Can the approach that revolutionized product design change the way entire companies are organized and work? Can a corporate culture be design centric? Design Thinking simplifies complexity and makes customer interactions more intuitive and enjoyable. It emerged out of Stanford's D-School and IDEO. It is not about aesthetics – it's a business strategy to achieve differentiation, customer loyalty and satisfaction. Design Thinking forces a company to embrace a more intimate understanding of its customers and their interactions with the brand, and then be very reductive in creating more valuable experiences. Principles such as user empathy, rapid prototyping and learning from failure make Design Thinking practical and action-oriented. This practice has been embraced by companies as diverse as Hermann Miller, Apple, Kohler, 3M, Method and Target to improve products and customer experiences. David Butler, Coke's head of innovation, stopped using the squishy "D-wor
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