W&M Alan B Miller Entrepreneurship Center
We believe that true innovation and lasting value is created when solutions are developed with the user at the forefront. Because of this focus, Design Thinking and Customer Development are two related methodologies at the core of our innovation and entrepreneurship offerings.
The general methodology that we teach in our innovation courses is commonly referred to as "Design Thinking". Design Thinking has emerged as a best-practice set of methods and mindset, wherein traditional analytical skills are merged with creative, divergent thinking skills in an intentionally structured, yet highly flexible and dynamic process. Design Thinking reflects ideas, behaviors, and wisdom from a wide variety of fields including psychology, anthropology, art, business, design - and virtually every other field of study or practice.
Design Thinking can be applied to many contexts and disciplines - from business, to government and non-profit. It is often used to identify new product and service concepts and business models, but is equally relevant to other problem solving contexts such as process improvement and new venture creation. Generally speaking, Design Thinking is best applied in situations in which the problem, or opportunity, is not well defined, and/or a breakthrough idea or concept is needed.
