Moving Up the Design Curve for Greater Competitive Advantage
May 8, 1pm EDT
Heather Fraser, Director, designworks Strategy Innovation Lab and Design Initiatives, Rotman School of Management, University of Toronto
No one can debate the value of design as traditionally seen as a functional output: Great design of brands, spaces, products and service experiences creates connections, desire, satisfaction and value to the ultimate user, taking a commodity to a premium position. Great design thinking can also fuel creativity and organizational momentum as an innovation tool to get to bigger ideas, faster and more efficiently. But where design has its highest value is in extending the application of design thinking through to strategy and business model design. Embracing design methods and mindsets as an integral part of the strategic planning and business development process can drive the design of new strategies and business models in support of dramatic new growth.
Practicing designers today are uniquely positioned to assume an important role throughout the business planning process. Discussion will focus on how design thinking can contribute to corporate success and how designers can harness their knowledge and experience into driving business model innovation in an enterprise. Discussion will include the following:
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The Design Curve—broadening the application and value of ‘design’
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Extending Design Thinking into the strategic planning process—from consumer insight to strategic business model design
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Moving organizations up the Design Curve through inspiration, education and experimentation
Heather Fraser
As Director of Design Initiatives and the designworks Strategy Innovation Lab at the Rotman School of Management, Heather Fraser leads the development of initiatives fusing design principles and methods with business practices through research-based projects and education for MBA students and Executives/Corporate teams. She speaks regularly on the subject of “Turning Design Thinking into Design Doing for Breakthrough Success.” She joined Rotman in 2005, with over 25 years of experience in Business Design, including ten years of research and brand business design at Procter & Gamble, five years on global brand campaign development and agency management at Ogilvy & Mather, and ten years as Principal & Executive Vice President at TAXI Advertising & Design.
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