Design thinking’s pledge is that everyone is able to learn certain creative skills and that companies can train to be innovative. Carl Bass, CEO of Autodesk, disagrees: “Not everybody can be a Michael Jordan.”
Many authors and practitioners see design thinking as an attempt to change a company’s culture. But in every firm the initial situation that design thinking encounters is different. Siemens’ approach “industrial Design Thinking in China” (i.DT) is an example of the crucial role of cultural challenges – and of how flexible design thinking needs to be.