Page 329 - The Design Thinking Playbook

#1.6 Correct focus & 360 degrees #3.2 Business models & innovation

RÉSUMÉS As a partner of Innoveto, Elena supports her customers in their Emmanuel is the founder and managing partner of neueBerat-
innovation projects. Time and again, she comes up with new ideas ing GmbH, a leading consultancy firm for the development and
to make the journey instructive and inspiring. Design thinking expansion of new business fields and business models. Ever since
and agile innovation form the core aspects and are enriched with graduation, he has been passionately involved in the development
her own inspirations. Previously, Elena produced fresh ideas with and implementation of new business models.
BrainStore and learned to switch on the ideas machine for the
challenges of customers.

WHY ARE YOU A Since 2013, design thinking has been my professional life. I support I experienced design thinking initially in 2011. I was thrilled that
DESIGN THINKING clients in their innovation processes using approaches from various so many of the individual components I was already familiar with
EXPERT? disciplines. In addition, I design new projects in which I translate were embedded in an overarching concept and thus developed an
theoretical knowledge into practical skills. I discovered the design entirely new momentum. Basically, design thinking combines many
thinking discipline when doing my master’s and was quickly totally existing elements and links them successfully. This is why it is
taken with it. I have deepened my knowledge analyzing several more than just a pure innovation tool.
scientific papers.

YOUR MOST IMPORTANT I’m often asked whether it’s not a bit risky to deal with ideas Suspending the hierarchy in the design thinking process is vital
DESIGN THINKING TIP? so openly and transparently. An idea is not a product yet, nor a for a good result. It’s not always easy to achieve it, though. The
working business model. In order to get there, a process must be difficulty is not only to get executives to accept it but also that
carried out in which phases of development alternate with phases employees need to learn to develop and communicate their own
of testing and in which both the users and the stakeholders are ideas. They must stop looking out for signals that come from their
actively involved. Feedback and active contributions are important. supervisors. Both sides must be balanced during the workshops.
This is the only way for the idea to become a product that meets
real needs and delivers a clear value for the user.

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