• Design Thinking, applied.

  • About

    Being Guided

    By Design Thinking.

    We apply Design Thinking to help health and tech organisations of all sizes solve their most compelling market-facing challenges. This means increasing sales effectiveness and customer experience.


    Ian Smith

    Design Thinker

  • About

    Being Focused

    On value creation.

    We have extensive expertise in sales and marketing innovation: from startups to the UK National Health Service (NHS). Our work is all about applying Design Thinking to enable measurable value outcomes.

  • About

    Being Capable

    In Salesforce solutions.

    As a Registered Consulting Partner with Salesforce, we bring a strong set of skills in designing CRM systems. We engage on a fixed-price basis with a clear approach of a Deliverables, Not Hours model.

  • About

    Being Integrated


    Tangle.io is a platform that allows us to extend Salesforce CRM systems, through a Low-Code approach to integration. This is a Frontend-as-a-Service: where data is securely hosted on Salesforce.

  • Design Thinking

    A 5-step process applying Design Thinking to innovation and sales.

    Being Curious

    Think like a designer.

    Design Thinking means just that - thinking like a designer. This means being curious: asking questions, challenging business-as-usual. This is delivered in five steps for App Innovation and Opportunity Creation.


    Design Thinking is a people-first way of solving difficult problems. At Being Guided, we help challenger tech firms and enterprises to apply digital innovation via the five-step method created by Stanford d.school.

    Step 01. Empathize

    Empathy Mapping is key.

    The first step in our Design Thinking method is key: Empathize. Through online workshops, we ensure that all stakeholders engage in exploring each problem to be solved or value to be created with cloud apps.


    This is Empathy Mapping. It means engaging buyers and sellers of tech innovations in sessions that encourage openness, receptivity and rapport among all. What follows is trust - and ultimately, truth.

    Step 02. Define

    Focus on what matters most.

    The outputs from Empathy Mapping enable a deeper, more meaningful Define step. Here, all stakeholders work through an Urgent/Important Matrix to prioritise the order of innovation and solution delivery.


    From achieving a more truthful, accurate understanding of the problem, the Define step is in the strongest position to ensure a truthful mapping of this problem to the right solution and move to the next step: Ideate.

    Step 03. Ideate

    Move to tangible innovation.

    The Ideate step is hands-on, based on openness and trust realised at the Define step. This is where stakeholders are encouraged to challenge assumptions, from what is otherwise, just business-as-usual.


    Ideation means taking the journey from identifying the problem to exploring the solution. At this stage, it is best to prioritise 'breadth over depth'. This will enable the widest range of ideas moved to the next step: Prototype. 

    Step 04. Prototype

    No-Code First is key to success.

    By taking a No-Code First at the Prototype stage with Salesforce Lightning Platform and related AppExchange Apps, we can eliminate the costs and time otherwise required with programming of full stack apps.


    No-Code, Low-Code then Code - in that order - means that the journey from Ideate to Prototype may be measured in days and hours. This brings solutions to life in a tangible and real way - for all stakeholders.

    Step 05. Test

    Rapidly drive user acceptance testing.

    New digital innovations and apps should rapidly move from the Prototype step to the Test step, as part of an iterative approach to continuous improvement. This loop may go back to any step to move innovation forward.


    Testing means 'show don't tell' - taking Prototypes through iterative but structured User Acceptance Testing (UAT) of solutions. For us, this is typically Salesforce-based Apps - often well ahead of completeness.

  • Partners

    Our strategic relationships.

    Change Intelligence

    For Salesforce Orgs.

    Platform Development

    Public Cloud Innovation.


    Extending Salesforce.

  • Partners

    World-class digital innovation on Salesforce.

    Salesforce, Assured

    Reducing time, effort and risk.

    Panaya provides a real-time visual impact analysis of a complex Salesforce Org. This means Change Intelligence; risk-based testing and assurance. Enables Salesforce development to be faster and safer.

    See More, Act Faster

    Panaya Foresight is forewarned.

    Salesforce Orgs get complex, fast. Without Panaya, architects and developers cannot see the sheer number of components or functional flows that will be impacted by any change considered.

    Instant Analysis

    Manage all ongoing changes.

    Panaya Foresight allows you to implement complete control of all changes in all Salesforce Orgs, no matter how complex. This means instantly analysing any component by search.  

    Next. 1-hour Workshop

    Instantly see the power of Panaya.

    Join Being Guided and Panaya in a free 1-hour online Workshop to see how you can measurably reduce time, effort and risk with your Salesforce developments. Click here to request a Workshop.



  • Blog

    Thoughts on Design Thinking, applied.

    Design Thinking in Sales is a method focused on overcoming the challenging world of timely new...
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    New tech ventures face many hurdles, not least, access to affordable capital. Regardless of...
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    January 16, 2021
    Design has become mainstream thinking: Design Thinking. This may be defined as a method and set...
    December 22, 2020
    Ethnography is the structured study of people and cultures. Jay Hasbrouck is a strategist and...
    This is a first blog post in my Management History Series, reviewing words of wisdom from my...
    April 14, 2020
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
  • Connect

    Let's talk.

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