So you want to be a design powerhouse?

Fast Company, never to be outdone and probably one of THE largest sources for links in our blog seems to keep turning it out: Details and specifics on how leading US firms face design as a strategic tool and keys to becoming a powerhouse in one easy step. Well not just one.

The basics have never been simpler, however the nuances are the devils in the details and more, what most firms underestimate:

- Align goals and strategy.

- Understand the difference between design thinking and design.

- Hiring superstar designers is not the answer.

- Measuring the return on investment for design is a long-term pursuit.

- Great design leadership is important. But great change management is even more important.

- Companies that get the most from design rely on a culture of design.

Naturally the article is completely US centric regardless IF the companies profiled in the Corporate Design Index ship internationally as there isn't one CEO that can deny LVMH and Samsung run rings around many of the firms listed and are not even mentioned in the article. Why? US firms are US design centric where Alessi & RADO know the world is their design canvas. Similar is the forwarding thinking work past projects with Louis Vuitton and the Topiade project.

 

The full article is here.

Lytro - Innovation by definition is Marketing a Breakthrough

More and more the definition of innovation is being mangled by mainstream media and without going into who Schumpeter is and why he basically started it all, sufice it to say, without marketing, branding, and of course design as a primary component, no "invention" would ever make it out to be "innovated" and so is the case with the Lytro.

And the folks at Fast Company once again lock down the basics and some of the details of how this has come to be. See the full article here. Why is this all so important? Simplicity of design, simplicity of use, simplicity of experience and of course due to the full change in "picture taking" usage, the object sells itself and THAT is practically built into the word "innovation" - and Schumpeter would be proud!