As discussed in Podcast 6.1, a company that uses a design methodology views the design of a process not as a project, but as a process itself, to be improved over time, gradually producing better designs, faster and cheaper than competitors. This is called double-loop learning.

The methodolody sketched out in this podcast is the DCDC design methodology. This stands for Define, Characterize, Design, and Verify, and is presented in detail in my books. It is not easy, but being the fastest learner insures that an organization get ahead and stays ahead: it is the only sustainable source of competitive advantage.

Keywords: Characterize, high-level design, detailed design, quick prototype, minimal effective experiment, process concepts, critical to satisfaction (CTS), idea generation, concept comparison, Pugh design matrix, customer journey.