2. ProblemIn the typical role as tradesperson, a designerhas limited opportunity to make his or her biggestideas heard.
3. HypothesisBy taking ownership of a clients goals, thedesigner becomes a leader who can measurablyimpact business and society.When designers shoulder the risk of failure, theypossess the authority to use their conviction andcourage of imagination to profound effect.
4. Creative References Jonathan Ive Senior Vice President of Industrial Design at Apple, Inc. “Today, Apple represents the most successful and faithful marriage of business and design, as $32 billion in sales last year attest. And Ive has been the companys lodestar in its journey to global trendsetter.” — Chuck Salter, Fast Company
5. Creative References David Plouffe Chief Campaign Manager for Barack Obama’s 2008 presidential campaign “ The story of Mr. Obama’s journey to the pinnacle of American politics is the story of a campaign that was, even in the view of many rivals, almost flawless. Mr. Plouffe [was] known for his mathematic invocation of data in making decisions. When Mr. Obama decided to run for the presidency, Mr. Plouffe and a half-dozen staff members began plotting out a strategy.” — Adam Nagourney, Jim Rutenberg and Jeff Zeleny, The New York Times http://www.nytimes.com/2008/11/05/us/politics/05recon.html
6. Creative References Paul Rand Designer of Enron Logo “ You couldnt take a picture of Enrons crime: it all happened in the world of numbers and spreadsheets, of financial reports and affidavits. But there was something you could take a picture of, and that was Rands logo. A company with a made-up name, incomprehensible business practices, and largely intangible assets suddenly had a vivid manifestation, a logo that once might have stood for nimbleness, balance and connectivity, now given new life as the crooked E.” — Michael Bierut, Design Observer
7. From the Valorized Designer"What we need in the next century areindependently-minded, creative, constructivedesigners who are not just capitalist lackeys,ideologues, or technical whiz-kids."— Nigel Whiteley
8. From the Valorized DesignerIndeed, tomorrows designer must not create meregraphic artifact and ephemera, but instead designlarger architectures employing these artifacts toprofound and noticeable consequence, withaccountability for the results.
9. Content OutlineIntroduction: Problem and HypothesisPart 1: "The Paul Rand Problem" • Designs Origins in the Typesetting Trade • Paul Rand, Enron, and the "Consumerized" Designer • The Design Consultant • Could Design be Outsourced?
10. Content OutlinePart 2: "Claiming Ownership" • The Importance of Measurable Results • Becoming a Leader • Designer as Entrepreneur • Examples of the New Designer • Barriers to this Model
11. Content OutlinePart 3: "The Courage of Imagination" • What the New Responsibility Means for the Profession • Designs Importance in a Complex Society/Economy • What a Designer-led World Could Look Like
12. Potential Sources• Interviews• TED lectures• Fast Company• Wired• Good• Chip and Dan Heath’s Switch and Made to Stick• Philip Kotler’s On Marketing• Malcolm Gladwell’s Tipping Point