Design Thinking

For the past few years, I've begun discussing the subject of "Design Thinking". It is not new or original, but it is becoming more relevant as time progresses. Many business gurus writing books dedicate space to this subject and more schools are developing curricula around it.

Design Thinking is the idea that all professions could benefit by thinking like designers. That is, thinking about the possibilities in a project rather than a single goal; that rather than "Thinking Outside the Box", there is no box; that R&D and the concept of Play is just as important as any defined outcome. More importantly, it is the notion that creativity is not some random spark from a mystical deity, but simply the congruence of different lines of thought than can be taught, explained, utilized, refined and put into practice at many different levels.

For example, Design Thinking is the idea that doctors don't just need to think about their practices; they also can consider how their practices are marketed. That type of consideration can include not only how they choose to advertise, but also how they promote themselves to prospective patients and peers. Doctors can choose to give lectures and speeches to large or small audiences that includes the need for Powerpoint and printed presentations. Thinking like a designer on how these materials are produced and will make the greatest impact is what Design Thinking is about.

Imagine if attorneys found new and innovative ways to present evidence at trial, or pizzeria owners made their interior designs warm and inviting, or small retail store owners could find a way to make their stores easier to navigate; these concepts would be what I'm talking about. It's the notion that everyone can benefit by stepping back and analyzing their current business practices, use common brainstorming activities that designers often engage in, and developing a whole new way of thinking that would not have been possible before a few years ago.

The solutions that can come from exercises such as this can result in a new client base, a new avenue of development, a new source of revenue, a greater influence within personal and professional circles - the possibilities are only restricted by how far you are willing to go.

Everyone has their own opinion on exactly what Design Thinking entails. The great thing about having so many diverse opinions is that they all have one goal - to give Design a more defined presence in our futures. I am among a great many others who believe that Design and Design Thinking are tools that have a place in securing our new futures.

For more information on Design Thinking, visit these websites:

Stanford University d.school
IDEO
Business Week interview with Roger Martin from Rotman Business School
Rotman School of Management