Design has long been about products and brand. In today's competitive marketplace, however, that perspective is too narrow. Design, now, must illuminate a broader and more strategic range of organizational activities. As design professionals and design researchers, we feel the urge to reflect on what the recent focus on design thinking contributes to our understanding of design - and how it may inform design management. Design thinking is, of course, not a new concept or practice. It has been with and around us ever since there was design, conscious or unconscious. But some current interpretations offer new nuances, and that does have an impact on how we practice and theorize about design.
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