You won’t find the words “design” or “design thinking” in any of IBM’s smart Stop—Start ads but look at what they pitch and preach.

Stop: Selling What You Have Start: Selling What They Need

Stop: Thinking Like A Bank Start: Thinking Like A Customer

That’s it in 20 words or less. Start with understanding your customer/audience, and work to create something of value WITH them and FOR them. The old days of coming up with something new in the lab and then throwing it into the marketplace to see if it floats are over.

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