[et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Hero” _builder_version=”3.22.7″ parallax=”on” custom_padding=”0|0px|0px|0px|false|false”][et_pb_fullwidth_header title=”Zwischen den Zeilen lesen” subhead=”Der Erfolgsfaktor beim Design Thinking” _builder_version=”3.22.7″ title_font=”Roboto|700|||||||” title_font_size=”62px” title_font_size_tablet=”50px” title_font_size_phone=”32px” title_font_size_last_edited=”on|tablet” title_line_height=”1.5em” content_font=”Nunito|600|||||||” content_font_size=”20px” content_line_height=”1.7em” subhead_font=”Raleway|700|||||||” subhead_font_size=”19px” subhead_line_height=”1.8em” background_color=”rgba(0,0,0,0)” use_background_color_gradient=”on” background_color_gradient_start=”rgba(91,109,160,0.32)” background_color_gradient_end=”rgba(49,77,160,0.47)” background_color_gradient_direction=”220deg” background_color_gradient_overlays_image=”on” background_image=”https://www.sto-consulting.de/wp-content/uploads/2019/11/Paperless-Pioneers-Conference-04-Logo-_256_cropped.jpg” background_position=”bottom_center” custom_button_two=”on” button_two_text_size=”16px” button_two_text_color=”#ffffff” button_two_bg_color=”rgba(255,255,255,0.15)” button_two_border_width=”10px” button_two_border_color=”rgba(210,159,104,0)” button_two_border_radius=”100px” button_two_font=”Lato|900|||||||” button_two_use_icon=”off” custom_button_one=”on” button_one_text_size=”16px” button_one_text_color=”#3550a0″ button_one_bg_color=”#ffffff” button_one_border_width=”10px” button_one_border_color=”rgba(210,159,104,0)” button_one_border_radius=”100px” button_one_font=”Lato|900|||||||” button_one_use_icon=”off” custom_margin=”|||” custom_padding=”10vw||10vw||false” custom_padding_tablet=”20vw||20vw||true” custom_padding_last_edited=”on|desktop” z_index_tablet=”500″ button_one_text_color_hover=”#3550a0″ button_two_text_color_hover=”#ffffff” button_one_bg_color_hover=”rgba(255,255,255,0.8)” button_two_bg_color_hover=”rgba(255,255,255,0.3)” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_one_text_color__hover_enabled=”on” button_one_text_color__hover=”#3550a0″ button_two_text_color__hover_enabled=”on” button_two_text_color__hover=”#ffffff” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_one_bg_color__hover_enabled=”on” button_one_bg_color__hover=”rgba(255,255,255,0.8)” button_two_bg_color__hover_enabled=”on” button_two_bg_color__hover=”rgba(255,255,255,0.3)”][/et_pb_fullwidth_header][/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|off” admin_label=”About” _builder_version=”3.22.3″ custom_padding=”37px|0px|54px|0px|false|false”][et_pb_row custom_padding=”0|0px|27px|0px|false|false” _builder_version=”3.22.7″][et_pb_column type=”1_2″ _builder_version=”3.0.47″][et_pb_text disabled_on=”on|on|off” _builder_version=”3.22.7″ text_font=”||||||||” custom_margin=”||90px|||”]
When it comes to methodologies such as Design Thinking or other frameworks, the question often arises as to why some companies or people are so particularly disruptive with them. This was also the case after my Design Thinking workshop at the Paperless Pioneers Conference last weekend. What emerged from the conversations was that disruptiveness is innate to a certain extent, but that a real breakthrough requires an additional talend.
The ability to read between the lines.
When talking to customers or users, you need to understand what their needs are, even if they are telling you something completely different and don’t really know it themselves. It is essential to see and understand more than the customer. Take your users at their word, but don’t trust them blindly.
Here is an example: Your neighbor Markus tells you that he would like to do more sport. During the conversation, you find out that he tends to work a lot and has a family at home. He also tells you that he lacks motivation to exercise and often can’t bring himself to do it late at night.
