SMU Associate Professor of Strategic Management Ted Tschang dissects the creative processes that drive the billion-dollar video games industry. His research into the design of video games started yielding insights around the same time as design thinking became a topic of increasing interest to business schools and businesses around the world. But the question remains whether basic principles of design can be applied to completely divergent businesses. To address that question, he validates his emerging understanding of design theory as he teaches classes on design thinking and business model innovation at the Lee Kong Chian School of Business. SMU runs a Capstone course on business model innovation with a heavy dose of design: a class that most business students now take.