IBM and Design Thinking

Fascinating piece on design at IBM.     Have never thought of them as design oriented.   More marketing oriented, like my previous enterprise.   Is that changing?     Be careful too, what expertise you hire as design.  Technical design is different from external design.

IBM is banking on design’s ROI

Phil Gilbert on IBM’s deep design roots, change management, and hiring for culture fit. ... 

Companies of all sizes are recognizing that by taking a design-first approach to product development, they can improve profit. I recently sat down with Phil Gilbert, GM of design at IBM, to discuss how he is helping to lead the transformation to a design-first company within IBM. Adopting design as a key corporate asset may seem like a no-brainer, but for a company of more than 350,000 employees, it’s a massive undertaking. IBM hasn’t been quiet about its plans to hire 1,000 designers over the course of five years and embed design in product teams throughout the organization. ...  "