Tim Brown- Think Big, TED Talks

Tim Brown discusses technology and it's impact on Design and suggests a shift, by implementing Design Thinking. Brown addresses how Design used to be "big" and recently it has become "small"; in that, when we think of Design, we think of product design. This is largely due to the popular press. Design has become represented by objects. He states that Design has become a tool for consumerism and the products repeated become obsolete. These products can be attractive, more marketable, or perhaps more useful but what is the importance? What is the significance? We have narrowed our thinking of Design and need to broaden that mindset to have a bigger, more positive impact on our world.
Design thinking begins with what Roger Martin calls Integrative Thinking- an ability to exploit opposing ideas and opposing constraints to create new solutions in design while balancing desirability, technical feasibility, and viability.

 Industrial society matured and Design became a profession; it became focused on aesthetics, image, and fashion.
Design is becoming big again, due to reemergence of Design Thinking- solving problems to create world changing innovations.

Design is human centered. It's centered around what humans need, or might need. More than simply good ergonomics, Design is knowing the culture, context, economics of end users. It's about understanding. Instead of depending on technology to lead, designers are starting with people and culture to lead the way in their designs.

It is important to exercise learning by making; rather than thinking of what to build, building in order to think.
Prototypes speed up process of designing. Efficiency leads to innovation. The more prototypes generated and quickly, the sooner innovation will occur.
Prototyping mentality, leads to breakthroughs- particularly, lowering costs of production and materials.

Instead of looking at the prime objective as consumption, Design Thinking should shift focus to participation; an active engagement of everyone in meaningful, profitable, productive experiences.

Participatory systems, in which many more forms of value beyond cash are created and measured, will be a major theme not only for design but our economy as well, as we move forward.
Design may have its greatest impact when it is taken out of the hands of  (exclusively) designers and given to everyone.
We need new alternatives and new ideas to keep up with society's massive changes and evolution. 'Old ways' are becoming obsolete. Design Thinking will help us to create new choices, as it gives us a new way of tackling problems. Rather than making choices out of what we already know with a convergent approach, we will be able to create choices (new solutions, alternatives) with a divergent approach.

This begins with asking questions and the right ones. For example, "How might we improve...?"  Then, implement such things as social marketing campaigns, models, PROTOTYPING, interaction and active participation with the user whose needs is the focus.
Focusing on systems, we will make a larger impact with Design, than thinking 'small' with individual objects in a domain that is secluded from the end users.