Here is an article from Business Week that discusses how businesses are adapting a design strategy to foster innovation and drive business growth. The CEO of Proctor and Gamble, AG Lafferty, wrote a new book called, “The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation”, and said:
“Business schools tend to focus on inductive thinking (based on directly observable facts) and deductive thinking (logic and analysis, typically based on past evidence). Design schools emphasize abductive thinking—imagining what could be possible. This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them.”
At P&G, design workshops were executed to participants to think creatively and more empathetically.
As an example, the website for Olay beauty cream incorporated some of the design themes from a users’ perspective.