this is a mental note for myself about the issue with the terminology of design thinking and what it means for all of us who are desigeners, MBAs, and engineers, or any other words…. ALL OF US!
i run the issue with the word design, because it is a jargon terminology which can very much backfire in any discussion you have. Time and again i have to explain what this jargon means to many types of people because no one bothers to either explain it or state the meaning correctly.
And the inside secret about this jargon, as designers it means MANY DEFINITIONS so it matters to who you are talking too when they explain it.
I keep my definition very short but allow the person to ask more questions. “Design is the substance to which people are engaged.” So with that, it allows for the people to ask a question which helps me to define it further for their background.
Another words, i need to know who you are and where you fit into this world of process development. Allowing me to define the term design in your language for you to better understand.
The word design is soo mysterious because no one wish to define it for you. And mystery make you want it more…. that is a marketing gimic… in theory we are making you ache for “design”
….Indeed, this soul-searching by business — for literally a better soul — has lead to design, but robbing the soul of design by asserting an assumed control of Design Thinking will only lead to sugarcoating a fundamentally flawed system that is in serious need of criticism and modification.I do believe that the new model for business orientation is — in fact — Design Orientation on the road to customer value maximization, leading to repairing the damage done to our socioeconomic fabric and ultimately saving the soul of business.Design Orientation is the proper language to use when honestly admitting that business needs to orient itself toward a different direction of doing business.Design Orientation acknowledges the role of design in business and promotes collaboration between management and designers at the highest rungs of the decision making ladder, emoting a shift toward a new social and hierarchical order.

