This was a presentation I gave October 16th, 2010 at the Queens School of Business responsible leadership weekend. The talk was designed to introduce the principals of design thinking to undergraduate and MBA students with an interest in corporate and social change.
This a lot. Your typical consumer feels like a taker and not a maker. They cope with corporate decisions and feel like they have no ability to change the status quo.
Design has pretty much been synonomous with visual design – with the idea of “style”. Cosmetic design is an important part of creating a product or service, but it’s really only a part of it.
It doesn’t look at market trends, it doesn’t support a deeper understanding of technology, and it certainly doesn’t help you understand how people live.