Why Design Thinking in Business Needs a Rethink

To reach its full potential, the popular innovation methodology must be more closely aligned with the realities and social dynamics of established businesses.

In recent years, “design thinking” has become popular in many industries as established companies have tried to apply designers’ problem-solving techniques to corporate innovation processes.1 Key elements of the design thinking methodology include fast iterations; early and frequent interaction with customers; agile process design with less hierarchy; and a learning-by-doing approach that involves building prototypes and creating mock-ups of any kind as early as possible ...

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