Innovation has always be seen as a myth, where genius is the main ingredient for it. Unfortunately this is not the reality!
Innovation can be a systematic process. The key to successful innovations is to understand where the process starts. The process starts by first understanding the current needs, the current obstacles the target audience want to overcome and then formulating insights that can guide the thinking about potential solutions.
This is against to what most of us think and do today, where we try to provide solutions without understanding the real problems. So, probably by passion, we try to jump to a future that we envision for our customers without involving them or trying to understand what are there needs.
The argument can be raised that “Customers don’t know what they want” as Steve Jobs said or following what Henry Ford said “If I had asked people what they wanted, they would have said faster horses”. This can be partially true when it comes to what customers express literally, but the key takeaway from this is to see what customers don’t see by sensing, observing and noticing the signals than predict the future like “faster” (but not the horses) in Henry Ford quote.
Design Thinking: a means for innovation!
Design Thinking is a mindset and methodology to help businesses in problem solving, finding possibilities and securing innovations that are desirables by humans at first, viable as business offering second and finally feasible as an implementation.
In few words, Design Thinking is all about starting with the human and ending with the human. Design thinking is about the people but first you need to change your mindset for this shift.