“Applying design thinking to business problems empowers organizations and individuals within them to better understand their competitive and operational environment. From behavioral patterns to values to systems-level challenges to go-to market strategies , the process of understanding how to meet the needs of people often turns itself inward and reveals some of the deadliest organizational gaps and why they continue to persist.”
When we count on The One to solve a business problem- locked in a room, removed from the very real human personalities, perspectives, challenges and intelligence involved in the “problem”- we miss the opportunity to create real, tenable value. Empowering all types of “users” to co-author the cascades of solutions that form a successful system not only creates value but adoptions rate sky rocket, organizational productivity soars and crowd-sourced organizational creativity grows and flourishes.
“More than 80 percent of our management tools, systems, and techniques are for value-capture efforts, not for value creation; this includes techniques such as total quality management (TQM), enterprise resource planning (ERP), Six Sigma, Lean Startup, and Agile Systems. These tools are valuable for keeping an enterprise running smoothly. But we should be focusing on value creation rather than value capture alone. This is where design thinking comes into play. Companies such as Apple, Amazon.com , Netflix, Samsung, Burberry, and BMW are winning by design and the thinking behind that design.”
Disciplines such as Design Thinking, Human-Centered Design and User Centered Experience do not diminish The One with an MBA or lessen the importance of skill and expertise, instead it expands these outdated modes of problem-solving by harnessing the power of the problem “creators”…
“Applied design thinking in business problem solving incorporates mental models, tools, processes, and techniques such as design, engineering, economics, the humanities, and the social sciences to identify, define, and address business challenges in strategic planning, product development, innovation, corporate social responsibility, and beyond. When executed correctly, this integration forms a highly productive dynamic between traditional business management approaches and design approaches, complementing and enhancing one another in a symbiotic fashion. The adoption of multidisciplinary approaches to business problem solving, including the application of design thinking, helps organizations fill in critical gaps and deficiencies. Only by combining modes and methods can organizations establish more complete and competitive bodies of knowledge and insight that empower a human-centric, future-oriented approach.”
All quotations from: Design Thinking for Strategic Innovation: What They Can’t Teach You at Business or Design School