Opinion

September 22, 2020

Forget 'design thinking' if you want to create a successful new business

Designing a new business is not the same as designing something beautiful and useful for a customer. You need to adapt in these 4 ways:


Al Cottrill

9 min read

For all its promises as a sure-fire route to successful innovation, ‘design thinking’ has fallen short of its potential of helping organisations design viable new services and businesses — ie ones that make money.

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