Design thinking, which can separate average companies from excellent ones, is made up of empathy for the end user, creativity when looking for solutions and a rational approach to making choices and trade-offs, says Anne-Marie le Roux, faculty and business consultant for innovation and design thinking at USB Executive Development.

She has the following advice:..

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as articles from our international business news partners; ProfileData financial data; and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now