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Think Like Steve Jobs: How Design Thinking Leads to Creativity

Think Like Steve Jobs: How Design Thinking Leads to Creativity

Outstanding companies such as Apple, Nike and Tesla are all design-driven companies. These companies adopt design thinking when they are creating new products and solving business problems. Companies that utilized design thinking experienced a 41% higher market share, a 46% competitive advantage, and customers who were 50% more loyal. They outperformed the average American stock market by 219%.[1]

Take Apple as an example, it wasn’t always the mega-success that it is today. In 1997, Steve Jobs conducted a major company overhaul.[2] He cut several product lines and pushed the company toward developing a distinctly Apple experience. To this day, all of the “i” products’ look, feel, and user-friendliness set Apple apart from its competitors.

Design thinking showed us that Apple was a company with a soul and vision, and the message continues to resonate with customers. Jobs not only conveyed to people what he was selling, but he also showed them why they needed it.

Everything that any profession does—from research and development, to strategy, to content creation—can be improved through design thinking.

Design Thinking Is for Everyone to Solve Problems Creatively

Problem-solving myopia leads companies through periods of stagnation and frustration. Things are usually more complicated than they appear on the surface, and focusing solely on problems robs companies of their abilities to take what is working and use it in creative ways.

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“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” – Tim Brown CEO, IDEO

Design thinking can solve complex problems across systems, procedures, protocols, and customer experiences. This creative mindset requires you to focus on solutions instead of problems. Instead of staying stuck in the problem-rut, design thinkers always have an eye on the ideal future.

Problem solving in this manner involves looking at peoples’ needs and finding creative solutions. Design thinking forces individuals to use every tool at their disposal, from their intuition and imagination to their innate sense of logic and reasoning, to unravel complex issues and explore possibilities.[3]

When a solution is discovered, it is subject to change according to the needs of the company and its customers. Design thinking, as a rule, is never stagnant. It is an iterative and reflexive commitment to innovation.

Core Stages of Design Thinking

Although this is a vastly creative process, design thinking has several identifiable stages, including:[4]

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  1. Empathize
  2. Define
  3. Ideate
  4. Prototype
  5. Test & Evaluate

    We’ll take a closer look at these steps using a case study from the oral health aisle of Watsons, a pharmacy chain.[5]

    1. Empathize

    This stage involves by collecting as much information about a field as possible. You may process raw data, consult with experts, and get as much background as possible to envision a better future.

    By collecting data, Watsons realized that many shoppers visited the oral hygiene section of their pharmacies, but they often walked away empty-handed. Watsons developed a collaborative relationship with two other companies so that they could figure out why people weren’t making purchases.

    2. Define

    After you have enough background information, define what customers need. Conducting formal and informal surveys to gather customers’ feedback. Watch how people interact with the products and listen to how they describe the products.These observations allow businesses to figure out what people need and what is holding them back from getting what they want.[6]

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    The Watsons team interviewed shoppers and listened to anecdotes about their shopping experiences. Customers gave the company a variety of reasons why it was difficult to find the oral health products that they wanted. People said things like, “The shelf looks different every time I shop here,” or “I can’t find the product I’m looking for.”

      3. Ideate

      After you understand your customers’ pain points, work to reconcile the difference between what they expect and what you produce. Look for patterns from customer feedback and brainstorm solutions based on the information that you’ve been given. Staying focused on solutions allows people to come up with alternatives that hadn’t existed before.

      The team at the pharmacy reviewed all the data from customers and determined that most of them were plagued by the same problem. Many people claimed that they were not able to find the best product to fit their needs. In response to this, the collaborators decided that they needed to devise a system to make it easier for people to track down the toothpaste that was best for them.

      4. Prototype

      Design thinking requires novel solutions. The ideas may start as quick drawings or outlines, but they eventually become full-scale models. Along the way, incorporate feedback to remix and refine the solution until it is the best that it can be.

