Design Thinking Is A Failed Experiment – So What’s Next? (by Bruce Nussbaum)

As design thinking exploded in popularity and universities began quickly adopting design programs into their business schools, it was inevitable that some critics and skeptics would evolve. This article, from well-known writer Bruce Nussbaum, is a perfect example. It’s important to take these criticisms into consideration as you are developing your understanding of design thinking. More importantly though, is to understand that most of this comes from people misusing and misunderstanding the process. Design thinking is not an end all be all solution, but rather a tool. We tend to argue that it isn’t dead, and probably wont be anytime soon.

Andy Hagerman
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