Chapter 6: Using Design Thinking to Drive Human-centred Innovation in Marketing

Innovation is a key driver of growth in the twenty-first century economy. Organisations of all types are increasingly relying on innovators to create and deliver this key driver in a constantly changing, globally competitive business environment. We need to understand innovation – what it is, how to harness it, why it is important and what frameworks and tools are useful for product, service, experience design and beyond.

The purpose of this chapter to introduce the principles of design thinking and its role in creativity and marketing as well as some of the organisations that are using it in order to spur innovation and how they are using it effectively. The chapter examines some of the results and best practices for how organisations, and their creative leaders, can use design thinking effectively. Last, the chapter provides some insight into the future trends of design thinking.