The core premise of design thinking is to solve problems creatively by beginning with the end in sight.
The process is iterative and can involve several rounds of ideation, prototyping, and testing. Customer feedback is obtained early and often, to reshape solutions and get closer to the final answer.
The objective is to identify a surplus of benefit-based marketing concepts and test them in concept form before investing significantly in full development or implementation activities.
This process can be used for a variety of strategic purposes, from developing value propositions and new products to positioning and messaging product development.