“Design thinking” has emerged as one of the most significant concepts in the design profession today, since it is leading to a rethinking of what design is and what design does. For many people, design is an add-on, something that is synonymous with “styling.” But design is not decorating, or styling; rather, it is problem solving. One of the design profession’s challenges is to move people’s understanding of design from an activity that lies at the periphery to an activity that lies at the center. As Tom Peters said in an interview in @issue, “The dumbest mistake is viewing design as something you do at the end of the process to ‘tidy up’ the mess, as opposed to understanding that it’s a ‘day one’ issue and part of everything.”