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trends and future of sustainable development - TransEco

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Figure 1.Left: The various roles <strong>of</strong> the designer <strong>and</strong> representative statements on design.(Source: Valtonen 2007). Right: The l<strong>and</strong>scape <strong>of</strong> design practice <strong>and</strong> designeducation. (Source: NextDesign Leadership Institute, GK VanPatter <strong>and</strong> ElizabethPastor)Design as a pr<strong>of</strong>ession as well as an activity is therefore becoming increasingly valued throughout thebusiness value chain <strong>and</strong> is no longer found at the end <strong>of</strong> the product/service <strong>development</strong> process interms <strong>of</strong> mere styling or br<strong>and</strong>ing. The expression ‘design thinking’, for instance, is currently popular inthe business press (see especially Brown 2009). Design thinking refers to characteristics <strong>of</strong> the designprocess that designers learn in their training, practices <strong>and</strong> approaches that can be adopted also by nondesignersin innovation processes in order to strengthen creativity <strong>and</strong> solution refinement:brainstorming <strong>and</strong> ideation, reiteration <strong>and</strong> prototyping, <strong>and</strong> abductive reasoning combined with anempathic mindset. The European SEE (Sharing Experience Europe) project in fact regards designthinking as integral to promotion <strong>of</strong> <strong>sustainable</strong> behaviour (Whicher et al. 2010, 6). (See Figure 2.)516

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