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"Design Thinking"
A term that has become almost synonymous with organized creativity.
The main goal of design thinking is to reach business solutions in methods both creative and analytical. The connection between logical business processes and creative processes is interesting – you can benefit from it.
So what’s the problem?
When one side is significantly greater than the other, and in the case of business firms, the corporate analytical approach usually stifles creativity. Instead of venturing to new conceptual areas, organizations are looking for ways to control and plan creativity, and in more serious cases, they weigh it in their reports.
But real creativity takes place in between the lines and columns.
The need for certainty is the first thing that stifles a creative process. In the business world, uncertainty is considered a necessary evil, a constraint that should be avoided as much as possible. Investment with high certainty seem more qualitative and desirable, but the truth it, profit potential rises as the level of risk increases.
How does this relate to creativity?
Uncertainty is the foundation of innovation. New is something we’ve never encountered. we cannot predict its behavior as it’s unfamiliar. When we create, we need a place where we can be uncertain. Therefore, if we expect and aim for complete certainty in method and action - have ideas that are necessarily excellent, make sure the design is definitely useful, get a result that answers every point in our brief - we will probably reach the same ideas that were already made before.
A term that has become almost synonymous with organized creativity.
The main goal of design thinking is to reach business solutions in methods both creative and analytical. The connection between logical business processes and creative processes is interesting – you can benefit from it.
So what’s the problem?
When one side is significantly greater than the other, and in the case of business firms, the corporate analytical approach usually stifles creativity. Instead of venturing to new conceptual areas, organizations are looking for ways to control and plan creativity, and in more serious cases, they weigh it in their reports.
But real creativity takes place in between the lines and columns.
The need for certainty is the first thing that stifles a creative process. In the business world, uncertainty is considered a necessary evil, a constraint that should be avoided as much as possible. Investment with high certainty seem more qualitative and desirable, but the truth it, profit potential rises as the level of risk increases.
How does this relate to creativity?
Uncertainty is the foundation of innovation. New is something we’ve never encountered. we cannot predict its behavior as it’s unfamiliar. When we create, we need a place where we can be uncertain. Therefore, if we expect and aim for complete certainty in method and action - have ideas that are necessarily excellent, make sure the design is definitely useful, get a result that answers every point in our brief - we will probably reach the same ideas that were already made before.
Give Creativity
Some Air
Make Room for New Players
New players in monopolistic and traditional markets usually introduce a new approach. Competition with business giants forces organizations to operate with a higher risk factor.
Therefore, there is greater openness towards uncertainty.
In the creation of BE by Shufersal, an intention was set to create a new drugstore brand, accompanied by an inherent uncertainty. Emerging from the conventions of the old fashioned, pharmacy-like, formal and blend looking drugstores, many creative interpretations have been put forward to lead the brand’s “Fast Pharm” strategy.
The goal was to break free from convention and create a whole new language, with uncertainty about its popularity or immediacy.
Therefore, there is greater openness towards uncertainty.
In the creation of BE by Shufersal, an intention was set to create a new drugstore brand, accompanied by an inherent uncertainty. Emerging from the conventions of the old fashioned, pharmacy-like, formal and blend looking drugstores, many creative interpretations have been put forward to lead the brand’s “Fast Pharm” strategy.
The goal was to break free from convention and create a whole new language, with uncertainty about its popularity or immediacy.
Make Room for Mistakes
In creating Kan, the new public broadcasting agency, a different challenge came about. Kan had to be reborn from the ashes of the old-fashioned IBA, to prove itself from day one and compete with commercial channels.
They took an approach of reinvention and trial and error. Pushing forward, Kan positioned itself as a digital-first broadcast company, prioritizing content over medium. In doing so, Kan had to be flexible enough to contain not only all its sub-brands, but also experimental projects, and it was able to chuck out brands that had already faded. Here they reacted to the target audience, changed, adapted, invented, and repositioned, in an ongoing process of brand growth - a process that continues today.
They took an approach of reinvention and trial and error. Pushing forward, Kan positioned itself as a digital-first broadcast company, prioritizing content over medium. In doing so, Kan had to be flexible enough to contain not only all its sub-brands, but also experimental projects, and it was able to chuck out brands that had already faded. Here they reacted to the target audience, changed, adapted, invented, and repositioned, in an ongoing process of brand growth - a process that continues today.
Make Room for Possibilities
When Kik, the North American chat platform giants, decided to launch their own virtual currency (KIN), they were aiming to expand the value this currency provides for its target audience.
The main question leading this process was what you can do, rather than what you shouldn’t do. An ideation sprint yielded some brave research for ideas beyond the commonly known boundaries of use for virtual currency, and brought about the idea of using this currency to connect between various digital platforms, while also connecting the virtual and physical worlds.
Through White Labeling and simple implementation for developers, KIN can be integrated into a wide variety of apps, allowing accumulation and payment on a variety of platforms, from ordering a cab to paying at a restaurant. Thus, the currency’s value broke through digital boundaries to become an actual commodity.
The main question leading this process was what you can do, rather than what you shouldn’t do. An ideation sprint yielded some brave research for ideas beyond the commonly known boundaries of use for virtual currency, and brought about the idea of using this currency to connect between various digital platforms, while also connecting the virtual and physical worlds.
Through White Labeling and simple implementation for developers, KIN can be integrated into a wide variety of apps, allowing accumulation and payment on a variety of platforms, from ordering a cab to paying at a restaurant. Thus, the currency’s value broke through digital boundaries to become an actual commodity.
TAKE AWAY
More and more organizations will adopt semi-creative processes in their culture. The trick is to make sure their business logic does not run over the necessary infrastructure for creativity. Uncertainty, at some level, is an essential component of these processes and is the sign of a truly creative process.
Digital Transformation
Digital Transformation
Human 2.0
They grow up so fast. So does technology.
Who is the human in the age of integration?
Who is the human in the age of integration?
Raise me up
Open Innovation
Open Innovation
Fight Your Rituals
Are you currently ideating and developing while embracing your rituals? Reconsider.
Ritual Fighter!
Sharing is Caring
Sharing is Caring
Care for Meaning
How do you go from belonging to actually influencing? The right platforms – and we’re not talking about shoes.
Influence my meaning
Design Thinking
Design Thinking
Make Room for Uncertainty
In the right corner: business instincts. In the left corner: creative processes. Certainty vs. space – it’s on!
Ding!