Thomas Lockwood, PhD, President and Founding Partner of Lockwood Resource
Chicago, September 26-27, 2013
This seminar is about increasing the value of design in business and advancing design as a core competency. It explores the area of design leadership, by building great internal design organizations, operational excellence, and the integration of design into strategic management processes.
This high-level seminar is designed to help advance the internal design agenda from good to great by presenting best practice in corporate design capability development, design structures and processes, design talent management and design strategy. The workshop will introduce design management and business professionals to advanced principles linking corporate culture and key business drivers to design operations strategy and creative processes. Key words today are transformation, integration and collaboration. Now is the time to take the design organization to the next level!
Through case studies and best-of-class examples, Lockwood will share how to obtain added value by Design—as a noun, and a verb. Many leading design organizations today, both internal and external, are taking much more active roles as partners in innovation and business development, and are key resources in the strategic management processes. However, the journey can be difficult, and there can be many intangibles, norms and roadblocks to navigate through.
We will explore the most important ways in which design “owners” can better leverage their professional expertise into the development and implementation of business strategies, and build design organizations that are more integrated and more effective within your own business environments.
What you will learn:
Understanding corporate culture: How culture can influence design integration, how decisions are made, and how to use culture to in order to add value in design.
Understanding business requirements: Seeing how your corporation really competes, at business unit and corporate levels, and how to look at business and design problems more holistically. Understanding the essential elements of business strategy how to focus your design efforts, and tools to connect and prioritize design strategies to business realities.
Establishing design value: Linking design objectives to business objectives, and establishing criteria and metrics to measure design performance, including ROI. Ten ways to evaluate and communicate the values of design, and how to use design and design methods to move strategy from a spreadsheet to a realization in new products and services.
Design operations development: How to link business strategy and objectives to the design department organization and structure, establishing criteria for internal versus external design resources, and looking into design talent and design leadership.
Integrated design processes: Understanding how business processes and design processes can be different and yet collaborative. Exploring the role of design thinking and advanced methods of design management/leadership. An overview of best-of-class tools and models.
How you will benefit:
You will learn how to elevate the conversation about Design from projects to strategies; from a task to an integrated way of thinking; from “posters and toasters” to core processes, and from intangibles to strategic and tangible business results. You will learn how to set in place a plan for more effective internal design operations, organizations, management and sourcing. As an internal manager, or consultant, you will better understand your clients, how they make decisions, where you fit in the grand scheme of things, and how to bring more value to the table.
Participants will have an opportunity to review and discuss their challenges and explore proven frameworks across many industries. Case studies will inspire you to reframe your approach in order to deliver value more effectively.
Who should attend and why:
This seminar is ideal for corporate design “owners,” including design managers, brand and product managers, leaders of innovation initiatives, marketing communications executives, and anyone wishing to involve design as a core business strategy. This seminar will empower managers, from design or business organizations and backgrounds, to more effectively leverage the power of design into the corporate agenda.
Comments from recent seminar attendees:
“Excellent packaging of all the relevant elements of design management that experienced design managers are looking for.”
John L. Guenther, LWS Industrial Design Competency Manager, Hewlett-Packard
“Great advice on process & organization. Eye opening about big picture design thinking.”
Heather Blaikie, Product Design Manager, Michael's Stores Inc.
Dates and locations:
Chicago, September 26-27, 2013 (new date)
The seminar will be from 9:00 a.m. until 5:00 p.m. on Thursday, and from 9:00 a.m. until noon on Friday. This seminar will be held at IIT’s Institute of Design building in the "Nathan Room," located at 350 North La Salle Street, Chicago, IL, 60654, tel. 312-595-4900. The room number will be announced at a later date. Guest rooms are not available at this venue. To make your reservation for this event please use travel sites such as www.hotels.com or www.expedia.com.
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