I love it when you come across an article that inspires you, when you find someone who thinks the same way you do, or in this case ‘you think like they do.’ The Fast Company - Design Thinking article with David Kelley does just that.

Ideo's Design Thinking ‘is a means of problem solving that uses design methodologies to tap into a deep reservoir of opportunity.’ It’s made up of 3 Phases Inspiration, Iteration and Storytelling.
Kelley talks about the realisation that the early phases....understanding, observation, brainstorming, and prototyping is what differentiates Ideo from a bunch of management consultants …That’s what I’ve been trying to say about Mammal ! (but not well) .

Design thinking is unashamedly human-needs centric, messy and non-linear due mainly to design challenges typically being inherently complex and deserving more than a cookie cutter step-by-step approach to resolve problems.

Design thinking is about approaching the problem from a design perspective, it looks to broaden the number of possible solutions first well before drilling down to a solution, it’s about breaking a problem part before putting it back together in a totally new way.

It makes sense, total sense. And it works.