book

Design: A Business Case

by Brigitte Borja de Mozota, Steinar Valade-Amland

August 2020

Beginner

194 pages

4h 45m

English

Business Expert Press

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What Is Design Management?The Three Phases of Design and Design Management
Why Design Management Now?Four Theses on Design’s Unsuccessful PenetrationThe Ambidexterity and Ambiguity of DesignDisciplines and AttitudesWhat Designers Want To DoDesign Historically Lacks Business OrientationHow Much Do Designers Care about Business?How Much Do Companies Know about Themselves?How Do Companies and Managers Articulate Their Needs for Design?Tim BrownAlexander OsterwalderThe Designence ModelBridge
The Most Imminent Challenges of ManagementInnovationHuman CapitalDigital and Technological CapabilitiesCompetitive AdvantageCustomer ExperienceBridge

What Happens When Design Excellence Is Added to Strategy?Design Thinking in PracticeDesign Management in PracticeWhat Happens When Design Excellence Is Added to Strategies for the Five Areas?Innovation Strategies: How Design Excellence Contributes to Foster InnovationHuman Resources Strategies: How Design Excellence Helps Harvesting from Investments in Human CapitalDigitization Strategies: How Design Excellence Helps Build Meaningful Digital and Technological ExperiencesStrategies for Competitive Advantage: How Design Excellence Helps Your Organization Strengthen Its CompetitivenessImproving Customer Experiences through Design ExcellenceDesign as Making Your Business Tangible
Design Management ExcellenceMapping Design in Organizations as Aesthetics in Organization TheoryDesign Thinking in Business Education“Dancing with Hierarchies” (Mary Parker Follett 1868 to 1933)Building the Convergence between Design Leadership and Design ManagementCrucial Difference # 1Crucial Difference # 2Crucial Difference # 3Crucial Difference # 4
From Design Excellence to Design as Core CompetencyStrategic Intent and Design GovernanceBuilding Design CapacityCapacity Building in OrganizationsCapacity Building in Strategic Design as SensemakingCapacity Building for Behavioral ChangeDesign Ability for Systemic ThinkingThe Primacy of PurposeDesigners’ Skills and RoleDesigners’ Skills as Driver of Management ValueStrategic Designers’ Role as the Future Agents for ChangeInspire, Humanize, Experience
Service Design: A Bridge to CrossService Design for Redesign of a Territory: A Story from Real LifeOn Skills and CompetencesOn Embedding Design in OrganizationsOn Design and Design LeadershipOn Prototyping and Bodily IntelligenceOn User CentricityOn Design, Design Management, and Design Thinking
Final Reflections from the AuthorsA New Generation of Leaders and Decision MakersLeaders as System ThinkersWhy Matter Matters

Overview

Design: A Business Case challenges you to stimulate innovation in your own organization as an ongoing and integral dialogue between complementary skills–to bridge mind and matter, image and identity.

Design thinking is a framework developed to ensure C-suite endorsement of the pursuit of design excellence in all actions undertaken by the organization. Design management is a rigorous and strategically anchored mechanism to capitalize on the investment in design as intellectual capital. And design – as we’ve always known it – is the skills, methods and creative capabilities needed to embody ideas and direction. Design thinking inspires, design management enables, design embodies.

This book aims to build the bridges needed to reconcile the three, and to encourage organizational and professional environments in which their combined forces can thrive and reverberate.