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Neil McGregor on 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's needs and wants
  • define the challenge: don’t be too narrow or broad
  • get out of the office and observe extreme users
  • create insights
  • frame opportunities
  • brainstorm and experiment: fail fast to learn quickly


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

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