Competing On Design Thinking

Competing On Design Thinking Steve Jobs famously said, “Design is not just what it looks like and feels like. Design is how it works.” Design thinking takes this notion further and provides a set of tools to power innovation through design. Design thinking doesn't guarantee innovation, but innovation always hinges on design-thinking principles. As the popularity of design thinking continues to expand and spread across a variety of domains, it begs the question: Will design thinking ever reach the point of diminishing returns? In a recent Harvard Business Review post, IDEO CEO Tim Brown entertained a similar question: “When everyone is doing design thinking, is it still a competitive advantage?”