Design Thinking for Business

More and more companies, professionals and individuals are embrassing the concept of design thinking. (See Roger Martin's book "The Design of Business.")

I have always advocated metrics-driven design (design that is backed up by analytics, user-testing etc.) I also let intuition have its rightful place in the creative process. Some businesses are reluctant to embrace intuitive thinking. How can you possibly run a business based on hunches, instincts or gut feelings? You can't of course. That's why designers and companies that embrace the co-existence of intuition and analytics have a much better chance of long-term, sustainable competitive advantage.