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Every organization operates on a theory of a business, a vision of the organization covert this theory into action. The vision of the organization can be achieved through a product or service pathway which will help to meet the needs and want of the customers. As the external environmental factor of the organization is continuously changing, organizations are facing tremendous completion in the marketplace. Nowadays with the help of technology or reverse engineering or another way round competitor can know the ingredient of the product and can sale in the marketplace at a much lower price. So the concept of design thinking in view of customer benefit and benefit of the organization could be a sustainable competitive advantage of any organization. It is one of the new tools, to looking for a new way to find out business opportunity in the competitive environment. Think about how much tougher it is to reinvent a new drug delivery system (NDDS) than to design a shoe.