ProblemDesigners promote and amplify a clientsmessage without accountability for the affect ithas or is supposed to have.
HypothesisBy claiming ownership of the outcomes oftheir work, designers can become leaders whodemonstrably impact business and societythrough measurable results.
HypothesisIn contrast to the role of mere aesthetictechnician, when designers shoulder the riskof success or failure, and stand to receive theresulting reward or punishment, they gain theauthority to pursue goals non-designers oftenlack the imagination to understand.
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
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
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
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
From the Valorized DesignerIndeed, tomorrows designer must not createmere graphic artifact and ephemera, but insteaddesign larger architectures employing theseartifacts to profound and noticeableconsequence, with accountability forthe results.
Content OutlineI. The Paul Rand ProblemA. Paul Rand and EnronB. The Designers Role: from Craftspeople toConsultantsC. The "Consumerized" Designer TodayD. The Outsourcing of Design
Content OutlineII. HypothesisA. Designer as Author EntrepreneurB. What Makes a Good Leader?C. Design and Leading: A Natural Pair?D. Measurable ResultsE. The Changed Nature of DesignF. Overcoming Barriers
Content OutlineIII. PossibilitiesA. Designs Importance in a Complex Society/EconomyB. Jonathan IveC. David PlouffeD. Nikes Mark ParkerE. What a Designer-led World Could Look Like
SourcesSources may include interviews, TED lectures,Fast Company, Wired, Good, Chip and DanHeath’s Switch and Made to Stick, and PhilipKotler’s On Marketing, Malcolm Gladwell’sTipping Point