People often misuse buzzwords like Design Thinking. It’s about synthesis of ideas and a culture of change. Here are 8 things you need to know about Design Thinking.

In this video we answer questions such as:

• What is Design Thinking?
• Why Should a Company Care?
• How Does it Work?
• What Does it Get You?

Key Highlights:

• Introduction to topic of design thinking (00:00 – 00:01:00)
• Bill defines design thinking as synthesis and creative problem solving (00:01:00 – 00:02:00)
• Shashi says design thinking is about understanding the user’s perspective (00:02:00 – 00:03:00)
• Phil highlights the importance of understanding users’ emotional state and goals (00:03:00 – 00:04:00)
• Discussion on whether design thinking is just a fad/buzzword (00:04:00 – 00:05:00)
• Implementing design thinking requires organizational culture change (00:05:00 – 00:06:00)
• Design thinking better suited for smaller, nimble companies vs large established ones (00:06:00 – 00:08:00)
• Example of how communication patterns impact design thinking adoption (00:08:00 – 00:10:00)
• Design thinking could have helped identify problems but not solve them due to legacy culture issues (00:10:00 – 00:12:00)
• Leadership commitment needed for success of design thinking (00:12:00 – 00:14:00)
• Discussion on whether design thinking could have saved companies like Kodak (00:14:00 – 00:16:00)
• Design thinking requires patience and accepting failure (00:16:00 – 00:18:00)
• Design thinking is not a silver bullet but is a useful framework (00:18:00 – 00:20:00)
• Final thoughts on design thinking as silver bullet vs bullshit (00:20:00 – 00:23:00)

8 Takeaways:

1. Design thinking is about synthesis – taking things that don’t exist yet and putting them together to meet a need. It involves creative problem solving.
2. Design thinking focuses on understanding the emotional state and goals of the end user. It’s about the “people side” more than the solution itself.
3. Many companies just pay lip service to design thinking. True adoption requires change in behaviors and culture across the whole organization.
4. Design thinking is better suited to smaller, nimble companies that can be flexible. Large, established companies struggle to transform their ossified cultures.
5. Consultants have tried to turn design thinking into a rigid process and science when it is more art. Not everyone has the mindset and skills to “think like a designer”.
6. Design thinking could have helped identify problems and design solutions at companies like Kodak, but ingrained legacy cultures made actual change impossible.
7. Effective design thinking requires C-suite commitment, patience, and accepting failure. It can’t just be used for one product but must transform the company.
8. Design thinking is not a silver bullet or panacea, but also not bullshit. It is a useful framework when implemented properly in the right culture.

Check out the Audio-only version of this episode!
Episode 01 – Audio Only