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Design Thinking For Strategic Business Innovation

double-diamond design model

What is Design Thinking?

Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions for clients. A design mindset is not problem-focused, it’s solution focused and action oriented towards creating a preferred future. Design thinking seeks to build ideas up, unlike critical thinking which breaks them down. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be, and to create desired outcomes that benefit the end user (the customer).

“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”
– Tim Brown CEO, IDEO

A Framework for Design Thinking

Design thinking for innovation

Why Design Thinking?

As many companies have lost confidence in the traditional ways of running a business, design thinking has entered the mix. Design Thinking for Strategic Innovation presents a framework for design thinking that is relevant to business management, marketing, and design strategies and also provides a toolkit to apply concepts for immediate use in everyday work. It explains how design thinking can bring about creative solutions to solve complex business problems. Organized into five sections, this book provides an introduction to the values and applications of design thinking, explains design thinking approaches for eight key challenges that most businesses face, and offers an application framework for these business challenges through exercises, activities, and resources.

  • An essential guide for any business seeking to use design thinking as a problem-solving tool as well as a business method to transform companies and cultures
  • The framework is based on work developed by the author for an executive program in Design Thinking taught in Harvard Graduate School of Design
  • Author Idris Mootee is a management guru and a leading expert on applied design thinking

Revolutionize your approach to solving your business’s greatest challenges through the power of Design Thinking for Strategic Innovation.

How do you create a strategy for guaranteeing that innovation and creativity flourish in your organization?

When design principles are applied to strategy and innovation the success rate for innovation dramatically improves. Design-led companies such as Apple, Coca-Cola, IBM, Nike, Procter & Gamble and Whirlpool have outperformed the S&P 500 over the past 10 years by an extraordinary 219%, according to a 2014 assessment by the Design Management Institute.

Great design has that “wow” factor that makes products more desirable and services more appealing to users. 

Due to the remarkable success rate of design-led companies, design has evolved beyond making objects. Organizations now want to learn how to think like designers, and apply design principles to the workplace itself. Design thinking is at the core of effective strategy development and organizational change.

“Design-thinking firms stand apart in their willingness to engage in the task of continuously redesigning their business…to create advances in both innovation and efficiency—the combination that produces the most powerful competitive edge.”
—Roger Martin, author of the Design of Business

“Design is the ability to move from the existing to the preferred. The future is a design problem.”
— John Kao

You can design the way you lead, manage, create and innovate. The design way of thinking can be applied to systems,  procedures, protocols, and customer/user experiences. The purpose of design, ultimately, in my view, is to improve the quality of life for people and the planet.