How good designers think
Insight: They Look at What We Don’t Know.
How?
1. They don’t tend to think about consumers; they think about people and what they want and need.
2. They like observing.
3. They bring expertise in other categories and industries to bear.
4. They look at what might all change in the short, medium and long-term, by engaging with the best trends and forecasting intelligence.
Inspiration: They Look for What to Do
Good designers want to solve problems — and this makes them want to transform insights into inspiration.
1. They have the ability to visualize what has never been.
2. They live and work in the future most days.
3. they overcome the “not invented here…” syndrome.
Action: They Keep Going
They don’t stop with the invention. They turn their inspirations into reality.
1. They don’t claim to be able to do everything, but they do know to work with the various functions and outside resources that do.
2. They are good at practical resolution. Their ability to “make it real” can help resolve contradictions and find highest common denominator compromises, helping the (innovation/ marketing) process more forward.
3. They are good at iterative prototyping, refining the concept through repeated cycles and getting feedback from the right people as they go.
(Source: blogs.hbr.org)
