Page 315 - The Design Thinking Playbook

Closing words

What have we learned on the journey?

There are quite a few things we have learned on the journey through the Playbook and in the interaction There is a need for a fundamental change toward a systemic-
with potential users, our readers. The time has come to reflect on the factors of success before we move evolutionary approach. Ideally, highly motivated interdisciplinary
on and say goodbye to Lilly, Peter, Marc, Priya, Jonny, and Linda. teams act in self-organizing network structures. Their work is based
We have been confirmed in our claim that the traditional management paradigms must be challenged in on customer needs and is geared to implementing new services,
order to detect future market opportunities and successfully implement them. The traditional mechanical- products, business models, and business ecosystems in a targeted
deductive approaches will make it difficult for companies to redefine entire value-creation chains and way. When searching for the next big market opportunity, design
adapt their business models to the new customer requirements. Yet, unfortunately, the idea that innovation thinking offers a strong mindset. This mindset must be further
follows a defined stage-gate process with a clear sequence from search for ideas through implementation developed and combined with other approaches. No one size fits ev-
is still prevalent in many companies and in the minds of directors, department heads, and those responsi- erything—we have to find our own way and the appropriate mindset
ble for innovation. These models have been outdated for at least a decade now. for our organization.

TRADITIONAL DESIGN THINKING
INNOVATION FUNNEL MINDSET

Problem Understand Solution Implement Scaling
Create Implemen-
Select business tation
Search ideas
for plan of the idea
ideas
Gate 1 Gate 2 Gate 3 Gate 4

OLD WORLD NEW WORLD
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