Brute Force

Michael and Jessica discuss IBM, which has embraced design thinking and hired of thousands of designers.

Michael says this commitment to design is “expressed almost with the brute force of numbers,” unlike the “Good Design Is Good Business” era of Paul Rand, Eliot Noyes, and Eero Saarinen, which was “not a mass movement but led by a relatively small elite cadre of high priests.”

And Jessica asks: “If you’re not thinking like a designer, what are you thinking like? Design thinking is creative thinking. It’s creative problem-solving.”

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