Ken Zinser

Rethinking how business schools teach design


Jessica Helfand and Michael Bierut featured in an article on Co.Design about their new program at Yale School of Management:

“In business, design has become very systemized,” Helfand says. She equates some of the techniques that businesses rely on (such as whiteboard brainstorming) as hoary, plug-and-play techniques that are just surface cover for a lack of real understanding about what makes design work.

Down the line, this superficial knowledge of design can cause problems between designers and clients, who are not really speaking the same language, even though they might think they are.

It feels like design thinking has reached its saturation point. This program sounds like a good sort of course correction.