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      To make it easier for customers to find the perfect tube of toothpaste, Watsons and its collaborators decided that customers needed a “Quick Finder” system. They started out with rudimentary drawings, and consulted with customers and workers throughout the design phase. Eventually, they devised a prototype machine in which customers could input information about the product that they wanted. Whenever the system narrowed down the best products, it lit up a box around those products.

        5. Evaluate

        No solution is complete without testing to make sure that it effectively addresses the problem. In the evaluation phase, you run tests and obtain as much feedback as you can get. End-user input continues to be an important factor in this phase, but look at quantitative data also to ascertain if the prototype really worked.

        To ensure that the prototype for the “Quick Finder” addressed customer needs, the team consulted with customers and store workers to see what they had to say about the new tool. They also had to compare oral care sales before and after the implementation of the new design in order to measure its impact.

        Design Thinking Isn’t Just for Designers

        Anyone who needs to solve problems could benefit from adopting design thinking. It enables businesses to solve problems and come up with creative solutions by looking at issues holistically and addressing the needs of the end user.

        When you put design thinking into practice, you have more space to innovate and you improve your audience’s experience with your company.

        Reference

        More by this author

        Brian Lee

        Chief of Product Management at Lifehack

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        Last Updated on September 24, 2020

        17 Ways Learn New Skills Faster and Enjoy the Process

        17 Ways Learn New Skills Faster and Enjoy the Process

        In the movie The Matrix, everyone was intrigued with the ability that Neo and his friends possessed to learn new skills in a matter of seconds. With the incredible rise in technology today, the rapid learning in the movie is becoming much more of a reality than you realize.

        The current generation has access to more knowledge and information than any before it. Through the internet, we are able to access all sorts of knowledge to answer almost every conceivable question. To become smarter, it’s more about the ability to learn faster, rather than being a natural born genius.

        Here are 17 ways to kickstart your Matrix-style learning experience in a short amount of time.

        1. Deconstruct and Reverse Engineer

        Break down the skill that you want to learn into little pieces and learn techniques to master an isolated portion. The small pieces will come together to make up the whole skill.

        For example, when you’re learning to play the guitar, learn how to press down a chord pattern with your fingers first without even trying to strum the chord. Once you are able to change between a couple of chord patterns, then add the strumming.

        2. Use the Pareto Principle

        Use the Pareto Principle, which is also known as the 80 20 rule. Identify the 20% of the work that will give you 80% of the results. Find out more about the 80 20 rule here: What Is the 80 20 Rule (And How to Use It to Boost Productivity)

        Take learning a new language for example. It does not take long to realize that some words pop up over and over again as you’re learning. You can do a quick search for “most commonly used French words,” for example, and begin to learn them first before adding on the rest.

        3. Make Stakes

        Establish some sort of punishment for not learning the skill that you are seeking. There are sites available that allow you to make a donation toward a charity you absolutely hate if you do not meet your goals. Or you can place a bet with a friend to light that fire under you.

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        However, keep in mind that several studies have shown that rewards tend to be more motivating than punishment[1].

        4. Record Yourself

        Seeing yourself on video is a great way to learn from your mistakes and identify areas that you need to improve. This is very effective for any musicians, actors, speakers, performers, and dancers.

        5. Join a Group

        There are huge benefits to learning in a group. Not only are you able to learn from others but you’ll be encouraged to make progress together. Whether it’s a chess club, a mastermind group, or an online meet-up group, get connected with other like-minded individuals.

        6. Time Travel

        Visit the library. Although everything is moving more and more online, there are still such things called libraries.

        Whether it’s a municipal library or your university library, you will be amazed at some of the books available there that are not accessible online. Specifically, look for the hidden treasures and wisdom contained in the really old books.

        7. Be a Chameleon

        When you want to learn new skills, imitate your biggest idol. Watch a video and learn from seeing someone else do it. Participate in mimicry and copy what you see.

