Vol. 20, No. 3, Summer 2009

Thomas Lockwood, President, DMI

Becoming a design-minded organization is challenging and takes time, but with the right planning, and a little nurturing and patience, it is not as difficult as it might first appear. First, it is crucial to learn to see design as a process, not just as an outcome, because, as author Tom Lockwood puts it, "It's not what design is, it's what design does." And the role of the designer has clearly shifted from solving simple problems to solving complex problems, and from working independently in a single-discipline focus to working collaboratively with cross-functional teams. Lockwood discusses the differences between design thinking and design management, and offers some concrete steps that can be taken toward becoming an organization that values and profits from effective design.

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