Design thinking a failed experiment?

I just saw this article about essentially re-branding design ability. ¬†We have been dragged through the whole design thinking bullshit and now have a few celebrity design dudes scrambling to find the next neat box to hang around the process of creativity… like it’s something the academic world finds alluring and viable for some hefty profit.
What sucks about this is that good design really doesn’t need this jargon and hype. It speaks for itself.
There’s no formula – no magical quad. Design is based on need and identity. Needs of client and designer¬†– and the identity to be portrayed.