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#6: IBM Head of Design, Phil Gilbert, wields $100M and 1,300 designers to bring design back to IBM's roots

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Design Thinking and Prioritization at IBM

In this chapter, they discuss how design at IBM helps prioritize work and deliver more delightful outcomes. Design thinking allows them to focus on what the user needs and establish a clear direction. They also talk about design maturity in companies and how it is not solely dependent on the organization of designers, but also on how non-designers perceive the value of design.

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