Why a design perspective helps building a better company, Design Thinking Starts At The Top

The late Bill Moggridge, director of Smithsonian’s Cooper-Hewitt, National Design Museum, made an important point when he discussed how companies will readily employ business management consultants to study and suggest organizational change from a numbers standpoint, but then fail to follow through on that change with a visual representation of it.

Moggridge went on to say, “I think that’s where design has a fresh opportunity to be influential because, as designers, we know how to create a prototype of some example that illustrates that change. We can show something. We can show an experience. We can show a design solution, and that’s much more real to the management who are receiving the input than the realistically dry report.”

If you like the subject of design driven innovation make sure to read Change by Design by IDEO’s Tim Brown.