Business thinking going downhill; design thinking going uphill. An uphill battle that is.
“(…) several conclusions can be drawn. First of all, the typical iterative and holistic way of working of design thinking is also a viable option for generating business. Possibly many of you design thinkers will say: we knew that. Point is: our stakeholders needed to learn that! Second, we were amazed by the results of the ‘business prototype’. Many new insights arose, and admittingly some of our assumptions turned out wrong. A next step will look different already. For a relatively small amount of money and resources this was learned, instead of the hard way in actual business. Third, and possibly most important: it created a platform all stakeholders could look at, reflect and decide. They could invite others, including even their friends. They could discuss with us. Suddenly it was not a ‘good idea’, but a viable option.”