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Potentials and pillars of Design Thinking.


Design Thinking, an innovative methodology, has revolutionized the approach to innovation. This article explores its history, fundamental principles and business applications, showing how it has become a key driver of entrepreneurial success.

The History of Design Thinking

Born in the 1960s at Stanford, Design Thinking emerged as a response to the need to address complex problems with innovative solutions. Its evolution over time has influenced several disciplines, from a design-centered approach to a philosophy that places the user at the center of the creative process.

Leading Exponents of Design Thinking in the World

Design Thinking has been shaped by prominent creative minds:

  • Tim Brown (IDEO): CEO of IDEO, led the global spread of Design Thinking.
  • David Kelley (IDEO): Founder of IDEO, co-founded the Stanford d.school, becoming a proponent of Design Thinking at the educational level.
  • John Maeda: An expert in the marriage of design and technology, he has helped integrate Design Thinking into digital industries.

Usefulness of Design Thinking in Business Processes.

Design Thinking offers tangible benefits in business dynamics:

  • User-Centered Innovation: Improves the relevance of solutions through in-depth understanding of user needs.
  • Risk Reduction: Continuous iteration and prototyping reduce the risks associated with developing new products or services.
  • Cultural Change: Adopting Design Thinking can lead to cultural change by encouraging an open and collaborative mindset.

Use Cases of Companies Applying Design Thinking.

Design Thinking successfully translates into concrete results in several companies:

  • Apple: User experience is at the heart of the design process, evident in the development of iconic products such as the iPhone.
  • Airbnb: Embraces Design Thinking to create an experience tailored to the needs of modern travelers.
  • IBM: Integrates Design Thinking into business processes to drive innovation and create advanced technology solutions.
  • Procter & Gamble: Revolutionizes product development and marketing by tailoring them to consumer needs.


Design Thinking is an engine of innovation that goes beyond problem solving. Its history, led by brilliant minds, and its business applications prove that it is not just an approach, but a philosophy that turns challenges into opportunities. In the age of innovation, embracing Design Thinking is not just a choice, but an imperative for success-oriented companies.

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