Design thinking is the strategy side of design. Design thinking is an approach to problem solving that values exploration, experimentation, and does not fear making mistakes. Design thinking is the way designers normally solve design problems using the left side of the brain. What makes design thinking unusual is when it is applied to business problems, in which the normal methodology is typically quite different and relies on the right side of the brain. Design thinking uses research; understanding the consumer; and tells a story that will resonate. Design management and design thinking lead to a design brief, a formal document that describes a problem as accurately as possible and provides a framework for assessing the rightness of a solution.