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Book Description

Design: A Business Case challenges you to stimulate innovation in your own organization as an ongoing and integral dialogue between complementary skills–to bridge mind and matter, image and identity.

Design thinking is a framework developed to ensure C-suite endorsement of the pursuit of design excellence in all actions undertaken by the organization. Design management is a rigorous and strategically anchored mechanism to capitalize on the investment in design as intellectual capital. And design – as we’ve always known it – is the skills, methods and creative capabilities needed to embody ideas and direction. Design thinking inspires, design management enables, design embodies.

This book aims to build the bridges needed to reconcile the three, and to encourage organizational and professional environments in which their combined forces can thrive and reverberate.

Table of Contents

  1. Cover Page
  2. Halftitle Page
  3. Title Page
  4. Copyright Page
  5. Contents
  6. Foreword
  7. Introduction
  8. Part 1
    1. What Is Design Management?
    2. The Three Phases of Design and Design Management
  9. Part 2
    1. Why Design Management Now?
    2. Four Theses on Design’s Unsuccessful Penetration
    3. The Ambidexterity and Ambiguity of Design
    4. Disciplines and Attitudes
    5. What Designers Want To Do
    6. Design Historically Lacks Business Orientation
    7. How Much Do Designers Care about Business?
    8. How Much Do Companies Know about Themselves?
    9. How Do Companies and Managers Articulate Their Needs for Design?
    10. Tim Brown
    11. Alexander Osterwalder
    12. The Designence Model
    13. Bridge
  10. Part 3
    1. The Most Imminent Challenges of Management
    2. Innovation
    3. Human Capital
    4. Digital and Technological Capabilities
    5. Competitive Advantage
    6. Customer Experience
    7. Bridge
  11. Part 4
    1. What Happens When Design Excellence Is Added to Strategy?
    2. Design Thinking in Practice
    3. Design Management in Practice
    4. What Happens When Design Excellence Is Added to Strategies for the Five Areas?
    5. Innovation Strategies: How Design Excellence Contributes to Foster Innovation
    6. Human Resources Strategies: How Design Excellence Helps Harvesting from Investments in Human Capital
    7. Digitization Strategies: How Design Excellence Helps Build Meaningful Digital and Technological Experiences
    8. Strategies for Competitive Advantage: How Design Excellence Helps Your Organization Strengthen Its Competitiveness
    9. Improving Customer Experiences through Design Excellence
    10. Design as Making Your Business Tangible
  12. Part 5
    1. Design Management Excellence
    2. Mapping Design in Organizations as Aesthetics in Organization Theory
    3. Design Thinking in Business Education
    4. “Dancing with Hierarchies” (Mary Parker Follett 1868 to 1933)
    5. Building the Convergence between Design Leadership and Design Management
    6. Crucial Difference # 1
    7. Crucial Difference # 2
    8. Crucial Difference # 3
    9. Crucial Difference # 4
  13. Part 6
    1. From Design Excellence to Design as Core Competency
    2. Strategic Intent and Design Governance
    3. Building Design Capacity
    4. Capacity Building in Organizations
    5. Capacity Building in Strategic Design as Sensemaking
    6. Capacity Building for Behavioral Change
    7. Design Ability for Systemic Thinking
    8. The Primacy of Purpose
    9. Designers’ Skills and Role
    10. Designers’ Skills as Driver of Management Value
    11. Strategic Designers’ Role as the Future Agents for Change
    12. Inspire, Humanize, Experience
  14. Part 7
    1. Service Design: A Bridge to Cross
    2. Service Design for Redesign of a Territory: A Story from Real Life
    3. On Skills and Competences
    4. On Embedding Design in Organizations
    5. On Design and Design Leadership
    6. On Prototyping and Bodily Intelligence
    7. On User Centricity
    8. On Design, Design Management, and Design Thinking
  15. Part 8
    1. Final Reflections from the Authors
    2. A New Generation of Leaders and Decision Makers
    3. Leaders as System Thinkers
    4. Why Matter Matters
  16. About the Author
  17. Index
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