What is Design Thinking?



Create models to examine complex problems.

Design Thinkers use physical models to explore, define, and communicate. 

Exhibit thoughtful restraint.

By removing features, a company offers customers a clear, simple experience. 

Use prototypes to explore potential solutions.

They may be digital, physical, or diagrammatic, but in all cases they are a way to communicate ideas.

Tolerate failure.

The iterative nature of the design process recognises that it’s rare to get things right the first time. 



The Innovation Problem

A rapidly changing business landscape demands new ways of working

Many firms struggle to maintain an innovation capacity that can help them meet growth and efficiency targets. Technological complexity and rapid change move the goalposts while effective innovation structures are hard to build and maintain. Every firm needs innovation that is more customer centric and allows experimentation with new ideas while maintaining commercial discipline. This demands employees that can adapt to change in an increasingly digital and data-driven business environment.

We can’t solve problems by using the same kind of thinking we used when we created them.