David Kelley and Tim Brown, the founders of IDEO who popularized the term, were smart to take advantage of the unfamiliarity of the phrase.
Shh! Don’t Tell Them There’s No Magic In Design Thinking
Jared M. Spool
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I’m still in awe of how many people use the term design thinking and don’t know IDEO. To me that’s another data point to suggest how far this term has come. 10 years ago the few people that knew the term design thinking absolutely knew about IDEO and closely associated the two.

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