How Do You See the Benefits of Idea Driven Design?

i wanted to hear from you how you see the kind of beneficial outcomes of idea driven design. You really have had, and to a large extent, still have two main schools, those that are into the design thinking bucket, and your design thinking is just the process. So let's say you are a er, say coca cola, then you don't want cocacola bottles to look like philip stark, caremercheet, or mark newson. That's not the coler bottle you want. Because the coler Bottle is not about the designer. It's about that brain. And so you've got to find another way, and that's this idea driven design