Design thinking, in particular, is a concept whose time has come for finance. Tim Brown, CEO and president of IDEO—and a leading advocate of design thinking—describes the concept as “a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos.” In design thinking, says Brown, “innovation is powered by a thorough understanding … of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.”