It is very difficult introducing 'design' to audiences who have invested emotionally and financially in the 'design thinking' juggernaut. There is so much more to designing than the IDEO model and its imitators imply. Design thinking, aka creative problem solving, is fine for those situations that it best fits but it is not representative of the breadth and depth of serious design. The backlash against the IDEO model is growing. The challenge is to not let real design get dragged down in the process.