The Problem with Design Thinking

The 6 stage gate Design Thinking process is not new, but it is fundamentally flawed.

The gates; Ideate, Detailed investigation, Business case, Development, Review of Development, Production and Market launch.

There are numerous examples where these processes have hit the rocks despite the huge amount of money being spent. Motorola is one of them, $65billion on a project that failed.

The problem with the stage gate process is that it persists throughout universities, research institutions and businesses around the world. It assumes wrongly that we are all logical thinkers and we think in linear cause and effect situations. For example if we create a communication process that will rely on satellites - we won’t need ground installations. No brainer, right? Motorola (Iridium satellite) found to their cost that simple cause and effect doesn’t mean profit - if no one wants it - or it doesn’t work. Since then, companies have wised up and spend a lot more on market research - the problem with that as a solution - is if we presume we know the possible outcomes - we will programme the research accordingly. AI algorithms will provide you with any answers that you want to hear. 

The focus at the ideate stage should not be ‘the cool idea’ - but what problem it is trying to resolve? What problem is the technology trying to solve? The problem with many 1st gate ideas is that the other gates - the other 5 are then, a forgone conclusion. The other gates, no matter how expensive are deemed ‘add ons. - no matter how thorough they are, they are simply on - off switch gates - with no inkling of spin offs - as the whole process is by then totally committed, It only needs money (like $65 billion) to make it a reality. Substituting 'Empathise' instead of 'Ideation' doesn't cut it, either. A Fundamentally flawed process.

The answer? Systems Thinking is one way to square this circle. It is the insightful questions that help to provide clarity, based on Neuroscience - as the opportunity is ultimately for humans wherein we will find a successful solution. Scientific Institutions have embraced the idea of 'Design Thinking' - but one cannot help wondering if a more holistic and neurological approach such as 'Innovation Systems Thinking' might yield greater and more innovative results? 'Systems Thinking' - even a combined process with 'Design Thinking' could provide far greater clarity and purposeful intent, and can be a less costly exercise, both in resources, time and money.

John Rainford (right) has worked with some of the top research companies in the world, to commercialise patents including Shell Global Solutions and Motorola (after the Iridium debacle).

Initially, Strawberry Fields helped to market, launch and brand Shell Global Solutions, subsequently they moved beyond the design thinking gates and into systems thinking - where the science and engineering teams identified better prospects for innovation and global commercialisation.