Design as a link between the strategic intent of a business and its daily activities

If design is to be taken seriously in the business process it is important to remember that establishing and maintaining valuable relationships and being ready for design counselling to everyone in the organization is of critical importance. If design is to be a strategic partner it has to work with business people and not for business.

In the case that design is of strategic nature in an organization it’s pretty straightforward to establish a clear and practical link between the strategic intent of a business and its day-to-day activities.

In any case case, day-to-day activities or in the case of strategic intent design should be to clearly articulate the strategic value of design. Including the knowledge to quantify the contribution of design.

Source:
Phillips, P. 2002. Lessons from the Trenches: Insights from Design Management Seminar.
Turner, R. 2000. Design and Business: Who calls the shots? in Design Management Journal.

Design as a link between the strategic intent of a business and its daily activities

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