Table Of ContentTransforming an Idea Into a
Business with Design Tinking
Te Structured Approach from Silicon
Valley for Entrepreneurs and Leaders
Transforming an Idea Into a
Business with Design Tinking
Te Structured Approach from Silicon
Valley for Entrepreneurs and Leaders
By
Mashhood Alam
A P R O D U C T I V I T Y P R E S S B O O K
First edition published in 2019
by Routledge/Productivity Press
711 Third Avenue, New York, NY 10017, USA
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN, UK
© 2019 by Mashhood Alam
Routledge/Productivity Press is an imprint of Taylor & Francis Group, an Informa business
No claim to original U.S. Government works
Printed on acid-free paper
International Standard Book Number-13: 978-1-138-57760-2 (Hardback)
International Standard Book Number-13: 978-1-138-57759-6 (Paperback)
International Standard Book Number-13: 978-1-351-26656-7 (eBook)
This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been
made to publish reliable data and information, but the author and publisher cannot assume responsibility for the valid-
ity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright
holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this
form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we
may rectify in any future reprint.
Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or
utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including pho-
tocopying, microflming, and recording, or in any information storage or retrieval system, without written permission
from the publishers.
For permission to photocopy or use material electronically from this work, please access www.copyright.com (http://
www.copyright.com/) or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923,
978-750-8400. CCC is a not-for-proft organization that provides licenses and registration for a variety of users. For orga-
nizations that have been granted a photocopy license by the CCC, a separate system of payment has been arranged.
Trademark Notice : Product or corporate names may be trademarks or registered trademarks, and are used only for
identifcation and explanation without intent to infringe.
Visit the Taylor & Francis website at
http://www.taylorandfrancis.com
This book is dedicated to:
Abba, my grandfather, whose love for knowledge is captured
aptly in the title of his book as “ thirst of a sieve”;
my parents, especially Ammi, my mother, whose
unconditional love is the foundation of my being
Tabassum, my wife and best friend, whose selfess
support made this book possible;
and Wasi, Aleena and Inayah, my children, whose smiles
brighten my life.
Contents
Foreword ..................................................................................................xiii
Acknowledgments .................................................................................xvii
Preface ......................................................................................................xix
1 Democratizing Entrepreneurship ........................................................... 1
1.1 Why Another Book on Entrepreneurship? ..........................................2
1.2 A Mind-set for Growth .........................................................................2
1.3 Basic Essence of This Innovation Approach .......................................2
1.4 A Primer on Design Thinking .............................................................3
1.4.1 Traditional Approach .................................................................4
1.4.2 The New Design Thinking Approach ......................................5
1.4.3 Empathy .....................................................................................5
1.4.4 Have a Better Understanding of the Problem before
Thinking of the Solution ......................................................................5
1.4.5 Collaboration with Diverse Perspectives ..................................8
1.4.6 Build Prototype .........................................................................8
1.4.7 Get Feedback from Target User ................................................8
1.4.8 Iterate .........................................................................................8
1.5 Mind-sets for Design Thinking ............................................................9
1.6 Creative Leadership ..............................................................................9
1.7 Best Way to Get the Best out of This Approach .................................9
1.7.1 Build a Team ..............................................................................9
1.7.2 Review the Framework with the Team ...................................10
1.7.3 Collaborative Engagement .......................................................10
1.7.4 Capture Assumptions ...............................................................10
1.7.5 Guidance ..................................................................................11
2 The Three Stages Plus One ...................................................................13
2.1 Let Your Curiosity Drive Your Endeavor ...........................................14
vii
viii ◾ C ontents
2.1.1 Questions for the First Stage ...................................................15
2.1.2 Questions for the Second Stage ..............................................16
2.1.3 Questions for the Third Stage .................................................16
2.1.4 Questions for the Fourth Stage ...............................................17
2.2 Failing Early, and Failing Fast ............................................................17
2.3 The Problem Statement ......................................................................18
2.3.1 Template ..................................................................................18
2.3.2 Example ...................................................................................19
2.3.3 Guidance .................................................................................19
