Serious Play: How the World's Best Companies Simulate to Innovate

by Michael Schrage and Tom Peters

Successful innovation demands more than a good strategic plan; it requires creative improvisation. Much of the serious play that leads to breakthrough innovations is increasingly linked to experiments with models, prototypes, and simulations. As digital technology makes prototyping more cost-effective, serious play will soon lie at the heart of all innovation strategies, influencing how businesses define themselves and their markets. Author Michael...

• Format: Hardcover
• Language: English
• ISBN: 0875848141
• ISBN13: 9780875848143
• Release Date: December 1999
• Publisher: Harvard Business Review Press
• Length: 272 Pages
• Weight: 0.68 lbs.
• Dimensions: 1.0" x 6.6" x 9.6"

Customer Reviews

Simulation Enlarges Shared Space, Thinking, and Results!

:'Serious play is not an oxymoron; it is the essence of innovation.'Serious Play is one of those rare books that will change the paradigms that many companies and other organizations have, enable them to learn faster and more effectively, and then make better decisions. In the foreword, Tom Peters connects the concepts in this book to one that Bob Waterman and he wrote about in In Search of Excellence: Ready, Fire, Aim! The idea is that we can learn a lot by trying things out before they are finalized. In the process, our aim improves. This is an elegant description of some of the advantages of simulation. The book is rich in examples of how companies use simulation. These examples are clustered around financial models (both spreadsheets and more advanced computer models) for transaction decisions, creating three-dimensional models of new products for development and testing (Boeing's 777 and DaimlerChrysler's new cars), improving choices around environmental changes (Royal Dutch/Shell's planning process), and examining business model alternatives (demand and scheduling simulations for airlines and hotels, and combining better cost information from activity-based costing to identify strategic alternatives). Each of these clusters is examined in some detail, with lots of lessons of what works and what does not. Here are the book's organizational structure and key ideas:Part I: Getting Real1. The New Economics of Innovation (it's usually cheaper to spend time and money on simulations than to make mistakes in the marketplace)2. A Spreadsheet Way of Knowledge (spreadsheets allow companies to look at more alternatives and explain them better, but there are dangers in relying on faulty ones)Part II: Model Behavior3. Our Models, Ourselves (models reflect how we think about innovation and our assumptions more than the real world)4. Productive Waste (the more we waste in thinking through alternatives, the better the final result and eventual economic returns are as long as we are focused on speed to implementation)5. Preparing for Surprise (the most valuable benefits come from surprises we don't expect -- be sure to keep your eyes open and follow up)6. Perils of Pathological Prototyping (ways to make simulations worthless or harmful -- lessons of what to avoid doing)Part III: S(t)imulating Innovation7. S(t)imulating Interventions (creating shared space and information flows allows more types of stakeholders to participate including suppliers, other internal functions, and customers)8. Measuring Prototyping Paybacks (understanding how you generate the most value from your project can improve your process)9. Going Meta: Evolution as a Business Practice (future steps for simulation improvements)User's Guide (10 key lessons):(1) Ask who benefits? This may create bias. Eliminate or reduce the bias.(2) Decide what the main paybacks should be and measure them. Rigorously. Without this focus, your

Serious Play is Serious Fun

Prototypes, simulations, beta versions, these, according to author Michael Schrage, are the stuff of Serious Play. Serious Play is a book that I found myself taking very seriously in deed. Its well-researched, highly readable pages gave me a framework for understanding so much of my own experiences, both in the development of games and the development of technography, that I found myself having genuinely serious fun reading and rereading this remarkably intelligent little book.The subtitle, "how the world's best companies simulate to innovate," explains a great deal of the power of Schrage's vision. His is a deep, and firmly rooted understanding of the emergence of a key practice for doing business in the new economy. He draws his insights from Microsoft and Disney, Boeing and Shell, top design firms and winners of the America's Cup. Designing games, I learned over and over again the value of a good prototype. No matter how clear my vision or how carefully sketched and documented the game might be, the only way I could successfully communicate the concept was by giving people something they could actually play with. At Ideal Toys, the toy and game designers worked next to the model making group. At Mattel Multimedia we had a whole division of people who spent their days creating storyboards or prototyping our ideas in Director. The more detailed and functional the prototype, the more successfully I was able to engage my programmers, my designers, my marketers, my bosses, my salespeople, and my audiences in the design and development of a truly innovative game. "Prototypes," explains Schrage, "should turn customers, clients, colleagues and vendors into collaborators...That's why such invitations should emphasize play...errors can be captured before they become obstacles, serendipity becomes a colleague. The more flexible and dynamic the prototype, the more flexible and dynamic the play -- and the greater the opportunities for profitable innovation."The efficacy of the outliner as a tool for supporting collaborative work can be explained by thinking of the dynamic outline itself as a prototyping tool. Every technography-enabled consultation has at its heart the goal of helping people play with their ideas. Schrage quotes British management professor David Lane: "Rather than attempting to take the position 'I am an expert in techniques that will teach you about your business,' the consultant should offer a process in which the ideas of the team are brought out and examined in a clear and logical way." Technography works because it gives people the chance to see their words on screen, and then to play with their ideas, to organize and reorganize, iterate and reiterate, until they are able to synthesize individual views into a coherent, well-structured vision. When I first met Michael Schrage and demonstrated technography to him, he was so moved by the power of what he experienced that he wound up writing Shared

