Cd1 PATRICK DArVASI LISTENING AND SPEAKING | | JANNAYNA HELENA AMORIM

INN

OV

AT

ION

WHAT S DESIGN GOT TO DO WITH IT?

written By Bettina Von Stamm

80%of Fortune 500 US companieslisted innovation as one of their top three priorities for 2002/2003.

80%

Innovation

80%

Innovation Design

80%

Innovation Design

The Problem

80%

Innovation Design

The Problem

The Importance

80%

Innovation Design

The Problem

The Importance

Approaches

Connections

Innovation

the

art ofmaking

is

newand

continuosly

challenging

status quo

the

Consumers are becoming more sophisticated;s

oc

iet

yChanging demographics resulting in an increasingly aged population;

An increased need for differentiation;

Increased competition on a global basis

Demand for user-friendly products;

Demand for sustainable products

;

.

Design is about doing things consciously, not

because they have always been done in a

certain way or because it is the easiest option.

Design is about building on ideas, trying things

out, comparing alternatives, exploring

opportunities to finally select the best possible

solution.

Companies dont know how to use Design strategically

Companies dont know how to use Design strategically

Some denitions have caused confusion about the limits of Design

Companies dont know how to use Design strategically

Some denitions have caused confusion about the limits of Design

Most of the time, the decisions are affected by other people in the

organization

Companies dont know how to use Design strategically

Some denitions have caused confusion about the limits of Design

Most of the time, the decidions are affected by other people in the

organization

Widespread belief that designers cannot be managed - they can!

Companies dont know how to use Design strategically

Some denitions have caused confusion about the limits of Design

Most of the time, the decidions are affected by other people in the

organization

Widespread belief that designers cannot be managed - they can!

Educational gap - LANGUAGE

Educational gap - LANGUAGE

While education for managers is verbal and numerical,

concerned with topics such as accountancy and engineering,

Educational gap - LANGUAGE

While education for managers is verbal and numerical,

concerned with topics such as accountancy and engineering,

Designers are educated and trained to deal with projects

that involve unfamiliar concepts, involve fuzzy problems

and high levels of ambiguity, and require assessments that

are subjective, personal, emotional, and outside qualication.

Educational gap - LANGUAGE

While education for managers is verbal and numerical,

concerned with topics such as accountancy and engineering,

Designers are educated and trained to deal with projects

that involve unfamiliar concepts, involve fuzzy problems

and high levels of ambiguity, and require assessments that

are subjective, personal, emotional, and outside qualication.

Educational gap - DIFFERENCES

DESIGNERSMANAGERSfocus on prots and returns focus on product and service quality

are in for survival prefer reform

think linearly think laterally

serialists, problem-oriented,

cautious

holistic, solutions-led, experimental

adaptive innovative

to challenge the status quo

to have an understanding of and insight into consumer needs

to develop imaginative and novel solutions

the willigness to take risks

accepting high levels of ambiguity and uncertainty

requirements to be innovative

thinking out of the box

a passion to drive the idea through to conclusions

the ability to inspire passion in others

adaptable

observant

question-asker

nonconforming

persistent

traits of creative people

curious

tolerant of ambiguity

risk taker

APPROCHES TO DESIGN

design champion1

APPROCHES TO DESIGN

design champion1 design policy2

APPROCHES TO DESIGN

design champion1

design program3

design policy2

APPROCHES TO DESIGN

design champion1

design program3

design policy2

design as a function4

APPROCHES TO DESIGN

design champion1

design program3

design policy2

design as a function4

design as infusion5

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is

something overrated?

discussion

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is

something overrated?

discussion

2 - Why does the author say Design and innovation will

increase in the next years?

1 -Based on your own beliefs, do you think Design plays an

important role in a companys performance or it is

something overrated?

discussion

2 - Why does the author say Design and innovation will

increase in the next years?

3 - Why is experimentation important to be innovative?

to sum up

Pgina 12: Introduction3: SummaryPgina 4Pgina 5Pgina 67: end of summary8: innovationPgina 910: Design Pgina 11Pgina 12Pgina 1314: Problem15: problem endPgina 16Pgina 1718: end of gap19: differencesPgina 20Pgina 21Pgina 22Pgina 23Pgina 24Pgina 2526: approches27: discussionPgina 2829: end discussion30: sum up