Luckily, Luke Wroblewski has given this a try on his blogpost title "A Difference of Design".
I really like the table in which he opposes the "business approach" with the "design approach", though I don't think the world is as black and white, as Luke describes it.
I copied the table below (though the formatting didn't really want to follow my design wishes)
Business approach
- Problem solving approach:
Definitive. Relies on equations for “proof” - Validation through:
What customers say: often a combination of qualitative(focus groups) and quantitative (surveys) research. - Informed by:
Market analysis and aggregate consumer behavior. - Completed:
Completion of strategy phase marks the start of product development phase. - Focused on:
An understanding of the resultsof customer activities. - Tools used to communicate strategic vision:
Spreadsheets and PowerPoint decks. - Described through:
Words (often open to interpretation). - Team members:
Vertical expertise and individual responsibilities. - Work patterns:
Permanent jobs, on-going tasks, and fixed hours. - Reward structure:
Corporate recognition based on the bottom line.
Design Approach
- Problem solving approach:
Iterative. Relies on a “build to think”process dependent on trial and error. - Validation through:
What customers do: often direct observation andusability testing. - Informed by:
Direct consumer observation and abductive reasoning(“what might be”). - Completed:
Never: continually evolving with customers. - Focused on:
An understanding of customer activities. - Tools used to communicate strategic vision:
Prototypes, films, and scenarios. - Described through:
Pictorial representations and direct experienceswith prototypes. - Team members:
“T-shaped” expertise: a principal verticalskill and a horizontal set of secondary skills. Collaborative (team) responsibilities. - Work patterns:
temporary projects with associated tasks and flexible hours. - Reward structure:
Peer recognition based on the quality of solutions.
I think this reflection on the difference between business thinking and design thinking is a good start to understand how strategy, business, and management is shifting the information age (numbers, facts & info dominate) towards the conceptual age (relationships and understanding dominates).
I will come up with more in-depth reflection when I have the opportunity to dig even deeper into this topic.