Chapter 16

Design thinking

Design thinking is an approach to innovation that blends traditional rational analysis with intuitive originality. Rather than focusing on developing clever new technologies, or on hoping that someone has a ‘eureka’ moment, design thinking is an approach that involves iterating between these two modes of thinking. It is characterised by experimentation and rapid prototyping, rather than careful strategic planning.

When to use it

  • To understand how innovations emerge in a business setting.
  • To develop new products and services.
  • To create a more experimental and innovative culture in your firm.


The notion of design thinking has become extremely popular in the business world over the last decade. It has roots ...

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