Design is a business tool that makes strategy visible.
Maeterlink, Belguim poet and philosopher famously said 'At every crossroads on the path
that leads to the future, tradition has placed 10,000 men to guard the past." I think he
put his finger on the issue.
Changing from being a producer of things (products) to an innovator of experiences
means a change of mindset for the company, organisation or government involved.
‘Living the brand’ is the tip of the iceberg. This is the part that customers and consumers
experience and provides a powerful differentiator for the business. It is a critical part in
the role that design plays in managing change.
But the real challenge for the company is to recognise that delivering a comprehensive
customer experience also means, in many cases, that the mindset of the company
about what it can do must also change.
Innovation and customer experience often mean changes in mindset on the part of the
organisation involved. If the mindset does not change then neither will the long-term
prospect for the business change.
Raymond Turner is an internationally recognized authority on design leadership and management and their strategic value to business, government, and society. He has worked in the design industry for 40 years as a designer, design manager, consultant, and corporate director of design leadership. Now he is an independent specialist working with companies in many countries to secure strategic value from their design investment through business-based design direction and design implementation planning.
Turner works for businesses across a wide range of industries, including transportation, local and national government, city planning, public broadcasting, household and leisure product manufacturing, and construction. He is also a non-executive director of Image Now, Ireland’s leading branding consultancy.
Turner is also one of the few design professionals who has held senior posts on both sides of the client-designer divide, having been group design director for two commercial companies, as well as managing director of two international multidisciplinary design consultancies.
Turner’s book, Design Leadership: Securing the Strategic Value of Design was published in 2013 by Gower Publishing