IDEO are the masters of design PR.
IDEOs work with Kaiser, a U.S. healthcare provider makes Business Week cover. As much as I love Design getting mainstream press, Im disappointed that the article is so dumbed down the level of insights discussed are significantly shallower than insights in conversations Ive personally had with health care professionals in Canada. Karl apparently agrees. And Steve Portigals comment that the article overlooks the amazing contributions of plenty of others doing original work prior to IDEO is spot on. Chalk it up to IDEOs amazing PR machine, and well have to be satisfied by the thought that a rising tide raises all boats. Thanks Christina