Why couldn’t Facebook develop their own photo sharing solution — for less than $1B. And why didn’t Kodak or Polaroid come up with this idea first?
Instagram is a classic example of design thinking – the missing ingredient in most innovation processes.
Managers are trained as decision thinkers. When faced with a problem they define objectives, review options, analyze data and calculate ROI in order to make the best decision. Design thinkers take a different approach; they believe that if you uncover the right option, the decision will become obvious. Design thinkers ask questions such as: “How do we know these are the best options?” and “What if anything were possible?”
Design thinkers offer new tools for business strategists, such as the customer experience map – for discovering new market opportunities – and the business model canvas – for finding new ways to make money.
The best practice of growth companies is to incorporate these tools into a four-step innovation process:
1. Observe customers to uncover new problems (customer mapping)
2. Create new solutions (ideation, business model canvas)
3. Prototype and learn in the market (lean development)
4. Implement the best ideas (get to market and keep learning)
Via Len Netti, tobibiko