TEI 032: Creating a Corporate Culture for Design Thinking-with Nathan Rosenberg

Global Product Management Talk is pleased to bring you episode
032 of... The Everyday Innovator with host Chad
McAllister, PhD. The podcast is all about helping people involved
in developing and managing products become more successful, grow
their careers, and STANDOUT from their peers. Our
Guest: Nathan Rosenberg is the person who executives turn to
for advice. He has worked with more than 100 of the 1000 largest
companies in the world and has been founder or CEO of 5 companies.
As an example of his experience, he provided innovation consulting
that led a well-known consumer goods company to add $200M of
revenue in year 1 of acting on his advice. He is co-authoring a
chapter in PDMA’s “Design and Design Thinking” book titled “Leading
for a Corporate Culture of Design Thinking.” Nathan describes 4
stages of transforming corporate culture to enable design thinking:
Stage 1: Reveal the already existing culture in your organization
and analyze it thoroughly.Stage 2: Unhook from the existing
culture. The company has the ability to let go of things that are
not helping the organization as a whole.Stage 3: Pay attention to
the market space and where it is heading. Don’t try to adapt your
company to what the market looks like at the present time because
the market is always shifting.Stage 4: Implement the new
culture through new processes, systems, and structures.