Design thinking, at its basic level, is a way to get engineers, product developers and nearly everyone at a company to first consider what customers want — rather than building something and then trying to convince people that they want it.--IBM Embraces its Inner Designer
Coincidentally I was sipping on a cinnamon tea latte and reading a similar article, The Five Essentials of Design Thinking. Although written for an IT perspective I see a direct application to the framework of solid design thinking for a variety of business models.
Do your homework Research, research, and do a little more research. And I don't mean to necessarily learn everything there is to know about epigenetics for example. Let that be the center and see how the latest discoveries in genetics are informing storytelling, research, and medicine.
Make Overcoming Constraints a Norm If had nickels for every time a writer tells me why she/he can't do something I would be on an island somewhere sipping a gin rickey. You can either focus on the problem or you can focus on the solution.
Create not just teams, but leaders Your best advocates for the work you do are the collaborative partners that brought you onto the project. Bringing design thinking into a business culture creates a nimble organization able to lead instead of follow. This works for content as well.
Redesign, and redesign again The true nugget of design thinking--the process is iterative. Consistently review and improve.