Working backwards

Using examples from his award-winning design consultancy, Alan Cooper shares the secret to his success: working backwards. Working backwards means taking the time to ask the hard questions before wading into unfamiliar territory. It can be scary (and for some, frustrating), but it's the only way to innovate.

“Design thinking” is the latest buzzword in business, and for good reason: good design is at the heart of many of today’s most successful products and services. But business leaders often still labor under the misconception that design is a noun, a thing that can be manufactured. Using examples from his award-winning design consultancy, Alan Cooper shares the secret to his success: working backwards. Working backwards means taking the time to ask the hard questions before wading into unfamiliar territory. It can be scary (and for some, frustrating), but it’s the only way to innovate. Along the way, Alan sheds some light on the true value and process of design. Spoiler alert: design is a verb, and it involves working and thinking in ways contrary to the status quo.