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  • When companies set strategy, they often stumble.

    公司制訂策略時很常遇到瓶頸

  • Either they collect a lot of backward-looking data,

    要不是蒐集了很多保守的資訊

  • which doesn't tell them what future customers really want.

    而無法得知潛在顧客真正需求

  • Or they make risky bets based on instinct instead of evidence.

    就是不求證據,單憑直覺冒險得做決定

  • Design thinking is a strategy-making process that avoids these mistakes

    設計思考是一個策略制定方法,可以避免前述錯誤

  • by applying tools from the world of design and shifting the focus to human behavior.

    藉由運用設計工具把焦點轉移到人的行為

  • Popularized by David M. Kelley and Tim Brown of IDEO

    它是由設計公司IDEO的大衛凱莉、提姆布朗

  • and Roger Martin of the Rotman School,

    還有多倫多大學羅特曼管理學院羅格馬丁所提出

  • design thinking has three major stages.

    設計思考主要有三個階段

  • First, invent a future.

    首先,構思一個未來

  • Form a few theories about what customers might want, but don't have by immersing yourself in their lives.

    想像自己就是消費者,去假設消費者還有哪些需求沒被滿足

  • Instead of polling them about specific products or services,

    與其調查他們對特定產品或服務的想法

  • observe and ask questions about their behavior.

    不如透過觀察和詢問來瞭解消費者行為

  • Next, test your ideas out.

    接者,實際測試想法

  • Use iterative prototyping with good enough products or services,

    使用迭代式方法開發夠成熟的原型或服務

  • and conduct a few quick experiments

    做幾個迅速的測試

  • to see how consumers respond.

    去觀察消費者的反應

  • Adjust the product, the pricing, or the positioning accordingly.

    再根據消費者回饋,調整產品價格和定位

  • Finally, bring the new product or service to life.

    最後,把新產品或服務帶回生活

  • When you've got a winner, identify the activities, capabilities, and resources your company will need

    找到最理想的產品後,接者確認公司將會需要的行動、能力和資源

  • to actually produce, distribute, and sell it.

    才能真正生產和銷售

  • For example, when senior managers at Procter & Gamble

    舉例,當寶僑的資深經理人們

  • wanted to turn around the skin care brand Oil of Olay,

    想要挽救旗下護膚品牌歐蕾的營收

  • they began by observing shoppers in both mass retail channels and high-end department stores.

    他們開始觀察量販店和高級百貨公司的顧客

  • They realized that their industry

    他們發現,他們的產業

  • had been primarily targeting women over 50 who were worried about wrinkles,

    長期都把客群設定在五十歲以上、在意皺紋的女性,

  • while pretty much ignoring those in their 30s and 40s who were concerned about other issues.

    忽略了那些三、四十歲,在意其他肌膚問題的女性

  • This was a huge market to be captured.

    他們從中看到了很大的商機

  • So P&G experimented with new formulations that would tackle multiple skin care goals

    於是寶僑開始研發能達到多種皮膚保養功效的新配方

  • then tested different prototypes, price points, and store displays.

    測試了幾種原型、價格點和商品成列方式

  • Finally, the company launched a series of new premium, yet broadly distributed products

    最後,寶僑推出一系列升級版產品卻廣鋪通路

  • that were well-received by a wide range of consumers.

    販售後大受各年齡層消費者好評

  • By using imaginative, human-centered problem solving,

    藉由發揮創新的、以人為本的精神來解決問題

  • , design thinking can help you unlock new markets and identify new strategies.

    設計思考可以幫助你開發新的市場並找到新的策略

  • (music)

    (音樂)

When companies set strategy, they often stumble.

公司制訂策略時很常遇到瓶頸

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