Design Thinking focuses on the needs and wants of target markets and delivering greater value than competitors through the Marketing Concept. There are various concepts of doing business including the Production Concept which focuses on producing goods efficiently, the Product Concept which focuses on developing products with innovative features, and the Selling Concept which focuses on aggressively promoting products. Experience is the product, and user experience should be enhanced at every touch point through techniques like KISS (Keep It Simple Stupid), storyboarding, empathy mapping, and ensuring the different marketing disciplines like product features, benefits, and extended features are well mapped.