Business Empathy
A Systems Thinking Perspective
R.A. Price (TU Delft - Responsible Marketing and Consumer Behavior)
J. Waring (TU Delft - DesIgning Value in Ecosystems)
C Waring (University of Derby)
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Abstract
The strength of design is that it brings new perspectives-often referred to as 'out of the box' thinking. However, an attitudinal and methodological strength need not render the designer humble in systems-based business knowledge that improves the prospect of ideas being carried through to implementation. Systems thinking as a discipline offers designers a way to model and understand how a business works, from its processes and power structures to its people and underlying architecture. This paper proposes an incorporation of key system thinking tools including; Soft Systems Methodology, Business Architecture and Viable Systems Modelling into the design process to develop what we term business empathy . The paper contributes a system thinking perspective to an increasing body of literature regarding design innovation.
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