We don’t start with a problem or a solution or even an idea. We start with real people.

Successful entrepreneurs design business solutions to meet the real needs of real people. You can’t design for people if you don’t understand them – what they want, what they need, who they really are. The best way to develop this understanding is by practicing empathy – that is, spending some time walking around in the shoes of a customer, or a user of your product. How do they think? How do they feel? Getting to these insights is the heart of the human-centered approach to design.

Of course a savvy business model is important. So is a quality product. But if you’re not creating with human needs in mind, it doesn’t matter how cool or clever your company is – you’re not making a difference for real people.

In this phase, shed your preconceptions about what you want to create, and allow yourself to see the world from the perspective of others.

Tom Hulme – 12 Ways To Add Design Thinking Into Your Project


Test your OBSERVATIONAL skills with the clip below

TASK: Interview

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