GBSN: Design Thinking Pedagogy and Practice Webinar Highlights

GBSN: Design Thinking Pedagogy and Practice Webinar Highlights

Posted By Samara Tu, Monday, September 21, 2015, on

On September 9, 2015, GBSN hosted a webinar called, “Design Thinking Pedagogy and Practice,” featuring Jeanne M. Liedtka, a professor of business administration at the Darden Graduate School of Business at the University of Virginia.

The webinar discussed the process of Design Thinking using a case study, and the methods in which it can be taught to students. About 91 percent of the people who have attended the webinar had some to no experience with Design Thinking, and 84 percent planned to either incorporate elements of Design Thinking into their courses (42 percent) or design their own Design Thinking course (42 percent).

What is Design Thinking?

Design Thinking is a problem-solving approach in which managers apply the mindset and approaches of designers to develop innovative products, processes and business models to fuel growth and innovation. Design Thinking centers around identifying stakeholders’ needs, brainstorming solutions to these needs without constraints like budgeting, and testing these solutions in the most cost-effective way. It is very much a hypothesis-driven approach.

>Watch the webinar below:

According to professor Liedtka, there are 15 steps to designing for growth:

  1. Identify an Opportunity
  2. Scope Your Project
  3. Draft your Design Brief
  4. Make Your Plans
  5. Do Your Research
  6. Identify Insights
  7. Establish Design Criteria
  8. Brainstorm Ideas
  9. Develop Concepts
  10. Create Some Napkin Pitches
  11. Surface Key Assumptions
  12. Make Prototypes
  13. Get Feedback from Stakeholders
  14. Run Your Learning Launches
  15. Design the On-Ramp

While professor Liedtka did not go over all 15 steps for designing for growth, she did segment the steps into the following groups: “What Is?” “What If?” “What Wows?” and “What Works?”

Steps 1-4 require managers to identify the problem.

Steps 5-7, which fall under the “What Is?” category, require managers to conduct research into the stakeholders’ experience with the product and service. Here, professor Liedtka highlights journey-mapping, a design tool that traces the journey of a customer as they experience a product or service. Journey-mapping seeks to understand the customers’ emotions when they interact with a product or service, and therefore requires managers to establish a deep understanding of human needs and motives.

Steps 8-10, which fall under the “What If?” category, are where managers start to brainstorm solutions to the stakeholders’ unmet emotional and practical needs. Here, professor Liedtka additionally discusses co-creation, a design tool that invites key stakeholders into the design process.

Steps 11-12, which fall under the “What Wows?” category, are where managers begin to create prototypes of possible solutions.  These prototypes can be as simple as building a non-functional website or storyboard. In this stage, managers seek practicality of solutions and begin to narrow solutions that were brainstormed.  A prototype that is economically sustainable, can be produced, and has the possibility of being desired by stakeholders can be a product that wows.

Once a prototype is decided on, managers can implement steps 13-15, which fall under the “What Works?” category. In these steps, managers run the prototype by stakeholders and review feedback from them. If stakeholders do not like the prototype, managers begin the Design Thinking process again.

>>Download the presentation.

If you would like to suggest a topic for future webinars, please email Lisa Leander, GBSN’s senior program officer at

Samara Tu is a Communications and Event Planning Intern at the Global Business School Network. 

ICSB Ballot – FY 2015-16 Officers

ICSB Ballot – FY 2015-16 Officers

Greetings from the ICSB Immediate Past President, Dr. Jeffrey R. Alves.

One of my roles as the Immediate Past-President is the chairing of the Nominating Committee for the next slate of officers. We have made the election process as transparent as possible; and it follows Article VII; Sections 4, 5, and 6 of the International Council for Small Business (ICSB) By-Laws.

I ask that all ICSB members please take a moment and VOTE for the individuals who will drive the organization to next level in 2015-2016! The deadline to submit a ballot is May 7, 2015.

The current ICSB Board of Directors are:

  • President – Ruben Ascua (Argentina)
  • President-Elect – Ki-Chan Kim (S.Korea)
  • Immediate Past-President – Jeffrey Alves (USA)
  • Senior Vice-President, Finance & Control – Geralyn Franklin (USA)
  • Senior Vice-President, Development – Luca Iandoli (Europe)
  • Affiliate Representative – Alex DeNoble (USA)
  • Affiliate Representative – Lu Feicheng (China)
  • Affiliate Representative – Sandra Altner (Canada)
  • Affiliate Representative – Helle Neergaard (Europe)
  • Affiliate Representative – Ki-Chan Kim (Korea)
  • Wilford White Fellows and Past-President Representative – G. Dale Meyer (USA)
  • Vice-President, Historian – J. Hanns Pichler (Europe)

This year’s election is the second to occur under the new Board structure and the only position open for this year’s election is President-Elect. The positions of SVP, Finance & Control and SVP, Development carry two (2) year terms and were elected last year.

Members can vote online via this form, by email to, or by fax/mail to the ICSB International Office (IO) at 202-994-4930.

Please note: The deadline to submit a ballot is May 7, 2015.

Click here to cast your vote today!

ICIER IIMB International Conference on Entrepreneurship Education and Training: Design, Delivery and Effectiveness

ICIER IIMB International Conference on Entrepreneurship Education and Training: Design, Delivery and Effectiveness

International Consortium for Innovation and Entrepreneurship Research (ICIER) & Indian Institute of Management Bangalore (IIMB)

Announce ICER-IIMB International Conference on Entrepreneurship Education and Training: Design, Delivery and Effectiveness
29-31 January 2015

Conference website:

In association with



International Consortium for Innovation and Entrepreneurship (ICIER) is a professional network of internationally reputed researchers, consultants and entrepreneurs engaged in the development of entrepreneurial individuals and organizations through research, consultancy and training in innovation, entrepreneurship and entrepreneurial management. ICIER provides top-quality professional services in Research, Teaching, Training, Consulting, Research-Mentoring, International Exchange Programs, Publications, Business-Incubation, Seminars, Workshops and Conference to Individuals, Small and Medium Enterprises, Start-ups, Corporate Organizations and Academic Institutions. These activities will be conducted in collaboration with an international network of professionals, institutions and enterprises, who will be co-opted as associate members under the guidance of the International Advisory Council.

It was first initiated as International Consortium for Entrepreneurship Research (ICER) by the Milano-Bicocca University, Italy, in partnership with four prestigious academic institutions from BRIC Countries with the funding support from Fondazione Cariplo, Italy. The partner institutions for the original research project were: (1) Milano-Bicocca University, Italy; (2) Instituto de Economia, Universidade Federal do Rio de Janeiro (UFRJ), Brazil; (3) Moscow International Higher Business School (MIRBIS), Russia; (4) Fudan School of Management, Fudan University, Shanghai, China; and (5) Indian Institute of Management Bangalore, India.

A major initiative of ICIER was to organize academic conferences on Entrepreneurship and related issues. The First International Conference on Entrepreneurship and New Venture Creation: International Models and Benchmarks was held during 8-10 December 2011, at Indian Institute of Management Bangalore. The Second International Conference on Entrepreneurship in Transitional Times: Issues and Challenges were held during 15-16 November 2012 in Moscow, Russia, hosted by Moscow International Higher Business School (MIRBIS). The Third ICIER International Conference on Policies to support Entrepreneurship held during 21-22 November 2013 at Instituto de Economia, Universidad Federal do Rio de Janeiro (UFRJ), Brazil. For more details visit

Click here for the  ICIER IIMB Conference Brochure (PDF)

Click here for the ICIER-IIMB IC Registration Form (DOCX)