Beyond Design Thinking. The 3 Dimension of a Design-Driven Company – Collaborate Bristol 2017
Watershed (Bristol, England). Beyond Design Thinking. The 3 Dimension of a Design-Driven Company. Today, is undeniable, that the business world thinks that design is a valuable asset; companies are trying to bring in-house this discipline, and business schools have turned their attention to it in an attempt to refresh its own discipline.
Despite the positive momentum, why is design still struggling inside the vast majority of organizations? Why is design vastly misunderstood among business people and sometimes among designers too? More importantly, why is design, with the exclusion of few companies, still far from being organically part of any organization’s DNA?
A complex set of factors are involved in this dynamic, but the key ones are deriving from the unclear notion of culture, the misinterpretation of the practice and benefits of design, and the misunderstanding of its core essence and objective.
Woefully, this scenario is undermining the growth of many designers and ultimately the adoption of design as a powerful business tool.
In this keynote, we will analyze and decompose design as a discipline and a mindset, and we will illustrate how to adopt it, nurture it, and scale it across an entire organization
The talk’s sketchnote has been designed by Megan Ellis (Twitter: @mgnellis).