Why I Wrote Design the Future: The First of the Books I’ve Had to Write
In 2017, I noticed something troubling. Innovation leaders at some large global organisations were selling ‘design thinking-led’ services to other companies. They ran workshops. Facilitated sessions. Bagged long-term projects. And charged good money. But when interacting with them, I realised many of them didn’t truly understand what design thinking was. They knew the buzzwords. They…