The user is your God,
Design thinking needs org design
Bud Caddell

Design should be human-centric, but it doesn’t mean that’s isolated to end users of the actual products. People that create the product, sell it, service it – they are all part of the equation. I think it’s just systems thinking – design becomes strategic and more conscious when in its process it recognises the whole ecosystem not just the customer experience or the user journey.

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