The following excerpt from the “design thinking” genre illustrates the emerging integration of ration and emotion as a route to innovation… and design thinking as an embodiment of that integration.

Design thinking taps into capacities that we all have, but that are overlooked by more conventional problem-solving practices. While it focuses on creating products and services that are human-centered, the process itself is also deeply human. Design thinking relies on our ability to to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as being functional, and to express ourselves in media other than words or symbols. Nobody wants to run an organization on feeling, intuition, and inspiration — but an over-reliance on the rational and the analytical can be just as risky. Design thinking, the integrated approach at the core of the design process, provides a third way.

(Tim Brown – CEO, IDEO)

Design Thinking for Social Innovation” – Stanford Social Innovation Review – vol. 8, no. 1 (Winter 2010)