Design thinking is an approach to innovation that focuses on customer needs, empathy, and iteration. It's a flexible methodology that can be adapted to various endeavors, including driving revenue and profit for innovative companies. The process involves scanning existing ideas, conducting empathy workshops, ideation sessions, and prototyping to validate solutions. By applying design thinking, companies can decrease guesswork, improve product-market fit, reduce customer support cycles, and create commercially viable products that delight customers. The key principles of design thinking include empathy, iteration, and customer interaction at all levels in the customer journey. To get started with design thinking, businesses should customize the process to their needs, get management support, use proxy customers, avoid jumping straight to problem-solving, and listen actively to others. By embracing these principles, companies can unlock their creative potential and drive growth through innovative solutions.