“CREATING AN ENVIRONMENT WHERE DESIGN CAN THRIVE SHOULD BE THE GREATER FOCUS, NOT JUST HIRING SUPERSTARS.”
It’s vital to set goals that are aligned with your organization’s corporate strategy. By having a clear design vision and strategy, you’ll have a better idea of what you’re shooting for and how to place the appropriate talent and other resources to execute the plan.
Need help aligning goals and strategies to accomplish the goals? Check out tools such as organizational road mapping and/or the resourcing to support the plan. Then, come together as an organization and define your vision, goals, and strategy through effective design thinking, but remember…
“DESIGN THINKING WILL NOT IN AND OF ITSELF DRIVE BETTER DESIGN.”
Design and design thinking are two different things. A company cannot solely rely on design thinking to solve its problems. Instead, they must be thought of as two different things that, when effectively used together, create for a better design. In addition, that “better design” may not come from off-the-chain designers, rather great designers who work exceptionally well with your company goals and strategy. Moreover, be mindful that “creating sustainable competitive advantage through design is not a quick or easy task.” However,
“ONE WAY TO SHORTEN THE JOURNEY IS TO CONCENTRATE SOME PORTION OF THE EFFORT.”
One reason why its not so easy of a task is that every organization must build a culture of design, this is some portion of becoming a kick-butt design powerhouse. This culture of design means that everyone in the organization will understand what design is, how it is used for strategic advantage in the organization, how and when design resources are used, what the work of design entails, and how design efforts should integrate with the company’s production processes. Are we clear? EVERYONE.
To conclude, consistently great corporate design is the product of the following elements:
1. A vision and strategy that is well-articulated and understood by its organization;
2. leadership that is capable and committed to driving its vision;
3. an organization that is structured and resourced for success;
4. a talent pool that is diverse in design disciplines and deployed at key points of functional integration;
5. a culture that embraces the myriad dimensions of design.