Innovation Rooted in Design Thinking


The goal behind—and path to—innovation is to make something more efficient, easier to use, and purpose-driven, says Defakto CEO Gilbert Salazar.

Defakto: The Path to Real Innovation

DEFAKTO IS A SPONSOR OF DALLAS INNOVATES 2018, AN ANNUAL SPECIAL EDITION 


I would say that we, as a marketing technology agency, take a highly focused approach to what we know as “innovation.” Meaning, you shouldn’t start with the idea of building something for the sake of trying to be innovative. At least, that’s how we see it. I’ve always thought of innovation as something that develops organically, as a result of direct problem-solving and trying to fill experience gaps. In other words, the goal behind—and path to—innovation is to make something more efficient, easier to use, and purpose-driven.

The principles we lean on for this approach are rooted in Design Thinking, which is a solution-based methodology. It’s a concept I first learned from people like Saul Wurman and David Kelley, whose ideals leveraged Human-Centered Design. This logic includes a critical focus on empathy for the consumer that can be applied to anything from strategic consulting to software development and implemented within any industry.

Ultimately, the right mix of people and vision cultivates the kind of meaningful partnerships that create a common purpose and lead to real innovation.

We also practice this philosophy internally, which is why we believe in investing in R&D. It’s the only tangible way to understand what is truly feasible from a tech standpoint. Will the technology support it? Will users adopt it? Can we continue to stretch boundaries? Because we offer innovative solutions, we often find ourselves facilitating education for our clients. We help them understand how our efforts will lead to long-term benefits.

Education and training are also critical to developing an innovative mindset within our team. Instead of starting off by searching for candidates in what are considered traditional tech hotspots, we believe in growing our team members by nurturing their strengths. We feel the local academic and professional collaborative environment in Dallas allows us to find the type of innovative thinkers we need, right in our own backyard.

Ultimately, the right mix of people and vision cultivates the kind of meaningful partnerships that create a common purpose and lead to real innovation.

This content first appeared in Dallas Innovates 2018, an annual magazine that showcases Dallas-Fort Worth as a hub of innovation. Read more about the region’s game changers, disruptors, creatives, and our new frontiers in the digital edition.


About Defakto

Defakto crafts authentic experiences that connect with today’s evolving consumer. We do this by offering an unmatched combination of strategic consulting, design and user experience, technology enablement and data optimization. Headquartered in Dallas, Defakto’s clients include Lexus, Abilene Christian University, Spectrum, and iRhythm, as well as Fortune 500 companies in Automotive, Health Care, Technology & Media Industries.

DALLAS INNOVATES — THE MAGAZINE: READ THE DIGITAL EDITION

Photo by Michael Samples

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