'When you're being creative, all you're trying to do is see the same things differently, and from that, see if you can drive new ideas, solutions and new value.'
Ayse Birsel, multi-award-winning designer, decided to try an experiment. She tried to catch herself being creative and reverse engineer exactly what she was doing, and when she'd identified how this design thinking - Deconstruction:Reconstruction, as she calls it - worked, she tried applying it to the most complex, important project of all: her own life.
In this conversation, we talk about why design thinking is a great model for business book writing, and indeed for life generally, and why 'What if...?' is such a great start for a sentence.
And here's Ayse's business book #shelfie for your inspiration...