"Design thinking" has become the watchword for an entire generation of MBAs who think that becoming the next Steve Jobs is as easy as a whiteboard filled with disruptive ideation. "This broad definition of design thinking [practiced at many businesses] is a single-faceted cliché of what design really is, and how it can contribute to business," says Pentagram partner Michael Bierut.
2 MINUTE READ Beyond The Whiteboard: Rethinking How Business Schools Teach Design