INTRODUCTION website, or photo compared to one designed by an anonymous designer is negligible. Ultimately the market cares little for professional standards, and no amount of fist shaking and professional credos will stop the democratization of design that has been made possible by the availability of computers, acces- sible graphic design software and a desire on the part of people to participate in the creation of not only design, but the products, services, and experiences that touch their lives. The question is: How do designers compete in this new environment? GOOD NEWS FOR RIGHT-BRAINERS The answer lies in the ability for designers to offer a unique value to their clients--specifically a value that rivals cannot easily copy. An area that pro- vides opportunities for this distinction is design thinking. Whereas the craft of design is threatening to be commoditized, design thinking has gained in stature. In 2000, U.S. Federal Reserve Board Chairman Alan Greenspan