3/10/2018 2018 Design In Tech Report What's a Design Thinker? The Evolution of Design in the Enterprise BIRTH OF TRADITIONAL DESIGN FOR LARGE BIRTH OF MODERN PRODUCT DESIGN FIRMS / BIRTH OF "DESIGN THINKING" AND DESIGN "DESIGN THINKING" MAINSTREAMS AS CORPORATIONS / CORPORATE FROM TRADITIONAL DESIGN, TO DESIGN OF STRATEGY / HARNESSING THE CREATIVE WHOLE BUSINESS STRATEGY / RE- IDENTITY+IMAGE AND PRODUCT STYLING SYSTEMS+SERVICES PROBLEM SOLVING SKILLS OF DESIGNERS CONTEXTUALIZING DESIGN, MAKING B- SCHOOLS INTO D-SCHOOLS 1950s GM’s CEO makes 1982 From 1982 Apple’s 2005 Hasso Plattner 2015-16 Phil Gilbert leads the first executive position design language begins to Institute of Design at IBM’s $100M bet to bring in design with Harley Earl form with frog and Stanford starts. design back to IBM. elevated to VP. Hartmut Esslinger’s direction. IDEO's Jane Fulton Suri Tim Brown and Roger L. 1966 IBM Memo to IBM publishes Thoughtless Martin open the employees by CEO TJ 1991 David Kelley, Bill Acts? and brings design introductory issue for HBR Watson Jr. about the Moggridge, Mike Nutall research to the foreground. on “The Evolution of emerging importance of join forces and change the Design Thinking.” design to the company. course of design by co- 2008-09 Roger L. Martin founding IDEO. describes design thinking Top 10 B-schools all have at the CEO level with student-led design clubs. P&G’s AG Laffley and his 2018 IBM Design open book on The Design of sources their Enterprise Business. (SAP and P&G Design Thinking were a few of the early framework for all. executive adopters of Design Thinking.) Source: @librariobabel Good definition of design thinking 2018 Design In Tech Report | Technology × Business × Design 14 / 90 http://jmmbp001.local:5757/?ckcachecontrol=1520689902#16 14/90