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Designers talk a good game about culture, but it is rare to see them address this critical deficit of the design-thinking model. As the Peter Arnell-Tropicana debacle shows, designers are sometimes still more interested in design culture than American culture. The designer can’t realistically talk about knowing culture unless this is made a systematic study, the object of a complete mapping. And I don’t ever hear the design community taking up this challenge. We can only imagine what design thinking could be if it put these things right.