David Kelley, founder of the design firm Ideo and the Stanford d.school, was leading a charmed existence. Then he felt a lump.
"In a meeting with Ideo's CEO, Tim Brown, in 2003, Kelley had an epiphany: They would stop calling Ideo's approach "design" and start calling it "design thinking." "I'm not a words person," Kelley says, "but in my life, it's the most powerful moment that words or labeling ever made. Because then it all made sense. Now I'm an expert at methodology rather than a guy who designs a new chair or car.'"
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