Intuition, Yijing And Design Thinking


Does Design Thinking have a philosophical dimension?

A page from a Song Dynasty (960-1279) printed book of the I Ching 

"It is suggested that an Intuition is not a matching of information in memory with that in a focal situation, but a correlation of relevant procedural information to partially formulated intentions regarding the focal situation". 

(The following is a practical case of how I find inspiration regarding an idea).

Las year I wrote a blogpost about the epiphany I had reflecting on "Overcoming Modernity: Synchronicity and Image-Thinkingby Yuasa Yauso.

Since then, I'm randomly in disposition to find wisdom to guide my thoughts. According to Charles Burnette theories,  my "intentional disposition" has already processed relevant information and prepared my mind to look for the correlation that triggers my intuition. This "subconscious correlation" between goals and probable procedures to attain them is a partial mapping rather than a matching of patterns. In other words: I am going to find what I need according to the internal mapping I've already have developed.

Random Wisdom found

I enjoy the Yijing since I discovered it 30 years ago.

The I Ching (Chinese易経pinyinYìjīng), also known as the Classic of Changes or Book of Changes in English, is an ancient divination text and the oldest of the Chinese classics. It consists of the Zhou yi, an oracle used in the Zhou dynasty using a set of symbols called hexagrams, and the Ten Wings, influential preclassical commentaries that attribute to the hexagrams the ability to symbolize changes in the universe over time

Yijing also shows the beginnings of ideographs, "the thought of chinese philosophy is not merely one of intellectual cognition. Always accompanying it are will and emotions that the image necessary arouses. Thought does not merely remain as thought, but is the action of a total personality  that accompanies will, emotions, and desires". Yauso on Yijing and Visual Thinking

A couple of weeks ago I read the I Ching hexagram 01: “乾” “Force”

I Ching hexagram 01: “乾” “Force”

And the judgement that comes with this hexagram, could relate to Design Thinking as a process and as a mindset. 
"According to the original meaning, the attributes [sublimity, potentiality of success, power to further, perseverance] are paired. […]  everything depends upon his seeking his happiness and that of others in one way only, that is, by perseverance in what is right. […] "

"The Creative works sublime success, furthering through perseverance".
"The beginning of all things lies still in the beyond in the form of ideas that have yet to become real". 

What if Design Thinking have a philosophical dimension?

What If I Say Hi To My Network?


"It's so funny why we don't talk anymore" -- Cliff Richard, We Don't Talk Anymore

Our social networks are full of "conversations". Plenty of people out there (like me) are interacting with others and committing time and resources to engaging with people for multiple reasons I'm not going to get into now. Meanwhile we keep on sending texts and photos, writing blogs, emails, tweets and sharing part of our lives and knowledge with and average of 1000 people around the world everyday day. 

We “follow” each other according to mutual and personal interests and, in doing so, we become witnesses of the evolution of the ideas, professional life, new projects, family events… of someone we barely know nothing about, but finally end up caring about in some virtual way that I’m not able to define yet.

The funny part is that we never literally talk and never will in most of the cases: We are engage in brain-to-brain relations that don't really feel like person to person?¿?. Aren’t we missing the human-to-human communication H2H? There is a lack of humanity in social media conversations, don’t you think?

What if a human touch in our conversations once in a while? 

What if I say Hi to my network? Literally.

Saying Hi might be one of the simpler expression of a goodwill thought, but it's also a great excuse for simply say, "hey, there is a person behind my profile photo.. and so is behind yours".

What if everybody would say HI once in a while to their networks? Wouldn't it be our "conversations" a little more human, a little more fun? I'm going to give it a try and I'm going to say Hi, and see what happens.

Join my "Say Hi To My Network" project to humanize our networks and say (literally) HI! to yours.

What If Design Thinking Marketing


The end of marketing as we know it officially came  as of July 1 of 2014 at Procter & Gamble Co. 

What if marketing would apply a human-centered methodology to business and ignites the kind of transformational opportunities we need most right now?.

What if marketing would play different roles to create a new future for business (therefore, for people) and make society better?

