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Thursday, June 18, 2009

What Makes Design Thinking Special?

How is Design Thinking different from process re-engineering or business consulting?

That was the question asked by a reader to Business Week's Bruce Nussbaum. Check out the response from Bruce as he answers the question highlighting the difference between the approach followed by major consultancies & that of design thinkers. As he points out, Design Thinking is about Creation of new (business models/products/ services based on user centricity, business objective & technology) & not about choosing among limited options available. Design Thinking is about reframing of problem & at the same time reinventing the wheel. Design thinking is about understanding the user, aligining his/her needs with the business viablity along with technological feasibility to come up with innovative solutions.

Check out the video