Design Thinking –Tim Brown -Harvard Business Review
Tim Brown is the CEO and president of IDEO, an innovation and design firm with headquarters in
Palo Alto, California. His designs have won numerous awards and been exhibited at the Museum of
Modern Art in New York, the Axis Gallery in Tokyo, and the Design Museum in London.
Innovation is powered by a thorough understanding
, of what
people want and need
their lives and
what they like or dislike
about the way particular products are made, packaged, marketed, sold, and
Design thinking is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is
technologically feasible and what a viable business strategy can convert into customer value and market opportunity.
, design has been treated as a downstream step in the development process—the point where
who have played no earlier role in the substantive work of innovation
, come along and put a beautiful wrapper
around the idea. To be sure, this approach has
stimulated market growth in many areas by making new products
and technologies aesthetically attractive and therefore more desirable to consumers or by enhancing brand
perception through smart, evocative advertising and communication strategies.
During the latter half of the twentieth century
design became an increasingly valuable
in, for example, the consumer electronics, automotive, and consumer packaged goods industries.
But in most
others it remained a late-stage add-on
, however, rather than asking designers to make an already developed idea more attractive to consumers,
companies are asking them to create ideas that better meet consumers’ needs and desires
. The former role
is tactical, and results in limited value creation; the latter is
strategic, and leads to dramatic new forms of
As economies in the developed world
shift from industrial manufacturing to knowledge work and service delivery,
Its objectives are no longer just physical products; they are new sorts of processes, services, IT-powered
interactions, entertainments, and ways of communicating and collaborating—exactly the kinds of human-
centered activities in which design thinking can make a decisive difference.
Prototyping doesn’t have to be complex and expensive.