ーーーーーーーーーーーーーーーーーーーーーーー schoo WEB-campusは「WEBに誕生した、学校の新しいカタチ」。 ＷＥＢ生放送の授業を無料で配信しています。 ▼こちらから授業に参加すると、先生への質問や、ユーザーとのチャット、資料の拡大表示等が可能です。 https://schoo.jp/class/522/room ーーーーーーーーーーーーーーーーーーーーーーー

1. 2014 i.school All Rights Reserved.
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1
1©
UT
i.school,
All
rights
reserved

2. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2
イノベーションの学校、東京大学i.school

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
33
Innovation
Design / Science

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4
ゲスト講師陣
新 隼人（Hayato
Shin）
i.lab:
Researcher
村越 淳（Jun
Murakoshi）
i.lab:
Product
Designer
小川 悠（Yu
Ogawa）
東京大学i.school:
Assistant
Director
i.club
マネージングディレクター
田村 大（Hiroshi
Tamura）
東京大学i.school:
Founder/ExecuFve
Fellow
Re:public:
共同代表

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5
連続授業のゴール
イノベーション創出プロセスの全体観が分かる
コンセプトアイデアが出せるようになる
コンセプトアイデアの出し方のプロセスが分かる

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6
連続授業の流れ
講義（全５回） ワークショップ（全3回）
① 4/16【イノベーション創出にお
ける基礎と方法論】
② 4/23【理解①：インタビュー・
フィールド観察の目的と方法】
③ 4/30【理解②：技術・事例調査
の目的と方法】
④ 5/7 【創出：アイデア発想の発
散・収束・表現方法】
⑤ 5/14【実現：コンセプトのデザ
イン方法とユーザー調査】
⑥ 6/3 【ワークショップ①未来の暮
らしの中のロボットに学ぶ】
⑦ 6/10【ワークショップ②インドの
サービスに学ぶ】
⑧ 6/17【ワークショップ③ キャンパ
スライフのサービスに学ぶ】

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77
理論と実践

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88
今日のゴール
▶ 「イノベーション」の意味や必要性がなんとなく分かる
▶ イノベーション創出のプロセスや方法論の全体観がつく

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99
なぜ今、イノベーション？

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1010
2050

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1111
①無機物から成る「人」の誕生

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12
知性

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
13
身体性

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14
私たち人間の役割って何？

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1515
クリエイティビティ
コラボレーション

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1616
→Innovation

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1717
②成熟期を迎えた社会

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1818
どうやって現状維持するか？

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1919
動的平衡な人・社会

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2020
現状維持するための
主体的変化

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2121
→Innovation

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22
2
2©
UT
i.school,
All
rights
reserved

23. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2323
いくつか名著をご紹介

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2424
持続的イノベーション（＝改善しハイエンドへ）
破壊的イノベーション（＝ローエンドから市場席巻）
現在の大企業も当初は、破壊的イノベーションから入り、
顧客の声に耳を傾け続け次第に持続的イノベーションに
シフト。その後、顧客の潜在的な声に耳を傾けローエン
ドから来た他の企業の破壊的イノベーションでひっくり
返される
破壊的イノベーションのマネジメントには、小さい組織、
素早く、成果を早期フィードバック。
The Innovator’s Dilemma

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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2525
技術ではなく、人間中心で発想していく
「デザイン思考」の大切さをデザインコン
サルティングファームIDEOは提唱する。
「デザイン思考」の要諦は、アイデア発想
者が、まずはフィールド観察や生活者イン
タビューを通してユーザーに共感するとこ
ろからアイデア創出のプロセスを始めると
ころ。
The Art of Innovation

26. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
2626
理論と実践

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27
発明と発見のひみつ

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2828
50 Innovations
150 People

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2929
Innovation?

30. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3030
皆さんは、どんな事例が、
「イノベーション」
だと思いますか？

31. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3131
授業を楽しむための、
「頭の使い方」
「気の持ち方」

32. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3232
頭の使い方：論理と感覚を総動員
お手元に紙とペンを準備して、キーワードと絵を使い、手を動かしながら考える
32

33. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3333
気の持ち方：ポジティブに解釈
「１０中８、９は駄目・・・」ではなく、「１０中１、２は行ける！」の気持ちで！
33

34. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3434
皆さんは、どんな事例が、
「イノベーション」
だと思いますか？
投稿してみてください！

35. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3535
GT ARTS, IncJon Osborne
先ほどの本のイノベーション例
The Department for Culture, Media and Sport

36. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
36
イノベーションの本質は、
（必ずしも技術革新を伴わなくとも）、
人や社会にとって新しい価値を提供し、
人々の行動や価値観を不可逆的に変化さ
せることにある

37. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
37
3
7©
UT
i.school,
All
rights
reserved

38. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
3838
Yokota
どうやって、
イノベーションを
生み出すか？

39. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
39

40. 2014 i.school All Rights Reserved.
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4040
イノベーションへの
プロセスに着目

41. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4141
1
コンセプト
10
市場投入

42. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4242
100
普及
10
市場投入

43. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4343
イノベーションへのステップ
1
コンセプト
10
市場投入
100
普及

44. 2014 i.school All Rights Reserved.
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4444
偉い人の話をご紹介

45. 2014 i.school All Rights Reserved.
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4545
「企業の目的は顧客創造である以上、企業
の基本的な機能はマーケティングとイノ
ベーションの2つしかない・・・」
ピーター・F・ドラッカー

46. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4646
「実践なき理論は空虚であり、
理論なき実践は無謀である」
ピーター・F・ドラッカー
余談ですが、

47. 2014 i.school All Rights Reserved.
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4747
「企業の目的は顧客創造である以上、企業
の基本的な機能はマーケティングとイノ
ベーションの2つしかない・・・」
ピーター・F・ドラッカー

48. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
4848
1
コンセプト
10
市場投入
100
普及
①イノベーション機能 ②マーケティング機能
企業活動
（＝マネジメントの対象）

49. 2014 i.school All Rights Reserved.
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4949
「イノベーション・マネジメント」
という学問分野があります

50. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
5050
1
コンセプト
10
市場投入
100
普及
イノベーション・マネジメント
技術経営学的分析論
（MOT）
経営学的分析論
（MBA）

51. 2014 i.school All Rights Reserved.
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5151
企業内の職種などを考えると？

52. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
5252
1
コンセプト
10
市場投入
100
普及
企画／エンジニア／
デザイナー
マーケティング／営業
大企業の業務プロセス

53. 2014 i.school All Rights Reserved.
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5353
これで、充分？

54. 2014 i.school All Rights Reserved.
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54

55. 2014 i.school All Rights Reserved.
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5555
0
知識
1
コンセプト

56. 2014 i.school All Rights Reserved.
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5656
0
知識
1
コンセプト
なんと、見落とし！

57. 2014 i.school All Rights Reserved.
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5757
最近のイノベーション業界（？）では、
この０⇒１に関心が集まっています

58. 2014 i.school All Rights Reserved.
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5858
授業の対象
0
知識
1
コンセプト

59. 2014 i.school All Rights Reserved.
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5959
０⇒１のコツ

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6060
すぐやる、今やる！

61. 2014 i.school All Rights Reserved.
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61
まず、アイデア出してみる！！！
ー未来を見据えて新しい「家電」や「家具」のアイデ
アを考えて下さい！
ー自分なりの方法でいいので、必ずアイデアを出そう
としてみる
ーアイデアが出たら、お気に入りのアイデアを投稿し
てみてください
ーくだらないアイデア歓迎！！
ー３分間くらい時間とります

62. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
62
次に、自分の思考プロセスを思い返す！
ーどうやって先ほどのアイデアを思いつきましたか？
ー言葉でプロセスを具体的に説明してみてください
例）片付けロボット：まず、自分の生活の中で面倒臭いことを
シーンで思い返して、片付けを着想した。片付けをしてくれる
ロボットをつくろうと思って、自分の部屋に置くなら、形はご
つい感じよりも、小さかったり人型がなじみやすいかなと思っ
て、小さい人型の片付けロボットにした。
ーあなたの「思考プロセス」を投稿して下さい！
ー3分間くらい時間とります

63. 2014 i.school All Rights Reserved.
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6363
つまり、
この領域にもプロセスがある！
0
知識
1
コンセプト

64. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
6464
よいアイデアを打率よく出すには、
今まで無意識でしていた
「発想プロセス」の
理解と制御が効果あり？！

65. 2014 i.school All Rights Reserved.
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6565
『ぼくは天才ではありません。なぜかというと、自分がど
うしてヒットを打てるかを説明できるからです。』
『自分で無意識にやっていることを、もっと意識をしなけ
ればならない。』

66. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
6666
一般的には、
どういうアプローチがあるか？
0
知識
1
コンセプト

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67
③人間中心アプローチ
①技術中心アプローチ
②市場中心アプローチ
• 経営企画系の事業開発部門、マー
ケティング部門、戦略コンサル、
シンクタンク、ブルーオーシャン
戦略、Break the Biasとか
• R&D系の事業開発部門、戦略コン
サル、技術経営分野専門家、技術
ロードマップとか
• デザインリサーチ部門、デザイン
コンサル、デザイン思考とか
「この製品・サービスを使っている人が感じ
ている本質的な価値はどこにあるのか？」
「人の日常生活は今後どのように変化してい
くのか？」
「この基礎技術を使って、どのような製品開
発が出来そうか？」
「今後どのような技術領域がホットなのか」
「どの市場が今後拡大するのか？」
「どの地域・消費者層が今後有望か？」
「敢えて競合製品とは異なる価値や体験は他
にないか？」

68. 2014 i.school All Rights Reserved.
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6868
それぞれのアプローチの、
一長一短を考えてみます。

69. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
6969
技術中心アプローチの
「メリット」と「デメリット」を
それぞれ投稿してみてください！

70. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7070
市場中心アプローチの
「メリット」と「デメリット」を
それぞれ投稿してみてください！

71. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7171
人間中心アプローチの
「メリット」と「デメリット」を
それぞれ投稿してみてください！

72. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
72
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
人間中心アプローチ
技術中心アプローチ
市場中心アプローチ
• 経営企画系の新規事業開発
部門、戦略コンサル、シン
クタンク
• R&D系の新規事業開発部
門、戦略コンサル、技術経
営分野専門家
• デザインコンサル、デザイ
ンリサーチ部門

73. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7373
アプローチ 強い点（＋） 弱い点（ー） 特徴
評価①
（製品開発）
評価②
（サービス
開発）
評価③
（事業創出）
技術中心 ▶保有技術や先端技術を
活用した事業アイデアの
ため事業上の差別化が図
りやすい
▶既存業務プロセスや発
想方法と親和性が高い
▶アイデアの事業上の現
実性や需要が不安定であ
り、事業スタート検討に
向けて事後的に詳細な
ニーズ調査が必要となる。
▶既存の製品開発や事業
開発プロセスの中で最も
多用されているものと思
われる
○ △ △/◎
社会／市場中心 ▶有望な市場は特定出来
ため、事業上の大失敗を
するリスクが押さえられ
る
▶誰もが注目する社会事
象や有望市場であるため、
事業アイデアに新規性が
生まれにくい
▶マクロデータを取り扱
い、定量的な分析が中心
△ ○ ○
人間中心
（＝デザイン思考）
▶製品単体のアイデアだ
けではなく、利用シーン
まで含めた事業アイデア
を発想可能
▶アイデアに生活者側か
らみた新規性が生まれや
すい
▶技術側からみた新規性
や差別要素が弱く、事業
上の優位性を確保しづら
い
▶プロセス中に非線形の
思考操作を求められる場
面が多く、アイデアの質
が個人のプロセスへの習
熟度や能力に大きく依存
する
▶観察やインタビューを
中心として、定性的な分
析と仮説構築が中心
▶「デザイン思考」と呼
ばれるアプローチと殆ど
同義
◎ ○ △
i.school/i.lab ▶生活者と技術側の両方
からみて有望性や実現性
がある程度確認される
▶論理的な思考プロセス
を基盤とするため、ビジ
ネス上の思考方法と親和
性が高い
▶先端技術情報へのアプ
ローチが環境的に難しい
場合がある
▶先端技術情報の理解度
と活用可能性が個人の
バックグラウンドや能力
適正に依存する
▶人間中心と技術中心の
強い点を活用したハイブ
リッドアプローチ
▶定性的な分析と仮説構
築を中心として、構築し
た仮説を定量データも含
めて検証する
○ ○ ◎
アプローチの特徴と評価

74. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
74
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
i.schoolでの
統合したアプローチ

75. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7575
次回以降は、人や技術の調査の目的とやり方。
そしてそれらの結果を掛け合わせた、
アイデア発想のやり方を学んでいきます。

76. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
76
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
次回は、「人」側の調査の方法

77. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
77
次回のゲスト講師
田村 大（Hiroshi
Tamura）
東京大学i.school:
Founder/ExecuFve
Fellow
Re:public:
共同代表

78. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7878
振り返り

79. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
7979
なぜ今、イノベーション？

80. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8080
2050

81. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8181
①無機物から成る「人」の誕生

82. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8282
②成熟期を迎えた社会

83. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8383
皆さんは、どんな事例が、
「イノベーション」
だと思いますか？

84. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8484
GT ARTS, IncJon Osborne
必ずしも「技術革新」は伴わなくてもよい
The Department for Culture, Media and Sport

85. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
85
発明と発見のひみつ

86. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8686
イノベーションへのステップ
1
コンセプト
10
市場投入
100
普及

87. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8787
0
知識
1
コンセプト

88. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8888
授業の対象
0
知識
1
コンセプト

89. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
8989
よいアイデアを打率よく出すには、
今まで無意識でしていた
「発想プロセス」の
理解と制御が効果あり？！

90. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
90
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
人間中心アプローチ
技術中心アプローチ
市場中心アプローチ
• 経営企画系の新規事業開発
部門、戦略コンサル、シン
クタンク
• R&D系の新規事業開発部
門、戦略コンサル、技術経
営分野専門家
• デザインコンサル、デザイ
ンリサーチ部門

91. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
91
社会市場 人間技術
アイデア
技術 人
発 案 者
アイデア
(製品／サービス／体験)
IDEA
i.schoolでの
統合したアプローチ

92. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
9292
今日のゴール
▶ 「イノベーション」の意味や必要性がなんとなく分かる
▶ イノベーション創出のプロセスや方法論の全体観がつく

93. 2014 i.school All Rights Reserved.
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be used for any other purpose nor disclosed to any other party without i.school’s written consent.
9393
Q&A

94. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
9494
Thank you!

95. 2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not
be used for any other purpose nor disclosed to any other party without i.school’s written consent.
95
9
5©
UT
i.school,
All
rights
reserved