| MARKETING MIND |
DESIGN THINKING For innovation agency, G2 Innovation, using a mindset and tool set that promote a fresh approach will ultimately lead to the ideal solution.
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hese days, every company is looking to improve their services or products and provide their customers with the best possible experience. But how do we approach problems that arise, solve them and achieve outstanding results? Andrew Jones, co-founder of G2 Innovation, works with all manner of companies, helping them identify and solve problems with an approach known as ‘design thinking’. Offering more than just a process, design thinking, or human-centred design, is a mindset, skill set and tool set that drives innovation, and allows organisations to dig deeper into what’s really going on for customers. “Its fundamental difference is that it focuses on falling in love with the problem and not the solution,” says Jones.
WHY IS IT SO EFFECTIVE? Traditional processes have always concentrated on finding a solution, a new product or service, and presenting that to the market. Design thinking, however, delves into the actual problem and its many challenges, gaining insight into how customers are reacting, and what they’re actually thinking and feeling. “By understanding that, and using human focus skills like empathy and ethnography, you ultimately create a better solution,” says Jones.
WHY NOW? According to Jones, design thinking is having a huge resurgence due to the fact that, driven by our industrial heritage, we still
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