What if marketers would have a set of skills such as mapping, storytelling, ethnographic research, analysis, facilitation, collaboration, and persuasion?: 

Business Tools for Innovation by Cheryl Heller:

  • Research as listening and conversation. Ethnographic research is not new - but the integration of listening, watching and dialog is.
  • Seeing/mapping. Making invisible systems visible, illustrating dynamics and relationships that facilitate or restrict forward momentum. Creating strategies for the future founded on current conditions.
  • Cross disciplinary problem solving. A method for recognizing patterns, seeing across boundaries to make connections that people inside silos cannot see. When this ability to see emerging patterns is facilitated, new learning occurs and potential expands exponentially.
  • Co-creation, collaboration. Creating with a community (also customers) rather than for, and teaching the habits of creativity so it can be carried on and built on by all.  
  • Education, knowledge sharing, storytelling. Capturing the heart of issues, simplifying complexity, communicating through visual language that presents information in the way that people learn, using storytelling to engage and shift thinking are key benefits of the new design, and ways in which learning is shared. Science continues to confirm that facts do not change people, that intellect alone is not enough to incite a culture to greatness.  
  • Persuasion. Regardless of context or scale, beauty and elegance continue to make ideas and choices compelling. 

What if Design Thinking Marketing?


If you want to know more about the new design: Business Tools for Innovation by Cheryl Heller (my inspiration to write this article)

If you what to know more about how design thinking is been applied already in different areas and industries, here are some examples:

-> Transform organizations: 
"Thinking like a designer can transform the way in which organizations develop their products, services, processes and strategy. This brings together what is desirable from the human point of view with what is technologically feasible and economically viable". Tim Brown, president of IDEO 

-> Design of Business (Applied to Education): 
Why Design Thinking is the next competitive edge? by Roger Martin, dean of the University of Rotman School of Management 

-> Entrepreneurship: 
Why social innovators need Design Thinking (McKinsey & Company) 

-> Social Innovation: 
Wired magazine asked Melinda Gates innovation that is changing the most lives in the developing world, and his answer was simple: "the human-centered design" 

Design Thinking Discovers Customers


by Nordstrom Innovation Lab
 combo of principles of Design Thinking, Lean Startup and Agile

"Our Process Told as our Team's Timeline"

Agile Discovers a Solution
Lean Startup Discovers a Problem
Design Thinking Discovers Customers
Lean Discovers Efficiency
by Nordstrom Innovation Lab

    How To Design A (Brand) Soul


    "Character is our way of feeling. Personality our way of acting." 
    Jose Antonio Marina. Spanish philosopher

    How does a soul brand come to life?

    "The soul is the incorporeal essence of a person or living thing" 

    How does a human, philosophical and existencialist issue relates to a…brand?. I can be as philosophical and romantic regarding the beauty of the essence we all treasured and nurtured inside of us, but, when it comes to mixing romanticism and business I'm as pragmatic and concrete as this:

    Pragmatic soul-of-your-brand inventory:

    1. A brand soul is the purpose and vision of a brand. In what way can your brand be truly relevant to people? (To know this answer, a brand needs to understand people and their needs in the first place…seems obvious, but it's not I'm afraid). The purpose and vision of a brand should be a shared mantra within the organization. 
    2. A brand soul is also the heart of the organization. The purpose and vision of a brand comes to life by its actions, not by a notorious commercial  that represents the intellectualization of a tactical strategy. How does your brand behaves in all touch points? Everybody is a stakeholder.
    3. Are you delivering soul-products? Are you products a mirror of your brand's soul? 
    4. Do you actually know all channels and touch points in which your brand operates? Do you have a protocol for each one of them? No matter how insignificant you might think it is, all details are extremely important. 
    5. A soul brand communication must be value oriented. In what way does your brand help people? 

    Great words versus reality: Getting tangible…getting real

    My first step when it comes to designing a brand soul is analyzing how it really operates 360º (not how they say it does): 

    …While understanding "how it works", it's when you really get to frame the right issues and opportunities…and you are able to unveiled hidden value and  real problems...
    A BRAND SOUL CREATES VALUE FOR PEOPLE: Who is in charge of unveiling value in your company?

    The human factor 

    Once the process is been initiated within an organization, there is no turning back: We all need a noble, coherent purpose in our everyday work. Then it's when magic happens.

    ...And then, everything else follows: All the pieces of the puzzle come together.

    Designing a brand soul is a resilient, long-run, co-created inside job with the purpose of understanding in order to redesign and build up the organization from the bottom up. You can call it innovation make over; human-centered mindset; value oriented transformation; sense making for change making…as you please…

    Good luck and get ready as for a challenging long-distance run.

    My Design-Thinking-In-Action-Book


    As I advanced you in my previous blog post, I "took on the challenge": I was in love with the idea of writing a book about my own process of thinking and I did it. Here is the result.

