Do you remember any great ideas that came to you while you were staring at your computer? Probably not. And the reason why it may not have happened to you is because the best ideas are rarely inspired by inspiration and rather occur by combining knowledge from previous experiences, which probably do not have much to do with the problem to be solved, but with how to approach the challenge.
If we think about the process to innovate, the generation of ideas is key and, in the case of those who design products, services and experiences, it is usually a stage to which we dedicate a lot of time and energy.
“Thinking like a designer means being flexible and adaptable enough to make use of different types of intelligence as needed”, points out Cristóbal Perán, who directs the study of frog in Spain and leads the practice of Organizational Design, referring to the Triarchic Theory of Intelligence of the psychologist Robert J. Sternberg.
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According to this theory, there are three types of intelligence: analytical, practical and creative. As designers, we usually combine all three to arrive at actionable, effective, but above all innovative solutions. That is to say: first we imagine how things could be, we make or prototype them –as designers call it–, we put them to the test with users and, through the lessons learned, we scale them.
That is the key behind the most successful companies. This has happened with smartphones, with gadgets that are here to stay or with the applications with which we interact every day.
Next, I will give some details of each of the intelligences according to Sternberg:
- Analytical intelligence: to make decisions and solve technical problems
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There are many opportunities to apply analytical intelligence when designing, as it serves to solve technical problems, make strategic decisions and identify how to reduce friction in the customer experience – a critical issue for all companies, especially now, in an uncertain environment and changing.
- Practical intelligence: to be flexible in the face of changes
It gives us the ability to adapt to everyday life using knowledge and skills that we already have, but from other contexts. It allows us to evaluate a situation and be flexible in the face of changes, for example, altering priorities in a program or in the face of logistical obstacles that may arise.
- Creative intelligence: to face the unknown
Finally, creative intelligence has to do with our ability to use our knowledge and experience to face completely new or unusual situations, that is, how we solve a challenge that we have never faced before.
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The extra ingredient
Regarding perspective, my colleague Cristóbal assures that it is not enough to combine the three types of intelligence to arrive at innovative ideas, it is necessary to incorporate a great variety of perspectives, that is, to have a diversity of thoughts, roles, ages, genders and abilities so that all members of a team act more strategically in their individual contributions.
Similarly, a culture that truly is fertile ground to accommodate all perspectives and ways of thinking must be fostered if we want to unleash the team’s potential to come up with great ideas. It is essential that people feel safe to comment, debate, discuss, propose and even make mistakes.
As you can see, thinking like a designer has to do with finding the perspectives or insights correct to open the door to innovation, a mission that we know is a common denominator in all industries. What do you need to start thinking like a designer?
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Luis López, Lulo, is Design Director at frog, leading consultancy in design, innovation and strategy. *
The opinions expressed are solely the responsibility of their authors and are completely independent of the position and editorial line of Forbes Mexico.