Both the 2015 and 2016 Design in Tech Report pointed to the emergence of “design thinking” as entering the conscious of big business — heralded by the covers of both Harvard Business Review and Review: Bloomberg Businessweek featuring design. “Design Thinking” is different from “Classical Design” in Classical Design vs both how it is practiced and the final outcome: the latter results in an artifact to hold in one’s hands, whereas the former results in consensus between multiple stakeholders. Design Thinking CLASSICAL DESIGN DESIGN THINKING Emphasis On Practice Strategy Raw Materials Paper, Wood, Metal, and Anything Physical Post-Its, Whiteboards, and Team Members’ Time Goal Orientation Ship a Perfect Product/Object Foster Constructive Divergence Impact is Evaluated By Acceptance, Adoption, and Awards A Specific Product or Feature That Resulted Overlapping example of these two kinds of design: A design consultancy Involves Primarily Classical Designers Business Thinkers/Doers like IDEO, Frog, or a B-school program like Yale SOM, or a classic consultancy Skills With Tools Are Generally Hands and Laws of Physics Mind and Organizational Sciences like McKinsey, Accenture, BCG. Grounded In @johnmaeda @sunilmaholtra Section 1: Computational Design 7