A seminar on Creativity Technology & Design, organised by the Tanaka Business School of Imperial College during London Design Festival, clearly showed that business strategist are warming up to the fact that design is a integral part of innovation. All three speakers, Nick Leon (Imperial),  Jennifer Whyte (Imperial) and Isabel Pollock (Audi Design Foundation) stressed the importance of close collaborations between business consultants and designers. They frequently referred to the Cox review as a key source to have pointed out that design thinking is a crucial driver of innovation processes.