        Studies have shown that, apart from learning,[2]

        “Mimicry is an effective tool not only to create ties and social relationships, but also for maintaining them.”

        Visual learning is a great way to speed up the learning process. YouTube has thousands of videos on almost every topic available.

        8. Focus

        Follow one course until success! It’s easy to get distracted, to throw in the towel, or to become interested in the next great thing and ditch what you initially set out to do.

        Ditch the whole idea of multitasking, as it has been shown to be detrimental and unproductive Simply focus on the one new skill at hand until you get it done.

        9. Visualize

        The mind has great difficulty distinguishing between what is real and what is imagined. That is why athletes practice mentally seeing their success before attempting the real thing[3].

        Visualize yourself achieving your new skill and each step that you need to make to see results. This is an important skill to help when you’re learning the basics or breaking a bad habit.

        Take a look at this article to learn how to do so: How to Become a Person Who Can Visualize Results

        10. Find a Mentor

        Success leaves clues. The best short cut to become an expert is to find an expert and not have to make the mistakes that they have made.

        Finding out what NOT to do from the expert will fast-track your learning when you want to learn new skills. It is a huge win to have them personally walk you through what needs to be done. Reach out and send an email to them.

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        If you need help learning how to find a mentor, check out this article.

        11. Sleep on It

        Practice your new skill within four hours of going to sleep.

        Josh Kaufman, author of The Personal MBA, is a noted rapid learning expert. He says that any practice done within this time frame causes your brain to embed the learning more rapidly into its neural pathways. Your memory and motor-mechanics are ingrained at a quicker level.

        12. Use the 20-Hour Rule

        Along with that tip, Kaufman also suggests 20 as the magic number of hours to dedicate to learning the new skill.

        His reasoning is that everyone will hit a wall early on in the rapid learning stage and that “pre-committing” to 20 hours is a sure-fire way to push through that wall and acquire your new skill.[4]

        Check out his video to find out more:

        13. Learn by Doing

        It’s easy to get caught up in reading and gathering information on how to learn new skills and never actually get around to doing those skills. The best way to learn is to do.

        Regardless of how unprepared you feel, make sure you are physically engaged continuously. Keep alternating between research and practice.

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        14. Complete Short Sprints

        Rather than to force yourself into enduring hours upon hours of dedication, work in short sprints of about 20-30 minutes, then get up and stretch or take a short walk. Your brain’s attention span works best with short breaks, so be sure to give it the little rest it needs.

        One study found that, between two groups of students, the students who took two short breaks when studying actually performed better than those who didn’t take breaks[5].

        15. Ditch the Distractions

        Make sure the environment you are in is perfect for your rapid-learning progress. That means ditching any social media, and the temptation to check any email. As the saying goes, “Out of sight, out of mind.”

        Before you sit down to learn new skills, make sure that potential distractions are far from sight.

        16. Use Nootropics

        Otherwise known as brain enhancers, these cognitive boosters are available in natural herbal forms and in supplements.

        Many students will swear by the increased focus that nootropics will provide[6], particularly as they get set for some serious cramming. Natural herbal nootropics have been used for thousands of years in Ayurvedic traditions to improve the mind and learning.

        Find out more about brain supplements in this article.

        17. Celebrate

        For every single small win that you experience during the learning process, be sure to celebrate. Your brain will release endorphins and serotonin as you raise your hands in victory and pump your fits. Have a piece of chocolate and give yourself a pat on the back. This positive reinforcement will help you keep pushing forward as you learn new skills.

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        The Bottom Line

        Learning a new skill should be exciting and fun. Whether you use online courses, real world experience, YouTube videos, or free online resources, take time to learn in the long term. Keep picturing the joy of reaching the end goal and being a better version of yourself as continual motivation.

        More Tips on How to Learn New Skills

        Featured photo credit: Elijah M. Henderson via unsplash.com

        Reference

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