How Design Thinking Can Enrich Marketing & Business Innovation
Innovation is key to competitiveness in the global economy. But, too often this so-called “innovation” is just a rearrangement of an existing offer (a “renovation”), or it fails altogether.
7 out of 10 senior executives name innovation as their top priority for growth (BCG)
96% of all new projects fail to meet or beat targets for ROI (Doblin Group)
The answer to this massive wasted investment may come from the world of design. Designers and design tools can advance innovation solutions from mystery, exploration to experimentation. However, their tools are largely insulated within the design community. Integrating design’s best tools into our marketing, research and business innovation expertise could help deliver those illusive, disruptive ideas that we perpetually search for. What is Design Thinking?
- Provides organisations with a deeper understanding of their consumers as individuals: through a human-centred approach delivered through intimate, almost nano-scale ethnography (user journeys and touch points),
- Increases the volume, breadth and relevancy of ideas along with quality of exploration: creating strict constraints (problem definition), zooming out to examine the problem as part of its surrounding eco-system, then exploring beyond the stated problem toward disruptive new solutions,
- Fosters an expert culture of tireless, iterative prototyping that makes ideas ‘real’ and accelerates the speed at which they develop.
A definition of Design Thinking could therefore be ‘the application of industrial design tools and a human centered approach, by a multi-disciplinary team of hybrid individuals, to a given innovation problem.’
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