Design Thinking with MBAs

In conversation with MBA students about the important nature design plays and its impact in practice, creating access, integrated into culture.


The emergent Design Thinking management narrative bringing innovation to organizations.

By giving each person and group continual opportunity to participate, in his or her own unique way, in decision making and in the work of providing for the welfare of the larger group and community, Native cultures provided each person and social unit the freedom, sense of purpose, and opportunity for self-actualization and development necessary for their own realization in the ways that directly provided for the needs of the community. As we are beginning to learn in the contemporary workplace with the rise of employee involvement and team process, this method of harmonizing individual freedom with social purpose is exceedingly efficient, effective and productive. (LaDonna Harris, 2011)

Management and the use of design

Design as a discipline is an important link within the organization. Those organizations that succeed through winning strategies engage strong fundamentals in marketing, finance and production. Each of these three fundamental business activities ultimately will be improved through design. Design is a word that has different context’s, it seems apt that a clear set of definitions is offered so the reader can draw proper conclusions about how design can be integrated into the business model. Achieving success can be supported in a variety of ways with a commitment to design as an essential aspect of driving performance to a higher plateau.

Design as Utility

Design as a visual application brought to a standard that is representative of an organization’s identity and prepared for distribution to target audiences. This includes the traditional approach to design management and everything that falls from that management discipline. Design traditionally has been used within organizations to effectively communicate to both internal and external audiences through a suite of marketing tools. A finely tuned organization will make an investment that ensures their expression through design is unique and differentiates from the competition.

A consideration to standardizing all design outreach with an approach that is original and cuts through to the organizations key constituents and audience’s is fundamental to effective design. Design is leveraged by the organization through a commitment to raising the utility of communications products based on strong design standards. Design as a utilitarian function is a baseline requirement for remaining competitive today.

Design as Ideology

Design as ideology within an organization introduces greater emphasis then design as utility. Ideology generally is set from the organization leadership and is extended throughout the organization as a central focus rather then departmentalized or delegated to a lower level. Generally organizations that embrace design have buy in among all levels. Everything the organization stands for including its legacy to present day milestones support the organization position with design as central to those accomplishments. Organizations that adopt ideology based on design will also engage leading design management principles to ensure their offering meets exceptionally high standards supported by their unique suite of communications tools and related outreach products. A core construct of the organizations identity though is based on design as a competitive position. Design ideology is seen as a character attribute or part of the organizations ethos with design integrated as a focal point of any offering or experience along the customer journey.

Design as Access

A clear difference in design exists between design for esthetic value and design that is based on making information accessible or meaningful. These two thoughts are not mutually exclusive for successful design and combining the two will maximize designs effectiveness. Critical thinking about how to achieve pathways to understanding and structure information in ways that reduce uncertainty or complexities that limit anxiety for the audience is an important function of design. Moreover, design that is developed for accessibility has many benefits for society. Access will support higher levels of learning and knowledge for improved understanding. Design for access ensures the reader a meaningful experience that raises the design value especially in an digital era with people becoming highly attuned to governing their personal level of information based on the need to filter vast amounts of content daily. Designers play a vital role toward offering solutions according to those preferences, solutions based on making complex content easy to understand and designing for audiences in such a way that demonstrates empathy.

Design Thinking

Design thinking is a management procedure and logic applied to the development of original ideas and innovation. A process based management construct that has gained considerable attention among academia and the business world alike. Management today is seeking to innovate and compete. Organizations continue to rely on traditional management methods based on reliable practices or the science of management. Design Thinking offers additional methods in support of improved organization practices. Design Thinking management provides a method for creation of a better road map forward in support of original ideas and innovation. The design thinking procedure places emphasis on the traditional steps and tactics designers implement to achieve outcomes and connect the dots that are generally considered original, innovative and out of the box. Design Thinking can be defined as a distinctly new management framework, evolved from the practice of design utility. Design thinking as a management process coopts all the related techniques and innovations underlying the traditional design practice in turn design thinking offers those within organizations a way forward to support growth and innovation.

Renewal of Client Engagements is Vital to Business Success

An important aspect of new business year after year is the parallel responsibility of effective customer care, while bringing together all the key skills in support of design of the product and brand building. Both aspects of client engagement have equal importance and become core to delivering the highest standard of performance.

