On Design Thinking

me design thinking

23 Jul 2014

Design thinking is the Copernican Revolution of business in that it puts the user at the center of strategy development, rather than the organization. Design thinking shifts the focus from understanding competitors and capabilities to understanding what problems can be solved for the user. Analysis is more customer-centric than business-centric and action is oriented more towards advancing solutions than towards understanding problems.

As such, deign thinking is a paradigm shift. It changes the perspective and overcomes limitations inherent in the previous paradigm. Below are several dimensions on which design thinking differs from the previous paradigm:

Design Thinking Approach Strategic Planning Approach
Favors Doing Favors Planning
Leverages Uncertainty and Ambiguity Leverages the Status Quo
Prefers Novelty Prefers Stability
Emergent Strategy Deliberate Strategy
Reduces Risk through Iteration Reduces Risk through Extrapolation
Tacit Knowledge Explicit Knowledge
Subjective Experience Objective Experience
Empathetic Emotion Sympathetic Emotion
Intuitive Thinking Rational Thinking
Favors Vision Favors Reality
Favors Action Favors Inquiry