29 May 2008

IDEO’s Tim Brown on design thinking in HBR

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Tim Brown
Harvard Business Review has published a long article by Tim Brown, the CEO of IDEO, on design thinking.

“Thinking like a designer can transform the way you develop products, services, processes—and even strategy,” says Brown.

“Edison’s approach was an early example of what is now called “design thinking”—a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos. By this I mean that innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.” […]

“Put simply, it 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.”

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