Urgently Wanted: The Design Driven Manager
The potential of Design Thinking becomes more and more visible because organizations like Apple, Coca-Cola, IBM, Nike en Proctor & Gamble not only show overtly that they use it, but start showing significant results. They outperformed their peers in the last decade with 219%, measured by the Design Value Index (assessment by Design Management Institute).
Design Thinking is a people-oriented, prototype driven process for innovation. It is a useful approach to get to understand and solve complex challenges where the classic, analytic methodologies fall short. We still trust the pure analytical techniques too much, that only add small improvements to the status quo. And that is not enough anymore. To innovate we need approaches like design thinking.
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