If someone were to ask me to sum up in a tiny nutshell what I thought would be the single most useful change to make to start using design thinking, I’d recommend reducing the frequency of the times we ask, “Can we do this?” and increasing the frequency of the times we ask, “How can we do this?” It seems a small change, but in practice it involves changing how people communicate and make decisions, and therefore into culture. And cultures don’t change easily.

But — except for a few dozen very passionate people — no one is asking this question, which is perhaps another challenge.