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Markus Smet

This is very interesting, especially the point about engaging your own staff in the design process. It often seems that people think design is creativity that happens by magic/Einstein. It isn't. To me, design is...

1) a process that provides information which can universally be understood by all, so anyone can consume the evidence and have the big idea
2) about creating buy-in through engagement.

This can be supported with evidence from some great thinkers and innovators like Steve Jobs and Leonardo di Vinci who believe not in creative magic, but observation and first hand experience... real talent is bringing the dirty reality of people's experience of your products and services to life in a way you can share with everyone else.

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September 2012

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