Take a Design-led Approach to Innovation
Innovation drives growth in organisations and entire economies. Yet innovation is hard, risky and rarely successful. Most innovations and startups fail because of a lack of focus on the front end of the innovation process where customer needs are researched, insights are distilled, solutions are ideated, prototyped and tested and business models are shaped. But innovation doesn’t have to be this way.
In Innovator’s Playbook, author and leading Design Thinking expert Nathan Baird shares his 20 years of hands-on experience, tools and methods for developing a winning customer-centric approach to innovation.
This book will teach you how to apply the design thinking method to innovation and help you to innovate better with five practical and proven stages:
1. Build the right team for innovation.
2. Better understand your customer through empathy.
3. Distill and refine customer-centric needs and insights.
4. Unleash your team’s creativity to create fresh new ideas
to address customer needs.
5. Experiment and validate desirable, feasible and viable solutions.
Innovator’s Playbook helps entrepreneurs, corporate teams, startups and leaders across all levels to use design-led methodologies for start-to-finish innovation success.
Table of Contents
My Journey of Discovery to Innovation Flow vii
What’s all this noise about design? xv
Stage 1 Get Started 2
Stage 2 Discover 26
Stage 3 Distill insights 54
Stage 4a Ideate: Incubate & create 86
Stage 4b Ideate: Idea generation workshops 108
Stage 5a Experiment: Desirability 138
Stage 5b Experiment: Feasibility and viability 156
Over to you - your journey to innovation flow 191
About the author 197
Index 199
