Manoj Kothari, who founded [Indian design firm] Onio Design, and others of his ilk are no longer content designing refrigerators, mobile phones and soap wrappers. They now hope to take on a bigger, more serious role in their clients' businesses--from brand experience and trends research to business process design to re-crafting corporate strategy. In short, they want a seat at the decision-making table.
How? Design thinking is a new philosophy that has helped these firms move into areas traditionally occupied by research houses, advertising agencies and consulting firms.
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