Dr Søren Petersen

Wednesday, 25th Feb 2015


Design Driven Startups – Silicon Valley vs. San Gabriel Valley

– Applying design science research & metrics to propel startup performance

The Creative Economy increasingly provides the main engine of progress in the developed world. For example, eleven percent of the GNP in Denmark is now attributed to The Creative Economy and the government is investing heavily in infrastructures supporting design driven startups. New evidence-based methods, processes and tools are facilitating a better fit between founders’ capabilities and market opportunities. How can startups best build and leverage their own design capabilities?

This presentation shares the latest research findings from Silicon Valley and San Gabriel Valley in Design Driven Startups. The research has established the hunting ground, as well as, the sweet spot for various types of entrepreneurial endeavors, ranging from incremental change to breakthrough market and technology innovations. Based on the collected data, a linear regression model has been devised that together with a market-technology-execution principle, predicts a startup’s success at the end of the seed capital phase.

Methods are founded on Design Science Research and Design Quantification, using experiments and empirical data. This was done in collaboration with Stanford Venture Design Studio, Art Center College of Design – The Design Accelerator, Innovate Pasadena, Pasadena Angels, Copenhagen Business School and The Technical University of Denmark. For more information, please contact soren.petersen@ingomar.net or check out the articles on the Creative Economy in The Huffington Post: http://www.huffingtonpost.com/soren-petersen/

Copenhagen Institute Of Interaction Design ApS
37 Toldbodgade
1253 Copenhagen

When: Weds, Feb 25th, 2015 – 5-6pm

Please sign-up here: https://www.eventbrite.com/e/open-lecture-dr-sren-petersen


Dr Søren Petersen is an international business consultant and design science researcher, author and a regular contributor to The Huffington Post – The Creative Economy: http://www.huffingtonpost.com/soren-petersen.

Throughout his twenty year career, he has worked with many top tier international organizations, including Rambøll Group, BMW Group DesignworksUSA, Stanford University, Copenhagen Business School, Fraunhofer Institute, Delft University, Hong Kong Polytechnic University, Kookmin University and Hanyang University.

He received his PhD from Stanford University in ME Design Research, MS Mechanical Engineering from The Technical University of Denmark and his BS Transportation Design from Art Center College of Design. Over the past six years, he has published twenty-four scientific papers and over one hundred and fifty articles on the Creative Economy, as well as, authoring Profit from Design, a definitive book on design quantification.

Research areas are comprised of design strategy – developing processes, methods, tools and metrics for bridging business and design. These include: Design Driven Startups, Design & Business Model Experimentation, Design Balanced Scorecards, Design Driven Portfolio Management, Inspirational Design Briefing, Managing Designers’ Risk Attitude, Gamification in Concept Design and Crowdsourcing Design Research.