Here is another video from Tim Brown of IDEO, this one is “Innovation Through Design Thinking” from a visit to MIT (skip ahead three minutes if you’re pressed for time):
According to IDEO, Design Thinking is a human-centered approach to innovation.
This video highlights how companies use design thinking in their businesses, from Motorola thinking about strategy to P&G thinking about moving into new markets to Microsoft thinking about the application of new technology.
I’ve always believed that:
Innovation = Invention + Insights
It was good to see Tim reinforce this core belief when he says “Insights are the fuel for innovation.”
Some of the key things to consider when looking to use design thinking as an approach to innovation:
- Analogous situations (example: hospital operating teams versus pit crews)
- Insights come from the extreme users (example: working with kids on cooking tool project)
- Getting out there to look, listen, try
- Building to think – prototyping for thinking and learning not as an outcome of what you’ve done
- Using storytelling to develop and express ideas
- Design thinking is not just about methodology, it is just as much about culture
Finally I’d like to leave you with one thought from the video:
“Many great ideas fail not because they were not great ideas, but because they could not navigate the politics and processes of the organization.”
What do you think?
Braden Kelley (@innovate on Twitter)