[/et_pb_text][et_pb_image src=”https://www.sto-consulting.de/wp-content/uploads/2019/11/Paperless-Pioneers-Conference-04-Logo-_258.jpg” disabled_on=”on|on|off” _builder_version=”3.22.7″ custom_margin=”||83px|||”][/et_pb_image][et_pb_text disabled_on=”on|on|off” _builder_version=”3.22.7″ custom_padding=”||1px|||”]
The difference between the perfect solution that everyone wants and the solution that fits but does not disrupt is often just a sentence between the lines.
“If I had asked my customers what they wanted, they would have said: faster horses” – Henry Ford
Summary: Recognize what is behind what your customers are telling you, translate their insights into a product or solution and let them speak for themselves and use sales psychology to your advantage.
[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”3.0.47″][et_pb_image src=”https://www.sto-consulting.de/wp-content/uploads/2019/11/Paperless-Pioneers-Conference-04-Logo-_248.jpg” _builder_version=”3.22.7″ custom_margin=”68px||126px|||”][/et_pb_image][et_pb_text disabled_on=”on|on|off” _builder_version=”3.22.7″ text_font=”Raleway||||||||” text_line_height=”1.8em” header_font=”||||||||” header_2_font=”Playfair Display|700|||||||” header_2_font_size=”40px” header_2_font_size_tablet=”30px” header_2_font_size_phone=”24px” header_2_font_size_last_edited=”on|phone” header_2_line_height=”1.5em” max_width=”700px” max_width_last_edited=”off|desktop” custom_margin=”-1px|||||” custom_padding=”||0px|||” z_index_tablet=”500″ locked=”off”]
Your task now is to read between the lines and realize that his actual problem is not a lack of motivation, but a lack of time during the day to exercise in a stress-free way. A solution that appeals to Markus must therefore primarily be about freeing up or converting time. For example, this could be a shower facility in the office so that he can cycle or walk to work.
When pitching the solution(s), it’s important not to play the master teacher and explain to your potential customer that they haven’t realized what their real problem is and that’s why you’re explaining it to them now. This often leads to a defensive posture, as people may feel attacked. Let your solution speak for itself. In our example the subconscious of Markus will decide the solution that best meets his actual needs.
To support conscious validation, you can also address the needs explicitly stated by your customers in the pitch and how these are covered by your solution.
[/et_pb_text][et_pb_image src=”https://www.sto-consulting.de/wp-content/uploads/2019/11/Paperless-Pioneers-Conference-04-Logo-_250.jpg” disabled_on=”on|on|off” _builder_version=”3.22.7″][/et_pb_image][et_pb_text disabled_on=”off|off|on” _builder_version=”3.22.7″]
When it comes to methodologies such as Design Thinking or other frameworks, the question often arises as to why some companies or people are so particularly disruptive with them. This was also the case after my Design Thinking workshop at the Paperless Pioneers Conference last weekend. What emerged from the conversations was that disruptiveness is innate to a certain extent, but that a real breakthrough requires an additional talend.
The ability to read between the lines.
When talking to customers or users, you need to understand what their needs are, even if they are telling you something completely different and don’t really know it themselves. It is essential to see and understand more than the customer. Take your users at their word, but don’t trust them blindly.
Here is an example: Your neighbor Markus tells you that he would like to do more sport. During the conversation, you find out that he tends to work a lot and has a family at home. He also tells you that he lacks motivation to exercise and often can’t bring himself to do it late at night.
Your task now is to read between the lines and realize that his actual problem is not a lack of motivation, but a lack of time during the day to exercise in a stress-free way. A solution that appeals to Markus must therefore primarily be about freeing up or converting time. For example, this could be a shower facility in the office so that he can cycle or walk to work.
When pitching the solution(s), it’s important not to play the master teacher and explain to your potential customer that they haven’t realized what their real problem is and that’s why you’re explaining it to them now. This often leads to a defensive posture, as people may feel attacked. Let your solution speak for itself. In our example the subconscious of Markus will decide the solution that best meets his actual needs.
To support conscious validation, you can also address the needs explicitly stated by your customers in the pitch and how these are covered by your solution.
The difference between the perfect solution that everyone wants and the solution that fits but does not disrupt is often just a sentence between the lines.
“If I had asked my customers what they wanted, they would have said: faster horses” – Henry Ford
Summary: Recognize what is behind what your customers are telling you, translate their insights into a product or solution and let them speak for themselves and use sales psychology to your advantage.
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]