Gaby Odekerken outlines three main challenges organisations face in a time-poor, competitive environment. The first is financial, companies say that their clients are not willing to pay for services. This is a mindset, which they need to overcome, and Gaby shares with us here how this can be done. The second is time, there are deadlines to meet, and organisations need to be competitive. Thirdly, companies think they are not experienced in this, they don’t know how to do it. Design Thinking flips the coin, it can provide the process to overcome all these challenges.