1. Empathize and Define
Exercise
Rodrigo Borges

2. STAKEHOLDER
SAY
THINK
DO
FEEL
Problem statement
Stakeholder
NEEDS A WAY TO BECAUSE
Need Insight
Design Thinking Action Lab 2013
Usually they are not quite
ready to workUntil college they
are used only to
answer to tasks
They develop almost a
need to receive orders.
The young workers I
meet are educated to
wait for orders
They are alienated from the
process of problem solutions
in advertising colleges here in
Brazil students are used to learn
how the market works but not
to think
When you hire a worker
who thinks that changes
your whole company
The practice you get
by doing.
If I have in my company a worker
that knows the theory and that
is used to think he will be able to
use his knowledge to figure out
the problem and solve it
He thinks that college has a
responsibility in forming a
student not only in practice but
specially in theory
The fact that the universities in
Brazil tend to focus more in
forming workers than thinkers is
negative to the market.
A thinker is a good worker
There’s an expectancy that the
young worker knows how to
work even before he starts to
work
There isn’t a disposition of the
agency in question to form
young workers
The company has its on share of
responsibility in the education of
its workers
The thinker isn’t one who only
thinks but one who knows to
solve problems
In an ad agency I
guess a smart
kid takes 2
weeks to get
what the thing is
all about.
In this industrial world
thinking became a luxury
but ironically it’s what can
save the industry.
We receive an intern with
the intention to teach him a
big number of things.
Can’t pay the best experienced workers of the market
A pragmatic, result-oriented, degree-holding
advertising, curious, creative, enthusiastic
entrepreneur
A pragmatic, result-oriented,
degree-holding advertising,
curious, creative, enthusiastic
entrepreneur
Find young workers that are more
independent, pro-active, participatory and
self-educated
The way colleges prepare students is
work-oriented, but not in a good way because
the colleges are not encouraging them to think
Participate (sponsor) of
students events
Doesn’t have time to teach a
kid from the beginning
Is used to hire only the best in the
market, but it’s difficult to find them
- The ad agency doesn’t recognize its part in educating its
interns beyond work activities.
- Everybody is reponsible for the education of a better society,
not only for the work environment.
- A person who thinks has great potention to be a great
worker.
- “Theory x practice”isn’t the worst problem for interns. The
hability to think and solve problems on their on is.
Summary

3. STAKEHOLDER

6. THINKHe thinks that college has a
responsibility in forming a stu-
dent not only in practice but
specially in theory
The fact that the universities in
Brazil tend to focus more in
forming workers than thinkers is
negative to the market.
A thinker is a good worker
The thinker isn’t one who only
thinks but one who knows to
solve problems

7. FEEL
There’s an expectancy that the
young worker knows how to
work even before he starts to
work
There isn’t a disposition of the
agency in question to form
young workers
The company has its on share of
responsibility in the education of
its workers

8. NEEDS A WAY TO
BECAUSE
Stakeholder
A pragmatic, result-oriented, degree-holding
advertising, curious, creative, enthusiastic
entrepreneur
Need
Find young workers that are more
independent, pro-active, participatory and
self-educated
Insight
The way colleges prepare students is work-
oriented, but not in a good way because the
colleges are not encouraging them to think
Problem statement

9. - The ad agency doesn’t recognize its part in educating its
interns.
- Everybody is reponsible for the education of a better society,
not only for the work environment.
- A person who thinks has great potention to be a great
worker.
- “Theory x practice”isn’t the worst problem for interns. The
hability to think and solve problems on their on is.

10. Empathize and Define
Exercise
Rodrigo Borges