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Figure 4-10. U-shaped learning.
As Otto Scharmer, a leading proponent of Theory U, explains:
The journey from ego-system to eco-system awareness or from “me” to “we” has three dimensions: (1)
better relating to others; (2) better relating to the whole system; (3) better relating to oneself. These three
This is why ethnography is so vital to design. Personal interaction with users leads to insight
and empathy. When we see customers struggling and suffering, we're motivated to improve our
systems. Often, to create change, information isn't enough. People need to care about the out-
come.
Relative to information,
architecture
is a less direct but more persuasive path to change. Of
course, the two tactics usually work best when paired. For instance, asking designers and engin-
eers to collaborate may have a limited effect, unless we also co-locate their desks. As Winston
Churchill famously remarked “We shape our buildings; thereafter they shape us.”
In Nudge, Richard Thaler and Cass Sunstein define a “choice architect” as a person responsible
school cafeteria, it's possible to increase or decrease the consumption of many food items by as
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