For years we described what we did as “more than design” (avoiding the word strategy). Is this design thinking?
With the objective insight of the external consultant, and being genuinely interested in the business and its problems, we spotted one client’s bad decision in their brand structure made forty years previously and put it right, set them up for huge success with properly branded new products; we persuaded another to recognise that they were world leaders in their competitive market and coaxed them out of their inhibitions to state this killer benefit; a high street bank were the first to put meeting rooms in their branches because we said they should put customers first. In all these cases we designers were working off-brief, using our ability to think ’outside the norm’ as our banking client put it. We helped our clients by understanding the issues behind the design brief.
The effects of creative ideas on top of this thinking gave shape to the inspiration, impetus, enthusiasm and focus to a chief executive’s vision. It’s great fun working with entrepreneurs.
Now we must learn to speak the language of business so that the mass of non-users of design realise that design thinking can make them money.
What is it about design thinking that is so powerful? And do we charge enough for it?
Design thinking
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| Cultivar Joined: 07 Apr 2010 Posts: 1 | Design Thinking I like your comments Amanda. I believe that what you describe can certainly be called design thinking. Adding a fresh perspective and ideas to change a business strategy is what creates something new and unique - and very often I find the internal perspective is blinkered to opportunities.
Over my years of being badged as a business consultant and strategist its interesting to note that clients have engaged me as analytical and process oriented, when in fact the biggest value I have given is providing a fresh view, experience and inspiration from other industries and "great" companies. Perhaps the ability to be a maverick and challenge the status quo is under-rated. It took me years to understand that in fact I was going back to my roots as a product designer whilst being badged as a consultant, and the MBA I had gained as I rose through management levels only served to badge me as a left-brain thinker when in fact my normal style is right-brain... But the MBA did give me a deep understanding of the key business processes across an organisation, as well as a vocabulary that enables me to talk to anyone from any function - from the shop-floor to the boardroom - and this makes it easier to influence people and make them aware of the benefits of innovative business models in terms they understand. However, I believe that teamwork is a better solution - blending the creativity of a designer with the internal knowledge and analytical skills of our clients - this makes it easier to develop solutions that ultimately can be implemented successfully. There are more of my thoughts about this on my blog - the big business issue James Rock Chief Business Designer CULTIVAR Consulting |
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