#42 Design Thinking and Brands
The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
The Agile Brand
4.9 • 113 Ratings
🗓️ 12 November 2019
⏱️ 6 minutes
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Summary
Agile has helped spawn methodologies that address business processes and broader scopes than software, websites, or digital marketing. One of these is "design thinking," which has its origins at IDEO, a design studio that does a lot of work in human-centred design and has completed a broad range of projects that involve user experience.
The easiest way to describe design thinking is as a philosophy that approaches business challenges with a clean slate. Instead of improving upon something which currently exists, it starts with the question, "What is the problem we're trying to solve?" and designs a solution from that.
Design thinking is similar to agile in that input is sought beyond the primary team doing the work, and it requires an iterative process to achieve the best solution to the problem.
What sets design thinking apart from agile is that it is even further from the waterfall methodology. Agile still assumes a particular end solution is a right approach. Design thinking does not make any such assumptions. The solution is designed around the user and not around a specific method, channel, or medium.
Transcript
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| 0:00.0 | AI had the time of my life. |
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| 0:30.9 | Hi, this is Greg. |
| 0:32.7 | Look for my book, The Agile brand on Amazon or on my website at theagile. |
| 0:36.9 | com. Welcome back to the Agile brand on Amazon or on my website at the agile.world. |
| 0:40.4 | Welcome back to the Agile World. This is Greg Kilstrom. Today I'm going to talk a little |
| 0:44.4 | bit about design thinking. There's a lot of people that are working in a few different worlds. |
| 0:50.2 | I would say design thinking and agile thinking often have some overlap. |
| 0:55.0 | And I think that's a good thing. |
| 0:57.0 | I think they actually can complement one another. |
| 1:00.0 | I think sometimes one may get confused with another in certain circles, |
| 1:04.0 | but I wanted to talk a little bit about it. |
| 1:07.0 | I discussed it in a lot more detail in my book, the Agile brand. |
| 1:10.0 | But design thinking does share a lot of positive things with Agile thinking. |
| 1:17.5 | For those of you less familiar, I think agile, or for those of you less familiar, design thinking actually first came into being, I think, as a term probably in the late 50s, early 60s, and really came into prevalence by David M. Kelly, who founded IDEO. And I think that was in the early 90s when he founded that firm. They've really, you know, kind of embraced it and exemplified it and |
| 1:45.1 | really kind of made it part of their brand. Design thinking is a pretty interesting approach to |
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