Page 27 - Transforming an Idea Into a Business with Design Thinking
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6 ◾ Transforming an Idea Into a Business with Design Thinking
Figure 1.1 Design thinking. (Adapted from Brown, Tim. Change By Design. Palo Alto,
CA: HarperBusiness, 2009.)
Figure 1.2 Empathy.
before even thinking about a solution. Every business starts with a hunch.
The founder has an idea for the business which is generally a solution look-
ing for a problem. Design Thinking helps explore the problem space by
employing a wider lens first as the team looks from the perspective of the
user, who is the main stakeholder that will benefit from the idea. To have a
common understanding of the problem faced by the key user, it is important
to look at the problem from different perspectives and wider lenses. This
helps frame the problem from the user’s context before narrowing focus on
the key problem for the user.
This helps in answering the “Why” of the initiative before thinking about
“How” and “What” (Figure 1.3).
