Featured Speaker
Transformational Synergy: Aligning design pushers and pullers
Raymond Turner, Principal, Raymond Turner Associates
Raymond Turner, an internationally acknowledged authority on design leadership, looks at the tension implicit in two aspects of “transforming design.”
The first is about the transforming potential of design—this is of primary concern to Design Pullers. These are the people—usually within businesses, government bodies or public services—who need to pull design into their organizations to help attain or maintain the high ground of being a leader in product or service provision.
Design Pullers are often in a position to use design to make strategy tangible, enhance reputation and business value, provide insights to the future for longer term investment, uncover unmet and hidden customer needs and drive business innovation as a strategy to maintain differentiation.
The second is about the need to transform design. This is of primary concern to the Design Pushers. These people belong to the design and design-related industry. Many are consultants and some in-house design team members. These are highly trained experts in every aspect of their design disciplines.
Design Pushers have the potential to radically change the way Design Pullers see and use design resources and, in particular, to create understanding of what is possible and demonstrate the value that design brings.
Raymond concludes that there is a major misalignment between the two groups. He argues that for the full potential of design to be realized, a transformational synergy must be created between the Design Pushers and Design Pullers. To do this, both groups have to change how they work and he provides some insights into the nature of those changes. It is only when this happens that we can expect design to maximize wealth creation for business, create fully effective public services and totally inclusive social environments.
Biography: Raymond Turner
Raymond Turner is Principal of Raymond Turner Associates, a design leadership and management consultancy based in Dublin, and a non-executive director of Image Now, Ireland’s leading branding consultancy.
Prior to establishing Raymond Turner Associates, Raymond was, for nine years, Group Design Director of BAA, the world's largest private airport company, which owns and operates airports in the UK, including Heathrow and Gatwick, the USA, Italy and Australia. He was responsible for ensuring that the company's investment in design was aligned to realising its corporate mission to be the most successful airport company in the world.
Before joining BAA Raymond was a Board Member, MD of Corporate Identity division and Principal Consultant of Wolff Olins, an international strategic design consultancy. He provided creative leadership and directed design investment for a number of their major clients. These included Eurotunnel, where he was the principal design management consultant leading a French and English design management team, and IBM UK where he was a member of their Design Advisory Board.
He has an Honorary Doctorate of Technology from London Guildhall University; an Honorary Masters degree from University for the Creative Arts; a First Class Honours degree in Industrial Design from Leeds; is a Fellow of the Chartered Society of Designers; and is qualified in mechanical and electrical engineering.
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