What Differences Exist Between Design Thinking and the Innovative Thinking System?
My customers sometimes ask me how the Innovative Thinking System is different than Design Thinking. This question typically comes from those who are considering whether they should participate in the Innovative Thinking System.
There are five distinct steps in the Design Thinking process. Innovators should exhibit empathy, creativity/ideation, problem definition, prototyping and testing. Each step of the process must be performed with the consumer squarely in mind (after all, pleasing clients is the end goal). Globally, the design consulting firm IDEO, is well known for making use of Design Thinking-based consultation. This trend has even extended into Japan where Professor Okude of Keio University is pioneering its research and application.
I often think back to a conversation that I had with a client who was thinking about introducing Design Thinking. He stated, “Design Thinking is good in the way that we have real progress moving forward with certain specific issues but we still struggle to come up with many ideas during brainstorming. Facilitation is difficult because dialogue is key to the processes. In practice, shifting to “the customers' point of view” is the most difficult part. Also in order to lead the project, we have to come to agreement within the organization (not only on a logical level but also at an emotional level), involve staff, and achieve this in great detail in the shortest possible time.”
Both Processes Focus on People and Complement One Another
It is imperative to understand how your own way of seeing things, in terms of thinking processes and patterns, is different from others. Learning the skills to come up with ideas as a group or individually and fostering a conducive atmosphere for idea creation is essential. Try to be objective instead of remaining subjective. It's difficult to try to see things from the viewpoint of another person but it is often necessary to do so. Also, people cannot act on theory alone when applying innovation. If emotions are ignored they will surely get in the way. In other words, it is necessary to be aware of the feelings of those people related to one’s organization. These steps are included in the process of Design Thinking.
The Innovative Thinking System is designed to empower busy professionals to quickly learn concrete techniques for recognizing their thinking patterns, producing ideas and involving others. If one learns these techniques and also applies Design Thinking, they will gain a significant advantage.
Design Thinking and the Innovative Thinking System are both aimed at innovation. Both programs complement one another, rather than one being better than the other. While I focused mainly on Design Thinking as one example out of many innovation programs, the Innovative Thinking System also functions as a catalyst with various other innovation programs. Thus the Innovative Thinking System is more of a structured skill development program that prioritizes application. When thought of in this manner, perhaps one could call it a “systematic toolbox for innovation”.
In closing, I will add a table of areas covered by each innovation technique in problem solving processes for reference.
Areas covered by each innovation technique in problem solving processes
| Process |
Design Thinking |
Innovative Thinking System (ITS) |
| Discovering Themes |
Empathy |
|
| Problem Definition |
Problem definition |
|
| Producing Ideas |
Creation (ideation by brainstorming) |
7 Inventing Techniques (Divergent thinking techniques) |
| Choosing the Best Idea |
|
7 Screening Techniques (Convergent thinking techniques) |
| Making Ideas Concrete |
Prototype |
7 Polishing Techniques (Convergent thinking techniques) |
| Testing |
Testing |
|
| Turning Ideas into Action |
|
7 Mapping Techniques (Implementation planning techniques) |
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