Design thinking: wasted hype?

design thinking

Perhaps unfortunately I was on the receiving end of a rant about design thinking last week. It was a  passionate, articulate, and informed rant, but a rant nevertheless.

There is no doubt in my mind that design thinking is a competitively crucial capability. In this homogeneous and connected world, recognising the value that design can deliver, that it is an integral part of not just the physical products, but of enterprise culture and processes, is essential to commercial longevity.

However, design thinking has a fundamental flaw, a flaw clearly demonstrated by the “rantor” last week.  As my old Dad used to say, “Son, you get 1/10 for thinking about it, the other 9 are for doing it”

My rantor was a thinker, but do not ask him to do anything creative. It is hard, dangerous (to a career)  work to be contentious, advocate stuff outside the status quo, to be the questioner who backs up the questions with action, and most shy away.

We do need more design thinking, but we also need way, way more design doing, so stop hyping, and start doing.



About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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3 Responses to Design thinking: wasted hype?

  1. Pingback: Design doing | StrategyAudit

  2. strategyaudit says:

    Agree absolutely!!

  3. joyohana says:

    Design is central. Design is thinking. Design is actions. In the case of agriculture it is “rural by design”, that is design thinking and design execution results in an outcome. It is not an end in itself.

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