Design Thinking

Design Thinking for Innovative Business Problem Solving

Design thinking is a systematic approach to problem solving that allows combining our right-brain creative thinking with left-brain analytical thinking.

The design thinking process is great for leading teams and cross-functional units in problem-solving initiatives and next-level growth ideation. Progress is made faster and smarter compared to traditional critical reasoning, which may actually increase the risk of innovation and cost of problem solving.

This highly collaborative systematic approach to creativity is highly effective as a process to ignite innovation and organic organizational growth.

Breakthrough innovations comes from challenging the common wisdom, getting insights from people with different ideas, backgrounds and perspectives, experimenting to provoke unorthodox responses and associating all the above. However, strategy will fail where innovations are not focused on customer needs.

New business offerings are generated based on customers needs, reducing the new launch unknowns to a clear list of manageable challenges.

Finally, the approach allows for ways to test the growth potential of new ideas to minimize the risks and maximize the rewards inherent in growth and change.

The Design Thinking Process

  • Defining the problem
  • Generating deep insights
  • Ideation and concept development
  • Co-creating with customers
  • Prototyping new concepts
  • Launching to learn


Design thinking process and tools

“ Our engagement with Six Paths resulted in clearly defining our current positioning for each brand followed by successfully launching new products targeted at under-addressed customer groups. ”

Paul Markovits

Marketing Director, Heineken

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