WHAT IS
DESIGN?
(and why is it important)
"a little
something
 on top."
"an after-the-fact
cosmetic-makeover
      thing."
"not the most
important thing."
  (if at all important)
DESIGN
is the F UNDAMENTAL


SOUL
of a man-made creation
DESIGN
is about demonstrating how
BEAUTIFUL
something
CAN BE.
It has a very
PROFOUND
capacity
DESIGN is a way of
CHANGING
LIFE
and influencing
the future
what   is   design?



Design
is what and why I

L OVE
what   is   design?



Design
is why I get

MAD
what   is   design?

Design is the
principal
difference
between
LOVE & HATE
DESIGN is the

 No. 1
determinant of
whether a product-
service-experience
stands out or not
Design   Myths   #1

W    h     a     t
FedEx
knows that
you maybe not
Design   Myths   #2

W    h     a     t
Target
knows that
you maybe not
71 Habits of Highly Successful Design Driven Companies



Put design on
the agenda of
EVERY
MEETING
71 Habits of Highly Successful Design Driven Companies



Include gifted
designers on
ALL PROJECT
TEAMS
71 Habits of Highly Successful Design Driven Companies



Build physical
fa cili ti es th a t

S I NG
71 Habits of Highly Successful Design Driven Companies



Measure the
amount of
EXTERNAL
recognition
71 Habits of Highly Successful Design Driven Companies


Have in te rn al
and external
AWARDS
that focus on
design
71 Habits of Highly Successful Design Driven Companies



Have a formal
DESIGN
BOARD
71 Habits of Highly Successful Design Driven Companies



Invite top
DESIGNERS
to address the
company
71 Habits of Highly Successful Design Driven Companies



P                         u                        t
DIVERSITY
f...
71 Habits of Highly Successful Design Driven Companies



Feature design
SENSITIVITY
explicitly in
all training
71 Habits of Highly Successful Design Driven Companies



Openly use the
EMOTIONAL
language
of design
71 Habits of Highly Successful Design Driven Companies


Create and
authorize
DESIGN
COPS
71 Habits of Highly Successful Design Driven Companies


Talk openly about
the design
mindfulness
of     their
"CORPORATE
...
71 Habits of Highly Successful Design Driven Companies


Have         a
strong, formal
DESIGN
FUNCTION
71 Habits of Highly Successful Design Driven Companies



The chief designer
is a member of the

BOARD
71 Habits of Highly Successful Design Driven Companies



Have                        great

ART
on the walls
17 Habits of Highly Successful Design Driven Companies



Support the


ART S
17 Habits of Highly Successful Design Driven Companies


H a v e a n a nnua l
or biannual
DESIGN
AUDIT
S I M PLI CI TY
CLARITY
G RACE
BEAUTY
it is a question of

ALERT
NESS
?
Copyright 2005
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
What is Design
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What is Design

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Based on Tom Peter's book "Design"

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Transcript of "What is Design"

  1. 1. WHAT IS DESIGN? (and why is it important)
  2. 2. "a little something on top."
  3. 3. "an after-the-fact cosmetic-makeover thing."
  4. 4. "not the most important thing." (if at all important)
  5. 5. DESIGN is the F UNDAMENTAL SOUL of a man-made creation
  6. 6. DESIGN is about demonstrating how BEAUTIFUL something CAN BE.
  7. 7. It has a very PROFOUND capacity
  8. 8. DESIGN is a way of CHANGING LIFE and influencing the future
  9. 9. what is design? Design is what and why I L OVE
  10. 10. what is design? Design is why I get MAD
  11. 11. what is design? Design is the principal difference between LOVE & HATE
  12. 12. DESIGN is the No. 1 determinant of whether a product- service-experience stands out or not
  13. 13. Design Myths #1 W h a t FedEx knows that you maybe not
  14. 14. Design Myths #2 W h a t Target knows that you maybe not
  15. 15. 71 Habits of Highly Successful Design Driven Companies Put design on the agenda of EVERY MEETING
  16. 16. 71 Habits of Highly Successful Design Driven Companies Include gifted designers on ALL PROJECT TEAMS
  17. 17. 71 Habits of Highly Successful Design Driven Companies Build physical fa cili ti es th a t S I NG
  18. 18. 71 Habits of Highly Successful Design Driven Companies Measure the amount of EXTERNAL recognition
  19. 19. 71 Habits of Highly Successful Design Driven Companies Have in te rn al and external AWARDS that focus on design
  20. 20. 71 Habits of Highly Successful Design Driven Companies Have a formal DESIGN BOARD
  21. 21. 71 Habits of Highly Successful Design Driven Companies Invite top DESIGNERS to address the company
  22. 22. 71 Habits of Highly Successful Design Driven Companies P u t DIVERSITY front and centre
  23. 23. 71 Habits of Highly Successful Design Driven Companies Feature design SENSITIVITY explicitly in all training
  24. 24. 71 Habits of Highly Successful Design Driven Companies Openly use the EMOTIONAL language of design
  25. 25. 71 Habits of Highly Successful Design Driven Companies Create and authorize DESIGN COPS
  26. 26. 71 Habits of Highly Successful Design Driven Companies Talk openly about the design mindfulness of their "CORPORATE CULTURE"
  27. 27. 71 Habits of Highly Successful Design Driven Companies Have a strong, formal DESIGN FUNCTION
  28. 28. 71 Habits of Highly Successful Design Driven Companies The chief designer is a member of the BOARD
  29. 29. 71 Habits of Highly Successful Design Driven Companies Have great ART on the walls
  30. 30. 17 Habits of Highly Successful Design Driven Companies Support the ART S
  31. 31. 17 Habits of Highly Successful Design Driven Companies H a v e a n a nnua l or biannual DESIGN AUDIT
  32. 32. S I M PLI CI TY CLARITY G RACE BEAUTY
  33. 33. it is a question of ALERT NESS
  34. 34. ?
  35. 35. Copyright 2005

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