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Design thinking

Design Thinking is a human-centred discipline focused on people’s needs, the feasibility of an idea and its overall business viability. Neil McGregor from Human Synergistics NZ explains how Design Thinking can be applied to marketing-specific business challenges. Key steps to design thinking include:


  • Focus on the user - their needs and wants
  • Define the challenge - don’t be too narrow or broad
  • Get out of the office and observe - look at extreme users
  • Create an insight
  • Frame the opportunity
  • Brainstorm and experiment - fail fast to learn quickly



Enjoyed Neil's presentation? Watch his full length version here: 


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