Design thinkers like to wax lyrical about the elegance of their strategic thinking as a form of design in its own right, as though this could ever be a substitute. They can keep it— in 2108, if there are museums then, no one will queue to see a strategy. Give me something tangible, something brilliant and extraordinary that illuminates our perception of what human life can be. For that, we still need designers.
Rick Poynor, Down with Innovation [I.D.]