Robert hasn't given another lecture, but I'm weighing in with a little more info and my take on things as bonus coverage to what Yanni posted earlier...

Brunner says that going with the flow is not failure, it's just reality. That's not to say things can't, and won't change, it's just that change takes time. Design means something different to each company's culture. He says that in order to find out how to move forward, you have to ask yourself, and your clients these questions:

Where did the company come from?
How did it start?
What are the core competencies?
Whay and how has it been successful?
What is valued most?
How is design perceived?
What is considered blasphemy or failure?
Who's opinions really count?
What are people rewarded for?

If you can ask yourself these questions regarding your clients, you will be able to address their needs. He makes comparisons to Dell and Apple, showing how these corporations operate in totally differnt markets, and are trying to reach totally different consumer mindsets. To put it simply, what works for an Apple product, will not meet the needs of a Dell product.