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Empathize
Learn about users' experiences, needs, and frustrations
Define
Clearly state the specific problem to solve
Ideate
Generate many possible solutions
Prototype
Create a simple, early version of an idea
Test
Gather feedback and learn what works or doesn't
S — Substitute
Replace one part, material, person, or process with another
C — Combine
Join two or more features, products, or ideas
A — Adapt
Change an existing idea so it works in a new situation
M — Modify/Magnify
Change, improve, enlarge, or exaggerate an aspect
P — Put to another use
Use an existing product for a different purpose
E — Eliminate
Remove a feature or step to make something simpler
R — Reverse/Rearrange
Change the order, direction, or structure
Adaptability
The ability to change the plan, strategy, or product when something isn't working
Resilience
The ability to keep going toward a goal after setbacks, failures, or disappointments
Setback
A problem or failure that makes progress more difficult
Pivot
A significant change in direction based on learning, feedback, or new circumstances
Steve Jobs — Setback
Pushed out of Apple
Steve Jobs — Comeback
Returned to lead Apple and helped create the iMac, iPod, and iPhone
Walt Disney — Setback
Lost the rights to Oswald the Lucky Rabbit
Walt Disney — Comeback
Created Mickey Mouse
Stewart Butterfield — Setback
Failed game called Glitch
Stewart Butterfield — Comeback
Created Slack
Airbnb founders — Setback
Broke and were rejected by investors
Airbnb founders — Comeback
Sold novelty cereals to survive
Systrom & Krieger — Setback
Created a cluttered app called Burbn
Systrom & Krieger — Comeback
Rebuilt it as Instagram
James Dyson — Setback
Created 5,126 failed prototypes
James Dyson — Comeback
Developed a successful vacuum