Design Thinking is a great thing, especially when the end result is great design. This free primer on the topic, however, is simply a case for bad graphic design. Sure, the concepts within the package are good and useful but - please, please, please Stanford d.School - hire professionals to do your branding.In general, one of my complaints with design thinking is that it is too much about the process, the concept, the business and the engineering, and too little about aesthetics. Aesthetics is what is core and fundamental to great design - it’s part of the total experience that actually immediately touches people. For some strange reason, much of the propaganda around design thinking seems to consider aesthetics as an afterthought, or ignores it altogether. Perhaps it is because those who have established the notion of design thinking see aesthetics as so fundamental, that they fail to mention it?