that was the first year of the Covid-pandemic, so we had to move the conference, which was happening before in the years before physically. So we had to move it online as we did this year. But that was our first need to do that.
2020年是新冠疫情的第一年，我们不得不把始于几年前的会议搬到网上，但这只是第一步。
And we called the whole conference, it was also a twelve hour around the globe conference. We call it responsible innovation in times of uncertainty.
我们线上召开这个持续12小时的全球会议，主题是“在变化莫测的时代中肩负责任的创新”。
And at the center of the conference. There was a new standard developed by IEEE 7000.
会议的核心议题是关于IEEE 7000发布的一项新标准。
Which is the world's largest association of Engineers, and they worked for quite a while, actually, for more than five years on a new standard of on ethically based, technology development, and especially if you look at artificial intelligence and robotics, the development through the past years. That has such a deep impact on society that we need new standards to ensure.
这个世界上最大的工程师协会探索了五年多基于伦理的技术开发标准。特别是在人工智能和机器人技术的发展对社会产生重大影响的今天，我们需要新的标准来确保技术的发展
That technology is developed for the people and not against the peoples needs and the wishes.
是为了造福人类，而不是违背人的需要和愿望。
And so IEEE 7000 was developing that standard, and we actually asked the drivers of that standard to be at the conference and to be at the heart of the conference.
因此，IEEE 7000就在起草这一新的标准，我们邀请新标准的推动者们作为核心演讲人参加了此次会议。
We had the speakers who were now in Vienna, actually, last week there was the official European launch of the standard.
当时的演讲者现在正在维也纳，实际上，这个新标准已于上周在欧洲地区的正式发布。
Here you see the um picture from the website IEEE 7000. and last week there was the official announcement and opening in Vienna.
这些图片来自IEEE 7000网站。新标准的发布上周在维也纳进行了官宣。
And I got the chance to be a part of that.
我参加了当时的发布会。
And we see here Professor Sara Spiekerman, and Sara Spiekerman was one of our speakers also last year at the conference, and based on her research and books through the past years about ethics and technology, the whole standard developed.
这是Sara Spiekerman教授，她也是我们去年会议上的演讲者之一，整个标准的起草都基于她过去几年关于伦理及技术的研究和书籍。
Together with her, she was acting also as a Vice chair for the whole standard. And we got the chance to discuss with her also later on.
她亦是整个标准的副主席。后来我们进行了交流。
And since IEEE 7000 and herself, are were approaching us. As the Global Design Thinking Alliance to be a partner for that program for the next years.
IEEE 7000和她本人当时找到我们，希望在未来的几年里跟国际设计思维协会合作，为推动新标准做些事情。
Because yes, there was a five, six years development phase of that new standard based of bringing ethical.
这个基于伦理的新标准已经经历了5到6年的发展阶段。
A base to technology development and value based engineering in the front.
它是技术开发和前沿价值工程的根基。
But now , we need to really bring this to the organizations, to the companies.
现在，我们需要真正将它应用到社会组织和企业中。
And design thinking with the user centered and human centered approach was seen by IEEE 7000 as probably the driving force for these new kind of thinking.
IEEE 7000认为以用户为本和以人为本的设计思维是这些新的思维方式的驱动力。
I'm really happy that we have now the HPI and GDTA already signed an agreement.
我很高兴哈索-普拉特纳研究所和国际设计思维协会签署了合作协议。
And we are now setting up training programs. And I invite all of you.
我们正在设计相关的培训项目。我希望邀请你们所有人，
All of you are listening here in Asia also to participate and to become a driving force for ethical based technology development and value based design.
所有正在聆听的诸位参与进来，代表亚洲，一起推动基于伦理的技术开发和基于价值的设计。
And thank you very much for your attention.
非常感谢大家的聆听。
It is a pleasure to be here. I would have loved to be their physically and also to attend the conference and listen to all of you.
很高兴来到这里。我非常想亲临会议现场，聆听你们所有人的发言。
Thank you very much for inviting me.
非常感谢你们的邀请。
Stay negative, think positive is my motto through the pandemic, and I give that to you.
“身处消极，更要积极思考”是我疫情期间的座右铭，我将这句话送给你们。
Thank you very much.
非常感谢。
And bye bye.
再见。
