Lately there have been some writers arguing that "design thinking" is over, maybe even dead. For instance, Bruce Nussbaum recently wrote "The decade of Design Thinking is ending and I, for one, am moving on to another conceptual framework: Creative Intelligence, or CQ". Helen Walters discusses this position in her column and makes some interesting observations. As someone who has been dealing with design theory for about 30 years, it is both amusing and sad to see the way the question of the status of design thinking is being approached. The intellectual development around design as a special human approach to inquiry and action has been around much longer than the "last decade" and is a deep and profound attempt to understand a particular kind of human activity that for a long time was not appropriately understood.
Looking back through history it is obvious that some human approaches, such as art and science, have attracted centuries of intellectual interest. People have tried to grasp what they are, what their purpose is, what they can deliver, what they can't deliver, when they are appropriate, and how they relate to each other. To me "design" is a human approach to intentional change at the same level of importance and stature as art and science.
Over the last 40 years we have come a long way in developing an understanding of design as an approach in its own right. But it is still a new project and we are only taking the first steps. There are serious questions still to explore, for instance, why was design not recognized as an approach worthy of intellectual investigation until recently? What are some of the best ways to define design, how can it best be taught, what are the philosophical foundations best suited to explain design, how does design relate to art and science, etc?
It is however not, as many state, difficult to define design. At least, it is not more difficult than defining what science or art is. As we all know, there is no precise and generally agreed upon definition of either of them, but that does not really make anyone argue that neither of them exist or that it is not important to continue to study them, trying to understand them, and of course to improve them.
However, if we take on a highly simplistic view of design--if we see it as a management "tool", a straightforward recipe to reach innovative new products, or a way of "thinking" that will drastically improve our capacities in certain ways-- then it will of course lead to failure. But if we see design as an always present human approach aimed at the creation of the not-yet-existing then the challenge and its potential contribution becomes different in size and scope.
In the last 30 years there have been a tremendous change in the understanding of design. We have seen educations, professions, and ideas of competence change. There is a slowly growing understanding of design that has real consequences in real human activities and projects. These consequences can of course be seen as a result of a "fad" that will soon go away and be replaced by something else (like Nussbaum's attempt to launch CQ). But this is not what is going on. What we are witnessing is a broad and deep, but slow, recognition of the fact that there is a form of human approach to intentional change that is not appropriately captured by our more developed traditions. And as humans, we need to find ways to talk about what that is. We need a language and we can't just borrow that from other traditions. Design is not a form of art, not a form of science, and not a form of management. Design is not applied art, not applied science, and not the same as business practice. It is not the same as invention or creativity in general. Design is not a simple change in practical step-by-step procedures or the use of particular tools. Design is the activity we humans engage in when we are not satisfied with our reality and we decide to intentionally change it. It is an approach that deals with overwhelming complexity, that rely on judgment as its logic, and that is focused on the creation of the ultimate particular.
Design as an approach or as a form of "thinking" is not dead. At the same time, it is not yet alive as a fully developed intellectual and philosophical tradition. A lot of people are doing a great job today trying to develop such an understanding, but it will probably take another century to reach a situation where design as an approach is recognized at the same level and in the same intellectual and intuitive sense as art and science.
Welcome to ADI
The Advanced Design Institute (ADi) works to facilitate a deeper and broader understanding of design as activity and culture. Design activity is the way individuals and organizations continuously create our world. Design culture provides the societal context that supports design activity. In a time of dramatic change and of increased complexity, design culture is more timely and crucial than ever. The purpose of ADi is to advance design culture through public education.