Design Thinking: Integrating the left and right side of the brain for better decisions, better results

  • 24 Mar 2011
  • 6:00 PM - 8:29 PM
  • Board Room in the One Union Square Building, 600 University Street, Seattle
  • 5


  • Free access to active, paid members
  • Includes workshop and complimentary PSSIGCHI membership

Registration is closed

A Steve Sato Workshop "Design Thinking:  Integrating the left and right brain for better decisions, better results"

Registration required!

The workshop is currently full. If you'd like to be put on the waiting list, send us an email at

Networking and Refreshments 6:00-6:30, workshop 6:30-8:30p

Free to members, $35 non-members (includes complimentary membership)


Everyone designs. Business people have focused on designing organizations to reliably generate profits. Today’s designers have focused on designing products and services to be truly compelling to customers. What is most compelling to customers though, is often not rational or logical. So designers have evolved effective and efficient trial-and-error approaches that recognize and accommodate rational and non-rational factors. When these heuristics have been applied to strategy and business modeling, it has produced businesses such as the Apple’s iTunes and iPod ecosystem. Design Thinking balances left brain and right brain decision-making, and when applied to strategy work often creates bigger win-wins for companies and their customers, than achievable through conventional thinking.

In this short experiential workshop, we will provide a brief introduction to the key concepts, break up into small teams and step through a facilitated Design Thinking exercise. At the end of the session, we will regroup to learn from each team’s experience with the process.

Who should attend

The Design Thinking approach is collaborative, interdisciplinary and highly relevant to anyone involved in the development of new products and services: product managers, engineers, designers, and marketers. The objective of this workshop is to provide you with the foundations of Design Thinking and launch your on-going learning on the topic.


Steve is the Sato+Partners ( a firm that works with executives of experience-design and innovation, to help them more successfully promote, position, practice and produce customer driven innovations. His firm’s focus is on using “design/integrative thinking” to address these business challenges; conventional thinking by value chain partners often erodes the original intended key values to customers - even when the original concepts were customer-centered. The firm works with clients to reduce this erosion and to build the organization’s capability to use design/integrative thinking competitively.


Board Room, One Union Square Building, 600 University Street, Seattle, WA

Door code/bathroom code: 2738

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