Why business needs design thinking now more than ever.

Strategic InnovationDesign Thinking

Why business needs design thinking now, more than ever.


“Design, in short is becoming an ever more important engine of corporate profit: It’s no longer enough simply to outperform the competition; to thrive in a world of ceaseless and rapid change, business people have to out imagine the competition as well…They must begin to think – to become – more like designers.

-Roger Martin, dean of the Rotman B-schoolStrategic InnovationDesign Thinking

Strategic InnovationDesign Thinkinghttp://www.youtube.com/watch?v=e-ySKaZJ_dU

http://www.youtube.com/watch?v=e-ySKaZJ_dU


“The trouble is when confronted with a

mystery, most linear business types resort to what they know best.They crunch the numbers, analyse and ultimately redefine the problem:

“So that it isn't a mystery anymore, its something they’ve done 12 times before” Martin says.

Most don’t avail themselves of the designers tools – they don’t think like designers – and so they are ill-prepared for an economy where the winners are determined by

design.Strategic Innovation

Design Thinking


Business needs design now, more than ever.“



Why do companies have so much trouble with creativity?Strategic Innovation

Design Thinking


Because creativity is

right-brained and strategy is

left brained



Business Vs Design



Planning vs thinkingDecision attitude vs design attitude

Exhortations vs strategic intentSolving vs framing

Process vs playAnalysis vs synthesis

Traditional Business & Traditional Creativity



We find a 50/50 mix is best for innovation




Hence design thinking is not about solving

design problems…. It is about solving

business problems with the design process

“Strategic Innovation

Design Thinking


This is not about having the word ‘design’ in your Job title.

This is about a mindset and skillset that can produce better results.

A design mindset.


Design mind set as:

Noun VerbThe output or resultThe look and feel of a final product of value

The process of developing new value based on insight


OR


Why do companies have so much trouble managing creativity and innovation?

1. Because traditional business does not link the two with design thinking.

2. Design is most commonly referred to in the sense of a noun

3. Managers do not know “what to do” with designers



Who does know how to use design?


Design is the fundamental soul of the company that expresses itself through an end result – the product.

-Steve Jobs





DESIGN THINKINGIS NOT AN EVENT

IT’S THE PROCESS



DESIGN THINKINGCONSIDERS THE

ENTIRE EXPERIENCE Strategic InnovationDesign Thinking


Insights are the fuel for innovation


1+1=11

Strategic InnovationDesign Thinking 0Rules for managers using

design to accelerate innovation1 Strategic InnovationDesign Thinking


#1

TREAT DESIGN AS A PROCESSNot as the result



#2

Don’t pursue production

over getting the design right



Don’t depend (heavily) on metrics or “common wisdom/following the leader”

#3 Strategic InnovationDesign Thinking


Don’t drive innovation through efficiency gains & look to cut costs later as well



Plant design into the core of the business & build the experience outward



Be sure to tell a GREAT story about

your value

#6


Don’t look to others or outsource your company vision



Don’t follow your customers lead them!#8 Strategic Innovation

Design Thinking


Asking direct questions may not uncover the best answers - but you can

find them with observation!Strategic Innovation

Design Thinking


Focus on solving humans needs over solving your technical problems



Don’t stop with the insights found.Great ideas will give the lead to great answers#10


Strategic InnovationDesign ThinkingThe best tests and prototypes are done cheap, quick and especially dirty

Remember:


Where to go from here?

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About }


Sparka : design thinking


Sparka cuts through business & design by exploring culture, meaning and technology.

BIG THINKERSBIG INSIGHTSBIG RESULTS



Sparka makes innovation visible, tangible but more importantly meaningful



We look where nobody else has looked and think what nobody else has thought



We believe empathic discovery & observation is the key to successful innovation



Thanks for your time – Lets start a conversation.


Why business needs design thinking now more than ever.

Business

strategic

business amp

design thinking

business

dont

creativity

trouble

innovation