Ep 74 Methodologies: Design Thinking isn’t bullsh*t. The way you apply it is.

Show notes

Design thinking is having a moment—and not all of it’s good. From viral articles to internal grumblings, teams are calling BS. But is the methodology actually broken, or are we just using it wrong? In this episode, Stephen Gates unpacks the backlash against design thinking and sprints, explores why the frustration is often justified, and shares a roadmap for making it actually work.

Key Takeaways:

1. The Backlash Is Real—and Valid

• Many claim “design thinking is bullshit”—and they’re not entirely wrong.

• Most criticism stems from misuse, shallow implementation, or unrealistic expectations.

• When used right, design thinking isn’t BS—it’s a Trojan horse for meaningful change.

2. The Big Problem: Skipping Steps, Diluting Value

• Design thinking is like a recipe—you need all the ingredients in the right order.

• Teams often skip steps or cherry-pick only the “fun” parts (brainstorms, post-its, etc.).

• The result? Mediocre outcomes, disillusioned teams, and failed change efforts.

3. Four Common Pitfalls That Undermine Design Thinking

A. Starting with a Solution, Not a Problem

• True innovation starts with the right question—not a pre-baked answer.

• Teams must fight the instinct to run straight to ideation and execution.

• Your job as a creative leader? Be the unbiased guide through ambiguity.

B. Only Using the Shiny, Popular Parts

• Post-its ≠ process. Brainstorms ≠ transformation.

• You need to invest in research, insight development, iteration, and testing—not just the sexy stuff.

• Design thinking works when it’s holistic, not cherry-picked.

C. Refusing to Change Surrounding Processes

• You can’t bolt a new methodology onto a broken system.

• If the org is still siloed or clinging to waterfall, design thinking won’t thrive.

• Use design thinking on your own process to build support and drive change.

D. Making the Wrong Thing the Source of Truth

• Data, leadership opinions, and politics often override customer insight.

• Great design comes from real user needs—not HiPPOs (Highest Paid Person’s Opinion).

• Balance leadership vision with real-world validation.

4. Culture + Methodology = Success

• Methodology is the framework; culture is the behavior that fuels it.

• You need both. Otherwise, one falls flat.

• Change happens when the structure and the mindset evolve together.

Bold Closing Statement:

Design thinking isn’t broken—but how we use it often is. Skip the hype. Do the hard work. Make it real. And show the world that this is more than a moment—it’s the future of creative leadership.

Explore More:

• Episode 1: Light Bulbs Are Bullshit

• Design Maturity Model from InVision’s Design Education Team

Tagged as:
balanced persp creative methods design backlash design criticism design frustration Design Sprints design thinking improving Design Thinking overcoming challenges problem-solving Stephen Gates successful design strategies The Crazy One podcast