4 Types of Innovation Created by Design Thinking

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creativity-819371_1920According to Charles Handy, an expert in management and organizational behavior, quot;

The world keeps changing. One of the paradoxes of success is that things and paths that got you where you are rarely keep you on top.

That which drives companies to success is rarely what guarantees its continuity. That is, update or you will have problems,Update or Die;

Innovative solutions represent improved or totally new ways to respond to demand or market opportunities. There are several types of innovation, which are separated into four groups: Supply, Marketing, Process and Organization.

Types of Innovation

- Innovation in Supply: It’s the development of new models for businesses, products, services, or products and services systems, which has unique features or functionalities.

- Innovation in Marketing: Comprises the innovations of models for profit, monetization, pricing, distribution channels, communication, engagement with the consumer, brands, while taking the 4 Ps of Marketing into account.

- Innovation in Process: It’s the use of processes, methods, flows and the development of new processes, to seek efficiency or unique forms of production and distribution.

- Innovation in Organization: It involves the initiatives aimed at restructuring human resources and change management assets, as well as cultural transformation and training. It includes the way people can use the physical structure, machinery, rooms and equipment. Companies can innovate in the art of offering value, as well as in the art of efficiency. While the former takes place in the infancy or reinvention phase, the latter occurs in the growth phase, when the company is seeking productivity, operational efficiency, and ways to explore opportunities to the fullest.

Fuzzy Front End


The Fuzzy Front End visually represents the innovation process. Earlier on, this entanglement is marked by uncertainty, there is a lot of information and a lack of clarity on what will be the outcome of the process and the problem or challenge that is being addressed. This is the time to explore what will be useful and desired for people in the future.

Then, it’s necessary to identify and organize opportunities, as well as conduct tests to find out what can and should be developed. The process goes from uncertainty to clarity. When an opportunity is identified and validated, it is ready to be developed to become a winning solution.

Another key aspect is reframing a challenge, which involves seeking out the root of the problems to create effective solutions. It’s necessary to go beyond the initial conclusions to look at the problem correctly and reframe it. It’s common to have clients thinking they have a certain problem, but, when the project is initiated, they realize the problem lies elsewhere.

As for the immersion or analysis stages, it’s possible to test a few assumptions and ideas. It’s essential to experiment constantly in order to validate supply and verify functionality.

Some elements of the methodology can be applied by professionals from different levels and sectors in their daily lives. However, a more systematic approach, one that is focused on complex challenges and results, should be carried out by experienced and skilled Design Thinking professionals, and can be done through workshops, more complex projects, or even through the implementation of an innovation lab.

E-Book - Update or Die - cta

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