So said Gerard O’Neill at the recent IRDG annual Design Thinking conference at Kilmainham Hospital Dublin on 2nd June 2016. Gerard was one of a panel of many world class, informative and entertaining, speakers on the day. We learnt of the application of design thinking in many disciplines – from information systems design to movie making. Jeanne Liedtka from the Darden Business School at the University of Virginia, advised us that in a world of increasingly complex stakeholder relationships, a deep understanding of one customer (i.e. n=1) is more important than relatively superficial relationships with many customers. Highly compatible with lean product/process design and agile information systems design, I attended as part of my own continuing professional development. The day was well worth the investment. For more information on future innovation events, and practical workshops, the IRDG website is worth a visit.