Design Thinking from IDEO to the council

When Chuck Frey poses his question What is design thinking and why does it matter? in today’s Innovation Weblog blog, he turns to the “design thinking guru” Tim Brown, IDEO CEO and president, whose new book book Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, has just been released. Frey’s main takeaway is the book’s emphasis on the human factor in innovation. He includes this quote:
“Design thinking taps into capacities we all have but that are overlooked by more conventional problem-solving practices. It is not only human-centered; it is deeply human in and of itself. Design thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional resonance as well as functionality, to express ourselves in media other than words or symbols… The emphasis on fundamental human needs – as distinct from fleeting or artificially manipulated desires (think marketing) – is what drives design thinking to depart from the status quo.”
Read Frey’s entire blog:

Interestingly, the UK’s Design Council current thread on LinkedIn poses whether or not “design thinking” may be on the wane:

Design Thinking for Business Transformation – is it Dead or Alive?
Have you, like me, noticed that recently some designers are saying that Design Thinking in the context of business transformation is past its day… and that now the recession is over and companies have re-organised they are pleased that designers can get back to what they should be doing?

These comments frankly amaze me. I know Design Thinking has been around as a phrase for a number of years, but frankly the number of companies that have awoken to the concept it applies to business models as well as products is very few, and those that have used it to redesign their organisations is even less. And have businesses already completed their response to the combined tensions of the economy, global competition, etc? Not according to the business leaders at this years World Economic Forum in Davos a month ago…

I’d really like to know what you think?

In the meantime here is a link to a free eBook that is getting a lot of views on and started some of these comments: –

James Rock
Posted 6 days ago |
Comments (4)
Kati Price
Managing Editor at Design Council

You’re right – there’s plenty of discussion around design thinking and its role for designers and for business. It’s a fascinating debate – we think it’s well and truly alive, of course, and testament to that are the interesting discussions at the Redesigning Business Summit we held recently in association with the Economist. Do have a look the Redesigning Business Summit site – and on ours, with more content to come soon.

And you might be interested in our podcast of IDEO’s Tim Brown speaking on design thinking at Intersections, a conference we held back in 2007.
Kati Price
Managing Editor
Posted 5 days ago James Rock
Read the thread in its entirety by joining the Design Council’s group on LinkedIn.

Leave a comment

Filed under Uncategorized

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s