Thinking about design thinking

I like this definition and description by IDEO's Tim Brown: ​“Design thinking” — a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos. By this I mean that innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.


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What people say,

what people do,

and what people say they do

are entirely different things.

Margaret Mead,
Renowned Anthropologist

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Because the coach can see 

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