The "typical German engineering thinking", years of product development processes and long-term business plans no longer work, as the market often overhauls the internal plan before it can be realized. For example, in my own consulting practice, I have often witnessed the launch of new products that are already obsolete and therefore no longer competitive at the time of the launch. Large companies can afford these flops, but for small and medium-sized enterprises (SMEs) and especially young startups, this can be a threat to their existence.
One of the most important insights from my consulting practice is that today the market is defined by the customer and not by the vendor and his product as before. Therefore, corporate strategy today more than ever must be "user-oriented" and "user-focused". To achieve this, I use the Design Thinking method in the strategy development process. The consistent implementation of the Design Thinking approach can increase the speed of innovation while at the same time creating the necessary adaptability of the strategy to the changing framework conditions.