Innovation has been recognized as survival strategy in today’s business climate. In the newest issue of Business Week magazine, an excerpt from a book by the CEO of the design firm IDEO, points out that the need to innovate is nothing new—but how to accomplish it, is new—design thinking. When I started my design business nearly 30 years ago we didn’t talk about design thinking. (In fact, we didn’t talk about much of anything outside of the arcane methods that were required to get something created and printed at the time.) Since then, the influence of design in the business world has grown dramatically.

The methodologies of the designer: brainstorming, mock-ups, user observations, storytelling and scenario building are all useful in building innovation. Tim Brown of IDEO says it is time for this type of thinking—design thinking—to migrate outward and upward into the highest levels of corporate leadership. Business leaders seeking innovation need to adopt the methods of the designer, just as designers are broadening their scope from just creating “things”, to the shaping of services, experiences and organizations.

Designers typically approach problem-solving somewhat differently. They’re more intuitive and emotional, and less logical and analytical. Instead of going A > B > C > D, designers may start at Q > D > K and end up at P. The logical thinker hires market researchers to describe how the world is; design thinking describes how the world could be.

David Butler, Coca-Cola’s vice president of global design, applies design thinking way beyond the design of Coke’s brand. “I love big, giant, enormous systems, no matter what they are,” he says. “In the past, design had been focused on straight forward problems: Come up with a drinking vessel, say. But now it was being asked so solve multipronged problems: How do we get clean drinking water? We’re moving from linear problems to wicked problems.”

Brown concludes by saying, “The design thinkers I have described here are not minimalist, esoteric members of an elite priesthood. They are creative innovators who can bridge the chasm between thinking and doing because they are passionately committed.”

Last week I attended “Gain” in NYC, the business and design conference sponsored by the AIGA. Tom Kelley, general manager of IDEO, a global design consultancy, served masterfully as moderator of the event. Kelley introduced a speaker commenting on the idea of how we stop seeing things; how we often overlook the obvious. We go though life screening out things we see as distractions to our immediate objective.

The art of anthropology teaches that observation is the key to understanding and an important part of innovation and design. Simple observation may not be enough, however.

Marcel Proust, the celebrated French novelist said “the real act of discovery consists not in finding new lands, but in seeing with new eyes.” Kelley names this idea by turning around the more familiar word and calling it “Vuja de”, meaning, “the sense of seeing something for the first time, even if you have actually witnessed it many times before.” When you go out to observe in anthropologist mode, you should aspire to Vuja de, the opposite of Deja vu.

As noted in the Fast Company magazine blog, “If you want to find untapped innovation opportunities, watch the world around you with “fresh eyes.” Go for a sense of vuja de, and then ask yourself why things are the way they are. Why do people wear a watch when their cell phone keeps perfect time? Why don’t movie theaters sell soundtracks as you exit the film? Why do we all have answering machines to record messages from telephone callers, but nothing to record a message from someone who stops by our home or office?”

Have you ever played the game where you are required to whistle a song while the rest of your team tries desperately to guess what tune is coming out of your mouth? You keep whistling the same thing, while they keep guessing the wrong thing, and the time quickly evaporates, and then it’s over. Nobody got it. You whistled so perfectly but they had no idea. Not only is it frustrating because now your team is down a point, but how did they not get that you were whistling the theme to Love Boat? It was so obvious– to you.

Now maybe you wouldn’t go as far as considering yourself an expert at whistling, but the idea played out in the game is a demonstration of the principle of how others don’t always see (or in this case hear) what seems perfectly clear to another–which can stagnate a process whether it be during a simple game or in more serious “innovation.” In the article, Innovative Minds Don’t Think Alike, Janet Rae-Dupree, states, “As our knowledge and expertise increase, our creativity and ability to innovate tend to taper off.” As we become more educated in a particular subject, we tend to only know how to do it one way and the innovation gets lost.

In the book Made to Stick: Why Some Ideas Survive and Others Die, co-author Chip Heath (who wrote the book with his brother) says, “experts [are] cursed by their knowledge, and they can’t imagine what it’s like to be as ignorant as the rest of us. To innovate,” says Heath, “you have to bring together people with a variety of skills. If those people can’t communicate clearly with one another, innovation gets bogged down in the abstract language of specialization and expertise. You’ve got to find the common connections.” Cynthia Barton Rabe, author of Innovation Killer: How What We Know Limits What We Can Imagine, suggests using outside help or what she terms zero-gravity thinkers to help keep creativity and innovation on track. When people have to slow down and go back to basics to bring an outsider up to speed, she says, “it forces them to look at their world differently and as a result, they come up with new solutions to old problems. Look for people with renaissance-thinker tendencies, who’ve done work in a related area but not in your specific field. Make it possible for someone who doesn’t report directly to that area to come in and say the emperor has no clothes.”