According to many different sources of research and field analysis from various companies we are fast moving away from product centricity to customer centricity, from company internal process oriented approach to organizing company’s functions by customer touch points or customer journey maps. This change from product driven business models to customer value-centric business models is hard for traditional companies but are natural way of functioning for smaller entities and start-ups.
Design thinking gives an alternative approach to complex problem solving and wicked obstacles to be faced in a totally new context and way in order to achieve new innovations and new perspectives to the problematic areas. Design thinking takes into account the very crucial and in product centric approach easily forgotten element – user feelings, intuition, the gut feeling that decides, despite all the hard-proven facts and figures, which product or service you end up consuming and potentially even becoming a loyal fan or evangelist. When companies wake up in crisis, their sales in not coming as expected, the reason can most probably be found in their change culture or lack of it. When companies are trying to change their company culture from the traditional approach to design centric and customer centric approach, the roll-out has to start from the top management and if the management is either familiar with design centric approach or sets up siloed function in the organization, the change will be hard to accomplish.