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Customer is KingDesign ThinkingHuman BehaviourImproveInnovate

The Feature That Made It Worse

by Shrutin ShettyApril 6, 2026March 20, 2026

There is a quiet assumption embedded in most product roadmaps: that more capability means more value. It sounds reasonable. It rarely survives contact with actual users. Service Focus: In 2018, Snapchat redesigned its app with…

Design ThinkingHuman BehaviourInnovateInspireThe known unknown

Footwork, Footloose

by Shrutin ShettyApril 1, 2026April 1, 2026

Discover the Unconventional What does a traditional Ukrainian folk dance have to do with a 396–1 boxing record? In my book, Main Batata Hoon, I explore the fascinating story of Vasiliy Lomachenko, whose legendary dominance…

Design ThinkingHuman BehaviourInnovateProduct

A Conversation that Moves Things Forward, for Co-founders, Product Leaders, and Decision-Makers

by Shrutin ShettyMarch 23, 2026March 23, 2026

There's a particular kind of problem that doesn't get solved in meetings. It sits with you, in the margins of a product review, in the pause before you answer a stakeholder's question, in the nagging…

Design ThinkingHuman BehaviourInnovate

My 2-hour virtual consults for Chief Product Officers and Service Leaders

by Shrutin ShettyMarch 19, 2026March 19, 2026

Writing my books, Think Like an Innovator and Design the Future was, in many ways, an act of distillation; years of consulting work compressed into frameworks and principles that could travel further than I could.…

Design ThinkingHuman BehaviourInnovate

The Human Angle: Design Thinking

by Shrutin ShettyMarch 13, 2026

Every product you’ve ever loved was designed by someone who first tried to understand you. Not your demographic. Not your purchase history. You! Your frustrations, your workarounds, your unarticulated wishes. This is the engine behind…

Customer is KingDesign ThinkingHuman BehaviourIdeationInnovateLife or something like it

The Innovation Thinking Sandwich

by Shrutin ShettyFebruary 25, 2026

The world has massive problems with "cool" solutions that create even bigger disasters. From the 1950s, we solved convenience with plastic, and now we’re literally breathing it. We solved the fossil fuel headache with Electric…

Design ThinkingDTEverydayHuman BehaviourImproveInnovate

Innovation: Don’t Let Frameworks become Cages

by Shrutin ShettyFebruary 7, 2026February 7, 2026

We have a strange fascination with frameworks. I certainly do. A framework is a visual shortcut that offers a bird's-eye view of a complex idea. It helps us find our bearings when we're overwhelmed by…

Design ThinkingHuman BehaviourImproveInnovate

What Design Thinking gets wrong about Empathy

by Shrutin ShettyJanuary 31, 2026

Here's something that might sound strange coming from someone who's spent years in innovation and design: I'm not always empathetic. And neither are you. There's this perception in the design world that innovators, designers, and…

Design ThinkingHuman BehaviourImproveInnovateProductThe known unknown

The Questions We Don’t Ask: How Problem Framing Determines Solution Quality

by Shrutin ShettyJanuary 21, 2026January 20, 2026

I often wonder about how we frame problems (challenges, as I prefer to call them), and more importantly, how that single decision can ripple out for decades, sometimes centuries. Back in the 1950s, the consumer…

Customer is KingDesign ThinkingDTEverydayHuman BehaviourImproveInnovateLife or something like itThe known unknown

When Did We Stop Designing for Humans?

by Shrutin ShettyJanuary 19, 2026January 19, 2026

In the past year, customer experience has taken a real nosedive. Big brand products and services making baffling choices. Let's start with recent Panasonic/Google TVs. With any TV including the good old ones, adjust the…

Design ThinkingHuman BehaviourIdeationImproveInnovateLife or something like itThe known unknown

Gimme Your Best Question!

by Shrutin ShettyJanuary 7, 2026January 7, 2026

A few days ago, I shared how one re-framed question unlocked a breakthrough solution for a pediatric hospital project, and opened up a contest for you to share YOUR transformational questions. I've been thinking about…

Design ThinkingHuman BehaviourInnovate

Signed Copies of Think Like an Innovator – Gimme Your Best Question!

by Shrutin ShettyJanuary 3, 2026January 3, 2026

Good questions get us further, faster. And here's a chance for you to win a signed hardcover of Think Like an Innovator! One of my favourite questions, and I mention this in the book, came…

Customer is KingDesign ThinkingHuman BehaviourInnovate

Thumbs Up for Good Design

by Shrutin ShettyJanuary 2, 2026January 2, 2026

I was getting a haircut earlier this week and got curious about the trimmer my barber (or hairdresser or hairstylist; unsure what they are called nowadays) was using on my head. It was an unusually…

Design ThinkingHuman BehaviourIdeationImproveInnovateProductivity

The Simple, Superpower Habit for Productivity and Creativity

by Shrutin ShettyDecember 29, 2025December 29, 2025

If you have watched Kung Fu Panda, do you remember the scene where Master Shifu is meditate? Or trying to, and his ear keeps twitching from some imperceptible disturbance he can sense some distance away?…

Design ThinkingInnovate

What is Design Thinking..

by Shrutin ShettyDecember 22, 2025

Design Thinking gets talked about a lot. But when I started using it in my innovation and growth strategy consulting practice around 2016, I noticed something: people knew the steps but didn't quite it. So…

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Recent Posts

  • The Feature That Made It Worse April 6, 2026
  • The Intellectual Humility of the Prototype April 2, 2026
  • Footwork, Footloose April 1, 2026

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