Driving Corporate Innovation: Design Thinking vs. Customer Development
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“needs finding” and attempts to reduce new product risk by accelerating learning through rapid prototyping. This cycle of Inspiration, Ideation and Implementation is a solutions-based approach to solving customer problems.
Design Thinking is perfectly suited to situations where the process isn’t engineering-driven; time and money are abundant and the cost (and time) of a failure of a major project launch can be substantial. This process makes sense in a large company when the bets on a new product require large investments in engineering, a new factory or spending 10s or 100s of millions on launching a new product line.
But therein lies the conundrum. Because of the size of the dollars at stake (and your career), lots of effort is spent to make sure your understanding of the customer and the product is right. At times large companies will drag out these design-thinking investigations (prototype after prototype) for years. Often there is no place where urgency gets built into the corporate process. (Just to be clear this isn’t a failure of the process. Urgency can be built in, it’s just that most of the time it’s not.)
Both Models Work for Large Companies
There is no right process for all types of corporate innovation. In a perfect world you wouldn’t need Customer Development. No corporate R&D would happen before you understood customer problems and needs. But until that day, the challenge for executives in charge of corporate innovation is to understand the distinction between the two approaches and decide which process best fits which situation. While both get product teams out of the building the differences are in speed, urgency and whether the process is driven by product vision or customer needs.
In one example, you might have a great technology innovation from corporate or division R&D in search of customers. In another, you might have a limited time to respond to rapidly shifting market or changing competitive environment. And in still another, understanding untapped customer needs can offer an opportunity for new innovation.
Often I hear spirited defenses for Customer Development versus Design Thinking or vice versa, and my reaction is to slowly back out of these faith-based conversations. For large companies, it isn’t about which process is right – the reality is that we probably haven’t invented the right process yet. It’s about whether your company is satisfied with the speed, quality and size of the innovations being produced. Andwhether you’re applying the right customer discovery process to the right situation. No one size fits all.
There’s ample evidence from the National Science Foundation that Customer Development is the right process for commercializing existing technology. There’s equally compelling evidence from IDEO the Stanford D-School and the Biodesign Innovation Process that Design Thinking works great in finding customer needs and building products to match them.
—Customer Development and Design Thinking are both customer discovery processes
—Customer Development starts with, “I have a technology/product, now who do I sell it to?”
—Design Thinking starts with, “I need to understand customer needs and iterate prototypes until I find a technology and product that satisfies this need”
—Customer Development is optimized for speed and “good enough” decision making with limited time and resources
—Design Thinking is optimized for getting it right before we make big bets