Design thinking is a proven method for business growth. But, the benefits go as deep for your company as they do for customers.

Michael Graber dicusses the unseen benefits behind design thinking and innovation work.

Design Thinking is the name of a formal innovation process used by many leading organizations such as P&G, Mayo Clinic, Bayer, and others. While Design Thinking came out of product development and engineering fields, its processes are being adopted by research and development, marketing, and product management departments in many firms across the globe.As a method for solving complex problems, Design Thinking helps organizations discern unmet needs and create value from these insights. Yet, the real benefit of Design Thinking is seeing how employees and colleagues personally transform as they get exposed to the iterative Design Thinking process–empathy, define, ideate, prototype, test and co-create, and storytelling.

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