Shh! Don’t Tell Them There’s No Magic In Design Thinking
Jared M. Spool

As I was saying with someone some time ago, without trying to reduce the importance of «design thinking» today, actually is kind of a marketing strategy to sell something that has been existing for decades. It’s a great innovation in communication (which is a field where many designers struggle due to the cultural bias perfectly explained in the story ), that provides us stories, a strategy and tools to engage (and obtain commitment by) non designers that make important decisions.

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