Page 101 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015101Lesson six, it is as important or necessary to experiment as it is to learn from the experience of both those who failed and those who succeed- ed. As a result of reflecting subsequently on the work performed by entrepreneurial leaders and cutting-edge enterprises, nowadays we are more aware of how to replicate and adapt processes, and this allows us to ensure not the success of our projects but the certainty of minimising the mistakes that can be made.So far we have dealt generally with the change of approach. At this point it is necessary to examine in a certain amount of detail two of the basic tools/perspectives we uphold as a working and innovation method in the new context: Design Thinking to establish our goal; and Lean Startup to develop our product or service. The Business Model, by using Osterwalder’s tool, complements both and bridges the gap between the Generation and Validation of the idea.2.1 Generation of business ideas: understanding my user’s needs and developing new business ideas (Design Thinking)It is in this context of incipient design immersion in the company that new skills and imaginaries come to the fore and management begins to adopt Design Thinking as a specific manner of addressing problems and projects. We are speaking of Design Thinking as an approach to strategy and management and not only as a framework for conceptualisation and delivery.The challenge posed is twofold. Firstly, because new scenarios do not exist and have to becreated. The huge goal is to determine where we want to focus on or head for (our vision/ mission). An unattainable mission offers more possibilities of creating new ways of acting atan early stage and of identifying incipient needs that have not yet been recognised or validated. It is in this area that we must act. Secondly, because what matters is to know how to capture these ideas and have the intuition, at least, to identify and distinguish a good idea from one that is not so good.DesignThinking is a discipline that attempts to apply the design process as a holistic approach to problem solving.DesignThinking (DT) is precisely what makes it possible to provide a response to the challenges of ideation and execution such as that described above. In short, it is a discipline that aims to apply the design process as a holistic approachto problem solving. As a rule, it has a practical approach based on addressing the challengesof management, business development, service development and so forth from the same perspective and systematics with which a designer addresses and solves projects. Therefore, it is important to take design to be a process that helps us plan, and not merely an attractive definition and the functionality of a product.13 The main strength of this approach lies in the fact that it is a valid tool (neither exclusivenor excluding) for developing innovative and creative solutions by achieving optimal decision making points. The framework that emerges when rational and logical thinking are combined with intuition goes beyond traditional deductiveJuan Gasca and Jose Manuel Jarque Muñoz