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Design Thinking: Eight Mistakes to Avoid

February 28, 2019 • STRATEGY & MANAGEMENT, Business Process, Design Thinking, Emerging Ideas, Team Managment

By Josemaria Siota and Thomas Klueter

When properly implemented, design thinking can result in higher success rate for innovation. However, one of our studies states that 63% of those involved in innovation processes said design thinking initiatives had not advanced. What mistakes should be avoided to be part of the effective one third?

 

You don’t have to be a start-up in the fast-changing economy to benefit from design thinking. Even traditional sectors such as financial services, oil and gas, aircraft, and health care also stand to gain from adopting its customer-centric focus.

There have been notable success stories of companies in many sectors using design thinking, from Bank of America, to Shell, Brussels Airlines and the Rotterdam Eye Hospital. Design-led companies that are publicly listed in the United States outperform the benchmark S&P 500 Index by an eye-opening 211%.

However, there are obstacles to overcome in applying design thinking, which puts new demands on leadership, teams and individuals. One of our studies states that 63% of those involved in innovation processes said design thinking initiatives had not advanced. What mistakes should be avoided to be part of the effective one third?

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About the Authors

Josemaria Siota is the Research Director of the IESE Business School’s Entrepreneurship and Innovation Centre. Connect with him on LinkedIn .

 

Thomas Klueter is an Assistant Professor at IESE Business School’s Entrepreneurship department, and has a PhD from the Wharton School. Connect with him on LinkedIn.

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