“If you can take a minute to step back and consider blue-sky scenarios, you can often find ways to improve things by 10 times, instead of incrementally – that’s where design thinking comes into play.”

Dr. Wightman


“Design thinkers try to figure out what the key problem is – they look around and try to understand what’s going on, and come up with some wild ideas, thinking big and bold, on how to solve it,” Dr. Norman says. “They assume they’re not going to get it right the first time.”

“If you were looking to build a better mousetrap, you’d prototype a model, test it for weaknesses, then either trash it and start again, or identify the problems and seek to correct them. DT does the same thing, but in an increasingly broad array of areas, from social policy to healthcare to business.”


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