The secret isn’t design thinking, it’s “hybrid thinking”: the conscious blending of different fields of thought to discover and develop opportunities that were previously unseen by the status quo. Claudia’s lack of experience as a designer didn’t make her a weaker proponent of design, it made her a stronger one. She immersed herself in design thinking and then merged it with her experiences in accountant thinking, marketing thinking, and several more besides. To walk away concluding that design thinking is what makes P&G great would be like going to the movies and concluding that Indiana Jones is a great hero because he always wears a hat.
Hybridity matters now because the problems companies need to solve are simply too complex for any one skillset to tackle. We’re in an era when car companies are trying to grapple with massive changes in technological capability and market need, when cell phone companies are trying to own global entertainment, and when snack food companies face extinction unless they figure out how to promote health and wellness. As Lou Lenzi, a design executive at Audiovox, once told me, if you want to innovate, “You need to be one part humanist, one part technologist, and one part capitalist.”