Business Becomes Human

An R&D scientist once said to me, We need to always begin new product
development projects this way, after sifting through more than 20 in-depth
consumer narratives of their condition. These people went into great details
about their lives, their struggles, their rituals, and their beliefs. As we
unpacked their learnings, the scientist understood the complexities of having
a rich, full contextual understanding of the people for whom he will design
new, innovative solutions. To summarize with a metaphor, he walks in their
high heels, sneakers, and Crocks, embodying their situation as if it were his
own.
Instead of creating another product barely distinguishable from the sea of
sameness that surfeits the shelves of food, drug, and mass stores off of a job
brief that solves a marketing line problem, this scientist can now collaborate
on a new approach to these problems with a deep understanding of the
situation.
The insight at hand is that we are not solving business problems here. We are
solving human problems. In this era when landfills and the seas are gutted
with enough plastic to choke the planet, do we really need another product
for the sake of making money solely? Wouldnt it be better if we create things
people need, people use, and that help people? Please do not tell me that
this is idealistic.
This is the business-world paradigm shift of our era. Forget business-tobusiness. Forget business-to-consumer. That is outdated thinking.
We are crafting solutions for real people. Instead of creating a me-too product
for an ambiguous market segment, real innovations seek to connect with the
fate and fabric of their users lives. This is human-to-human business and
smart product design, part caused-based and part entrepreneurial horse
sense, but it makes business good and it also, no surprise, makes good
business.
Following this human-centric process, Design Thinking, begins with empathy
with real people. Later, product ideas are co-created with real people. This
hand-on-the-pulse method creates new, breakthrough products and services
that make a positive difference in the lives of many.
As the scientist says, We need to always begin new product development
projects this way. Welcome to the new era.