What's unique about design thinking approach to innovation?
Design driven innovation is different from innovation in general because it is not innovation in response to consumer demand. Innovative companies design new ideas and then get the consumers' attention. The consumer may not even know that they want what the company has created, but once they see the idea they may gradually begin accepting and embracing the new product. Apple is a great example of a design driven company. They tell the consumer what they want, what they need even.
Employees of design driven companies are constantly brainstorming and sharing their ideas, even if they do not know how their ideas will be used yet. Once they have a collection of designs, they can begin finding ways to use them and then share them with consumers.
Another key difference is that a design driven company may not focus solely on products, but on the processes of the entire company. From work flow to tangible products, every aspect of the workplace has potential for improvement in a designer's eyes.
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