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We live in an age of unprecedented opportunity: with ambition, drive, and talent, you can rise to the top of your chosen profession regardless of where you started out.
These wounds have left businesses gazing hopefully towards design thinking asIdris Mootee a new management “wonder drug” that will help make sense of the cur- rent situation.
Idea Couture is a global strategic innovation, customer insights and experiencedesign firm that brings together the power of D-School + B-School™ thinking. Design Thinking pres- ents itself as an attractive approach to problem solving for those who need to address complex, ambigu- ous, uncertain and volatile circum- stances across multiple contexts and cultures. This collaboration between mapping, opportunity scanning ously embrace more serendipitous,individuals and groups is tangible and rapid prototyping. Design Thinking brings a There has been a plethora of interest recently refreshed, revitalized and rejuvenatedon Design Thinking but is Design Thinking helpful approach to management and stra- tegic thinking however, it is far fromor does it merely export the dogmas of design to a cure-all.business strategy? The transforma- not exclusive to designerstion of design agencies to strategy consulting firms is an interesting idea but an or unattainable to thoseextremely challenging one. These tools ad-hoc and adaptive approaches toand finite and has ultimately helped facilitate the identification of prob- inquiry, synthesis and expression thatus to survive. That means it s up to you to carve out your place in the world and know when to change course.


Corporations are facing criseson several fronts, not only from the obvious such Will Design Thinking sink in the up- coming years much like many otheras low cost competition, economic sustainability short-lived management fads or will itand social development, but business leaders and change business forever?
And it s up to you to keep yourself engaged and productive during a career that may span some 50 years. Traditional design firms (and even branding andgovernments are also experiencing a profound design studios) are quick to claimcrisis of trust and legitimacy.
All these factors have that they can change the world.triggered a loss of confidence in traditional pro- Corporations however, may be disap- pointed with these promises if thesecesses. It is also a stretch for Thinking is natural andtraditional design firms to rely solely on design thinking to solve strategic issues. This process comes with aDesign Thinking is a reflection of this “responsibility to shape the future,” Design Thinking is about seekingculture and evolution – it is driven by as businesses often have, where we out possibilities and demonstratingmodes of inquiry and expression that need to acknowledge and act upon the willingness to make inexpensiveare accessible, functional, attractive, this human need for meaning, identity mistakes to expand one’s scope ofsustainable and iterative. The core of many management theories companies lack an understanding inare being questioned and “management” is close business strategy, industry dynamics, channel economics and capital inten-to a point of failure.
Only when you operate with a combination of your strengths and self-knowledge can you achieve true and lasting excellence. Itis important to recognize that Design Thinking is not exclusive to designers orunattainable to those in another discipline.
Managing Oneself identifies the probing questions you need to ask to gain the insights essential for taking charge of your career. Change requires more than justsomething new to grasp onto in order to make sexy designs and catchy slogans but adding a few MBAs to your employeesense of what’s going on and to prepare for a roster does not equal a strategy con-future of unprecedented uncertainties.


Ultimately Designregard, the culture behind Design Thinking is a bridge builder, an inter-Thinking and the customs, values Codified through language, Design face that brings us together, helpingand beliefs involved are potentially Thinking often requires communica- us to shrink the gaps between peoplemore empathetic, human centered tion that differs from other cultures and processes, customers and theand courageous when compared and disciplines. It is an approach to inquiry and expression that complements andenhances existing skills, behaviors and techniques. It is also critical not to definethe discipline as the antithesis of data-driven analytical thinking. Design thinkingis its own mode of analysis – one that focuses on forms, relationships, behaviorand real human interactions and emotions. Design expresses itself through common and Thinking needed to be carefullyThinking’s mode of inquiry and familiar modes, mediums, traits and adopted and integrated with tradi-expression is intentionally more ac- artifacts such as sketching, mapping, tional business management prac-cessible and human-centric. Drucker Foundation for Nonprofit Management, and counseled 13 governments, public services institutions, and major corporations. Whenapplied, it harmonizes with other modes of thinking and closes knowledge andinformation gaps, creating order and refining meaning.Copyright 2011 Idea Couture Inc.




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