In business, there are various methods of ways of solving problems and introducing them innovation in business. However, none of them have the main focus on the customer/user, his wishes and needs as done by the design thinking method. Design thinking is a method that is the main goal to satisfy the wishes and needs of its interest-influential groups. Applying the stages of design thinking in business in a creative way comes to successful results and goals. The phases start with empathy and end with testing, where the answer is reached as to whether the wishes and needs of the customers are satisfied or whether they should be improve the product/service. By collecting information from customers before the actual stage defining, the answer is reached as to what needs to be produced in order to satisfy them customers, solve potential problems and make the innovation successful. Sympathy with users, i.e. the application of empathy, enables the arrival of real answers to what is the user needs. Traditional ways of doing business often cannot respond quickly to changes taking place in the market, they spend a lot of time on research and finding the best solution. The design thinking method has a powerful, effective and widely available approach to innovation, which can be included in all aspects of business and societies, individuals and teams will use it to generate ideas that will then be implemented and influential. Through research in the work, information is obtained as to how much they are marketing agencies in Croatia familiar with the design thinking method and how much it is apply in their own business, i.e. when solving potential problems i introducing innovations.