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Published on Saturday, October 04, 2008
By LA Daily News Staff Writer
The word "design" tends to conjure up images of crisp graphics, nicely arranged interiors or pleasing packaging. But a growing cadre of advocates say the world of design has much more to offer corporate America.
They are proponents of "design thinking," which focuses on people's actual needs rather than trying to persuade them to buy into what businesses are selling. It revolves around field research followed by freewheeling idea generation that often leads to unexpected results.
Properly used, design thinking can weave together elements of demographics, research, environmental factors, psychology, anthropology and sociology to generate novel solutions to some of the most puzzling problems in business. So pervasive has design thinking become in the last five years that Stanford University has created an elective program it calls d
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