by Dr. Joan Neice, Vice President and Chief Development Officer
What is design thinking?
Why does the ability to be a design thinker matter?
What would the outcomes look like with a world informed by design thinkers?
What if a generation of design thinkers came from Thunderbird Global School of Management?
These are just a few of the questions I’ve been contemplating over the past year. The more I talked with colleagues and associates, like Thunderbird board of trustee, Dick DeVos, alumni and Global Council members, Jack Taylor ‘71 and David Young ‘91, and family and friends who attended design schools, and the more I read, (A Whole New Mind and Drive, both by Daniel Pink, Out of Our Minds by Sir Ken Robinson, Disrupting Class: How Disruptive Innovation will Change the Way the World Learns by Clayton Christensen and The Art of Innovation by IDEO’s general manager, Tom Kelley, among other books and articles), I began to wonder,
What if design schools had access to Thunderbird’s global education and our students had access to design thinkers and methodologies that encouraged and stimulated design thinking?
This question prompted other questions: What is design thinking and why does it matter?
What is design thinking?
It is a process for practical, creative resolution of problems or issues that looks for improved future results. It is the essential ability to combine empathy, creativity and rationality to meet client needs and drive business success. Unlike analytical thinking, design thinking is a creative process based around the “building up” of ideas. There are no judgments early on in design thinking. This eliminates the fear of failure and encourages maximum input and participation in the ideation and prototype phases. In organization and management theory, design thinking forms part of the A/D/A (Architecture/Design/Anthropology) paradigm, which characterizes innovative, human-centered enterprises. This management paradigm focuses on a collaborative and iterative style of work and an inductive mode of thinking, compared to the more traditional practices associated with the traditional M/E/P (Mathematics/Economics/Psychology) management paradigm.
Why does design thinking matter?
Our world needs minds and hearts that build powerful connections and solutions to society’s most pressing issues – domestic and international. Historically, this role was the sole work of a select few who could read and write – they were known as scribes. They were in possession of the few books that existed, they were given exclusive access to knowledge and it was up to them to pass on the knowledge to other selected individuals. However, now information, knowledge and education is available to everyone through technology, media, global business partnerships, trade, and inter-dependencies. Perhaps, as global citizens, it is not only a question of availability and access, but one of obligation. If we were to take up this obligation, then it is up to all of us to be an integral part of the web of knowledge partnerships and connections with full access to other individuals, places, and new knowledge. And to what end? To live a life of learning, practicing, tinkering, adapting, applying, and improving seems to be a natural way to design solutions. What an exciting endeavor – the opportunity that lay at everyone’s feet to design solutions to society’s most pressing challenges.
What would the world look like if students were encouraged to see problems as design opportunities? What if all students believed in their creative abilities, and had a means to design solutions via alliances with schools of design to productively address any challenge they might identify or dream to solve?
Thunderbird board of fellow and co founder and chairman emeritus of DHL, International, Mr. Po Chung is a perfect example of a design thinker. He integrated his creative and innovative abilities, with empathy and concern for customers who needed to move their mail internationally. Mr. Chung built a global business as though it were designed by an artist who sees the angles (perspectives), colors (needs), and shades (possibilities), while paying close attention to the landscape (needs of the client and industry). And, Po continues to express himself as a design thinker – you can see from his holiday card below that his painting, and his wife, Helen’s calligraphy and poetry are works of design and art and an integral part of their lives.

