Strategic

Design
4° MODULE - BUILD

Designing Meaningful Products,

Brands and Stories

MARCH 2026
 I2I Framework

INTUItion KNOWLEDGE STRATEGY EXECUTION CULTURE

SENSE UNDERSTAND PLAN BUILD MEAN
1. 2. 3. 4. 5.

ICON
IDEA

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 I2I Framework

Timing matters
INTUItion Sensing trends

is fundamental
SENSE Iconic products don’ t
1. start
They with
startgreat
with ideas.

real

ICON
IDEA

problems.
How to identify

real problems
SENSE = SEE
FIND PROBLEMS TRENDS +
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 I2I Framework

INUItin KNOWLEDGE Passion and

love are the start.

SENSE UNDERSTAND They are the fuel.
. 2. They are not enough.

ICON
IDEA

Deep study
Problem, of:

Personas,

Market, Competitors
UNDERSTAND
HEART + STUDY =

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 I2I Framework

Strategy is
intersection thebetween
n
SE NESAN
EDGE STRATEGY
PLAN intuition and action.
Strategy turns

Idea → Intention → Action

. 3.

ICON
Intuition Intention Every iconic
isPurpose

built on:
brand

Vision

Mission

Values

Solution
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 I2I Framework

INTUItin NOEDE TRATEY EXECUTION CUTURE

UDD L BUILD
. . . 4. .

ICON
IDEA

Action

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 Build
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 Execution I2I Framework

Solution

Build Innovation

Transforming insight
into innovation. Evolution
Solution

Innovation

Evolution
9
 BUILD

How to turn Ideas Into Reality?

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 BUILD

Ideas become valuable only

when they meet reality.

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 BUILD

Ideas become valuable only

when they meet real needs.

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 BUILD

Just ask customers


what they want?

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 “If I had asked my
customers what they
wanted, they would
have said:

a faster horse.”

Henry Ford

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 “People don’t know
what they want until
you show it to them.”

Steve Jobs

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 Users say:


"I want a
faster horse"
👉 Risk:

Improving the past

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 Designer/
innovator
understands:
“The need is to
move faster”

👉 Solution: Cars

= Innovation
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 Users say:


"I want a phone
with more buttons"
👉 Risk:

Improving the past

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 Designer/
innovator
understands:
“The need is

to communicate
better”
👉 Solution: iPhone

= innovation
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 BUILD

Users describe problems.


Innovators create solutions.

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 BUILD

Visible vs Hidden Needs

Visible Hidden

(what people say) (what they really need)

I want it faster I want to save time

I want it cheaper I want to reduce anxiety (money stress)

I want more features I want to feel in control

I want better quality I want to trust

I want premium products I want to feel status

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 What people were Hidden Needs
saying:

need for simplicity

“I want a smaller (all-in-one)

phone”

need for constant

connection

“I want better
buttons”

desire to enjoy
technology

“I want a lighter need to express identity

device””

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iPhone created:

a touch interface

a single screen world

a new interaction model

From tool → platform

work

music

maps

communication

photography

all in one place

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 Hidden Needs
What people were
NOT saying:

desire for recognition

need for belonging

“I want social media” curiosity about others

desire to express identity

need for validation

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From instinct → system

Social Media didn't
invent need.



They did three things:

made need visible

made it easy to express

made behavior
consistent

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 Your job

is NOT:
ask “what do
you want?”

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 Your job

IS:
Observe behavior

Understand
frustration

Translate into
deeper need

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 BUILD

A simple tools

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 Ask WHY?

(3 times)

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Eg.👇

“Students
want to study
better”

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WHY? 1th

Q: Why do you
want to study
better?

A: Because I
can’t focus.

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WHY? 2th

Q: Why can’t you focus?


A: Because I keep
procrastinating.

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WHY? 3th

Q: Why do you
procrastinate?

A: Because I feel
anxious and
overwhelmed.

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🔥 Insight

Real problem:

Students are not lazy.


They are anxious.

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👨🏻‍💻Design

✖️ Study apps

✔️ Anxiety

+ motivation tools

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 BUILD

If you build what

people say, you
improve the past.

