The Design Thinking market is growing and Logitech's ex CEO Bracken Darrell credits it with increasing shareholder returns 10 times.

But, Design Lead Caoimhe Kelly believes Design Thinking doesn't fully encompass what a designer does.

She says that to invent a new product or launch a venture, a 5 step design process from a business book isn't enough.

Listen to this episode to learn:

• Why the designer skill set is most like the CEO skill set
• Why the Design Thinking process, as described in business books, isn't enough to understand what designers really do
• How to balance competing demands: what to do when customers, investors, and sales teams all want different things

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Resources mentioned in this episode:

McKinsey: Are you asking enough from your design leaders?

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