Using design-thinking terminology, one can look at extreme users to define the client profile. Extreme users are two opposite ends of a profile or cross section of a community with a median. From the point of view of twenty-five years in business, gordongroup has had the benefit of working with many clients across the spectrum. Our experience extends to Federal Departments, Small and Medium sized businesses, Non Governmental Organizations, Private sector Enterprise, Universities, Developers, Embassies and Mom and Pop organizations; a few examples demonstrate the nature of our client groups.

As a multi-disciplinary company, we place core focus on customer care. Our project management includes customer relations and responsive frontline support. Moreover, clients have full access to specific expertise at any time during the project term. In many cases our Creative Director, Digital Director and Writing Leads including Direct-marketing representatives are full participants and perform an integral role at the table, in the interest of getting the best possible outcomes on behalf of our clients.

An important fact about the practical business of producing stellar brand solutions is the support offered under our customer care management. 

Customer care must take into account the diverse organizational nature and management structure of different client groups.  The client has an obligation to be transparent with both their internal and external organization membership, an extension of these groups includes partner stakeholders who may perform a central role influencing the client organizations success. Stakeholders may include governance bodies, trade organizations, volunteers and many others who are willing to make contributions supporting the client outreach and brand building. Customer care managed properly ensures brand building is streamlined and inclusive.

Larger administrations rely on gordongroup to put bridges in place to ensure all participants, to the degree possible take part and contribute toward the client project mandate. Collaboration brings greater opportunity, with ideas or innovation that will maximize results.

Bringing people together, moving beyond “buy in” and ensuring meaningful contribution is a core role gordongroup performs. Research proves that a collective approach or working together among disparate teams or across organization locations, disciplines or hierarchies leads to the best possible outcomes. 


High Performance Team: This is a group that meets all the conditions of real teams, and has members who are also deeply committed to each other's personal growth and success. That commitment usually transcends the team. The high performance team significantly outperforms all other like teams, and outperforms all reasonable expectations given its membership.
(Jon R. Katzenbach, 1992)

“Coming together is a beginning. Keeping together is progress. Working together is success.” Henry Ford (American industrialist, 1863-1947)

What's the idea behind Design Thinking?

Reliable vs Validation

Design thinking has been put forward as a counter measure to lack of competitiveness and eroding domestic markets. Management theorists have suggested that designers use less scientific models to achieve outcomes or that designers base their choices on more intuitive factors. They attempt trial or pilot projects and experimentation. They take risks that may involve exploration into new areas toward validation of opportunity and innovation. Design Thinking challenges those within organization to approach management with a perspective that weighs reliable factors next to validation factors. Competitive organizations will continue to measure their market position and performance against reliable frameworks. This process will continue to benchmark organization legacy. The challenge for organizations though is to break away from repetitive systems that have not led into more innovative outcomes. Organizations it is suggested must change the lens to future opportunities. The notion of design thinking specifically validation places into context emphasis on taking risk, gaining insight from those who are on the ground and allocating resources in areas that may lead to break through in areas completely unexpected or uncovered.


The logic can be applied in many areas including municipal projects working toward better methods for recycling, educational practices or resource management. The thinking and strategy can go to the core of what may be a destabilizing issue within a society such as poor retention and drop out rates in schooling or drug and alcohol abuse.


IDEO has prepared the document Human Centered Design to offer a framework specifically for people in developing countries. The steps outlined are consistent with how design has been implemented to achieve innovation, engage stakeholders in the process and ultimately gain consensus to get to validation of a positive outcome.


The challenge has been that CEO and others within corporate executive suite echelons are not accustom to engaging in less reliable bets. To that end status quo is accepted and circumstances remain consistent with what has gone on in the past.

Design Thinking in Developing Countries

Open publication - Free publishing - More literacy

As practitioners within the design service business we’re fortunate since we gain so much through the introductions to people from diverse backgrounds, places and areas of expertise.

The Design Thinking narrative offers practical methodology and systems in support of management practices. Design Thinking is an inclusive process that will contribute to overcoming roadblocks and bring people together as a collective to achieve better performance or results. Over the years we’ve been witness on occasions to new businesses being established through utilizing the logic and steps prescribed in Design Thinking management. Clients engagements have resulted in solutions evolved from Design Thinking techniques, solutions that have gained positive measurable returns.

