What I propose should be happening, and what I believe the best agencies still do, is practice trust by letting a team of experts become devoted and deeply committed to the concept and development. This team includes experts in communication, interaction design, graphic design and creative development with a project manager/ product owner that can filter away any distractions. The client and team should trust the experienced practitioners and creatives to take the insight and go further. Stakes and expectations should be raised. The team of experts should continue to collaborate with others, but only in-between flow-sessions. Brilliant execution craves deep flow and creative juices.
We need to turn up the volume of the “black room” ideation and design process where skilled practitioners are trusted to develop their ideas, combined with a healthy balance of collaboration and iteration. New ideation is vital. We need to break out of what people expect, and surprise them with something much better. Innovation happens with deep problem solving and design skills that are allowed time, talent, testing and iteration to mature.
Design Thinking is a methodology that sells innovation and mind-blowing discoveries but the truth is that we are training designers and non-designers to be happy with half-ass work that uses a lot of time and money.