With design taking over marketing decisions, it’s time to give it the attention it deserves. “Design Thinking for Strategic Innovation: What They Can’t Teach You at Business or Design School” book by Idris Mootee does just that as it shows us how to apply various design concepts to marketing concepts in daily life. The book talks about various challenges faced in context to design, and how to overcome them. It aims at bringing back the lost confidence in the traditional way of design thinking. It offers an application framework for business challenges through exercises, activities, and resources.