Bryant University Professor Lori Coakley and I have published a new article in the American Management Association Quarterly (Fall 2018 issue) titled, "The Human Center of Design Thinking." In this short essay, we argue that many firms stumble because they focus on a technology in search of a problem. Put another way, they wield a hammer in search of a nail... rather than seeking out unmet human needs, pain points, and frustrations that must be alleviated. Moreover, managers sometimes think large datasets, derived from surveys and purchase histories, can provide them all the insight they need about customers. They are sorely mistaken. Finally, we explain why we sometimes empathize poorly with our customers, and we offer some tips on how to do so more effectively.
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