Often the words design, design thinking and creativity are used interchangeably - I want to share George Kembels’ (Co-Founder and Executive Director, d.school Stanford) model from his discussion with Oliviero Toscani at the d.confestival in Potsdam 2012 (watch at 00.26)
Creativity is the spirit, the attitude and bravery to try something new, to be open to the unexpected. Design is the creative act, the ‘making’ of and bringing something new to the world, wheater its a product, service or business model. Design thinking is the ‘how to’, the approach, the mindset and behaviors on the way.
All three of them will come into play in the type of next generations workers and innovators. It won’t be owned by a certain group of people - creativity is something everybody has.
There is a vivid discussion going on between the advocates and critics of design thinking. But see for yourself:
Design Thinking: A Useful Myth, Don Norman, Core 77, 2010
Design Thinking: Dear Don … Bill Moggridge, Core 77, 2010
Design Thinking Is A Failed Experiment. So What’s Next? Bruce Nussbaum, Fastcodesign, 2011
Design Thinking versus Creative Intelligence, Tom Berno, DMI, 2011
Design Thinking isn’t a miracle cure, but here is how it helps, Helen Walters, Fastcodesign, 2011
Rethinking Design Thinking, Don Norman, Core 77, 2013
The British Design Council has grouped 20 design methods into three categories: Discover, Define and Develop. These are based on the first three stages of the Double Diamond, the Design Council’s simple way of mapping the design process.