Why it's time to apply design thinking to business leadership

Applying design principles to business is opening up a world of opportunity to co-create with customers and industry on everything from products to crime prevention. Brad Howarth reports

As a teenager, Dr Melis Senova was torn between her desires to be a medical doctor and an aerospace engineer. So it was a dream come true when years later she could bring those two passions together in her PhD research, redesigning cockpits for FA-18 and F-111 fighter jets to help pilots better cope with the stress of their workplace.

But after stepping back into corporate roles she soon became disillusioned with the lack of creativity within large organisations when it came to their approach for tackling problems.

“They were very quick to jump into solutions, repeating the same sorts of linear decision making processes that created the problem in the first place,” she says. “There was absolutely no creativity, wonder or curiosity.”

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The rise of the conscious consumer

The concept of consumers boycotting brands and publishers isn’t a new one.

Jodie Sangster

CEO, ADMA

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

Great Hire - Congrats Dan & Solotel

Tom Phillips

Solotel taps Dan Lacaze as first group marketing director

Read more

One more start-up to disrupt the trucking industry. Well the market is hot. Uber Freight, Doft, Trucker Path... Still no one of these ube...

Sergey

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

Latest Podcast

More podcasts

Sign in