Summary of the article “Designing for Growth: A Tool Kit for Managers“ that appeared in the Rotman Magazine. the article and the book is authored by Jeanne Liedtka and Tim Ogilvie http://canb2am.wordpress.com
the article explores the key question, what takes a manager to think like a designer. and the answer is, it takes empathy, invention, and iteration.
- #empathy: is outlined as treating customers as real humans with real problems and understanding their needs and wants, at an emotional and rational level.
- #invention: is clarified by examining scientists and designers. while scientists analyze activities of today or past to discover explanations, designers create things for future use.
- #iteration: the path to solution is not a linear process but an iterative one. it involves learning at every step through experimentation to empathize better with the customer.
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