At the Rotman business school last night, Roger Martin talked with two design thinkers featured in his new book: scientist Stephen Scherer from the Hospital for Sick Children and Claudia Kotchka, former VP, Innovation, Design and Strategy, Procter & Gamble. Among their insights: design thinkers “pay attention to things other people don’t pay attention to.” In Stephen Scherer’s case, this means looking into research data that others typically throw out (in his words “discoveries from the garbage can”).
Over the past six years or so, Roger Martin has himself paid attention to a world that few business people ever consider might offer them any useful insight. “It all started with my encounters with Hambly and Woolley, a small design firm here in Toronto. Just by osmosis, I became interested in the way they would think about problems” he explains in Rotman Magazine. Within this living lab of a studio Martin saw different ways of defining questions and moving through possibilities.
Having worked with Bob Hambly and his associate Dominic Ayre to develop a new branding approach and graphics for our firm, we can see how the Martin/H&W meeting of minds could have magical qualities with far-reaching effects.
– Sharon VanderKaay