Thinking like a designer
The article contends that businesspeople need to think more like designers. I couldn't agree more. Companies need to view creativity and design not as icing on their capability cake, but as critical elements of philosophy and process.
Martin believes that business schools are also out of position for the emerging design-based economy. In his view, even the degree -- a master's of business administration -- is problematic. "We're telling students that the big bucks are made by administering linear improvements -- getting better and better at doing essentially the same thing," he says. "But the real challenge lies in getting better and better at a different thing: devising clever solutions to wickedly difficult problems."
How can the average company implement design think in the workplace? I have a few ideas:
- Leverage the power of revision and collaboration - business has pigeonholed process as a means to an end instead of embracing the steps taken to reach an answer
- Value ideas as much as results - the result is what is left of a good idea
- Get to know the brand - designers live, feel and interact with a brand
- Think big picture - do you know where your task goes after it leaves your desk?
- Draw - putting together a presentation? a report? preliminary sketching will reveal the flaws and birth ideas