Why Your Next Consultant Should Be a Design Thinker
As a consultant, I’ve seen countless scenarios where clients walk in with a solution, convinced it’s the answer to their woes. Yet, beneath the surface of their proposed fix often lies a murky understanding of the underlying problem. Eager to jump into action, they need to take the crucial step of peeling back the layers and unearthing the actual needs driving their challenges. While understandable in the face of pressing concerns, this overzealous focus on a pre-determined solution can lead down a misguided path — building the wrong thing and leaving both the client and consultant scratching their heads.
Take, for instance, the case of Sarah, a marketing director for a struggling fitness chain. Convinced the key to their declining membership was a revamped loyalty program, she sought my expertise to make it happen. But instead of diving headfirst into app features and point systems, I took a step back. Through in-depth conversations and customer observations, a different picture emerged. The real issue wasn’t a lack of incentives, a monotonous gym experience, and a disconnect with the community. Sarah’s proposed solution, while well-intentioned, could have done better.
This is where Design Thinking, a human-centered approach to problem-solving, came into play. Unlike traditional consulting methods focusing on the immediate…
