I had the opportunity to chat with Michael Bierut, partner at Pentagram and former president of the AIGA, at the Design Observer/Speak Up party last night. I asked him what he thinks of the “design thinking” meme. He remarked that, if he started talking “design thinking” within Pentagram, Paula Scher, another partner, would throw up. He actually stated it twice, for effect. Paula Scher throws up at the notion of “design thinking.”
Which makes me respect Paula Scher all the more.