Introduction to Design Thinking for Business Students
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The document discusses the importance of design thinking in transforming business practices towards sustainability and innovation. It critiques traditional business approaches that rely on deductive reasoning, advocating for a more human-centered, exploratory mindset that embraces change. The author emphasizes that design thinking is necessary for creating meaningful connections between businesses and their customers amidst evolving market demands.
Introduction to Design Thinking for Business Students
- 1. Design Thinking & InnovationChanging how business works© Confidential and Proprietary 2010 Idea Couture Inc.
- 2. 01Hi! It’s great to meet you…© Confidential and Proprietary 2010 Idea Couture Inc.
- 3. @glinskiii/patrickglinski@glinskiii. © Confidential and Proprietary.
- 4. @glinskiii. © Confidential and Proprietary.
- 5. @glinskiii. © Confidential and Proprietary.
- 6. @glinskiii. © Confidential and Proprietary.
- 7. 02So why are we talking about designat a business school anyways?© Confidential and Proprietary 2010 Idea Couture Inc.
- 8. Design thinking can get really academic really quickly…Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 9. I wouldn’t be much of a role model on the subject if I didn’t empathize with my audience… Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 10. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 11. There’s a reality of recruiting from a world class business school.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 12. Whether you see it or not, you’re being recruited by firms in crisis.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 13. The lenses that most established business use are like a jail… Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 14. The way businesses view themselves isn’t sustainable… Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 15. The way businesses view their customers is limiting… Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 16. The wants and desires of customers is changing… Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 17. The way the business works right now just isn’t sustainable...Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 18. The way the world views business isn’t sustainable...Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 19. change@glinskiii. © Confidential and Proprietary.
- 20. …So why are we talking about designat a business school anyways?© Confidential and Proprietary 2010 Idea Couture Inc.
- 21. Insanity: Doing the same thing over and over and expecting different resultsPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 22. As business leaders, it’s our job to design businesses that work differently.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 23. Design ≠ Art © Confidential and Proprietary 2010 Idea Couture Inc.
- 24. Design ≠ Art InteriorsArchitectureWebsitesPaintingsVisualsLifestyle© Confidential and Proprietary 2010 Idea Couture Inc.
- 25. We need to overcome the tunnel vision of the business world.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 26. We need to infuse business with some new forms of thinking.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 27. 03So what is Design Thinking anyways?© Confidential and Proprietary 2010 Idea Couture Inc.
- 28. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 29. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 30. balanceThe need for proof is the death of innovation. But it’s a necessary evil.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 31. Deductive reasoning is a top down approach to determining truths.TheoryObservationConfirmationHypothesisRELIABLE@glinskiii. © Confidential and Proprietary.
- 32. Inductive reasoning is a bottom up approach to predicting the future.ObservationHypothesisTheoryPatternRELIABLEPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 33. Deductive and inductive logic are explorations of what is already known.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 34. These analytical methods create “proof” that is reliable. The outcome is constant.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 35. Deductive and inductive thinking ignore change and the future.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 36. change@glinskiii. © Confidential and Proprietary.
- 37. Abductive reasoning is about knowing without explicit proof.Lateral ideaOther industryWorld ViewNew stimuliNew stimuliOther InfoTheoryTheoryTheoryNew PerspectiveVALIDPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 38. It involves questioning why things are the way they are.@glinskiii. © Confidential and Proprietary.
- 39. The goal is validity – getting to the right answer.@glinskiii. © Confidential and Proprietary.
- 40. Unfortunately, the business world values consistency over validity. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 41. “Prove it…”- corporate executivePrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 42. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.
- 43. If you want to make change happen, you need to take a systems approach to problems. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 44. whiteboardWhat does the system of a community look like?Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 45. DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable resultsAbduction, aiming for a holistic explanation and producing valid results© Confidential and Proprietary 2010 Idea Couture Inc.
- 46. balanceThe need for proof is the death of innovation. But it’s a necessary evil.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 47. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 48. frameInnovation requires the search for new insights.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 49. “I never get to talk to my customers…”- corporate executivePrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 50. “I have no ability to change corporations…”- typical consumerPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 51. Inevitably, that creates a huge disconnection between belief and reality.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 52. Traditional market research doesn’t support design thinking. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 53. Standard research methods are business proof, not fertile ground. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 54. Standard research methods yield reliable results, not valid ones. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 55. Design researchContext labsHuman factors analysisEthnographyDigital forensics Design thinking uses research as a tool for discovery.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 56. Designers solve problems in terms of human needs.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 57. They study how people interact with systems.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 58. They learn what’s new and coming to inform their point of view.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 59. They draw on visions of what the future will look like. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 60. They understand the business, but omit constraints. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 61. This is the research process in design thinking.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 62. …Romantic notions, but I’m in business?© Confidential and Proprietary 2010 Idea Couture Inc.
