IBM is investing more then 100 million dollar in becoming a design centered organisation. IBM is not the company that had design as a primary focus in the past, but they have a plan to change this (see WIRED article)!
As many organisations, IBM also made their own version of the design thinking principles and they defined their own process called “The Loop”.
I like the direction, that organisations are going through a detailed understanding process of design thinking and they adopt / develop their own version that fits best to their culture / organisation (note: until the point the original content is not harmed!).
The biggest hope is, that at the end the customer will benefit from all this deep understanding of customer centricity and empathy.
If you want to know more about IBM process visit their web site: http://www.ibm.com/design/thinking
Good job IBM, keep on going!