Designing for Growth: A Design Thinking Toolkit for Managers (Columbia Business School Publishing) by Liedtka Jeanne & Ogilvie Tim

Author:Liedtka, Jeanne & Ogilvie, Tim [Liedtka, Jeanne]
Language: eng
Format: mobi
Tags: Business and Economics/General
Publisher: Columbia University Press
Published: 2011-05-30T16:00:00+00:00

4. Right Empathy. People are inspired by people. It’s as simple as that. For a successful brainstorming session, participants must care about the problem, and that means that you must show them its human costs. Here is where the fieldwork you completed in the What is stage can come in handy. Use it to create a persona of a customer who experiences the problem you are focused on. A persona, which we have talked about as a visualization tool, is not a demographic group. It is an individual, with a name, age, and concrete likes and dislikes.

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