By Raúl
Gorrín.- Nowadays, to achieve success
you need to be creative and ride on the innovation bus. This is the market
demand and if you don’t take the risk you will be a fossil. Fortunately, there
are tools that make easy the process of innovation, including “design thinking”
that is very useful for organizations when designing solutions, as it allows
companies to obtain better results in marketing. The design thinking tried to
develop the innovation placing people in the center who acquire the leading
role.
Design
thinking uses the sensitivity of the designer and his problem-solving method to
solve people's needs in a technologically possible way while being commercially
viable. We are in the presence of a tool, a technique, a methodology that improves
the design and puts the final product in the background. Also, design thinking
resort to different ways and are developed through multidisciplinary teams. You
have to think like a designer, be creative and connect with the consumer.
In brief,
the issue is not to generate big campaigns but to connect with consumers in a
meaningful way for them. This is what matters, the nexus, the emotional
connection that is created with the consumer and the brand, to be exact, it generates
a commitment/loyalty because the company provokes in the client feelings and
emotions around the story that tells. A product is not bought just because it
likes, but because of how the customer feels about himself when he uses it. It
is a matter of creating experiences and emotions.
It is very
important that everyone in the company share the same vision, the designs must
be the result of an environment in which collaboration prevails. This
connection must be long-lasting over time. It can’t be circumstantial because
it does not work.
Visit:
www.raulgorrin.org
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