Design Thinking revisited: A conversation with Scott Underwood

Following my blog article on Design Thinking and business model innovation, a vivid discussion about design thinking and business model thinking started. Lately, Scott Underwood joined the discussion. For over 20 years, Scott worked in the Palo Alto and San Francisco offices of IDEO, the global design and innovation firm.

During the last dozen years, his role involved writing, editing, speaking, and teaching about design thinking and the company’s history, culture, and processes. Scott is not IDEO’s spokesperson but a person with insights into the design thinking process. I would like to share his insights with you on the importance of the problem

definition phase and of challenging the assumption of your thinking. Below, you find what Scott wrote in his comment. I have added some emphasis to what Scott wrote.

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