The reason we set it up… Well, I would love to say we had this fantastic and clear vision that it was going to be service design and that was the future, but if I am being honest, that would be just bullshit. In many ways, it was more foolish than that. We were just driven by a belief, and that was that the Internet and digital was not over and it was going to become the most dominant business driver of the next few decades. We were absolutely certain of that.
Read MoreUntil we stop teaching design in art schools, we’re going to end up with the same kind of people—those who want to be artists, not designers. They’ll tend to fall short in solving business problems because that’s not really what they signed up for. Unless we can teach them that the real art of design lies in solving a business problem they’re going to keep thinking design is purely visual, or experiential, and never learn to make the connection between design and a specific business outcome.
Read MoreI think we have a language issue within our industry where actually we are all talking about the same thing but we call it different things. Some people call it planning, strategy, others design, and that inconsistency is fracturing our impact. In my opinion, the only reason we have introduced the term design thinking was to try and educate people outside of design that it isn’t just images on a piece of paper. For designers it is common knowledge that you don’t get those images without doing the thinking that’s behind it. It became a necessary addition to the lexicon which I think has now ended up confusing everything more than actually creating clarity
Read MoreBusinesses are increasingly looking to define their purpose beyond financial profit and leaders recognise the need to build authentic brand platforms and conscious cultures on which to create competitive advantage. Furthermore, inclusive and sustainable approaches to solving problems and management issues are already in place in some visionary companies, and the evidence so far shows that it is possible to run even profitable organisations in different management paradigms than the ones used in the past.
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