The Evolution of Design Thinking

Over the years, idea has evolved from a more traditional design firm into a company that is taken on quite a few of the functions of a management consulting firm. Do you find that you reframe the questions that your clients come to? I think we always have done that to some degree. Some years ago Amtrak came to us and asked us to get involved in the design of the Esella Train. We ended up doing for them was a whole sort of experience strategy for the EsellA Train.