Defining Design

WHAT IS DESIGN? (and why is it important)

"a little something on top."

"an after-the-fact cosmetic-makeover thing."

"not the most important thing." (if at all important)

DESIGN

is the F UNDAMENTAL

SOUL of a man-made creation

DESIGN

is about demonstrating how

BEAUTIFUL something

CAN BE.

It has a very PROFOUND capacity

DESIGN is a way of

CHANGING

LIFE and influencing t h e f u t u r e

w h a t

i s

d e s i g n ?

Design

is what and why I

L OVE

w h a t

i s

d e s i g n ?

Design

is why I get

MAD

w h a t

i s

d e s i g n ?

Design is the

principal difference b e t w e e n

LOVE & HATE

DESIGN is the

No. 1

determinant of whether a productservice-experience stands out or not

D e s i g n

W

h

M y t h s

a

# 1

t

FedEx

knows that you maybe not

D e s i g n

W

h

M y t h s

a

# 2

t

Target

knows that you maybe not

71 Habits of Highly Successful Design Driven Companies

Put design on the agenda of

E V E R Y MEETING

71 Habits of Highly Successful Design Driven Companies

Include gifted designers on

ALL PROJECT

TEAMS

71 Habits of Highly Successful Design Driven Companies

Build physical fa cili ti es th a t

S I NG

71 Habits of Highly Successful Design Driven Companies

Measure the amount of

EXTERNAL recognition

71 Habits of Highly Successful Design Driven Companies

Have in te rn al and external

AWARDS that focus on d e s i g n

71 Habits of Highly Successful Design Driven Companies

Have a formal

DESIGN BOARD

71 Habits of Highly Successful Design Driven Companies

Invite top

DESIGNERS

to address the c o m p a n y

71 Habits of Highly Successful Design Driven Companies

P

u

t

DIVERSITY front and c e n t r e

71 Habits of Highly Successful Design Driven Companies

Feature design

SENSITIVITY

explicitly in all training

71 Habits of Highly Successful Design Driven Companies

Openly use the

EMOTIONAL l a n g u a g e of design

71 Habits of Highly Successful Design Driven Companies

Create and authorize

DESIGN

C O P S

71 Habits of Highly Successful Design Driven Companies

Talk openly about t h e d e s i g n mindfulness o f t h e i r

"CORPORATE CULTURE"

71 Habits of Highly Successful Design Driven Companies

H a v e a strong, formal

DESIGN

FUNCTION

71 Habits of Highly Successful Design Driven Companies

The chief designer is a member of the

BOARD

71 Habits of Highly Successful Design Driven Companies

H a v e

g r e a t

A R T on the walls

17 Habits of Highly Successful Design Driven Companies

Support the

ART S

17 Habits of Highly Successful Design Driven Companies

H a v e a n a nnua l or bia nnua l

DESIGN AUDIT

S I M PLI CI TY

CLARITY

G RACE BEAUTY

it is a question of

ALERT NESS

?

Copyright 2005