	Business thinking	Design thinking
Primary target for value creation	Boards of Directors and senior management	End users
Primary process and goal	Sequential analytic process to make good choices among known alternatives	Iterative synthetic process to create something new that meets multiple criteria
Primary "thinking" media	Words and numbers in documents and projected presentations	Also visualizations in the form of concept depictions including prototypes, demos, exhibits and experience vignettes
Use of abstraction	Pulls useful abstractions out of data to inform decision-making	Pulls useful abstractions out of observations to inform the creation of experiences and artifacts
Cognitive preferences	Logic and pragmatism	Narrative and richness
Stance on emotion	Treat as another (sometimes relevant) input	Welcome it, understand it, and apply understanding to improve user desireablity of concept

Integrating business and
design thinking

For fifty years the key process in business generally and business consulting in particular has been analysis. We have believed for many years that the business world is overdue for a similar revolution in sophisticated synthesis.

This is why Doblin and Monitor are working together to find the frontiers that help firms integrate fact-based analysis and insight-informed synthesis, yielding powerful, tangible, specific actions that can change markets, industries, and the world.

Our roots