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Stepping Up: Beyond Design Thinking

Authors

  • Kevin McCullagh

    1. Founder of Plan, a product strategy consultancy based in London, which helps companies work out what to do next. Over the past 20 years, his clients have included Samsung, Ford, HP, Lenovo, Mars, Nokia, Orange, 02, P&G, Shell, Unilever, and Yamaha.
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  • Before founding Plan in 2004, McCullagh was director at the product design consultancy Seymourpowell, and set up one of the first dedicated design strategy teams in Europe. His background spans design, marketing, engineering, and social forecasting. Never short of an opinion or three, he writes, speaks, curates and chairs conferences on design, business, and society. He has been published and cited in numerous international journals, including Businessweek, Fast Company, Design Management Review, Core77, and Blueprint. He also teaches at Cass Business School at City University in London, and is a visiting fellow at his old design faculty at Northumbria University.

Abstract

Let's get beyond the buzzwords and the snappy taglines and figure out how to use and improve our capabilities.

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