Design Thinking is a set of methods, approaches and skills for managing innovation and the development of new products and services that puts people at the center.
The realization of competitive differentials today comes exclusively from innovation.
Therefore, management has become innovation, and if the enterprise does not put people at the center, it is unlikely to be able to design products and services that generate the famous WOW effect (Noriaki Kano).
Design thinking should not be thought of as a tool: it is also a tool, but it would be simplistic to reduce it to just that.
It is–as Kottler said so many years ago of marketing–a philosophy, an approach, a culture that places at the center of the experience (customer experience) the customer as man, understood in Normann’s understanding of his psychological capacity for interaction, judgment and behavior.