When we think of bridges, it is the dramatic and monumental long spans that come to mind first, especially the lithe suspension bridges such as the Golden Gate and the pure geometric arches such as Sydney Harbour. But the majority of bridges are not such spectacular structures. Most of them are ordinary overpasses, with spans of 30 or 40 feet, carrying roadways or rails across other thoroughfares or over small streams. You see such bridges by the dozen on any drive down the Interstate. They may be lacking in glamour, but they are more representative of a bridge builder's art.
The engineering and construction of girder bridges are pretty routine these days, but the bridges are not quite standard items you order from a catalogue. The girders, whether of steel or concrete, are custom-build for each bridge, then trucked to the site and hoisted into place with a crane. The designer still has scope for variation and creativity, and it shows out on the highways: some overpasses are prettier than others.
Design thinking sells a fantasy. It sells you the fantasy that with some guidelines, templates, and sticky notes, you can do what IDEO does just like how they do it.
…if it were true that design thinking lets you do what the best designers do, IDEO could put themselves out of business. If they were really selling you the absolute guide on how they solve problems, innovate, and design, you wouldn’t need IDEO. Their idea to save their business from a slump hypothetically cannibalizes their business…Unless they knew that it wouldn’t.