Affiliation with UGSM Monarch Business School has included introductions among a wider reach internationally, meeting people and learning from their shared perspective.

Much is available on this subject area today with a larger movement forming both among academia and corporate management.

The reference linked above is a very practical tool book that I discovered from the organization IDEO. The methodology offers thought and practical guidelines on design thinking.

Approach is a loaded word

As business grows the approach from the past may not be the best approach going forward. Interesting transitions take place weekly around delivery to clients. Clients set the stage for all the roles we perform, the clients set objectives that we act on in support of their mission. 

Approach is a loaded word since defining the approach requires rulings and judgment for selection of the best pathway ahead in the interest of achieving the greatest value or result in support of winning outcomes. 

So my post is about approach and some perspective about how design is an integral function today used to support positive business outcomes. I think back to the early days reading business management books and discovering metaphors that offered an understanding about the rules of business. One visual metaphor remains a core concept which is the idea of a tripod as it relates to the three legs of business function. 

-Marketing

-Production
-Finance

Marketing

The approach to marketing and all its definitions including online utilities, advertising and the myriad of other tools available to organizations form a clear leg on the business tripod. The organizations brand and all that is factored within building that into something robust and meaningful. Marketing of course is a central component of any business. This function is required to effectively grow the organization. Investment in marketing remains crucial for attracting new opportunity and growth. To ensure a stable support, the organization’s approach must leverage the designer’s thinking. Today we’re witness to a surge in visual communications driving information to audiences and building market share(communities) for organizations. The marketing function within the organization is at a disadvantage without the designer's skill set somewhere within reach to differentiate the offering. Ideally the designer may be resident inside or acquired through contingent support from the street.

The approach to marketing in all its forms combined with the other two tripod legs will certainly enhance and provide stability to the organization. Get the marketing leg started and invest in design. A remarkable outcome occurs on the marketing leg once you've pitched your idea or you offer your vision or concept to the prospect. The marketing interaction engages and jump starts response's from clients and prospects. Essentially you may be turned away or you may find your timing is spot on with new business opportunity. The minimum result I’ve witnessed in the consulting world on the positive front are incidental opportunities that result from trying. Often these incidentals situations end up as substantial engagements. Most incidentals happen outside my comfort zone when some level of risk is involved.

Production

The approach to production for the organization interested in stability and growth brings with it some unique challenges. The metaphor  “who do you want on the bus?” comes to mind. For those companies that foster leadership and excellence within their cadre a unique set of circumstances unfold about individual’s acting collectively driving the output to new levels generally resulting in building stronger relations with clients. Production validates everything. Did the social media campaign result in extending the brand? Are the clients aspirations to achieve specific sales quota’s exceeded? Has the event resulted in a sell out with people leaving feeling good about the value imparted? Does the analysis show effective growth in traffic to an online solution? Have your clients renewed their business dealings year after year? Design thinking as it relates to production today specifically in a multi disciplinary organization will bring a higher level of success to the program. Design in its many interpretations will support great production outcomes. The  time spent (designing) planning the clients assignment from the onset and subsequent execution along the value chain by outstanding talented individuals makes a difference because people who bring extraordinary passion are an unstoppable force for winning results. Production is a core leg of the business tripod.

I’ve felt in the last few weeks that I’ve been on the front of a locomotive train barreling at high speeds forward. The word production doesn’t adequately define the momentum and performance of the organization when you get it right and witness all systems firing in support of clients aspirations. 

Finance

Retrospect or pro forma evaluations ultimately determine the stability, vitality and results of the organization. Procurement and related activities place administrative demands ensuring fairness, transparency and equity among organization participants. A balanced approach to finance is an essential leg of the business tripod. Lots about this leg can scuttle growth. Recent trends point to heightened emphasis on design thinking as central to growth moving the bar away from reliability to a pragmatic and more risk tolerant and innovative model. This argument place’s greater emphasis on right brain creative thinkers leading forward into areas that may not be as familiar or traditional. Opportunities to reach a new audience through online conversations and experiences for example open new and expansive channels to many organizations who have yet to begin strategic exploring or reaching out. The cost of entering these channels needs to be understood, captured and controlled. Risk arguably is higher today for  those who haven’t embraced the online universe or who may be demonstrating lag in committing to properly building their brand in new media. Holding back and playing safe with investment in this space will reduce opportunity for growth.

