Thinking by Design

In Brandweek, a good article about how companies are using design methods to solve problems. I see no problem with including 'right-brain', design aspects to help with problem solving but have also seen the sexiness of the design approaches cause people to downplay and even ignore analytical methods. There is also a tendency for marketing practitioners, often less math adept, to naturally move to the softer solution side. The pendulum will swing, but let's keep a balance. At the right, a radiator design from Designboom, right or left brain?