Gartner Research

Tech Go-to-Market: Apply Design Thinking as an Essential Lever for Disruption Using Three Key Steps

Published: 22 September 2017

ID: G00335886

Analyst(s): Lars Van Dam


Technology companies turn to disruption for dramatic growth, but most do not have a method for determining what, who and how to disrupt. Technology business unit leaders can apply design thinking to unlock deep insights into what customers value and establish an essential lever for disruption.

Table Of Contents



  • Step 1 — Recognize What to Disrupt by Applying Design Thinking Methods
    • Examples of Disruption Based on Customer Experience Innovation and Disruption
    • Empathy Methods Unlock Insights Into What to Disrupt
  • Step 2 — Prioritize Who to Disrupt Using Customer Experience Innovation as a Primary Lens for Disruption
    • Amazon AWS — Who Was Targeted for Disruption
  • Step 3 — Use Design Thinking Methods to Inform How to Willfully Disrupt With Strategies That Align Key Stakeholders
    • Design Thinking Opens Up More Pathways for Disruption
  • Three Key Steps to Use Design Thinking as a Disruption Lever


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