What is needed today is a Disruptive Innovation of Thinking
More than a thinking in the ways currently adopted, we need a new way of “thinking”.
The problem of the Market, the inability to sell the products of the current generation, is due to the inability to tune in to the (real) needs of people.
It is therefore a matter of rethinking Design Thinking in the following ways:
1) not “thinking” (which is a “decided on paper” process, which risks being abstract, disconnected from the reality with which one is dealing) but tuning in with the actual reality: use an Emphatic Approach that allows you to perceive the real needs to be satisfied: an Emphatic Design.
That is, it is necessary to reintroduce the Human factor in product development <see Why current Design (and hi-tech) and disruptive innovation are incompatible (the “Human factor”)>.
2) It is about recovering the product development process that took place in the previous Market phase, based on the Entrepreneurship <see The Entrepreneur’s DNA >
3) It is necessary to abandon the idea of having to “invent” solutions: the Market must learn to “discover” solutions by looking for non-consuming niches to be transformed into Business.
4) In the new truly Disruptive dimension, the Customer is integrated into the product development process – the best (co) developer of a solution is the holder of the need.