Design Process CEOs who are design thinkers now need to add 'design doing' to their toolkit. "To personalize an experience in the context of the moment-to understand what makes a customer human-Reinventors don't just plumb lots of data, though they do that well. They're design thinkers. They approach problems with a sense of empathy for their customers, which helps them explore and consider the right questions." - IBM 2017 Global C-suite Study Article: What Every CEO Needs to Know About Design