Design thinking is to a large degree what I do. “It's not as simple as [just] identifying a problem. ‘Yay! We found something that customers are frustrated with.'" You need to do more; you need to engage people and consider a wider set of possibilities. "Traditional business thinking methods can overemphasize analysis and deliberation, making it difficult for organizations to react quickly. In contrast, design thinking emphasizes learning by doing and agile, iterative solutions that can have startlingly effective results."