Chapter 5

A Communication-Driven Design Process

Getting the right design and the design right.


The Marshmallow Challenge is design exercise that encourages teams to experience simple but profound lessons in collaboration, innovation, and creativity. The task is simple: In 18 minutes, teams must build the tallest freestanding structure out of 20 sticks of spaghetti, one yard of tape, one yard of string, and one marshmallow. The marshmallow needs to be on top.


FIGURE 5.1 The Marshmallow Challenge.

There are surprising trends in team performance. Teams consisting of MBA graduates tend to perform poorly. They are trained to analyze ...

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