I’m too embarrassed to tell you how long it took to bring this website together – let’s just say that elephants have shorter gestation periods. But what was the cause of the delay? I can tell you it wasn’t laziness – it would have been quicker and less painful to carve this baby from marble. With a spoon.
The root cause was ‘Myopia-induced procrastination’; we were so close to the problem that we couldn’t see a way forward.
Of course, we recognised the symptoms – we see it all the time with our customers. A sort of paralysis can set in, stymying effectiveness and ultimately ensuring the end result is always a compromise.
But what’s the cure? In our case, we took the Sherlockian route, which is to say we dismissed so many potential solutions that the only one left had to be the right one. But that takes time that our customers can ill afford.
What we do for them is guide them with our Design Thinking-based approach.
Design Thinking is a long-established approach to ensuring the end result of a project is ultimately effective. By which I mean it meets the requirements of the end user, and in real terms.
This approach, as the name suggests, comes from design methodology – originally in product design but subsequently applied successfully to interface design, apps, town planning, user experience, branding, business strategy, team structure etc etc. You get the idea.
Design Thinking has at its heart empathy for the end user or audience. We start every project, no matter how big or small, with a definition of what ‘effective’ means for its outcome – what has the project got to deliver to achieve its strategic goals? And then we look at the audience – who has the project got to deliver to and for? What are their needs, circumstances, pressures? How are things different from their perspective?
Empathy is really important, because it’s easy to focus on matters that really aren’t that big a deal to the audience. Things can appear very different through their eyes. I think my forehead rivals El Capitan in Yosemite National Park – a sheer wall of granite – but my wife insists she doesn’t see it. She sees the whole of me. Similarly, you might worry that your office is a bit rough and ready for example, when the truth is your customers love your no-frills down to earth way of working.
If you’d like to discuss this in a little more detail, please get in touch.