What design thinking does do well is humanize emerging technologies and lead the development of products, services, and experiences that connect with consumers. It can help empower teams to be more adaptable, less risk-averse, and ultimately more productive.
Even shareholders are noticing. A Deloitte trend report found that “among 138 publicly traded companies generally agreed by analysts to get a stock premium for innovation, there is a very strong correlation between the number of types of innovation they use in their most valuable platforms and their stock performance above the S&P. We conclude that more sophisticated design goals, when executed effectively, yield bigger payoffs.”