I think we have a language issue within our industry where actually we are all talking about the same thing but we call it different things. Some people call it planning, strategy, others design, and that inconsistency is fracturing our impact. In my opinion, the only reason we have introduced the term design thinking was to try and educate people outside of design that it isn’t just images on a piece of paper. For designers it is common knowledge that you don’t get those images without doing the thinking that’s behind it. It became a necessary addition to the lexicon which I think has now ended up confusing everything more than actually creating clarity
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