Why you should embrace design thinking

“I don’t know if IDEO could have saved the American auto industry, but we would have started with foam core and a hot glue gun.”

This is one Tim Brown’s more flippant quotes, but it does give you a quick snapshot of what design thinking – one of the pervasive buzzwords in the creative industries – is all about. You can just picture IDEO’s CEO and his team sketching, sticking things together, and crafting dozens of different cars, roads, robots and factories with the aim of getting Detroit back on track. It could even work, who knows?

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Garrick Webster

Garrick Webster is a freelance copywriter and branding specialist. He’s worked with major renewable energy companies such as Ecotricity and the Green Britain Group, and has helped develop award-winning branding and packaging for several distilleries in the UK, the US and Australia. He’s a former editor of Computer Arts magazine and has been writing about design, creativity and technology since 1995.