7. Design Thinking: How to Thrive in a VUCA World

Abstract

Today’s business leaders face a global environment that is marked by increasingly volatile, uncertain, complex, and ambiguous (VUCA) conditions. Design thinking offers a proven way to navigate in a VUCA environment. I used this approach while serving as a military officer in Iraq and Afghanistan. This chapter focuses on what I learned from applying design thinking to our operations as well as on insights from businesses that have also successfully integrated design thinking. I use the framework “inspire, ideate, and implement” to describe how I utilized design thinking. I finish the chapter with key factors for successfully employing a design methodology to VUCA problems. Design thinking empowers organizations to tackle successfully VUCA challenges. Inspiration allows designers to frame relevant problems that clients care about. With the pressing challenge in hand, designers immerse themselves in the context of a problem to empathize with a customer’s concerns. They synthesize input from a variety of diverse sources, and meet experts who can give meaning to their collected data. With this comprehensive picture in hand, design teams brainstorm new possibilities as they move into ideation. Taking their ideas out for a test run, they iterate the most promising ways to move into action. They conduct pilot projects, adapt to what works best, and share their learning from the process. Leaders with a design mindset, aligned with a collaborative organizational culture and congruent support systems, can build an innovative enterprise that is primed to thrive in a VUCA world.