One can not begin to understand the role of Design Management — or its purpose — until one begins to understand the difference between the mundane and an experience.

If you are trying to achieve the mundane (starting at broken and going all the way up to undesirable and even forgettable), you do not need design, nor do you need Design Management.

The moment you decide that you want to go beyond the mundane, you must see beyond the singular act (of the transaction) and take note of the big, holistic picture that revolves around the experience of the act and all touchpoints concerned.

Each and every single facet of an experience needs to be contemplated — designed — for optimal performance. This is where design (at its best) comes in, and this is where enlightened management — hence Design Management — is critical.

Forget Design Management unless you strive for excellence. If you strive for excellence, be prepared to go far beyond the mundane — from the boardroom to the showroom.

Further Reading:

On Design Management