We are passionate believers in the potential that design thinking holds for business and tired of the “iPOD as icon” phenomenon that equates design exclusively with high-end new products. Despite seemingly endless exhortations about the value of design in business, the conversations never seem to recognize that design holds out any promise greater than the creation of sleek, high-end products. But design offers business so much more. To illustrate this, we need to swim upstream from the act of designing to the thinking behind design in order to show how design thinking can help businesses develop better, unique and creative strategies. In this e-book, our goal is to thoroughly explore the concept of design thinking and demonstrate how business can fully exploit its exciting potential.