Lately I am more convinced than many companies still don’t understand design? Let alone design thinking. A lot has been written and many are just started to explore design thinking 101. Most of the efforts are applied on the front end of ideas generation which is really 10% of the problems. The problem we have not been training people to do this. Many design schools with a few exceptions are slow to respond to the market needs for design thinkers, or critical thinkers with design training.