Design Thinking: Buzzword or Benefit?

26 Sep

Design Thinking can revolutionize your approach to business, and it can improve your results dramatically.

Apple used design thinking to become the most valuable corporation in the world. Wal-Mart became the largest corporation in the world through design thinking. Amazon, Bharti Airtel, Uber, Oyo and IndiGo disrupted industries and became market leaders with design thinking.

Organizations don’t use Design Thinking primarily for two reasons: they don’t know about it, or they are not comfortable changing their beliefs, attitudes and habits. Sadly, if they ignore Design Thinking, they risk being surpassed by competitors.

Here’s a brief introduction to get you started. Design Thinking is based on empathy. To succeed in any endeavor, you must understand and appreciate how your customers perceive and interact with your solution. I teach that business managers must become like brain surgeons, so they can look inside the skulls of users to learn how they think, and like heart doctors, so they can learn how users feel. Only then can the managers design solutions that will be both effective and acceptable to customers.

The second pillar of Design Thinking is creativity. Too many organizations pay only lip service to creativity, but what they really value and reward is conformity and continuity. Questioning the way things are done is discouraged. New ideas are dismissed or delayed in favor of existing initiatives and activities. Creativity is squelched, and the organization never benefits from the original thoughts of its employees. To correct this deficiency, an organization can establish programs and policies to increase the creative output of its staff.

Design Thinking has become a hot business buzzword. I hope you will take steps to change it from a buzzword to a benefit in your organization.

Related reading: The Power of Design Thinking

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Posted by on September 26, 2016 in Uncategorized


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