If you understand what

they feel, you create
the future.
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 When it comes
time to act, many
people think:

“I must have

the perfect idea”

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 When it comes
time to act, many
people think:

“I have to protect it”

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 When it comes
time to act, many
people think:

“I have to develop

it fully”

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 In the startup
world, the opposite
happens.

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 BUILD

The Build Mindset

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 BUILD

I need the

perfect idea!

From Perfection

→ to Experimenting
We're not building the final product.

We're building experiments.

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 BUILD

I have to

protect it!

From Protecting

→ to Sharing
If we hide our ideas,

we can’t improve it.

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 BUILD

I need the

full product!

From Full product

→ to First test
We’re not building everything.

We’re building just enough to learn.

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Lean Startup
Cycle →
IDEA

→
LEARN BUILD
Eric Ries
Experimenting

→
→
DATA PRODUCT

→
→
MEASURE

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Lean Startup
Cycle →
IDEA

→
A methodology
LEARN BUILD

for developing
products that aims
Experimenting

→
→
to shorten product
development cycles
and rapidly discover
DATA PRODUCT
if a proposed business
model is viable.

→
→
MEASURE

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Lean Startup
Cycle →
IDEA

→
3 Actions

LEARN BUILD

→ Build
Experimenting

→
→
→ Measure

→ Learn

DATA PRODUCT

→
→
MEASURE

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Lean Startup
Cycle →
IDEA

→
Must be:

LEARN BUILD

Fast
Experimenting

→
→
Economical

Continuous
DATA PRODUCT

→
→
MEASURE

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 BUILD

Why Build Fast & Cheap?

Risk 1

Wrong problem

Nobody wants it
Risk 2

Wrong solution

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 BUILD

Typical mistake

Spending years
building something
nobody wants 😅

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 BUILD

Minimum Viable Product

MVP

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 BUILD

How to build?

A B

A B

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 BUILD

How to build?
PROBLEM BENEFIT
A B

A B

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 BUILD

How to build?

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 BUILD

How to build?

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 BUILD

MVP

Minimum Viable Product

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MVP Minimum Viable Product

It's the product version with the

minimum functionality needed to
solve the identified problem or
need and to learn from real users.

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MVP Minimum Viable Product

Minimum

Working

Testable
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MVP Minimum Viable Product

The MVP is used to validate

hypotheses about the problem
and the solution, quickly and
spending little money.

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MVP Minimum Viable Product

Pre-totyping

A basic or "fake" version
of a product, used simply
(validating
to validate the interest

the interest) of potential customers.

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MVP Minimum Viable Product

Pro-totyping

 A basic or "fake" version

of a product that helps

(validating
learn quickly if the solution
the functionality
 meets expectations.

of a solution)

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 BUILD

Pre-totyping

Validating the interest

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 Fake it untill you make it

MVP = Fake menu

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It seems automatic but it's manual

MVP = Landing page

+ manual work
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 Don’t code, just show it!

MVP = Video Demo

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 BUILD

Prototyping

Validating the solution

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 An MVP is the
simplest version

that allows you to
learn.

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 Function over
Beauty
"If you are not
embarrassed with
your MVP, the launch
was too late!"

Reid Hoffman - Founder of Linkedin

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 BUILD

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 Keep it simple.

Don't waste time
developing

overly complicated
solutions.

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 No frills, straight to the point
What if
journalists and
writers could
earn a living
directly from
their readers,
through paid
MVP = Core Features newsletters?
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 No frills, straight to the point

JUST ONE WRITER:

Bill Bishop

No graphic customization

No additional features
MVP = Core Features
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 No frills, straight to the point

RESULT:

$100K in one year

------------------

access to additional authors,


scalable payment system,

subscriber management,
and templates.

MVP = Core Features

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 BUILD

You don’t build

the perfect product.


You improve

it step by step.
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 PLAN

Build Philosophy

START → TEST → LEARN → IMPROVE → REPEAT

Small iterations

create big results.


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IED - YAU University MARCH 2026

Thank you!