Femme Lead S01 E02 Design Thinking & Innovation: How to create a modern dialogue on design thinking in Japan with Brittany Arthur.
Brittany Arthur is an expert in innovation and design thinking, and through her company, Design Thinking Japan, she bridges the world of innovation and organizational change.
Brittany organically developed the ability to connect her love for Japan with her passion for processes and customer-centricity. She has a double degree in business and Japanese, as she identified that this is the field she wants to pursue as it outlines her passion for people.
Career Path Section at 10’:
What is design thinking?
Design thinking is a methodology based on human centricity, meaning building a product based on the user's need. In this iterative approach, you work for people to bring them better goods and services. Popularized in the West in the early 2010s with IDEO, Stanford's d.school, and the Hasso-Plattner Institute in Germany, the methodology reached Japan maybe 5-6 years later. From there on, Brittany decided to become the liaison between this methodology and the Japanese market, as she possessed both the skills and the passion for this endeavor.
From there on, through her practice, Brittany helps companies to achieve their innovation aspirations in Japan. She continues to adjust the processes and listen to the market, as well as develop as they go along.
The differentiating factor in Brittany’s career path was her ability to speak Japanese. Looking at the development of the field of design thinking and what her peers were doing, she had a moment of epiphany where she asked herself: “If I won’t do it, who will? If I do not try and move the needle and do work in Japan, who is?”
Where does design thinking fit in an innovation strategy for companies?
Design thinking is an "and tool": use whatever you have AND design thinking. In a company, it plays along in 2 ways. On one hand, it is the ability to build a creatively confident workforce and on the other hand, it is the ability to create new business opportunities.
What are some of the challenges of working with design thinking in Japan?
When you are introducing something "new,” a Western concept, what you need to do is create an analogy that will make it more familiar to the Japanese. For example, in Japan, businesses do not take risks as much as in Western cultures at the beginning of a process, but when committed, they will invest all their resources.
How to use design thinking for your career?
"Take a moment to realize you can design your career. Write down a plan, pivot quickly, and gather feedback. It is not something you need to leave to chance."
Advice Section at 29':
31:00: "Rather than act as a subject-matter expert, simply document your experience. As early as you can in your career, become connected to an idea. Think about what do you want to be known for and make it a part of your everyday life.”
What does it mean to live a non-linear life?
If you live a non-linear, meaning living abroad, working in a new industry, your life is going to look different. "My life is for me, every element that makes you special contributes to living your non-linear life. Your job is to show up for your community, for your industry, for yourself. Your life will look different from your neighbor, which is ok because they took a different path."
Resources: Dan Pink & Sir Ken Robinson
Follow Brittany on LinkedIn: https://www.linkedin.com/in/brittanyart/
Discover Design Thinking Japan: https://www.designthinkingjapan.com/
Brittany's podcast: https://podcasts.a