My favourite description of design-led thinking is "Doing the most with the least" by the great R. Buckminster Fuller (1895 – 1983)..I have endeavoured to apply that idea over 20 years of experience in the design and advertising world as a designer, art director, creative director and writer in New Zealand and the UK. As a curious and eager junior designer I was lucky enough to work on large scale rebranding projects which gave me an immediate appreciation of how design can reshape external perceptions and strengthen internal cultures. Much later it was in advertising that I strengthened my focus on combining creative thinking with design craft to help clients solve problems and connect with audiences. .Design thinking for any challenge means collaborating with others, delving deep, reading between the lines, connecting the dots and filling the gaps to concisely communicate an idea, offer or action.