“Design Thinking: A Grand Unifier. Designers are problem solvers. That’s a well-worn cliché, but [Michael] Cronan wanted to put what he called “Design Thinking” in that context. “Designers bring light to business problems,” he said.
‘Why is that important?’ Cronan asked. His answer flashed on the screen: A Renaissance-era painting of the Tower of Babel. ‘Corporations are difficult to run,’ he said. ‘It’s difficult to maintain a competitive edge when everyone speaks a different language and holds a different view.’ Designers, who bring a fresh perspective and new ways of looking, can solve complex problems for insiders who are so close to their own problems, they can no longer see the issues clearly.”

APPLE PRO/DESIGN Online. Michael Cronan: Art Expands. Design Connects. 2005 [Consult. 19 Outubro 2005] . Disponível em www : URL : http://www.apple.com/pro/design/cronan/