INNOVATION

written By Bettina Von Stamm

WHAT S
DESIGN
GOT TO
DO WITH IT?

Cd1 LISTENING AND SPEAKING | PATRICK DArVASI | JANNAYNA HELENA AMORIM

80%

of Fortune 500 US companies

listed innovation as one of
their top three priorities
for 2002/2003.

Innovation

80%

Innovation

Design

80%

Innovation

Design

80%

The Problem

Innovation

Design

80%

The Problem

The Importance

Innovation

Approaches

Design

80%

The Problem

The Importance

the

Innovation is
art of

and

challenging

ng
ki
ma
new
Connections
continuosly
the

statusqu
o

society

Consumers are becoming more sophisticated;

Changing demographics resulting in an
increasingly aged population;
An increased need for differentiation;
Increased competition on a global basis;
Demand for user-friendly products;
Demand for sustainable products.

Design is about doing things consciously, not

because they have always been done in a
certain way or because it is the easiest option.
Design is about building on ideas, trying things
out, comparing alternatives, exploring
opportunities to finally select the best possible
solution.

Companies dont know how to use Design strategically

Some denitions have caused confusion about the limits of Design

Companies dont know how to use Design strategically

Most of the time, the decisions are affected by other people in the
organization

Some denitions have caused confusion about the limits of Design

Companies dont know how to use Design strategically

Widespread belief that designers cannot be managed - they can!

Most of the time, the decidions are affected by other people in the
organization

Some denitions have caused confusion about the limits of Design

Companies dont know how to use Design strategically

Educational gap - LANGUAGE

Widespread belief that designers cannot be managed - they can!

Most of the time, the decidions are affected by other people in the
organization

Some denitions have caused confusion about the limits of Design

Companies dont know how to use Design strategically

Educational gap - LANGUAGE

While education for managers is verbal and numerical,
concerned with topics such as accountancy and engineering,

Educational gap - LANGUAGE

While education for managers is verbal and numerical,
concerned with topics such as accountancy and engineering,

Designers are educated and trained to deal with projects

that involve unfamiliar concepts, involve fuzzy problems
and high levels of ambiguity, and require assessments that
are subjective, personal, emotional, and outside qualication.

Educational gap - LANGUAGE

While education for managers is verbal and numerical,
concerned with topics such as accountancy and engineering,

Designers are educated and trained to deal with projects

that involve unfamiliar concepts, involve fuzzy problems
and high levels of ambiguity, and require assessments that
are subjective, personal, emotional, and outside qualication.

Educational gap - DIFFERENCES

MANAGERS
focus on prots and returns

DESIGNERS
focus on product and service quality

are in for survival

prefer reform

think linearly

think laterally

serialists, problem-oriented,
cautious
adaptive

holistic, solutions-led, experimental

innovative

requirements to be innovative

thinking out of the box

to challenge the status quo
the willigness to take risks
the ability to inspire passion in others
to develop imaginative and novel solutions
a passion to drive the idea through to conclusions
to have an understanding of and insight into consumer needs
accepting high levels of ambiguity and uncertainty

traits of creative people

curious
adaptable
nonconforming
risk taker
question-asker
tolerant of ambiguity
observant
persistent

design champion

APPROCHES TO DESIGN

design champion

design policy

APPROCHES TO DESIGN

1
3

design champion

design policy

design program

APPROCHES TO DESIGN

1
3

design champion

design program

2
4

design policy

design as a function

APPROCHES TO DESIGN

1
3
5

design champion

design program

2
4

design policy

design as a function

design as infusion

APPROCHES TO DESIGN

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is
something overrated?

discussion

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is
something overrated?
2 - Why does the author say Design and innovation will
increase in the next years?

discussion

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is
something overrated?
2 - Why does the author say Design and innovation will
increase in the next years?
3 - Why is experimentation important to be innovative?

discussion

to sum up