According to Brown, design is everywhere around us – on the covers of business magazines, as part of consumer experiences at companies like Nike and Apple, and increasingly mentioned by Fortune 500 executives as an important way to grow a business. For many companies, design thinking is a way to create the future.
To support this view, Tim Brown produces a wide array of examples from Corporate America. Motorola uses design thinking to create new products and service offerings. P&G uses design thinking to come up with new products to solve problems, like how to clean carpets. Microsoft uses design thinking to explore where technology will go in the future, especially as it relates to the Windows computing platform. JP Morgan uses design thinking to come up with financial solutions for clients with 401(K) accounts. Kraft uses design thinking to improve the supply chain and boost overall business value.