“Designers are the ones best situated to figure out how a kit of parts can become something more — they’re the ones who can figure out the human interface for a vast chain. If they do their job right, the result — a working ecosystem — is a far better platform for innovation than an isolated product.”
This article in Fast Company, October 2012, Why Good Design Is Finally A Bottom Line Investment explains, with the broadest brushstrokes, how much Design and Design Thinking have changed in 40 years. When IBM CEO Thomas Watson Jr. first said in 1973 that “good design is good business”, he was still talking about skilled craft in aesthetics. He wasn’t wrong, but I think he would be gobsmacked by where design is now headed.
The innate ability that allows designers to “think outside the box” and to blend deductive and inductive reasoning with abductive reasoning (that intuitive leap of faith that designers can take), is the skill that allows design thinkers to help organizations innovate. And when I say innovate, I don’t mean tweaking the sweetener in a soda, I mean creating entirely new ideas; disruptive ideas — ideas that can, potentially, break down the wicked problems we struggle with today.
How can we turn the giant tide of consumerism around before we destroy the planet? How are we going to pay for the health care of an aging boomer bubble with a young workforce far smaller than that aging population? Or, one of my personal missions, how can we convince the BC forest industry that creating and owning businesses that use and refine the resources they harvest could actually give them far greater profit margins, create jobs and improve the lives of everyone in the province.
There will always be design, and my fondest hope is that it will only ever be great design. But I see the mental toolkit available to designers as being much more far-reaching than beautiful posters, logos and chairs. There will be a new subset in the profession that will not simply have access to the C-suite. It will drive the innovation of business. It will be a profession armed with post-graduate degrees in design as well as business administration. It will look beyond the reliable algorithms of business success to new and better ways for us to manage our planet and to live in it more happily. That’s where I want to be.