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In business setting, asking basic "why" questions can make the questioner seem naive while putting others on the defensive (as in, "What do you mean by 'Why are we doing it this way?' We've been doing it this way for 22 years!"). But by encouraging people to step back and reconsider old problems or established practices, the designer can reframe the challenge at hand-which can then guide thinking in new directions. For businesses in today's fast-changing marketplace, the ability to question and rethink basic fundamentals-What business are we really in? What do today's consumers actually need or expect from us?-has never been more important.
在商業背景下，問一些基本的“為什么”問題會讓提問者看起來很天真而讓其他人處于守勢（比如，“你問‘我們為什么要這樣做’是什么意思？”’我們已經這樣做了22年了！”）但是，通過鼓勵人們后退一步、重新考慮舊的問題或已經建立的實踐，設計師可以重新定義手頭的挑戰，從而引導人們往新的方向思考。“我們處在怎樣的商業環境中？”“現在的客戶真正需要的是什么？”在當今市場瞬息萬變的時代里，質疑并重新思考這些基本問題的能力尤為重要。
Care. It's easy for companies to say they care about customer needs. But to really empathize, you have to be willing to do what many of the best designers do: Step out of the corporate bubble and actually immerse yourself in the daily lives of people you're trying to serve. What impressed me about design researchers such as Jane Fulton Suri of IDEO was the dedication to really observing and paying close attention to people-because this is usually the best way to find out their deep, unexpressed needs.
關注。企業們總是說自己關心客戶的需求。但是，若想真正感同身受，你就必須愿意做許多最好的設計師所做的事情：走出公司，真正融入你試圖為之服務的人的日常生活當中。像艾迪歐公司的簡·富爾頓·蘇瑞這樣的設計研究人員讓我印象深刻的是他們對觀察和密切關注他人的專注—因為這通常是挖掘他人內心尚未表達出來的需求的最好的方式。
Connect. Designers, I discovered, have a knack for synthesizingfor taking existing elements or ideas and blending them together in fresh new ways. This can be a valuable shortcut to innovation because it means you don't necessarily have to invent from scratch. By coming up with "smart recombinations" (a term coined by the designer John Thackara), Nike smartly combined a running shoe with an iPod to produce its groundbreaking Nike line, which enables users to program their runs. It isn't easy to come up with these great combinations. Designers know that you must "think laterally"-searching far and wide for ideas-and must also be willing to try connecting ideas that might not seem to go together. This is a way of thinking that can also be embraced by non-designers.
聯系。我發現設計師有種歸納總結的本領，他們能夠收集現有元素或想法，再以全新的方式將他們糅合在一起。這是一條有價值的創新捷徑，因為這意味著你不必從零開始發明。耐克想出了“智能再組合”（這是設計師約翰·薩卡拉創造的一個術語），將跑鞋與iPod巧妙結合到了一起，推出了具有突破性的耐克系列產品，使用戶可以對自己的跑步進行編程。想出這些偉大的組合并不容易。設計師們懂得“橫向思考”—尋求寬泛的想法—而且必須愿意嘗試把看起來不可能在一起的想法聯系起來。這是一種非設計師也可以接受的思維方式。
