in Business Design

Redesigning American Business

Bruce Nussbaum’s Redesigning American Business for Business Week identifies what my company is doing: “Designers are teaching CEOs and managers how to innovate… They pitch themselves to businesses as a resource to help with a broad array of issues that affect strategy and organization — creating new brands, defining customer experiences, understanding user needs, changing business practices.

It’s interesting that a year ago only a handful of people were talking about applying design thinking to business management, and now the mainstream media has caught up.