One of the main tenets of design thinking is checking that your solution is fit for purpose. You start by empathising with the problems of your target audience, you frame the problem, you go off on a wild, creative magic carpet ride to come up with brilliant and weird and simply off the wall ideas, and then you have to evaluate them. This is sometimes where the process falls down in marketing, because, despite having all the previous framework in place, often people revert to old ways of thinking and old assumptions to evaluate an idea.
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