Avoid 3 major business pitfalls

With design thinking, you can avoid three major pitfalls:

1. Inside-out thinking: the organisation's challenge and plans are not always aligned with what customers, employees and prospects need.
2. Solutions without problems: by thinking too quickly in solutions, the opportunity is missed to see the problem from a different angle or to discover underlying problems.
3. Linear perfectionism: as long as there is no result, it is difficult to get good insights, so it is beneficial to test assumptions and ideas against reality as soon as possible and gain insights.

We contrast this with:

1. Empathy with the users;
2. Spending enough time on a problem;
3. Iterating, diverging and converging to “as good as possible”;