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seems more of a hit piece on ideo than anything else...
well, yeah... all the oomph gets taken out of the process when:
1. you take out the concurrent / cross-functional bit at the beginning (because you can't get everybody at the same table at the same time), and
2. the process gets handed over to consultants from outside who treat each step as just a check in the box that needs to get "checked" as opposed to something that essentially needs to feed the next step