This is the ideation phase where you envision a better future. Leveraging insights from the first stage, you brainstorm new possibilities and alternative business models to meet customer needs in novel ways.
In today’s fast-paced market, growth isn't just about spreadsheets and ROI forecasts. It's about empathy, invention, and iteration. In their seminal book, Designing for Growth: A Design Thinking Tool Kit for Managers , Jeanne Liedtka and Tim Ogilvie provide a hands-on roadmap for managers to turn abstract ideas into practical, growth-driving applications. Designing for Growth: A Design Thinking Toolkit...
Not every idea is a winner. In this stage, you narrow down your concepts to those that hit the "sweet spot"—solutions that elegantly solve user problems while offering attractive profit potential. This is the ideation phase where you envision
The authors introduce ten essential tools to help managers navigate these four stages: It's about empathy, invention, and iteration
Focus on understanding the current reality. By "following customers home" through tools like journey mapping , you can uncover deep frustrations and unmet needs that represent your best opportunities for growth.