Design as a Principal
The word design comes from the Latin designare; it means "to determine, to name, to outline." While this definition – the visual clarification and connecting of forms – refers to the shaping of products, communication and user experiences, it can also be applied to systems, processes and thought models.
Design emerges from structured analysis, empathy and creative creation. Designing therefore entails thinking, researching, structuring, drawing, communicating, trying things out. These skills are essential in a world where designers must always answer the question: How will a future characterized by rapid change and increasing complexity affect people? How can we anticipate technological trends and human needs?
Within this context, the essential qualities of a designer remain unaffected by technological, social, aesthetic and economic developments. We still need to take a stance, exhibit character, maintain integrity, show respect and embody perseverance.
As a designer, design manager and strategy consultant, every day I experience the significant impact that design can have on the development of innovations, customer-oriented processes and strategic corporate direction.
The prerequisite for this is effective, holistic design leadership that is strategically anchored in an organization's top management. With design as an overarching cultural technique, companies can succeed in unleashing their creative potential and successfully compete in the experience economy with customer-oriented, value-creating innovations.
To learn more about what contribution design can make to your company and how design can also be effectively led in your organization, do contact me. I would be happy to give you a brief introduction to my consulting services on design leadership, strategy and digital innovation.