Mauro Porcini is chief design officer at PepsiCo says design thinking is “the crossroads of empathy, strategy, and prototyping,” but its value, he says, goes beyond the many instances of implementation:
"Design thinking is a brand, is a brand for the design community. That's why I have a very hard time when I see people attacking it. Finally they are listening to us. They're giving us a seat at the table because of this thing — even when they don't understand it."