Beyond Design Thinking
It’s Called Design Management
Emotional Branding: the new paradigm for connecting brands to people by Marc Gobé begins with a very interesting Foreword by Sergio Zyman.
It’s only three pages long, but definitely worth reading to see why design thinking is the incorrect way to frame a very important and valid call for interdisciplinary collaboration between executives and creatives — which I believe ought to be the desired end game outcome of the current confused yet well-meaning narrative in design management (which — actually — is a much better and more holistic phrase than design thinking because it insinuates interdisciplinary collaboration — design and management coming together, as they should).
The challenge in design management is to train existing & future managers on the value of design, its strategic role in business decisions from the boardroom to the showroom and the role design / designers play in shaping and translating visionary strategy into desirable, meaningful, relevant, satisfying and memorable results.
This is the challenge facing design management, and it has less to do with thinking and more to do with learning, exposure and interdisciplinary collaboration between managers and designers on the road to transdisciplinary collaboration beyond management and design, inclusive of those in the sciences, arts and humanities — ultimately positioning business practice as a holistic representative of society at large.
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