Looking beyond marketing services or brand communications, the value of recognizing different skills, experiences, and mental models appears in even sharper relief. Contemporary design and architecture firms, for example, regularly integrate a wide range of experts to help shape their work. At IDEO, cultural anthropologists observe human behavior, kinesiologists study bodily movement, mechanical engineers contribute to the exploration of how physical solutions might be crafted. Foster & Partners, one of the world’s most renowned architecture firms, likewise employs a full array of professions, including acoustics specialists, aerospace engineers, mechanical engineers, and visual or plastic artists.