Design is an act of pursuing “a better condition”.
The process and outcome to create change always involve “design”.
The organization without design capability has a hard
time suggesting effective alternatives to the problem at hand.
Explaining the vision in mind and the concept of brands in words is not enough.
Approaching problems in separate ways by
designer and non-designer is not enough.
Also, assigning design work without any guideline and managing the organization are not enough.
The team that offers the best possible alternatives has always been the one who embraced design thinking.
