This is the 5 minutes overview of "The non designer guide to design thinking-“What a marketer learned in design school?” (English version). The author introduced how non designer can learn the design thinking in d school based on his experience in authentic design school in Institute of Design, Illnois Institute of Technology. He classified the components of design thinking into four parts, mindset, thinking, process, and environment and make business people easy to understand the whole picture and roadmap to learn design thinking. The best seller book acquired #2 Kindle sales of business book in 2015 in Japan and was translated into 4 languages. Book's website: http://www.nondesignersguidetodesignthinking.com/

1. “What a Marketer Learned in Design School?”

2. 2
Bestseller design thinking book in Asia
Japanese Edition
Find your copy on Amazon.co.jp Kindle,
or at the Japanese annual business
book sale
Available in English, Japanese, Korean,
Chinese, Taiwanese

3. About the Author
Current CEO and Chief Innovation Producer at
biotope ltd. He holds a Masters of Design
Methods from Illinois Institute of Technology,
and a Graduate degree from University of
Tokyo’s Faculty of Law. His professional
accomplishments include the successful
product launches of hit products, Febreze and
Lenor, at Procter and Gamble (P&G). He then
worked as the brand manager of Gillette in
Japan. Later, he moved on to Sony where he
launched the Sony Seed Acceleration Program.
Currently he specializes in business to
consumer (B-to-C) consumer goods brand
design and in service design of high-tech
research and development (R&D) projects.
Kunitake Saso
biotope, inc
CEO / Founder
Chief Innovation Producer

4. This book introduces how to learn and practice the four components of design thinking.
With emphasis on mindset and thinking which is critical to cultivate design culture.
4
Process
Creator’s Spirit for
Continuous
Destruction and
Creation
Environment
Co-Design
Process Based
on Empathy
Towards Humans
Mindset
Environment for
Stimulating
Prototyping and
Creation
Thinking
Hybrid Thinking for
Idea Synthesis
Design Thinking
Main Chapters

5. Thinking
Design Thinking With the
Whole Body
Design thinking utilizes verbal,
visual, and kinetic senses to help
unleash your creativity. By using
multiple senses, you can maximize
your creativity.
Thinking: Hybrid Thinking for Synthesizing Ideas

6. Thinking
Breakdown of the designer‘s
thinking method
The author breaks down how
designers think into three
phases: input, conceptual leap,
and output.
Designers can synthesize ideas
by utilizing questions to
elaborate on the three phases
of the thinking process.
Thinking: Hybrid Thinking for Synthesizing Ideas

7. Thinking
The Six Essentials Senses for
Creativity
The author introduces the
examples of Daniel Pink’s six
senses, as noted in The Whole
New Mind.
An exclusive introduction with
examples from the ID
curriculum helps readers learn
and apply these six senses.
Thinking: Hybrid Thinking for Synthesizing Ideas

8. Mindset
Various Types of Prototype
Design thinking lies in the culture
of prototyping.
Prototyping process is a
“sequences of process” to improve
the feasibility and fidelity of ideas
into business model.
Mindset: Creator’s Spirit for Continuous the Destruction and Creation

9. Mindset
Cycle of Human Centered
Co-Creation
Process: Co-Design Process Based on Empathy
The design process acts like a
compass for the design team,
who is grappling in the dark
trying to create something
entirely new.
The design thinking process is
a moving cycle through four
quadrants on two axises:
concrete/abstract thinking,
outer reality, and inner vision.

10. Process
◆ Illustration of four modes of the design process
design thinking
Process: Co-design Process Based on EmpathyTowards Humans

11. Process
◆ Example of a design thinking project
Process: Co-design Process Based on EmpathyTowards Humans

12. Process
The three Hats of Innovation
The concept of the Three Hats
of Human Centered Design to
support design innovation is a
fundamental starting point.
This concept comes from the
design firm, IDEO, that states
“New value is created when
three elements of desirability,
feasibility, and viability overlap”.
Environment: Environment for Stimulating Prototyping and Creation
(Source:IDEO Human centered design, supplemented by author)

13. Environment
Environment: Environment for Stimulating Prototyping and Creativity
◆ Example of a design thinking project

14. From T-shaped talent to
H-shaped talent
H-shaped skills is when you have
one strong vertical speciality. The
addition to a horizontal line with
which you can connect to other
people’s vertical specialities,
creating an “H”.
H-shaped skills let you easily
connect with other people. An
important skill for future designers
will be the ability to connect several
people with strong specialities
(vertical lines), using the designer’s
power of visualization and ideation
of future.
Career: Design as a career in the business world

15. 21st Centuty Innovation
Career Map
This map illustrates the
overview of new job emerging
in the intersection of business,
design, and engineering.
The business designers are to
choose the balance of three
skills. These days, culture, and
environment are emerging as a
new types of business designer
career.
Career: Design as a career in the business world

16. Five types of business
designer’s skill
Where are the five skills sets a
business professionals can utilize
to add value to the designorldz
Career: Design as a career in the business world
Entrepreneur Type - Ability to express
visions as a story
Copywriter Type - Ability to verbalize
concepts
Venture Capitalists Type - Ability to
design business models
Editor Type - Ability to edit and convey
consumer stories
Facilitator Type - Process design
and facilitation
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17. Acquire my book
http://www.nondesignersguidetodesig
nthinking.com/
You can download JPEG file of key charts
FOR FREE
You can purchase the E-book on Amazon
https://www.amazon.com/dp/B01MUKYL7L
E-book Website

18. Contact me
Thank You!
E-mail: info@biotope.ne.jp
Twitter: sasokunitake
Any questions, please contact me.
Your comments are welcome!