A good read, and thought-provoking too

When I first heard of this book, it didn't interest me: I work for a company that specializes in simulation software, and most of the books on this topic that I've seen focus on the boring nitty-gritty of "how to write a simulation." Then I went to a Tom Peters workshop in which he recommended this book, and decided to take a look at it anyway. I'm glad I did: not only is the book well-written and easy to read, but it laid out the questions we should be asking our clients before we agree to create a simulation for them! As the author points out, simulations and prototyping are excellent tools, but they're only tools: what a corporation chooses to model and NOT to model is often telling, and politics and unexamined assumptions about the business often get in the way of the learning a good simulation could provide to a corporation. Another point he makes that I feel can't be over-emphasized: prototyping and modeling are often a process of "learning from failure," so a corporate culture that rewards only "successful" prototypes is cutting off one of its most fruitful sources of innovation. He also has a good discussion of the tradeoff between modeling in too much detail vs. oversimplifying. All in all, I felt that the book was an excellent high-level discussion of the pitfalls and benefits of simulation, and very thought-provoking.

Who Moved Our Prototype?

There is more significance to the title than one may initially assume. Some "play" can be taken much too seriously as when overzealous parents scream at their children as they begin to compete in organized sports; other "play" is not treated seriously enough as when a corporation discourages (perhaps even punishes) innovative thinking unless it has an immediate and favorable impact on the bottom line. Many executives, thus abused, may then vent their frustrations by behaving boorishly at a Little League game.In the Foreword, Tom Peters quotes Schrage's assertion that "Innovative prototypes generate innovative teams. Not vice versa." Peters then observes that, in Serious Play, the "big idea" is that "the prototyping process becomes the scaffolding" for an enterprise's approach to innovation. As Schrage explains, "I have always enjoyed rehearsals more than performances." I suggest that you keep that statement clearly in mind as you proceed through the book. It reveals much about Schrage's perspective on the correlations between prototypes and innovation. Here is how the book is organized: Part I: Getting Real, Part II: Model Behavior, and Part III: S(t)imulating Innovation. Schrage then provides a User's Guide and Bibliography. Throughout the book, he shares a wealth of real-world experience which explains what innovation is, and, what it can help to accomplish, not only with the design of a new product or service but also with the formulation of new and better ways for people to work together. The key is simulation; moreover, "not just playing with representations of ideas" (lots of ideas, the more the better) but "playing with the various versions of representations of ideas."Near the end of the final chapter, Schrage poses a number of critically important questions, suggesting that the "best hope for answering these questions, or coping with their implications, is to build or grow models and play with them seriously." The world's best companies simulate to innovate. For example: American Airlines, Boeing, DaimlerChrysler, General Electric, IBM, IDEO, Walt Disney, Merrill Lynch, Microsoft, and Royal Dutch Shell. Schrage believes that the creative tensions between innovators who design and innovators who evolve "will likely result in breakthroughs in products, services, and their yet-to-be-anticipated hybrids." So, why not prototype how to prototype? Why not play simulation games which reveal new and better ways to simulate? Tom Peters describes Serious Play as "simply the best book on innovation I've ever read." I agree. Perhaps you will, also.

This book changed how I think about simulation

This is one of the best books on simulation that I've read. Through many intriguing examples, Serious Play shows how simulation can accelerate and improve decision-making. The book explains how simulation can be a critical tool for strategic planning. Schrage frames simulation as an inclusive, primary business activity, instead of something exclusive, performed by experts in a back office. I especially liked Schrage's recognition of spreadsheets as a simulation tool. In discussions on simulation, spreadsheets are usually ignored because they are seen as unsophisticated. Schrage shows how spreadsheet simulations made many of the financial innovations of the 80s and early 90s possible.In addition to convincing readers that simulations are valuable, Schrage does a good job of introducing readers to how simulations can be implemented in business. The chapters near the end of the book on measuring the ROI of simulations and his brief user's guide provide some useful tools for those interested in using simulations and prototypes to improve decision-making.