Because of the nature of their work, successful graphic designers, industrial designers, and architects approach problems with a unique mix of creative thinking, empathy, and pragmatism. They must quickly yet deeply internalize the client’s context and invent an entirely original solution that is nonetheless in keeping with the established brand.
For several decades now, business leaders in more traditional fields have been studying design thinking and adapting it to their needs. In particular, the design-thought-processes of divergent thinking (brainstorming a wide range of possible solutions) and convergent thinking (eliminating all but the “right” solution) have been enormously influential in the corporate world.
Indeed, design thinking’s creative and adaptable approach which harnesses both free-ranging imagination and pragmatic reasoning is ideally suited to the 21st century marketplace – a world of lighting-fast technological change within more conservative legal, political, and logistical constraints.