Another reason why the 'business' approach to design teaching is wrong

I think [design schools] have a good shot at helping the university turn out capable innovators. They are better positioned, for instance, than [business schools].

For one thing the design schools believe in consulting carefully with the consumer [...] the design field believes in ethnography, and this method flourished there well before its present popularity in business research circles.

For another thing, the design school believes in culture.

As it stands, the business school tends to think about the product or brand in terms of utilities, functions or benefits. Brands and products create value by doing work in the world.

From Grant McCracken via Richard Florida