A brand name declares and openly defends a narrow private interest. To not use a brand is to claim to speak for a broader public interest.
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"Design Thinking" as used today should be called "Ideo Model". They don't own the activity of thinking abt design or from design perspective
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Does this mean that design thinking today is increasingly dependent on derivative ideas (that last week's Medium post) ?
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'should' is a most tenuous way to try & wrangle the underlying memetics? DT = newer/somewhat improved Brainstorming as term has stuck.


