Section 3: Opportunity Recognition

In this section you will learn about the search process of discovery and formulation through experts in ethnography, design thinking, and design strategy. This section is focused on the process of navigating through ambiguity, with tools and tactics for probing the VUCA (volatile, uncertain, complex, and ambiguous) world in search of new opportunity. We begin with Chapter 7, “Leveraging Ethnography to Predict Shifting Cultural Norms,” an introduction to the use of social sciences to uncover opportunity through greater understanding of human behavior. This is followed by Chapter 8, “Design Process and Opportunity Development,” which delves into applications for design and design thinking in discovery and formulation ...

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