IDEO’s human-centered design thinking is a systematic process used to help create new products and services. And, the best part? They are open about the process and how to adopt it. Professor Ryan Buell explores this process through the example of Cineplanet, the leading movie cinema chain in Peru. The company hired IDEO to help them determine how to better align their operating model with the needs of its customers. Like Professor Buell, this case may change the way you think about thinking.