Several factors can contribute to the reason as to why Design Think is being use now. Technology and competition are probably the two biggest contributors. As technology evolves so does communication. Innovation in fundamentals breed growth and prosperity for companies and creative means is the key to this success. Big companies like Apple, RIM, Proctor and Gamble etc. have relied on this design think to grow their companies and be competitive leaders. So, why now?
Firstly, direct results have been achieved as businesses increase outsourcing to third parties. Businesses are turning their production to project based methodologies. This project based methodology has allowed companies to shrink problems into workable dilemmas where companies can think creatively and find a workable solution.
Secondly, design think has increased with the growth of social media; word of mouth has evolved to exponential growth on steroids. A customer can complain and in a matter of days sales have significantly dropped. On the other hand a customer can make a recommendation and sales increase.
Design Think can take both of these cases and work backwards to find a workable solution in real time; breeding innovation with a small turnaround time. Let’s not be discouraged. Design think can be attractable not only to big business but small business too.