Over the long weekend, I read a great book about ’design integration’. There I was thinking it was just common sense to start a design project by auditing/overviewing the business’ service and product design, processes, communications/marketing and financial stats, then progress to gaining a deep understanding of the end user/stakeholders, identifying opportunities in the market and where the business wants their products/services to be. And from there to develop both broad and specific strategies to close the gaps and capitalise upon opportunity. BUT, apparently this process (which is how I’ve been working for years) has the buzzword tag of ‘Design Thinking’ and is the latest corporate catch phrase. I reckon they should have just done me a favour and called it ‘Forward Thinking Design’!!! 🙂


Vanessa Cullen,

Managing Director

Forward Thinking Design

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