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Companies in every industry are trying to find new sources of value through digital technology. But most of their efforts have not translated into enough market impact and growth. They need something bolder and more disruptive, but still very simple. They need reimagination. Reimagination means putting the user at the center of everything your company does — strategy, product development, operations, marketing, sales, and customer service. It means using the full power of digital media and technology to build empathy with that user, and weaving that relationship into the fabric of your company. This practice is known as “human centered design” (HCD): the reshaping of an entire enterprise and its capabilities system around the customer or user experience. HCD represents a new way of life for business. It evokes many of the attributes of a startup — creativity, speed, bias for action, flexibility with risk, and radical collaboration. To achieve this entrepreneurial vigor in your company, you may have to consciously break down long established internal barriers. You must embrace five basic principles: Embed human centered design in everything you do, build brand value holistically, design for three years out (but build for today), stand up new structures and teams, and nurture your existing digital culture.

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