IDEO CEO Tim Brown: For Design, ‘Empathy Is Not the End, It’s the Means’
Apple has long been credited with being a company that could see the future, and IDEO, the California design consultancy famous for developing the Apple Mouse in 1980, helped the Silicon Valley company realize it to great success.
So it may have come as a surprise to the attendees of Fortune’s Brainstorm Design conference in Singapore that IDEO’s president and chief executive, Tim Brown, conceded that he didn’t foresee the key role that design would play in the business world in 2019.
“Who knew that organizations trying to make changes happen at scale…would be looking to have human-centered design?” Brown asked, gazing through his two-tone Coke-bottle glasses. In no way, he said, could he have predicted that businesses and organizations “would see the potential in design.”
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