“(…) 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.”
Business thinking going downhill; design thinking going uphill. An uphill battle that is.