The title of this book is almost ironic, as it was published a couple of years after the worldwide hype of simplified creative methods for business people. Still, Cross addresses the concept of design thinking in the proper sense of the word: The book is a quite comprehensive, yet compact and accessible introduction to what is known about the cognitive processes of design. Well-chosen empirical studies are reported in some depth, along with theoretical accounts of design thinking based on Cross' own work as well as that of many other significant scholars from the field of design studies.