This chapter unpacks the product development process, starting with a demonstration that a huge percentage of well-intentioned innovations fail, even when conceived with knowledge of customer needs. This fact demonstrates that something more is needed than just an understanding of the customer— specifically a proven methodology that massively reduces the likelihood of this outcome, Design Thinking. Design Thinking is a process used to incorporate customer research throughout the product development process. It describes not only how to conceive a product based on user needs but also how to validate your solution hypotheses throughout the product devel- opment process to ensure you are creating a solution that users will respond well to. The chapter outlines the main reasons products fail, then outlines the history of Design Thinking, before introducing the steps of Howard’s take on Design Thinking, Design Thinking 2.0.