• Design Thinking , applied.

  • About

    Being Networked

    Design Thinkers: a collective.

    Being Guided is a Network, not a hierarchy. We are a collective of like-minded people that share a passion for Design Thinking. We come from many areas of life: design, marketing, sales, tech, and beyond.


    Our Network is focused on digital innovation with the Salesforce Lightning Platform. We generate new business value through bringing together complementary cloud solutions providers and enterprises.

  • Thinking

    Being Human

    Achieving measurable value outcomes.

    Design Thinking means solving problems in a people-oriented way. It is all about bringing challengers and innovators together. This is transforming business-as-usual, with innovative, measurable value outcomes.


    When buyers and sellers come together and engage in a Mutual Value Discovery, they are creating a more truthful relationship. This leads to a better understanding of the connection between problem and solution.


    Through adopting a more open, collaborative approach, buyers and sellers should reduce the scope of each Mutual Value Discovery to a series of smaller, incremental and lower risk scenarios for all stakeholders.

  • Thinking

    Being Challengers

    Constructive, value-creating disruption.

    Design Thinking is a method that brings together all stakeholders who are focused on digital innovation in an open, cooperative way. This is Mutual Value Discovery: stakeholders openly exploring win-win outcomes.


    Often, digital innovation requires buyers to consider sellers who offer something new. If the seller is a challenger, they must enable buyers to take small steps towards adopting new technologies or approaches.


    Small steps, faster - underpinned by measurable value outcomes - is a far better way for buyers and sellers to come together for the first time to deliver on digital innovation. Make it a win-win success for all.  

  • Thinking

    Being Inquisitive

    Embracing curiosity and empathy.

    Design Thinking enables Mutual Value Discovery to underpin meaningful digital innovation. This means asking and answering meaningful questions, and challenging conventions in the quest for value creation.


    If buyer and seller can generate receptivity and rapport, trust will follow. With trust comes openness, leading to truth. What this results in is a deeper understanding of a problem and its corresponding solution.


    Great designers are curious. And curiosity is what Design Thinking translates into the right questions, right stakeholder(s), right time. Value is best created when buyers and sellers collaborate openly and honestly.

  • Thinking

    Being Structured

    Adopting ideas from Stanford d.school.

    Design Thinking as a method was developed by the Hasso Plattner Institute of Design (Stanford d.school). It has five steps, applied applied in an iterative loop: Empathize; Define; Ideate; Prototype; and, Test.


    Empathy flows from trust and, conversationally, is reinforced through buyers and sellers generating high levels of receptivity and rapport, in relation to what is often a difficult and sometimes sensitive problem.


    If truth is established at Empathize (step one), then what's captured and agreed for Define (step two) will be more meaningful. As the Design Thinking progresses, these first steps govern success at steps three-five. 

  • Thinking

    Being Connected

    It all starts with Empathy Mapping.

    Design Thinking step one is Empathize. This means connecting with all stakeholders through a process of Empathy Mapping, and with each 'Problem Statement' categorising answers as Say, Do, Think and Feel.


    Empathy Maps allow stakeholders to express their thoughts and ideas in different ways, unhindered by fear or negativity. With trust and openness established, buyers and sellers can co-create meaningful Empathy Maps. 


    The 'Problem Statements' becomes the foundation to create Ideations as outline solutions and subsequent High-Level Designs, as the Design Thinking moves on towards Ideate, Prototype and Test steps. 

  • Thinking

    Being Energised

    Design Thinking suits the curious.

    People who are inherently curious respond well to Design Thinkers. Questioning and listening skills also means an inherent ability to generate positive receptivity and rapport. Tact must accompany truth.


    When applying digital innovation to solve complex business problems, testing assumptions and conventions is an important aspect of Design Thinking. It follows the old drawing office mantra of 'When In Doubt, Ask'.


    When capturing measurable business value at each step in Design Thinking applied, this must also quantify key metrics, such as the Cost of Delay or the Cost of Doing Nothing, relative to each Ideation.

  • Thinking

    Being Radical

    Value creation through networking.

    Design Thinking applies to problem-solving, through applying Radical Collaboration and value networking. This means combining human creativity with state-of-the-art technologies to deliver digital innovation.


    For digital innovation to be truly a Radical Collaboration, buyers and sellers must be fully prepared to break down the most difficult, sensitive or even controversial issues into the smallest elements possible.


    Buyers and sellers must create Value Networks that include subject matter experts from many different places and invariably, this includes people beyond the comfort zones of buyer and seller organisations.

  • BLOG

    Thoughts on Design Thinking applied to high-value innovation.

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  • Network

    Our Network is focused on digital innovation with the Salesforce Lightning Platform. We generate new business value through bringing together complementary cloud solutions providers and enterprises.

    Ian H Smith

    Design Thinker


    After initially training as a product designer in the plastics industry, I have spent the past 35+ years in challenging roles within the tech industry.


    I hold a Master's degree in Design Thinking. This inspires my work: applying a human-centered approach to solving problems with digital innovation.

    Lindsey Kennedy

    Researcher and Educator


    I work with innovators to make better sense of social networks and relationship insights in an ever-changing world for the challenger tech firm.


    My engagements are built on a foundation of analysing decision-makers and influencers who will be motivated to engage in new business conversations.

  • Contact

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