Dilemma-driven design (DDD) introduces an understanding of personal dilemmas to design processes through new tools and methods. DDD not only generates genuine empathy for people’s deeply-held aspirations and values,but it also stimulates perspective taking and creativity. DDD was implemented in several large-scale innovation projects in the food industry. In addition, it contributed to over thirty (and counting!) master theses in which students systematically searched for user dilemmas and used them as starting points to generate ideas for new products and services. The topics of these theses projects range from designing for the social inclusion of disabled children in play to promoting employee wellbeing. The variety of these topics illustrate the versatility of DDD.