2.3.3.1 Session Lead ...............................................................19
2.3.3.2 Three-minute Self-brainstorm ...................................19
2.3.3.3 Team Brainstorm .......................................................19
2.3.3.4 Document Assumptions ............................................20
3+1
2.4 Overview of the Transform Framework ........................................20
3 Stage 1: Understand Problem to Grasp Desirability ............................. 23
3.1 Step 1: Stakeholders ...........................................................................23
3.1.1 Target Stakeholders ..................................................................24
3.1.2 Connected Stakeholders ..........................................................24
3.1.3 Infuenced Stakeholders ..........................................................24
3.1.4 Stakeholder Template ..............................................................24
3.1.5 Guidance ..................................................................................25
3.1.5.1 Session Lead ...............................................................25
3.1.5.2 Three-minute Self-brainstorm ....................................26
3.1.5.3 Team Brainstorm ........................................................26
3.1.5.4 Document Assumptions .............................................27
3.1.5.5 Review Prior Steps ......................................................27
3.2 Step 2: Research .................................................................................27
3.2.1 Planning ...................................................................................28
3.2.2 Empathetic Observation ..........................................................28
3.2.3 Genuine Curiosity ...................................................................28
3.2.4 Being Inquisitive Is Good, Without Being Intrusive! .............29
3.2.5 Adopt a Beginner’s Mind-set ...................................................29
3.2.6 Don’t Judge ..............................................................................29
3.2.7 Question Everything ...............................................................30
3.2.8 Be Genuinely Curious .............................................................30
3.2.9 Find Patterns ............................................................................30
3.2.10 Listen, Intently .........................................................................30
3.2.11 Suggestions for User Engagement ...........................................30
Contents ◾ ix
3.2.12 Engagement Guidelines with the User ...................................31
3.2.12.1 Guidelines for Interviewer .......................................31
3.2.12.2 Guidelines for Note Taker .......................................31
3.2.12.3 Sample Questions for Interview ..............................32
3.2.13 Template ..................................................................................34
3.2.14 Example ...................................................................................35
3.2.14.1 Guidance ..................................................................35
3.2.14.2 Team Brainstorm ......................................................36
3.2.14.3 Document Assumptions...........................................37
3.3 Step 3: Persona ...................................................................................37
3.3.1 Template ..................................................................................37
3.3.2 Example ...................................................................................38
3.3.2.1 Guidance ....................................................................38
3.3.2.2 Document Assumptions ............................................39
3.3.2.3 Review Prior Steps .....................................................39
3.4 Step 4: Current Journey ......................................................................40
3.4.1 Current Journey Template .......................................................40
3.4.2 Current Journey Example ........................................................41
3.4.2.1 Guidance ....................................................................41
3.4.2.2 Document Assumptions ............................................42
3.4.2.3 Review Prior Steps .....................................................43
3.5 Step 5: User’s Perspective ...................................................................43
3.5.1 Template ...................................................................................43
3.5.2 Example ...................................................................................44
3.5.2.1 Guidance ....................................................................44
3.5.2.2 Document Assumptions ............................................45
3.5.2.3 Review Prior Steps .....................................................45
4 Stage 2: Devise Solution to Determine Feasibility ................................ 47
4.1 Step 6: Ideation ...................................................................................47
4.1.1 Guidance ..................................................................................48
4.1.1.1 Session Lead ...............................................................48
4.1.1.2 Document Assumptions .............................................52
4.1.1.3 Review Prior Steps .....................................................52
4.2 Step 7: Prioritization ...........................................................................53
4.2.1 Template ..................................................................................53
4.2.2 Example ...................................................................................53
4.2.3 Guidance .................................................................................53
4.2.3.1 Document Assumptions ............................................56
4.2.3.2 Review Prior Steps .....................................................56
