Bruce Nussbaum suggests that design thinking is a failed experiment and that it’s time to move on to something new.
As the former assistant managing editor at Business Week, he knows how to write a lead that gets attention.
What the title and lead to his post don’t do well is specify that Bruce’s conclusions only center on a narrow band of design thinking’s application: within the corporate sector and as sold/applied by misguided boutique consultancies.
For the vast number of additional settings in which design thinking is being applied, the evidence is still coming in because the experiment is continuing – and little suggests that its failing, ossifying, or something else is needed.
I like a lot of what Bruce has to say. It’s just that he’s framed it in a way that better serves his need to proffer something new rather than add to a dialogue on what does and doesn't work about design thinking.
If Bruce were one of our doctoral students and he had presented his post as a preliminary piece to his thesis, and his conclusion is that design thinking is a failed experiment, I would probably make the following comments.
First, such a broadly stated conclusion lacks a warrant.
By warrant I mean “to give reason or sanction for; justify: 'The circumstances warrant such measures.'”
In academic circles we talk about a scholarly warrant. If Bruce wants to claim that design thinking is a failed experiment “then he would be expected to show how this is so.” (Hart, 1998, p. 204)
Bruce attempts to establish a warrant by citing the work of his colleague, Helen Walters, who penned (well, probably keyboarded) “Design Thinking” Isn’t a Miracle Cure, but Here’s How It Helps.” But Helen’s article is actually more positive than negative about design thinking in my estimation. Helen’s thesis essentially states that design thinking’s success is a matter of time, manner and place. It’s not all things to all situations, but at the right time, in the right manner, and in the right place, it’s very, very helpful.
Helen does suggest that design thinking is not magic (it’s actually quite practical), and it’s not a quick fix. It’s hard work. You don’t suggest something is ossified just because you have to work hard at it to have it succeed.
Thus, none of the “cons” that Bruce urges us to read in Helen’s post really support the notion that design thinking is or has been an experiment, is failed, or is ossified.
In addition to lacking a warrant…
The Conclusion Lacks Ecological and External Validity
If Bruce were one of our doctoral students, his committee would likely call into question the ecological and external validity of his claims. I would expect the ecological validity of his claim to be high if the method by which he’d arrived at the claim approximated the real-life extent of the claim. This leads to the problem of external validity. Bruce’s claims, while likely true for the corporate community, are unique and idiosyncratic to that setting and therefore do not generalize will to other populations an conditions.
Essentially design thinking, writ large, is thrown under the bus not for it’s own failings, but for that of corporate cultures and ill-prepared boutique consultancies.
We Would Fail to See What’s New in Terms of a Contribution vis-à-vis Creative Intelligence (CQ)
Doctoral committees always want to be sure their students make a new contribution to the field. These new contributions stand out because they situated by the student in the body of literature that is relevant to the topic at hand. Because CQ can’t be presented on its own merits, Bruce has attempted to position it as a replacement to DT. He must declare design thinking dead in order for CQ to fill the gap. Unfortunately, CQ has been already developed, described and documented…its tenets are embedded within design thinking itself.
What Bruce Does Well
Bruce does an excellent job of describing how design thinking has been a slog within the world of big business:
“Design Thinking originally offered the world of big business--which is defined by a culture of process efficiency--a whole new process that promised to deliver creativity. By packaging creativity within a process format, designers were able to expand their engagement, impact, and sales inside the corporate world. Companies were comfortable and welcoming to Design Thinking because it was packaged as a process.”
“But in order to appeal to the business culture of process, it was denuded of the mess, the conflict, failure, emotions, and looping circularity that is part and parcel of the creative process. In a few companies, CEOs and managers accepted that mess along with the process and real innovation took place. In most others, it did not. As practitioners of design thinking in consultancies now acknowledge, the success rate for the process was low, very low.”
Bruce is exactly right. When a business (or any organization, for that matter) doesn’t have the culture or the interest to stick to things, or doesn’t believe they are seeing the results they want, their culture ends up eating the process. I think what Bruce describes well is that the culture of big business has eaten design thinking for lunch [1]. If that’s the case, then I argue it’s the respective organizational cultures that have failed, not the process.
Design thinking is a failure to the extent that organizations are not willing to do the hard work it takes to reap its benefits. And that’s fine. It’s the choice of any organization to continue to work with a process or not. I would just like us to be as clear as possible on what the root causes are before making warrantless, ecologically and externally invalid generalizations.
Footnote
[1] Hear Bill Burnett’s account of Ford CEO Alan Mulally’s discovery that "culture eats process for lunch." (Burnett & Sheppard, 2011)
Image Credit: (CC) Flickr user LifeSupercharger