Is know-how threatening to win out over intuition and inspiration? Robin Lanahan, Director Brand Strategy, New Product Incubation at Microsoft, traces the evolution of the contemporary creative process.

This topic is being heavily debated in the design and innovation circles I’ve been traveling in lately.  Some feel we need to be thinking more before we make anything at all while others say we need to focus on making, and stop spending so much time torturing ourselves over words on a page that say what we plan to do.

‘Design thinking' is defined as “the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context.” Intuitively it makes sense to want to understand the people and the world you are designing for before you make something, and insight in itself is not a dead concept, so why all the debate around whether design thinking is dead or alive?

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