Design thinking


To survive—and thrive—in today’s business climate, we urgently need to find a way to fuse the analytical rigor that has been the centerpiece of business competition for the last decade with the fluid, intuitive process of design. Savvy executives, managers, entrepreneurs, and venture capitalists are beginning to recognize that the game of transformation relies on this fusion.

But, despite the fact that they acknowledge that design effort is important, most execs don’t pay enough attention to it. For many, design thinking is out of sight, out of mind, which is why people rarely use these skills outside the world of design.

Like it or not—and whether you can see it or not—design thinking is everywhere. Every product, service, or business model, no matter how large or small, is designed.

You might think of design as a skeleton. The bones that support our bodies aren’t visible, but they’re there. And just as our bones give shape to our bodies, design shapes our experience with every product, service, or business model we interact with.