• 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, the global leader in next generation IT. We bring together software publishers, IT services firms and enterprises to drive new value.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • Thinking

    Being Energised

    Design Thinking suits the curious.

    People who are inherently curious respond well to Design Thinkers. To engage in Radical Collaboration, sellers need buyers who are open-minded. This is focusing on connecting like-minded buyers and sellers.

  • 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.

  • BLOG

    Thoughts on Design Thinking applied to high-value innovation.

    October 16, 2018
    When Tim O'Reilly first talked about Web 2.0 and the term given to a second generation of the...
    September 24, 2018
    I have over 30 years' experience of working with startups and enterprises of all sizes. In recent...
    September 16, 2018
    The high-value, high-touch sell can be thought of as three distinct phases of activity: Research,...
    September 7, 2018
    Digital innovation, if it is to deliver timely, measurable value outcomes for any organisation,...
    September 6, 2018
    The technology platforms that represent the foundation for digital innovation are rarely...
    This is a first blog post in my Management History Series, reviewing words of wisdom from my...
    August 6, 2018
    In a new book on Design Thinking - The Design Thinking Playbook by Michael Lewrick, Patrick Link...
    New tech ventures face many hurdles, not least access to capital. Regardless of whether you are a...
    When most people moved software from licensed installations on servers and desktop/laptop PCs to...
    June 14, 2018
    As I develop my Mentoring Network, I am building a human network of external Mentors, who can...
    June 11, 2018
    Knowledge-intensive services firms have an inherent constraint: as they grow revenues, so too,...
    May 15, 2018
    The most successful integrated marketing cloud for retailers in Eastern Europe is now available...
    More Posts
  • Network

    A collective of like-minded people with a diverse set of skills, ideas and backgrounds. A team applying Design Thinking to digital innovation in enterprises and government agencies.  

    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.

    "Ash" Ashutosh Singh Rawat

    Tech Architect


    I am Partner and Cofounder of Cliffex, an integrated design and development studio based in India. My work is focused on creating tech ventures.


    I bring my experience to entrepreneurs and executives who are building new services requiring a solid foundation of mobile and Web apps.

    "Sid" Sidharth Shankar Sahoo

    UX Designer


    I am Partner at Cliffex, a studio based in India. My passion is designing digital products that are simple, beautiful, and easy-to-use.


    I engage at every stage of a digital venture: from ideation to delivering a product to market. I hold a MBA in Health, Medical and Technology Sciences.

  • Contact

    Let's talk.

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