Ever thought, Design Thinking would be the best way to get great ideas? It's probably not. But you get much more out of it: a solid understanding of your customer needs - with almost guaranteed success!

1. Design Thinking -
The best way to kill your brilliant idea
Dr. Christian Wiele

2. ©2016 gezeitenraum
Everybody is seeking the
ultimate Product or service
2

3. ©2016 gezeitenraum
But most people fear
uncertainty and take the
safe route to innovation
3

4. This means …
©2016 gezeitenraum
… you do what you always did and always wanted to do
… you concentrate on what you know
… you do what your manager told you
… you never question the way you work
… you plan, and plan, and plan
… you are hip by definition
4

5. ©2016 gezeitenraum
But then …
… your competitor is doing
the real cool stuff
5

6. ©2016 gezeitenraum
And when the pain gets
really heavy …
… you turn to Design
Thinking
6

7. Why?
©2016 gezeitenraum
understand
observe
define
point of
view
ideate
prototype
test
implement
7
Because of its promise:
6 Steps + some Rules = great Results

8. ©2016 gezeitenraum
Reality Check:
Is Success really predictable?
8

9. Today’s focus
©2016 gezeitenraum
ideate
prototype
test
plan
9
implement
⚡︎

10. ©2016 gezeitenraum
Experience:
Many teams are frustrated
after ideation
{Only conventional or very wild ideas, but
no great ones}
10

11. ©2016 gezeitenraum
Technique
cooking by recipe
defined ingredients
rules & algorithm-like
can be learned
predictable & repeatable
time-bound
11
Art
Designing a new dish
depends on experience &
diverse influences
everything allowed
skill needs to be developed
not-predictable
cannot be forced

12. Technique vs. Art
©2016 gezeitenraum
ideate
understand
observe
define
point of
view
prototype
test
implement
12
Art
Technique

13. ©2016 gezeitenraum
Design Thinking delivers an
aligned understanding of
the Problem Space and the
customers needs with almost
guaranteed success!
(Remember, this is what companies don’t focus on today!)
13

14. ©2016 gezeitenraum
Ideation and implementation
without this foundation is a
complete waste!
(This is what companies do today!)
14

15. ©2016 gezeitenraum
Design Thinking delivers
solid ideas that fit to the
problem!
(Typically no great ones, because this needs time!)
15

16. ©2016 gezeitenraum
And Design Thinking is the
best way to kill your
brilliant ideas!
(which are actually not so brilliant, because they don’t fit the
customer needs)
16

17. Done
©2016 gezeitenraum 17
Thank you!
Dr. Christian Wiele
christian@gezeitenraum.com
@christian_wiele
@gezeitenraum