Today I just want to tell a simple story about how we got to design thinking, and the role it plays at IDEO.

And the shift from design, where the emphasis is only on the output, to design thinking, where the emphasis is also on the act or the process, that's been the catalyst for change for us at IDEO.

I did a little audit recently looking at just those categories of projects that I showed a little earlier - how much of our time at IDEO are we spending on these things?