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Design is hot. Design executives are being tasked with being design driven, but don't have the tools or processes to sustain this effort.
... In some ways, designers and design managers have shot themselves in the foot — design thinking neither negates nor replaces the need for smart designers doing the work. And because design thinking has many paths through parallel phases, it seems fuzzy compared to the process of creating code. Compared to analytical thinking or science, our industry still doesn't have a consensus on what design thinking means. Most designers couldn't tell you what it means
.It's been 20 years since I was ingrained with the concept that the designer mind could think much differently than a marketer, engineer or the guy in a suit-and-tie. Yet, for all its power and inspiration, I still don't completely understand the meaning of design thinking.
Should we abandon the concept? Absolutely not. I use the methods and ideas that it espouses daily. I believe we just lack some of the tools necessary for the practical application of these methods to stick within organizations....
Fresh thinking about "design thinking" in this very thoughtful post from ZURB.