Too Good To Fail by Clifford M. Gross

Author:Clifford M. Gross
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

According to Kelley and Van Patter (2005) “as companies become more design sensitive their ability to innovate improves as does their economic performance.” While anecdotal, and difficult to prove, it follows logically. Van Patter mentions that “Design, acting as the ‘glue’—the bridge, facilitator, protector, explainer, valuer, modeler, orchestrator, and advocate of all thinking types.”2

Not everyone agrees with the importance and utility of Design Thinking as a business tool. Nussbaum (2011) argues that “The decade of Design Thinking is ending and I, for one, am moving on to another conceptual framework: Creative Intelligence, or CQ.” His thesis is based on the idea that Design Thinking is a process improvement and many companies have adopted it in a Kaizen-like manner of incremental, continuous improvement. As a result this has removed the true look forward aspect of Design Thinking, namely to start at the solution and work backwards in a reverse iterative manner, but with a key benefit of starting quite a distance from the present situation. This is then followed by the sagacious selection of a winner from a number of alternative scenarios by present valuing the future user experience. In short, Nussbaum opines that the promise of Design Thinking has been beaten out of the paradigm by an overly structured approach to its implementation. He concedes that there have been some notable successes but many more failures. While Nussbaum might be right, beautiful products like the IPhone, IPad, Tesla Roadster create their own enthusiasm which extends their market penetration and shelf life.

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