Bruce Nussbaum, design thinking champion

Bruce Nussbaum, editorial page editor for BusinessWeek, continues his crusade to spread the good word of design thinking to the business community. In The Empathy Economy he quotes GE Healthcare Technologies (GE ) CEO Joseph M. Hogan as saying,

Today, when we think about designing, say, a new MRI system, we don’t just think about designing the product, we think about designing the whole radiology suite. Design in the next 10 years will move beyond the product. It will move beyond workflow. Hospitals in the future…will have different ways of interacting with the patient. We have to think about setting the course for how design can affect the whole health-care experience.

And with Rachel Tiplady he reports Insead has joined with the Art Center College of Design in Pasadena, Calif., to offer a joint program that teaches the role of creativity in business decisions.

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