Designers can no longer rely solely on the hard skills of their practice and craft to succeed. They need to facilitate the creative output of others throughout the organization, tapping into a resource often left dormant. If working in a hospital setting, get nurses, technicians, and doctors to ideate around their specific problems. In a call center, have the customer service representatives pitch how they think things should be. The point isn’t to be bound to the input from other functions — the design organization still has the crucial responsibility of refining, honing, and executing these
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