Design thinking: in the labyrinth of the concept

The article presents a critical analysis of the most common approaches to defining the concept of «design thinking» in Russian-language publications: a creative rather than analytical method for solving any problems; focus on the interests of the end user, innovation development strategy. However, in the context of the growing popularity of the term «design thinking», it is being blurred and devalued, which negatively affects the attitude towards design itself: design thinking, positioned as a publicly accessible activity, leads to a simplified understanding of the essence of design activity, this methodology and, often, its amateurish use.