For the past 60 years, corporate executives have increasingly sought to employ design methods to grow their businesses. IBM led the way. The next stage is underway – as design migrates from external expertise to internal function.
Mortality need not be inevitable. You can beat the curve. But it comes with a daunting challenge.
Purpose sets direction. Innovation propels growth. How do you build these into the culture of the organization? First – recognize that “culture” is an output, not an input. Culture emerges as an equal and opposite reaction to every action your organization takes.
The Greek “stratēgos”, describes the “commander’s field of view.” Effective designers devise strategy to seek the high ground, survey the terrain, find the blind spots, and anticipate surprises.
Human nature betrays design when we fall prey to thinking “inside-out”: product first, user second. Great design practices selfless objectivity, thinking “outside-in”. What are the principles to help you commit this unnatural act?