TT : Why should marketers care about design thinking ? 

 PP : Marketing is less about money and more about connecting to humans   on the receiving end . Successful marketing campaigns touch the hearts and   souls of the audience . Instead of purely going by quantitative market   research numbers , imagine if you get qualitative data from design research   that lets you empathize with potential customers . Imagine if you can   understand not only how much they would pay for something ,   but why they buy something . 

 Another big component of design thinking is storytelling . Being able to craft   your message around human needs on top of product features allows you to   connect to your audiences at a more personal level . Ads that make the   audience laugh or cry are much more powerful compared to ones that only   talk about product features and cost savings . 

 How Marketers Can Apply Design Thinking To Their Work 

 TT : How can marketers , especially CMOs , apply design thinking   to their work ? 

 PP : Here are a few strategies you can employ in your work . Again , these are   more like mindsets to be in , rather than prescriptive steps to follow : 

 1 . Human First : Think of your customers beyond just numbers . 

 Be curious about their feelings , hopes , fears , and the unique   stories they have to share with you . Once you get to know and   empathize with them , you may think of your product and how   you market it in a completely different light . Combine   qualitative design research with quantitative market research ,   and your intuition for marketing decisions will be much better   informed . 

 2 . Flare - Before - Focus : In design thinking , we use divergent 

 thinking , or “ flaring , ” methods to discover opportunities and   explore ideas . This includes gathering a wide range of user   stories to better understand the opportunity space , as well as   going for quantity and deferring judgement when   brainstorming . Once you have a myriad of themes or concepts   in front of you , use convergent thinking or “ focusing , ” methods   to narrow down choices and make informed decisions .   Knowing when to flare and focus will certainly get your creative   juices flowing while getting the project done within time and   resource constraints . 

 3 . Make - To - Think : Imagine investing in a big campaign push , 

 only to discover that it did n’t resonate with your customers   after having spent so much time and resources on it . In product 

 design , we have a similar problem , where the cost of failure   significantly increases further along the process . One of the   ways to lower these risks is by constantly testing our   hypotheses , by making our concepts tangible and testable with   users from the early stages until the very end . Knowing how to   give and receive feedback , using “ I like … ” and “ I wish … ”   statements together , leads to a culture of openness and   constant improvement . 

 How Coca - Cola and Volkswagen Incorporated Design Thinking   Into Their Storytelling 

 TT : Can you name a few brands that have successfully   incorporated design thinking into their creative and marketing   efforts ? 

 PP : One campaign that sticks out in my mind is Coca - Cola ’s Happiness   Machine campaign . There ’s something very human and authentic about it .   The Coke machine is something very familiar to most people , and to use it   in a candid , unexpected , yet scrappy way is quite ingenious . The candid   camera angles capture the joy and happiness of those in the video , which in   turn , connect to my emotions as an audience watching the video . 

 YouTube : Coco - Cola Happiness Machine Campaign 

 Another campaign that resonates with me is Volkswagen 's Fun Theory ,   specifically their Piano Stairs one . Again , it feels very human and candid .   But I particularly like the question they pose in the beginning : “ Can we get   more people to choose the stairs by making it fun to do ? ” The piano   staircase is a very tangible prototype , and throughout the video , you can see   how the passers - by prefer it over the escalator . And while the campaign   itself has little to do with VW ’s cars , the “ Fun Theory ” does give the brand a   boost for human - ness and wit 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: TT : Why should marketers care about design thinking ? 

 PP : Marketing is less about money and more about connecting to humans   on the receiving end . Successful marketing campaigns touch the hearts and   souls of the audience . Instead of purely going by quantitative market   research numbers , imagine if you get qualitative data from design research   that lets you empathize with potential customers . Imagine if you can   understand not only how much they would pay for something ,   but why they buy something . 

 Another big component of design thinking is storytelling . Being able to craft   your message around human needs on top of product features allows you to   connect to your audiences at a more personal level . Ads that make the   audience laugh or cry are much more powerful compared to ones that only   talk about product features and cost savings . 

 How Marketers Can Apply Design Thinking To Their Work 

 TT : How can marketers , especially CMOs , apply design thinking   to their work ? 

 PP : Here are a few strategies you can employ in your work . Again , these are   more like mindsets to be in , rather than prescriptive steps to follow : 

 1 . Human First : Think of your customers beyond just numbers . 

 Be curious about their feelings , hopes , fears , and the unique   stories they have to share with you . Once you get to know and   empathize with them , you may think of your product and how   you market it in a completely different light . Combine   qualitative design research with quantitative market research ,   and your intuition for marketing decisions will be much better   informed . 

 2 . Flare - Before - Focus : In design thinking , we use divergent 

 thinking , or “ flaring , ” methods to discover opportunities and   explore ideas . This includes gathering a wide range of user   stories to better understand the opportunity space , as well as   going for quantity and deferring judgement when   brainstorming . Once you have a myriad of themes or concepts   in front of you , use convergent thinking or “ focusing , ” methods   to narrow down choices and make informed decisions .   Knowing when to flare and focus will certainly get your creative   juices flowing while getting the project done within time and   resource constraints . 

 3 . Make - To - Think : Imagine investing in a big campaign push , 

 only to discover that it did n’t resonate with your customers   after having spent so much time and resources on it . In product 

 design , we have a similar problem , where the cost of failure   significantly increases further along the process . One of the   ways to lower these risks is by constantly testing our   hypotheses , by making our concepts tangible and testable with   users from the early stages until the very end . Knowing how to   give and receive feedback , using “ I like … ” and “ I wish … ”   statements together , leads to a culture of openness and   constant improvement . 

 How Coca - Cola and Volkswagen Incorporated Design Thinking   Into Their Storytelling 

 TT : Can you name a few brands that have successfully   incorporated design thinking into their creative and marketing   efforts ? 

 PP : One campaign that sticks out in my mind is Coca - Cola ’s Happiness   Machine campaign . There ’s something very human and authentic about it .   The Coke machine is something very familiar to most people , and to use it   in a candid , unexpected , yet scrappy way is quite ingenious . The candid   camera angles capture the joy and happiness of those in the video , which in   turn , connect to my emotions as an audience watching the video . 

 YouTube : Coco - Cola Happiness Machine Campaign 

 Another campaign that resonates with me is Volkswagen 's Fun Theory ,   specifically their Piano Stairs one . Again , it feels very human and candid .   But I particularly like the question they pose in the beginning : “ Can we get   more people to choose the stairs by making it fun to do ? ” The piano   staircase is a very tangible prototype , and throughout the video , you can see   how the passers - by prefer it over the escalator . And while the campaign   itself has little to do with VW ’s cars , the “ Fun Theory ” does give the brand a   boost for human - ness and wit
### Output: 