The emerging field of design thinking may hold some promise to combat this challenge. Design thinking involves both process and mindset dimensions, and involves:
a) Eclectic cross-functional teams building an outside in view of a userâ€™s situation through creating simple and usable insights.
b) Using an iterative process of insighting, ideation and prototyping to arrive at solutions quickly. In design thinking terms, this is â€˜fail fast to succeed earlyâ€™.