Strategic
Design
1° MODULE - SENSE
Designing Meaningful Products,
Brands and Stories
MARCH 2026
RECAP
Anatomy of Iconic Products
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ANATOMY of aN ICONIC PRODUCT
1 2 3 4
Intuition Knowledge Execution Culture
Reading the spirit
Deep understanding
Transforming insight Transforming
of the time. of the domain. into innovation. products into cultural
symbols.
Timing
Passion/love
Solution
Imaginary
Trends
Experience
Innovation
Symbols
Problems Learning Evolution Promise
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COURSE TOPIC
The I2I framework
From Idea to Icon
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ANATOMY of aN ICONIC PRODUCT
1 2 3 4
Intuition Knowledge Execution Culture
Reading the spirit
Deep understanding
Transforming insight Transforming
of the time. of the domain. into innovation. products into cultural
symbols.
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I2I Framework
PHASES
INTUITION KNOWLEDGE EXECUTION CULTURE
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I2I Framework
ACTIONS
INTUItion KNOWLEDGE EXECUTION CULTURE
SENSE UNDERSTAND BUILD MEAN
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I2I Framework
ACTIONS
ITUItin EDGE STRATEGY EECUTI CUTURE
N NAN PLAN L AN
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I2I Framework
ACTIONS
ITUItin EDGE STRATEGY EECUTI CUTURE
N NAN PLAN L AN
Intuition Intention Action
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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
INTUItion NEDE TRATEY EECUTIN CUTURE
SENSE NESN N EN
1. . . . .
ICON
IDEA
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Sense
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SENSE I2I Framework
1.
Intuition Timing & Trends
Reading the spirit
of the time.
Timing
Trends
Problems
14
Sense
Sensing the trends.
An iconic product
arrives at the right moment.
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Sense
Do you know how
many startups fail?
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Sense
90%
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Sense
Do you know why?
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Sense
Idea
Business Model
Funding
Team / Execution
Timing
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Sense
According to a widely cited analysis by Bill Gross (founder of
Idealab), who studied more than 200 startups, the factors of success
are distributed as follows:
Timing — 42%
Team / Execution — 32%
Idea — 28%
Business Model — 24%
Funding — 14%
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Sense
Timing = the historical moment in which
a product is introduced.
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Sense
Good timing =
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Sense
Good timing =
Arriving when the market is ready
Arriving when technology makes it possible
Arriving when people’s behavior has changed enough
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Sense
Good timing =
The ability to read
trends and learn
from the future.
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Sense
Micheal Moritz - Sequoia Capital
Why now?
Is it the right moment?
Why not two years ago?
Is it too early for this idea, with the world
not ready for it yet?
Why not two years from now?
Is it too late, when the market is already
saturated with competitors?
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TIMING
Selling pet food and
products online
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TRENDS
1. The Internet was not ready yet
very few high-speed connections
many users were still on dial-up
buying online was not yet a common habit
2. Inefficient e-commerce logistics
shipping 20–30 kg bags of pet food was extremely expensive
limited logistics infrastructure
very low product margins
3. Weak e-commerce culture
people preferred going to the local store
low trust in online transactions
4. Distorted startup economics
massive marketing spending (e.g., Super Bowl ads)
loss on every sale
extremely high customer acquisition costs
1998 - 2000
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TRENDS
1. E-commerce had become mainstream
widespread broadband internet
online shopping as an everyday habit
Amazon had educated the market
2. Advanced logistics
regional warehouses
fast deliveries
optimized shipping costs
3. Subscription economy
automatic pet food deliveries
recurring revenue
higher customer lifetime value
4. Boom of the pet industry
pets increasingly treated as members of the family
strong growth in pet care spending
2011 - present
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TIMING
Selling pet food and
products online
✔️ Mature e-commerce
✖️ Internet too young
✔️ Developed logistics
✖️ inefficient logistics
✔️ Users ready
✖️ users not ready
✔️ Growing pet market
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TIMING
Selling pet food and
products online
had the right idea. had the right timing.
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TIMING
Urban micromobility
2001 2017
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TIMING
Urban micromobility
2001 2017
✖️too expensive
✔️ smartphones + GPS + apps
✖️urban infrastructure was not ready
✔ cities interested in micromobility
✖️shared mobility did not exist yet
✔ instant digital payments
✖️no sharing business model ✔ the sharing economy
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TRENDS
1. The global financial crisis (2008)
Many people needed extra income.
Renting out a room or an apartment became an attractive way to
earn money.
2. The rise of the sharing economy
People were becoming more comfortable sharing assets with
strangers (homes, services).
3. Widespread smartphones
Smartphones made it easy to:
search for places
book instantly
communicate with hosts
navigate in new cities
4. Trust systems on digital platforms
Reviews, ratings, and verified profiles helped build trust between
strangers.
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2009 TRENDS
1. The global financial crisis (2008)
Many people needed extra income.
Renting out a room or an apartment became an attractive way to
earn money.
2. The rise of the sharing economy
People were becoming more comfortable sharing assets with
strangers (homes, services).
3. Widespread smartphones
Smartphones made it easy to:
search for places
book instantly
communicate with hosts
navigate in new cities
4. Trust systems on digital platforms
Reviews, ratings, and verified profiles helped build trust between
strangers.