The business tripod remains a simple metaphor for stability central to competitive advantage. What’s emerged is the central role design thinking plays on each leg and how adopting the practices that bring innovation and risk taking to these functions is a minimum requirement today for leadership. The rules have changed for organizations who have successful talented people that take risks and do not settle for the status quo.


Approach design thinking on each leg of the business tripod. 

Digitial Interactive Media

CC-177 Globemaster link 2mins,

Video that is ubiquitous today online provides users meaningful and easy to understand information that otherwise would be inaccessible. Why is design thinking a core competency today for business?  Design is central to innovation. Innovation has many different faces (IDEO). Investment in design especially backed by sophisticated writing talent combined with intelligent engineering will offer measurable benefits and cut through the din of competitive noise in your market. 


gordongroups multi-disciplinary capability responds to clients needs we assess the opportunity from 500 feet above and carefully determine the unique communications requirement through listening asking proper questions and analytical research.

We introduce the best design thinkers who have core competencies in engineering, photography, writing, information architecture, user experience, project management and a breadth of other innovative abilities to ensure we drive home results that reflect our clients core marketing objective. Click on the link below the visual..

CH-149 CORMORANT VIDEO ANIMATION FOR AEROSPACE

UAV 3D and video work

"Good design is good business"

Design thinking caught my attention in the last while with all the academic posts and thought leaders weighing in on the subject. One of the first clear thinkers on this subject many years ago was Tom Watson then President of IBM. Some of this banter is somewhat recycled from years past but ideally this wave of new awareness about design will get embedded more widely common place inside organizational frameworks and become main stream. This happy circumstance would be a welcome evolution in the design field especially in some sectors where unfortunately procurement/reliability has stagnated innovation and design thinking.. You’ll recall the president of IBM’s profound statement about the value of design as it related to business. He engaged Paul Rand to design the famous logo that is well known today across the IBM brand landscape. IBM has changed in many ways but the visual logo designed by Rand has been the central focal point throughout IBM’s cycles of transformation. This is a testament to the timeless value of design and how when properly executed design will withstand different market forces and offer stability to organizations in the form of familiarity, repetition, and other thought patterns that align and drive experiences associated with progressive and vital organizations. When I see Apple product placement in a movie I can’t help thinking about my work station and my rituals and procedures which today take place at my area or hub. The apple is a reminder about all the transactions and correspondence around my business activity. An apple with a clear indent or bite drives more meaning, connotation and subjective conclusions the apple assimilates a set of references that extend well beyond the simple iconic shape. We read new meaning into the subjective contours of the apple icon based on whatever value the apple symbol has emanated since the first computer was installed over two decades ago. Little time is spent quantifying or measuring the meaning of symbols and corporate design language. Much of what is designed is simply in the fabric of our lives ubiquitous among our visual experiences. One positive result around all the design thinking conversation is that organizations will increase their awareness of the value of design and bring the design line item higher up from the lower part of the ledger to a much greater level of importance in terms of corporate investment.

Contemplating ideas around design thinking brings to mind the first challenge which is most of the design thinking discourse is about people preaching to the converted. People have had a difficult time describing design. The language around design somehow is not congruent with conversation dynamic we use metaphors, subjectivity and theory. Generally people see things differently. Form in your eyes is likely quite different in mine. Designers have (thanks Paul Rand) to educate others about upholding design standards and adherence to high production values. Design today remains a specialty even with the democratization afforded the masses including established new media such as you tube, facebook and other social media. A general complacency about design is evident for users who resort to the standard defaults and ease of use these systems offer. Design Thinking will bring to the organization rewards when most of the output through these utilities generally fails to do much in the way of differentiation. Organizations will do well who hire capable designers and put them in executive roles close to the CEO.

Since much of the conversation around this subject is from within the expert fold what steps will have to be undertaken to have "Design Thinking" central in the boardrooms of Corporate Canada?