nathan williams | simiant.com

The Talent Hunt (Buiness week) “A B(usiness)-school class would have started with a focus on market size and used financial analysis to understand it. This D(esign)-school class began with consumers and used ethnography, the latest management tool, to learn about them. Business school students would have developed a single new product to sell. The D-schoolers aimed at creating a prototype with possible features that might appeal to consumers. B-school students would have stopped when they completed the first good product idea. The D-schoolers went back again and again to come up with a panoply of possible winners.”

Related posts

• Why I like Mazda (0)
• Tips for ‘digitising’ traditional agencies - no.1 (0)
• The Do Lectures (1)
• Just realised I was right, again. (0)
• How to get something utterly, utterly wrong (0)