Market sense-making in design practice: exploring curiosity, creativity and courage. Issue 3 (12th February 2017)

• Record Type: Journal Article
• Authors: Windahl, Charlotta
• Is Part Of: Journal of marketing management. Volume 33:Issue 3/4(2017)
• Page Start: 280
• Page End: 291
• Publication Date: 2017-02-12
• Subjects: Design practice -- service theory -- SDL -- market innovation -- curiosity -- creativity -- courage; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2016.1272306
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: This paper introduces the three interrelated design catalysts of curiosity, creativity and courage, and explores how they actuate market sense-making activities in design practice. Drawing on the interplay between action and meaning dimensions in design practice and service-marketing theory, it specifically investigates when desirability, rather than feasibility or viability, is the locus of innovation activities. Thus, the following three aspects of market sense-making in design practice are identified: (a) curiosity catalyses empathy and the deep understanding of markets, which are seen as socially constructed of individual (value-in-use) and connected (value-in-context) experiences; (b) creativity catalyses 'logical leaps' with regard to understanding the opportunities for creating future markets; and (c) courage catalyses learning through iterations, which reduce cognitive bias with regard to market assumptions, thereby reducing cognitive bias in both curiosity- and creativity-driven activities.