“(…) the construction and framing of Design Thinking itself has become a key issue. Design Thinking originally offered the world of big business–which is defined by a culture of process efficiency–a whole new process that promised to deliver creativity. By packaging creativity within a process format, designers were able to expand their engagement, impact, and sales inside the corporate world. Companies were comfortable and welcoming to Design Thinking because it was packaged as a process.” (Bruce Nussbaum ~ Co.Design)