In a season 2 episode of AMC’s acclaimed TV show “Better Call Saul”, its lead character Jimmy McGill asks his assistant Omar to “take a letter” as he dictates a handful of disjointed phrases to tender his resignation from his lucrative position at the Davis & Main law firm¹. During a pause between Jimmy’s thoughts, Omar blankly states, “I just didn’t realize how unhappy you were here.” Jimmy’s response, while puzzling and a bit comical, describes a concept key to understanding the nature of job satisfaction. He replies to Omar, “Not unhappy, per se. More like not happy.”

As a teenager in the 1980s, I was an avid reader of Omni, a now defunct magazine dedicated to the future—a far-off world filled with super humans, artificial biospheres and frequent encounters with extraterrestrial beings. Omni catered to armchair futurists like me with science and science fiction stories by A-level writers like Bernard Dixon and William Burroughs.

Future-oriented mass media such as Omni and “Star Wars” gives its consumers a plausible vision of everyday life for future generations. What these sources don’t typically deliver, though, is the path of change to get there. 

Everyone working in a decision-making role has at least an intuitive understanding of the concept of opportunity costs-the value of the thing you didn’t choose. Simply stated, when you say ‘Yes’ to one thing, you simultaneously say ‘No’ to everything else you could have chosen instead. And those things to which you say ‘No’ have a value that you’re relinquishing. When I was a teenager, I heard an older gentleman quip, “When I said ‘I do’ to my wife, I was also saying ‘I don’t’ to all the other girls out there”. That man understood opportunity cost.

As the quality manger for a tier two automotive supplier, I recently had the opportunity to hire a quality supervisor following the retirement of a long-time member of our team. Our company’s human resource manager and I worked together through the entire selection process. Given the status of our region’s economy and the recent closure of several large factories, I wasn’t surprised when our mailbox started filling up with resumes in response to ads on the popular Internet job sites. The typical respondent was a mid-career professional with over 15 years of experience in manufacturing that had either been recently laid-off due or who wanted to move up in their career.

Abraham Lincoln taught the value of adequate preparation when he said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” By training, quality professionals are often focused on verifying the correctness of a product. A traditional inspector at the Lincoln Timber Company might have dutifully marked in her audit log the date and time, the type and size of tree, followed by the comment, “Cut down.”

But Honest Abe would have advised her to take a closer look at the tools and process used to complete the job.

With all the buzz these days about design thinking, some of you may be wondering what it’s all about. How does it relate to design? And what can non-designers gain from it?

Design thinking is far more than simply designing products and services—it’s an approach to problem-solving that can be applied to an incredibly wide range of applications.