Design commentator Bruce Nussbaum shook up the world of design thinking this week arguing that it is a “failed experiment” and that Creative Intelligence is an appropriate term to replace it. What might this mean for design and its increasing role beyond its traditional boundaries?
Nussbaum’s rally against design thinking has not to do with its successes (in which he outlines many, including the widespread application of it to service and non-profit development), but rather where it becomes a barrier and where it fails to deliver:
But it was creativity that Design Thinking was originally supposed to deliver and it is to creativity that I now turn directly and purposefully. Creativity is an old concept, far older than “design.” But it is an inclusive concept. In my experience, when you say the word “design” to people across a table, they tend to smile politely and think “fashion.” Say “design thinking,” and they stop smiling and tend to lean away from you. But say “creativity” and people light up and lean in toward you.