Strategy by Design
- Grade Level: Senior High (10-12)-Adult
- Subjects: Business Strategy
- Produced By: Kantola Productions, LLC
- Year: 2008
- Country: United States
- Language: English
- Running Time: 47m
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Successful innovations must be desirable to consumers, technically feasible, and viable from a business point of view. But how do you meet these requirements? Tim Brown advocates using the three stages of "design thinking": inspiration, ideation, and implementation. For inspiration, innovators must look at the world, performing research that is generative rather than evaluative and using empathy to understand consumer needs. For ideation, they can gain insight by finding analogous situations or studying extreme users. Implementation involved early prototyping and realistic testing. Then for the ultimate test: does it tell a story? If a narrative can be developed around an innovation, that's when it has the best chance of taking off.