Funnels, Tunnels, Liquid Arrows?
Over the past few months we’ve been attempting to capture our design thinking process in some sort of graphic. Part of the reason for setting out to create this diagram was my reaction to Roger Martin’s depiction of “The Knowledge Funnel” in his book “The Design of Business.” Although I’m a huge fan of Martin and his two latest books, the funnel seems a mismatch with his views on expanding possibilities via integrative thinking.
So I started sketching how we actually move through our design process, searching beyond easy answers, leading to co-created solutions. The diagram that emerged looked more like a liquid arrow.
In the back of my mind, I’ve been wondering since I first saw the funnel if I was the only person who had reservations about it. But recently, in Paula Thornton’s post “Design Thinking in Stereo: Martin and Brown,” she also questions the funnel saying “For me, the funnel detracts from the original concepts, as the funnel forces something that was once fluid and unidirectional into a very linear concept.”
So I was inspired by Paula’s thoughts to post our current snapshot above for your feedback.