Speaker 1: Hi, and welcome to the 3 Minute Product Manager and our discussion on design, thinking, and innovation. So let's start with a myth. So innovation comes from a flash of brilliance, you know, just a strike of lightning. Innovation takes a special gift. And unless your last name is Jobs or Curry or Einstein, sorry, it's not going to come to you. This is wrong at so many different levels. It's true that some innovation comes from this kind of strike of brilliance. But for the most part, most innovations come from ordinary teams doing extraordinary things. Design thinking can help. So for this video, we're going to leverage the work of Bill Burnett from Stanford and Gene Liedtke from the University of Virginia. Now we can think about design thinking in four different steps. So we start with empathize and define, ideate, prototype, and test. Or we can think about what is, what if, what wows, and what works. Normally we move left to right, but this is a nonlinear process, so expect lots of loops in here. Let's start with empathize and define. So this is really about understanding our customers' needs, their problems, their opportunities, their hopes. And really the way we get our information here is through interviews of our customers, direct observation, ethnography, customer journey mapping, customer day-in-the-life mapping. Once we've got that customer context, then we ideate. We open up the realm of possibilities to solve these customer problems in new and innovative ways. So this is brainstorming, divergent, and convergent thinking. Now we're going to end up with a long list of ideas here. What we do next is we select some of those ideas that look promising, and we create prototypes. And the prototypes are fast, they're sketches, they're storyboards, there's videos, 3D models. Very simple ways that then we can take to customers in the next step and test and refine our prototypes. So we're going to take these ideas out to customers, we're going to get feedback, we're going to refine our prototypes, we're going to go through a co-creation process with our customers, we're going to have fast customer feedback loops. So DesignThink is really based on humility. So it's based on the idea that we can't know the future. We can't know if people will like our products or product ideas, but we can test it. And I like this concept. DesignThinkers talk about building our way forward. So we work collaboratively in diverse teams, so product managers, user experience designers, engineers, and we work in short cycles. So this is a lean idea as well. So if we have ideas that we want to test with customers, we get them out within two weeks, or better yet, within two days, or maybe within two hours. Short cycles. And we use all types of our intelligence. So not just that left brain academic intelligence, but our cultural intelligence, our emotional intelligence, our kinesthetic intelligence, so movement intelligence, and we have a bias towards action. So if you are a product manager today, DesignThinking should feel familiar to you, even if you've never heard of DesignThinking up to this point. And the reason it feels familiar is because a lot of DesignThinking ideas have already infused themselves into product management. We're already using a lot of these ideas. What I think DesignThinking does well is it brings a focus on, a focus discipline towards innovation, and it brings a toolkit along with it. So with DesignThinking, we start with empathy. That's the what is, and knowing that innovation comes from meeting the unarticulated needs of our customers. And then we ideate in context. That's the what if. So we're not just brainstorming for the sake of brainstorming, but we're brainstorming with a set of people who deeply understand customers and understand a customer problem. And then we cycle through fast, iterative customer feedback loops. All right, I'm Todd Berzer. I've got my contact information here if you've got questions about this. Also I have courses out on Udemy where I talk about new product development and innovation. I've got the links to those courses below. All right, that's the three-minute product manager, DesignThinking and innovation.