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GOOD TIMING
Airbnb didn’t invent the
idea of staying in someone
else’s home.
It launched when the world
was finally ready for it.
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TRENDS EXERCISE
DJI is not just a drone manufacturer.
It is a creative technology brand that
empowers people — filmmakers, creators,
professionals, and companies — to capture
the world from new perspectives.
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TRENDS EXERCISE
Think about the trends that made DJI successful.
Try to identify them in different categories.
1. Technological Trends
Changes in technology that made the product possible.
2. Social / Cultural Trends
Changes in how people behave or express themselves.
3. Economic Trends
Changes in markets or costs.
4. Platform / Media Trends
Changes in how content is distributed.
5. Lifestyle / Experience Trends
Changes in how people travel and experience the world.
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TRENDS EXERCISE
DISCUSSION TIME
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TRENDS EXERCISE
Trends that made DJI successful.
1. Technological Trends
4. Platform / Media Trends
Miniaturization of sensors, cameras, and GPS Explosion of YouTube, Instagram, TikTok
systems
Video becoming the dominant online
Cheaper and lighter batteries (Li-Po batteries)
content format
Advances in drone stabilization and flight control Algorithms rewarding spectacular visuals
software
Travel and lifestyle content booming online
Improvements in digital cameras and 4K video
technology
5. Lifestyle / Experience Trends
Growth of adventure travel and outdoor
2. Social / Cultural Trends
activities
People want to create and share visual content
Desire for unique perspectives and
Growth of creator culture (YouTubers, experiences
influencers, vloggers)
Travel documentation culture
Sports filming
3. Economic Trends
(surfing, skiing, mountain biking)
Decreasing cost of electronics and sensors
Global manufacturing efficiency (especially in
Shenzhen)
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TAKE AWAY
Those who can read
trends are the ones who
create the future.
Be curious. Be receptive.
Be intuitive.
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SENSE I2I Framework
1.
Intuition Problems
Reading the spirit
of the time.
Timing
Trends
Problems
41
Sense
If you don’t have a problem,
you have a problem.
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Technology looking for a problem
Meta Metaverse (2021–2023)
WHAT
VR worlds.
HOW
Through immersive virtual
reality platforms where
people can interact using
avatars.
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Technology looking for a problem
Meta Metaverse (2021–2023)
WHY
To work? To play?
To socialize? To shop?
Many users didn’t
understand:
“Why would I spend
time there?”
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Technology looking for a problem
GOOGLE GLASSES (2013)
WHAT
2013 Smart glasses that overlay
digital information.
HOW
Augmented reality glasses
with camera and display.
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Technology looking for a problem
GOOGLE GLASSES (2013)
WHY
2013 Is the new smartphone?
A professional tool?
Many users didn’t
understand:
“Why would I use it?”
“What problem is solving”
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Technology looking for a problem
CLUBHOUSE (2020)
WHAT
Audio rooms live
HOW
Through spontaneous voice
conversations where anyone
could join, listen, or speak in
real time.
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Technology looking for a problem
CLUBHOUSE (2020)
WHY
Why should I be there?
To network?
To learn?
To socialize?
To host live events?
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✔ Painful problem → simple UX
Real problem:
taxis hard to find
2013 complicated payments
long waiting times
Solution:
request a car with one tap
see the arrival time
pay automatically
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✔ Entertainment without friction
Problem
renting DVDs required
2013 going to the store
late fees were hated
limited catalog
Solution
movies on demand
unlimited streaming
monthly subscription
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Sense
A problem is where
a good idea starts.
A good idea focuses
on the problem,
not on the solution.
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Sense
When is a problem a good problem?
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Sense
HIGH
Nice to have Must-have
Frequency
No oe Not a i
oe
LOW
HIGH
INTensity
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Sense
When is a problem a good problem?
Frequent — The problem happens often.
Emotional — The problem is connected to a user’s emotion.
Widespread — Many users have the same problem.
Urgent — The problem has an imminent deadline.
Inevitable — There is no easy way to avoid the problem.
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Sense
Frequent
The problem happens often.
People struggle to decide what to cook every day.
People often forget appointments or important deadlines.
Scheduling meetings with multiple people takes too much time.
People don’t know what to watch or listen to because there are too many choices.
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Sense
Emotional
The problem is connected to a user’s emotion.
Parents worry about their children’s safety online.
Many professionals feel anxious before public speaking.
People often feel guilty about not exercising enough.
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Sense
Widespread
Many users have the same problem.
Too many passwords to manage
Daily traffic congestion
Difficulty finding parking in large cities
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Sense
Urgent
The problem has an imminent deadline.
Fixing a water leak at home
Finding a taxi or ride quickly when you're late
Preparing a last-minute presentation for work
Finding a babysitter for the same evening
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Sense
Inevitable
There is no easy way to avoid the problem.
Paying taxes and dealing with tax bureaucracy
Managing administrative documents (contracts, insurance, etc.)
Home or car maintenance
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TAKE AWAY
Iconic brands don’t start
with great ideas.
They start with real
problems.
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IED - YAU University MARCH 2026
Thank you!