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Showing posts from August 30, 2015

How design thinking gave a young firm an early advantage

For a while, “design thinking” was business world’s most fashionable concept. Companies tried it, sent their employees for training, and so on. Then things changed. Now Google’s frequently used search phrases include “design thinking is bullshit” and “design thinking is dead.” If you read the naysayers' articles, the common rant is “there’s nothing new.” I do not agree with the Google phrases, but I do agree with the claim that there's nothing new in design thinking. Here's why.

Design of experiential marketing
Beginning in the late 90s, I created and upgraded experiential marketing for a young software firm where I was employed. This is not about brochures, white papers, and such standard things of questionable value. This comprised the following set of items designed and laid out in a purposeful and human-centric way:
Gallery: A casual, standup conversation facility. Here, we had
conversation-starting posters. The posters had quotes by customers and others. Some showcased…