“Design” is too small a word for De Bono because he considers “design” as more than just putting together visual elements. He uses the word “design” to describe the process of deliberately putting together new ideas in order to deliver value.
I’d rather see designers of this ilk reclaim the word ‘design’ and spread the meme somehow, but it may never happen. (Thanks to the cultural hijacking of the word for things like fragrances and wallpaper.)
Interesting point, though … kind of wish I’d seen this talk.