I came across a great Fast Company article titled "Strategy by Design" by Tim Brown, CEO of IDEO, written back in June 2005. Tim emphasizes the importance of design thinking as a catalyst for innovation productivity. "Where you innovate, how you innovate, and what you innovate are design problems."
People need to have a visceral understanding -- an image in their minds -- of why you've chosen a certain strategy and what you're attempting to create with it. Design is ideally suited to this endeavor. It can't help but create tangible, real outcomes.
Because it's pictorial, design describes the world in a way that's not open to many interpretations. Designers, by making a film, scenario, or prototype, can help people emotionally experience the thing that the strategy seeks to describe. If, say, Motorola unveils a plan to create products that have never existed before, everyone in the organization will have a different idea of what that means. But if Motorola creates a video so people can see those products, or makes prototypes so people can touch them, everyone has the same view.
Unfortunately, many people continue to think of design in very narrow terms...
- Hit the streets. Go out there and be observant. Get original insights from your market.
- Recruit T-shaped people. People with breadth and depth. Expertise in one area that can be applied to many disciplines.
- Build to think. Focus on problem solving. "Design thinking is inherently a prototyping process....The goal isn't to create a close approximation of the finished product or process; the goal is to elicit feedback that helps us work through the problem we're trying to solve."
- The prototype tells the story. Generate feedback and make corrections. Visually describe your strategy.
- Design is never done. We live in a changing world. "The market is always changing; your strategy needs to change with it. Since design thinking is inherently rooted in the world, it is ideally suited to helping your strategy evolve."
- Is design often overlooked? Even in my undergraduate computer science courses at Penn, I've remembered that the "specification" phase was often rushed through or , worse yet, done -after- the coding was completed.
- How easy is it to sell design? Of course, from a business perspective, people like to see numbers and quantify the value of a feature, project, idea, etc. Adaptive Path has taken a look at this issue by applying ROI methodology to user experience design, ensuing that companies are only investing in high-value projects. The truth of the matter is that it's almost impossible to appropriately capture all the "value" derived from design and user experience. If this is the case, how do design consultant shops effectively pitch to new clients who don't recognize the benefits of design thinking?
- Design thinking is here to stay. Just watch the trends. Emerging design schools (Stanford's d.school and Copenhagen Institute of Interaction Design). iPod/iPhone phenomenon. Google and importance of simplicity. Less is more. "Web 2.0"-style design.
» Interview with Tim Brown, CEO of IDEO (by Brandon Schauer of Adaptive Path)
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