Creative Confidence: Unleashing the Creative Potential Within Us All

In this chapter, the authors trace the evolution of creative confidence through the lens of human-centered design and real-life transformation stories. The narrative opens with the story of Doug Dietz, a dedicated GE Healthcare engineer, who faced an unexpected crisis when he saw how his state-of-the-art MRI machine frightened a young patient. Dietz’s initial pride in his innovative work was shaken when he realized that his technology, despite its advanced capabilities, inadvertently caused fear in vulnerable users. This realization spurred him to seek a new approach, prompting him to attend an executive education class on human-centered design. There, he learned to focus not solely on technical brilliance but on the overall user experience—especially the emotional and psychological needs of the patients.

Drawing from his workshop experience, Dietz began rethinking the design process by gathering cross-functional teams and seeking direct feedback from users. Without redesigning the core technology, he reimagined the MRI experience as an engaging adventure for children. His team transformed the sterile machine into themed environments—ranging from pirate ships to spaceships—by applying colorful decals, crafting narratives, and developing interactive scripts for machine operators. The redesigned experience dramatically reduced the need for sedatives, improved patient satisfaction, and underscored the impact of empathetic, creative problem-solving on both business outcomes and human well-being.