Roger Martin at: http://observatory.designobserver.com/entry.html?entry=11097
Don’t feel bad if you’re not familiar with the term. Formal logic isn’t systematically taught in our North American educational system, except to students of philosophy or the history of science. The vast majority of students are exposed to formal logic only by inference and then only to the two dominant forms of logic — deductive reasoning and inductive reasoning. Those two modes, grounded in the scientific tradition, allow the speaker to declare at the end of the reasoning process that a statement is true or false.
James, Dewey, and their circle became known as the American pragmatist philosophers, so called because they argued that one could gain understanding only through one’s own experiences. Among these early pragmatists, perhaps the greatest of them and certainly the most intriguing was Charles Sanders Peirce. Peirce (rhymes with “terse”) was fascinated by the origins of new ideas and came to believe that they did not emerge from the conventional forms of declarative logic. In fact, he argued that no new idea could be proved deductively or inductively using past data. Moreover, if new ideas were not the product of the two accepted forms of logic, he reasoned, there must be a third fundamental logical mode. New ideas came into being, Peirce posited, by way of “logical leaps of the mind.” New ideas arose when a thinker observed data (or even a single data point) that didn’t fit with the existing model or models. The thinker sought to make sense of the observation by making what Peirce called an “inference to the best explanation.” The true first step of reasoning, he concluded, was not observation but wondering. Peirce named his form of reasoning abductive logic. It is not declarative reasoning; its goal is not to declare a conclusion to be true or false. It is modal reasoning; its goal is to posit what could possibly be true. (For further information, see “Why You’ve Never Heard of Charles Sanders Peirce.”)
Whether they realize it or not, designers live in Peirce’s world of abduction; they actively look for new data points, challenge accepted explanations, and infer possible new worlds. By doing so, they scare the hell out of a lot of businesspeople. For a middle manager forced to deal with flighty, exuberant “creative types,” who seem to regard prevailing wisdom as a mere trifle and deadlines as an inconvenience, the admonition to “be like a designer” is tantamount to saying “be less productive, less efficient, more subversive, and more flaky” — not an attractive proposition. And it is a fair critique that abduction can lead to poor results; unproved inferences might lead to success in time, but then again, they might not.
Some abductive thinkers fail to heed Brown’s requirement that the design must be matched to what is technologically feasible, launching products that do not yet have supporting technology. Consider the software designers who inferred from the growth of the Internet that consumers would want to do all their shopping online, from pet supplies to toys to groceries. Online security and back-end infrastructure had not yet caught up to their ideas, dooming them to failure.
Other abductive thinkers fail to address Brown’s second requirement: that the innovation must make business sense. Looking back on the dot-com crash, Michael Dell, founder of Dell, argues that little has changed. “Still today in our industry, if you go to a trade show, you walk around and you will find a lot of technology for which there is no problem that exists,” he says. “It’s like, ‘Hey, look at this, we’ve got a great solution and there is no problem to solve here.’ ”  Think of the Apple Newton, the world’s first portable data assistant. Launched in 1993, it utterly flopped. According RIM’s Lazaridis, it was a failure of abduction. “It had no future,” he argues. “What problem did it solve? What value did it create? It was a research project. What could you do with it that you couldn’t do with a laptop? Nothing. And everything you could do with it, you could do better with a laptop.” Apple Computer (as it was known then) wasn’t wrong when it inferred that customers would value a small, portable, digital assistant, but it didn’t ultimately deliver a solution that matched the insight.
So the prescription is not to embrace abduction to the exclusion of deduction and induction, nor is it to bet the farm on loose abductive inferences. Rather, it is to strive for balance. Proponents of design thinking in business recognize that abduction is almost entirely marginalized in the modern corporation and take it upon themselves to make their companies hospitable to it. They choose to embrace a form of logic that doesn’t generate proof and operates in the realm of what might be — a realm beyond the reach of data from the past.
2 Michael Dell, in conversation with the author as part of the Rotman School of Management’s Integrative Thinking Experts Speaker Series, September 21, 2004.