For me, it’s an interesting look into the way a competitor does things. I think this article is good for IDEO, obviously, but also good for design in general, by exposing a broader audience to some of the current design best practices (contextual inquiry, rapid prototyping, usability testing), and the real business benefits to be gained from them.
The problem is, the article portrays IDEO as if it is the only company using these practices, which is far from the truth. frog, for example, uses many of the same practices–and some others–and we are not alone. IDEO is portrayed as the 800lb. gorilla in the design industry, while its competitors (including frog) are described as if we really aren’t much competition at all.
This paints a misleading picture of the competitive landscape (IDEO is only slightly bigger than frog, and we regularly compete and win against them), though I’ll concede IDEO is currently winning the PR battle. It stings now, sure, but ultimately this will be good for frog and our clients. Nothing like some strong competition for the “world’s greatest design firm” title to sharpen our focus and create opportunities to innovate internally, improve our processes, practices, and (ahem) our PR.