Design thinking is a customer-centric, wicked problem-solving method, which puts the customers in front and at the centre of every decision. In strategy, the customer is identified by their needs, problems, pain points, and sought-after gains, rather than demographics, psychographics, or behavioural traits. When customers buy a product or service, they hire that product or service from an organisation to help them get a specific job done. Mandatory attributes define the solution space in which a possible product or service must reside, whereas optional decision criteria define what a customer may or may not value in a solution, that is, the utility function. Successfully competing for specific customers requires understanding both the solution space and the utility function and optimising them.