Murray Berghan - Managing Director

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Murray Berghan

• Founder Managing Director of Sensitive Group

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• Extensive experience, professional expertise and
  a passion for innovation underpin Murray
  Berghans dynamic and creative approach to his
  role as Managing Director of Sensitive Group. A
  social enterprise that encompasses Raise Your
  Spirit, Make Innovation and Make Communications,
  Sensitive Group is an initiative that provides
  new ways of thinking to organisations that aspire
  to make the world a better place.
• Thinking can be highly beneficial for
  transforming organizations to develop their
  services, products, or entire business models. In
  recent years, non-governmental organizations
  (NGOs), charities, and social enterprises started
  to apply thinking like designers, as this
  approach can bring together what is desirable
  from a human perspective.

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• I will cover 5 main reasons why Design Thinking
  should be adopted for social innovations by the
  above mentioned organizations.

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1. It provides a bottom-up solution
2. Human-centred approach
3. Co-evolution of the problem and solution
4. Design thinking is utilized for wicked problems
5. Practical process

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• It provides a bottom-up solution
• Nonprofits are beginning to understand that
  design thinking can help create solutions
  bottom-up rather than top-down. The method allows
  working closely with the clients and consumers
  thus, design thinking enables high-impact
  solutions to come up from the lower social levels
  rather than being imposed from the top. This is
  preferable when developing a social innovation
  because the solution emerges within the
  situation, starts growing, and eventually brings
  socio-economic changes.
• Human-centred approach
• Design Thinking applies a very human-centered
  approach as it became the fundament of the
  method. Its creative way ensures that products,
  services, and processes are rooted in the needs
  of people, communities, and/or end-users. For
  this approach, the different viewpoints of people
  are understood and analyzed, and the solutions
  are designed from their perspective.

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Co-evolution of the problem and solution During
designing, the creators attention commonly goes
back and forth between their comprehension of the
problem and their ideas for a solution. Therefore
the problem and the solution co-evolve together
by creating prototypes and a minimum viable
product (MVP). Ideas can be constantly developed
onto a deeper level.
Design thinking is utilized for wicked
problems NGOs and social enterprises usually aim
to create solutions to the so-called wicked
problems. The Design Thinking process can provide
a practical approach to resolving these complex
problems, such as hunger, poverty, clean water,
sanitation, or inequality.
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Practical process

• One of the most important advantages of Design
  Thinking is practicality. The designing process
  has three basic steps
• During the first step, inspiration, people can
  open up for creative possibilities learn on the
  fly, and brainstorm. The ideation step is to
  select ideas, improve the good ones, test them,
  and create prototypes. The third and final step
  is implementing, during which the team can get
  the idea out to the world, develop partnerships
  and boost the business model. The process may be
  thought of as a system of overlapping spaces
  rather than a sequence of orderly steps
  inspiration, ideation, and implementation.
  Projects may loop back through inspiration,
  ideation, and implementation more than once as
  the team refines its ideas and explores new
  directions.

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• I recommend researching more about design
  thinking regarding NGOs, charities, and social
  enterprises. They can offer a tangible way to
  establish the right mindset and bring the
  necessary changes to social situations.