- 63. change@glinskiii. © Confidential and Proprietary.
- 64. New needs plus new views on those needs creates new ideas.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 65. Design research is the fuel for innovative thinking in businessPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 66. @glinskiii. © Confidential and Proprietary.
- 67. whiteboardWhat happens at the intersection of your community and…Gaming LayersInvisible SustainabilityMissing moderatesPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 68. DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable resultsUses research to prove an idea is worth pursuingAbduction, aiming for a holistic explanation and producing valid resultsUses research to explore what is possible© Confidential and Proprietary 2010 Idea Couture Inc.
- 69. frameInnovation requires the search for new insights.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 70. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 71. toolkitInnovation requires new ways of presenting ideas.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 72. Design is a visual language that helps communicate ideas. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 73. Unfortunately we’re not really taught how to do it in business school…Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 74. urban ashram© Confidential and Proprietary 2010 Idea Couture Inc.
- 75. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 76. coloring skin care© Confidential and Proprietary 2010 Idea Couture Inc.
- 77. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 78. gift to the world© Confidential and Proprietary 2010 Idea Couture Inc.
- 79. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 80. Each of these visuals bring us closer to innovation ideas.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 81. Designers call upon a set of tools to bring ideas to life.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 82. Designers use diagrams as a way to make sense of the world.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 83. Designers use rapid prototyping as a way to quickly iterate on concepts.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 84. Designers create flows to map out how the world works.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 85. Designers use infographics to make sense of complex information.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 86. Designers create stories to explain complex ideas.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 87. Designers don’t believe that there is only one right answer.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 88. Uh, I don’t draw…© Confidential and Proprietary 2010 Idea Couture Inc.
- 89. change@glinskiii. © Confidential and Proprietary.
- 90. Unfortunately, school and work make us forget how to create.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 91. Everyone has the capacity to be creative, they just forget how.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 92. DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable resultsUses research to prove an idea is worth pursuingCommunicates verbally and through documentationAbduction, aiming for a holistic explanation and producing valid resultsUses research to explore what is possibleDraws, prototypes, & tells stories© Confidential and Proprietary 2010 Idea Couture Inc.
- 93. whiteboardCommunicate one of your concepts using one of the design tools.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 94. toolkitInnovation requires new ways of presenting ideas.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 95. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 96. approachInnovation can be a systematic organizational process.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 97. Innovation is more than just a line item to be checked off.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 98. It can be a systematic process that changes organizational culture. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 99. @glinskiii. © Confidential and Proprietary.
- 100. DesignBusinessDeduction & Induction, eliminating the unknown, producing reliable resultsUses research to prove an idea is worth pursuingCommunicates verbally and through documentationInnovates in crisisAbduction, aiming for a holistic explanation and producing valid resultsUses research to explore what is possibleDraws, prototypes, & tells storiesInnovates systematically© Confidential and Proprietary 2010 Idea Couture Inc.
- 101. approachInnovation can be a systematic organizational process.Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 102. 04That’s a lot to digest… © Confidential and Proprietary 2010 Idea Couture Inc.
- 103. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 104. “Design thinking is a human-centered process that blends design sensibilities with business realities to support desirable change.”- @glinskiiiPrepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 105. Now stop caring about definitions. Don’t talk about it, do it. Prepared for Sustainable Brands 2010. © Confidential and Proprietary.@glinskiii. © Confidential and Proprietary.
- 106. change@glinskiii. © Confidential and Proprietary.
Editor's Notes
- #71: This a lot. Your typical consumer feels like a taker and not a maker. They cope with corporate decisions and feel like they have no ability to change the status quo.
- #79: Design has pretty much been synonomous with visual design – with the idea of “style”. Cosmetic design is an important part of creating a product or service, but it’s really only a part of it.
- #81: It doesn’t look at market trends, it doesn’t support a deeper understanding of technology, and it certainly doesn’t help you understand how people live.