Design Thinking Provides Better Answers

I can’t tell you how many times I’ve heard a customer respond, “…because we have always done it that way.”  Not that it is a better or smarter way but familiar.  For example, those businesses who continue to spend thousands of dollars in yellow page print advertisement.  They meet with their yellow page representative, discuss ad size, target areas, sign the contract and presto, it is done for the year.  This annual “meet and sign” has continued for decades like clockwork and although the ROI with this type of advertisement has dwindled considerably it is a method of advertising that is easy, trustworthy and requires little creativity or thought.

With the status of the current economy it is important for small businesses to promote problem solving strategies that are outside the comfortable, routine box.  The principal of design thinking is a creative, cognitive approach to operating your business.  It is identifying your clientele’s needs, evolving your operations to fulfill those needs, incorporating innovative ideas while supporting sound business practices. 

How do you inspire and support new ideas in your organization? 

Gail Gamertsfelder
V/P-CAO, A Better Connection, Inc.