3 Keys to Design Thinking

Define the Problem
The right words are important. It's not "design a chair", it's "create a way to suspend a person."  The goal of the definition stage is to target the right problem to solve, and then to frame the problem in a way that invites creative solutions.

Create and Consider
Even the most talented teams and businesses sometimes fall into the trap of solving a problem the same way every time.  Design thinking requires that no matter how obvious the solution may seem, many solutions be created for consideration by varying perspectives.

Refine
Design thinking allows the potential of every idea to be realized by creating an environment conducive to growth and experimentation.  Options may need to be combined and smaller ideas integrated into the larger themes that have set the tone.  Finally, execute.

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Brian Swann
VCU Brandcenter / Creative Brand Management / 804-690-7048
www.brandcenter.vcu.edu / swannbr@gmail.com