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You won’t find the words “design” or “design thinking” in any of IBM’s smart Stop—Start ads but look at what they pitch and preach.
Stop: Selling What You Have
Start: Selling What They Need
Stop: Thinking Like A Bank
Start: Thinking Like A Customer
That’s it in 20 words or less. Start with understanding your customer/audience, and work to create something of value WITH them and FOR them. The old days of coming up with something new in the lab and then throwing it into the marketplace to see if it floats are over.
Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.