Industry—Design and Transformation
Chuck Jones,
Chief Design Officer, Masco Corporation
David Butler,
VP, Global Design, The Coca-Cola Company
Participate in conversations with two top corporate design leaders on the challenges of upping the position and influence of design in large multinational corporations. What are the challenges, roadblocks, enablers, and biggest lessons? How to bring clarity around the meaning and values of design, using design in problem solving and quality, and, from the corporate perspective, solving “wicked” problems versus “difficult” problems? How does design help dilute corporate complexities?
This section will discuss the drivers for insuring robust integration between business needs and what design can offer to business. Specific themes to be explored:
Importance of establishing a strong identity for design (what it does, what it does not do) inside the enterprise Pros/cons of evolutionary vs. revolutionary positioning/impact of design (top down vs. bottom up) Establishing the strategic framework for design within the enterprise: visual branding (2D, 3D), user experience strategies, design research frameworks, etc. Strategies to deal with the inevitable turf battles (market research vs. design research, engineering design vs. industrial design, etc.) -
Importance of establishing measures of success—and creating a mechanism to communicate measures on a regular basis to executive leadership
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Pros/cons of design review boards within a corporate setting
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The role of organizational structure to enable hardwiring design into the business architecture
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Centralized vs. decentralized models of design organizations—pros and cons
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Key themes for success in the integration of design into the business context
The importance for corporate design leaders to read the corporate culture
Moderators: Roger Martin and Darrel Rhea
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