Fully. And the inappropriateness of making up an epitaph and proposing it to a man that has more life ahead of himself. It may be editing but I can almost see the shock in Kelly’s eyes when he gets asked the final question. Not design thinking.
Two other strong concepts that come to mind watching the segment are “hippy”, and “California”. Those implications can be drawn out in various ways.
I can look at produced work and drawn my own conclusions whether of not I respect the design that someone, or some firm, does. I cannot evaluate what I cannot see or what is kept hidden from me. Therefore I cannot draw any conclusions about IDEO. Seems like a good group of people with a very successful business.
It is smart business thinking to remove the criteria for success or failure from the public equation. Just a portfolio of products is harshly black and white.