15 November 2005

Embedding design into business

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Embeddingdesign
“Embedding design into business” is the title of a long article by Roger Martin, dean of the Joseph L. Rotman School of Management in Toronto, Canada, that just appeared in the School’s magazine.

“Firms everywhere are realising they can jump-start growth by becoming more design-oriented. But to generate meaningful benefits from design, they will first have to change the way they operate along five key dimensions.”

Meanwhile Bruce Nussbaum gives a very concise summary of an apparently insightful innovation conference that Martin organised last week at the University of Toronto. Larry Keeley of the Doblin Group in Chicago definitely added to the hype about design ethnography by saying that “if you just use anthropologists, you can triple your innovation effectiveness by three times.” Although there is some truth to it, if you see what they do without proper user understanding.

Download article (pdf, 152 kb, 4 pages)

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