    It's written in Spanish because, as I also advanced you in a blog post titled "RFV & My Portfolio Of Insights For 2014", it was a personal challenge for me finding the best way to share knowledge about the design discipline and design thinking, and I finally decided the best way to accomplish my goal was to write a book about it in Spanish…And it turned out that I'm the first Spanish author and designer to write a book about Design Thinking: Therefore my book it's the first Design-Thinking-Book in Spanish! Shocking!

    A brief description of my book:

    "How to Think like a Designer (call it Design Thinking)" is the first  Design Thinking book written by a Spanish author. Pilar Saura recounts his thought process as a designer, showing in practice the result of the Design Thinking methodology applied to the challenge of explaining " what Design Thinking is" to designers, businesses and anyone who is interested the dicipline of design.
    This book is a storytelling of Design Thinking: Instead of defining the Design Thinking processes, the author shares the competencies, skills and values by creating a story of her ​​own process.The book is divided into two parts: the first or "Framework" shows a broad overview of the framework of thought of a designer, so that everyone can "connect their own dots" and a second part or "Roadmap", reveals the core of a designer's itinaration."
    Hope you enjoy it! 

    My book on:


    For now, my book is available in Amazon in Kindle version and in Spanish: Soon will be at disposal English version also.

    (Amazon has free Kindle apps available on almost any device: Mobile Phone, Tablet, PC, Windows, or even in a web browser at read.amazon.com)

    "You have to feed forward if you want feedback“. Matt Kahn. Stanford design professor 

    You Know What? I'm Taking On This Challenge


    Would you like to practice Design Thinking?

    Red Bull Stratos spacedive by Felix Baumgartner

    Then you should fall in love with an idea, make of it a personal challenge and design your way though barriers to achieve it. 

    Initiate a construction-driven process of thinking focused on achieving your challenge: Recall insights of previous experiences and failures; Observe and analyze contexts and facts; Keep on the move by making micro-decisions to forward your idea in the right direction; Consider others in your decisions and try to create value for people and for you. Do it! 

    Pursuit passion: Fall in love with YOUR challenge. 

    Passion will compel you to act. People with a passion are driven to pursue and create and feel an overwhelming urge to engage, to experience for themselves and to test their own capabilities and thrownness abilities. 


    This is a passion-driven pursuit of a personal challenge so set your mind for magical: Pick a bold challenge that gets to you personally but don't know yet why or it lights up your heart or you may feel it relates to you emotionally. You really want to bring your idea to reality. Make it happen. 

    Your daily mantra: This is my challenge

    It is YOUR challenge. You don't know how to do it, but you are going to do it anyway. How?. You don't know yet, but for now on, it's going to be you and your challenge, together, living your everyday life. 

    Let's take Felix Baumgartner's spacediving as example: Felix buying groceries while thinking to himself…I'm going to make a stratospheric jump…don't know how but I will…Uh-oh 

    The beauty of performance.

    Be creative!. Design a beautiful and innovative self-performance to accomplish you challenge and enjoy the process of it all: Be self-conscious of what you are doing and make decisions according to your values and believes. 
    Take into consideration that when achieving you challenge you are going to share your accomplishment. Make it beautiful! 


    What, who, when? It is part of the process. Get over it fast but learn from it.

    Choose to go to the moon.  

    Courage is needed to choose an unknown path and to overcome uncertainty.
    How might you think different to approach this problem? Try to amazing yourself. Do it for you. 

    Inner dialogue. Control question.

    Ask yourself regularly: Why am I doing all of these? Your vision is like an oasis at Gobi desert: Think about it regularly for nurturing your dream. Keep in mind the big picture.

    Resilience is your new skill.   

    FInd out how persistent and disciplined you can be when need it. Could you ever imagine that you were so patient? You would be by necessity.

    Felix and the entire crew were great to see. Real success doesn't come by demanding things go your way... The lesson?: Do things right, but don't ever stop! 
    And dream... 

    What if you accomplish it?. Can you imagine? Think big and push yourself out of your comfort zone. Hustle. 

    Felix Baumgartner just before stepping off his 24-mile-high:
    "I'm coming home" 

    Design-think your own map back home or out of it…design it!

     I recommend to you this video: Moonshot Thinking.
    Moonshot thinking is about thinking creatively and radically about solving important problems.

    +Solve for X event gathered 50 experienced entrepreneurs, innovators and scientists from around the world, who are taking on moonshots—proposals that address a huge problem, suggest a radical solution that could work, and use some form of breakthrough technology to make it happen.


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