ABSTRACT
Design thinking, business, and design process Historically the business world approached design with caution. This is in part because designers have tended to stress the creative element of what they do more than the problem-solving business-focused element, and also perhaps through not being taken seriously and being misrepresented in the media. Design would typically provide the styling of artefacts towards the end of the development cycle (which might oen get squeezed or axed to economize). Designers sometimes overlook the fact that without business to employ or commission them design would not exist, and historically designers have not embraced the concepts and terminology of business.
