Focus on Humans Not Users

In order to remain relevant, companies and organizations are also fighting a battle for attention on an unprecedented level. Besides the constant scrutiny and accountability, information overload is also reaching its peak. People are increasingly seeking out those products, services, and organizations that they personally connect with on a meaningful level.

Many people are selecting the few options that speak directly to their human needs and experiences. This has driven Human-Centred Design and Design Thinking approaches of all types to mushroom in the last few years. Approaches to business and social innovation are increasingly looking for alternatives to the old models of adding value, by focusing on human needs and experience as primary motivating factors.

Innovative solutions need to be found that can keep up with massive disruptions affecting Human Resources, Energy, Sustainability, Education, Economic Constraints, Political Instability—these large, systemic and complex problems with capital letters—and a whole plethora of other challenges which existing strategic and management practices and processes are unable to pick apart.