Design thinking basics In this podcast, we explored design thinking as a people-centric approach to innovation in marketing, outlining its five-step process and emphasising its focus on empathy, creativity, and customer-centricproblem-solving. Susan shared examples of successful design thinking applications in marketing campaigns, including Coca-Cola's "Share a Coke" campaign, Airbnb's platform improvements, and Oral-B's toothbrushredesign. While acknowledging the benefits and pitfalls of design thinking in marketing, Susan stressed the importance of authentic understanding, collaboration, and alignment with business strategy for effective implementation.
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