"[W]e must consider the possibility that if Design Thinking is critical, maybe restricting it to designers and protecting them from business people is not actually the most productive avenue to pursue. Perhaps eliminating the need for protection by turning business people into Design Thinkers would be more effective. To create a Design Thinking organization, a company must create a corporate environment in which it is the job of all managers to understand customer needs at a deep and sophisticated level and to understand what the firm's product means to the customer at not only a functional level, but also an emotional and psychological level... ...The great firms of the 21st century will be those that recognize the goal isn't to supplement analytics with design; it is all about integrating design and management."

> Roger Martin.