design thinking - how it all started
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how it all starteddesign thinking
2001A.G. Lafley became CEO of P&G
“I learned a lot while I was in Japan. When I returned to the United States, I was passionate about making design an important new innovation strength for P&G.” (ca. 2001)
Source: A. G. Lafley, Ray Charman (2004) The game changer: How every leader can drive everyday innovation.
2002He appointed Claudia Kotchka as VP Design and Innovation who:
“start[ed] an external design board [incl. Tim Brown and Roger Martin]... bring them in 3 times a year for a whole day and we would give them problems ... everyone would come in to hear them... A.G. would come to every [meeting]” ...” we ”use them to convince our business leaders that they make the wrong decisions”
Source: Claudia Kotchka on innovaiton at P&G, May 2008 http://vimeo.com/5203345 (min. 21:00-23:00)
ca. 2002Roger Martin (former Dean, Rotman School of Management) and P&G advisor on his influence on design at P&G:
“I discussed this with A. G. Lafley, CEO of Procter and Gamble, who believes that P&G needs to be more design intensive. ... So he was thinking in terms of product design; I was in love with this design mind-set that doesn’t worry about constraints because there is always a way to figure your way around them.”
Source: Dunne & Martin (2006) Design Thinking and how it will change management education. Academy of Management Learning and Education, Vol. 5, No.4 , p.513
2002Roger Martin (former Dean, Rotman School of Management) and P&G advisor:
“Design thinking is about applying the principles of design to solutions for business. The phrase came out of a conversation that Tim Brown, the CEO of IDEO and I [Roger Martin] had in 2002 on the transformation of IDEO's business.” ...
Source: Roger Martin (2010) Why business leaders need to think like designers.
2002Roger Martin (former Dean, Rotman School of Management) and P&G advisor:
...“What we discovered is that the design community is ... really good at deep holistic, ethnographic user understanding and they're obviously very good at visualising, imagining and prototyping. The third part is actually tying this to business strategy.”
Source: Roger Martin (2010) Why business leaders need to think like designers.
2003David Kelley (founder IDEO, Prof. Stanford University) reflecting on a conversation with IDEO’s CEO Tim Brown in 2003:
“They would stop calling Ideo's approach "design" and start calling it "design thinking." "I'm not a words person," Kelley says, "but in my life, it's the most powerful moment that words or labeling ever made. Because then it all made sense. Now I'm an expert at methodology rather than a guy who designs a new chair or car."
Source: Linda Tischler (2009) IDEO’s David Kelley on “Design Thinking”, Fastcompany
ReferencesClaudia Kotchka on innovation at P&G, May 2008 (min. 21:00-23:00)http://vimeo.com/5203345
Dunne & Martin (2006) Design Thinking and how it will change management education. Academy of Management Learning and Education, Vol. 5, No.4 , p.513
Linda Tischler (2009) IDEO’s David Kelley on “Design Thinking”http://www.fastcompany.com/1139331/ideos-david-kelley-design-thinking
Roger Martin (2010) Why business leaders need to think like designers. http://articles.economictimes.indiatimes.com/2010-12-24/news/27627350_1_design-ideo-business-strategy
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