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February 18, 2019

Big Data without Design Thinking is Detrimental to Your Company Success

Karen Zeigler

Karen Zeigler
Design Thinking Consultant/REVamp Success

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False information and judgments are detrimental to companies.

Data is big in business today. Thus the name – big data. The well-being of leaders and organizations tetter on the paradox of choice. Choosing is challenging, but don’t forget the pitfalls of judgment and false information. For example, when you meet me, you’ll notice I’m female, reserved, a distinct southern accent, and blonde. From those data points, many judge me as – how to put this nicely – not very smart. Unfortunately, we all deal with being unfairly judged. Humans are prone to judge, and thus we infect the data.  Conversely, setting aside our judgments, there is false information. People lie. Specifically, 85% lie on their resume, 22% lie on their mortgage applications, and over 75% lie on their social media. It’s easy to question the validity of the data. However, by using data to verify instead of identify, we can shift from detrimental to useful.

Verify vs. identify

Data is prone to judgment, false information, overwhelm, and a host of other problems. However, this in no way means it’s time to throw it out. It does indicate that it’s smart to stop utilizing data as a means to identify the problems or solutions you are looking for in your business. Instead, move to use data as a means to verify. Utilize the human-centered approach of design thinking to understand the problems the company faces from the users perspective. After having identified the problem through design thinking, then move to use data to verify various aspects of the problem and potential information for choosing the appropriate solution.  While data alone can be detrimental, the combination of data and design thinking can have a significant impact on the success of your company. Need more convincing? Here are three additional reasons design thinking can bring greater success to your company.

3 Reason Design Thinking Leads to Company Success

  1. Design Thinking improves morale – data doesn’t. The emphasis on empathy and creativity breathes life into the organization. When employees feel heard, involved in the process and actively making progress towards making an impact they are happier.
  2. Design Thinking improves connections between management and employees – data doesn’t. Design thinking involves the collaborative efforts of everyone involved in serving the customer, resulting in decisions moving out of the board room onto the platform where the issues are occurring.  Working together each sees first hand the value of the other. Trust and respect are enhanced.
  3. Design Thinking sparks joy – data doesn’t. Creativity and joy are positively correlated. Increase creativity, and you increase happiness. How would customer service, sales, hiring, and profits be impacted if the employees of your company found joy in coming to work? Innovation and design thinking produce an environment of creativity.

The great leaders of tomorrow

Given these points, the best leaders understand the wisdom of Albert Einstein and use design thinking as their competitive advantage to lead their companies to greatness.

It is the supreme art of the teacher leader to awaken joy in creative expression and knowledge. – Albert Einstein

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