This document discusses the added value of design and well-managed design. It provides tips for honorary consuls to promote the management of design, for Austrian entrepreneurs to professionalize design management to increase returns on design investments, and for Dutch designers to only work for companies that manage design well for a sustainable relationship. Well-managed design is said to build competitive advantage for companies and organizations when managed effectively and efficiently.

1. the added value
of design
Tim Selders
www.park.bz
Design Week Eindhoven, 2009

2. the added value 40 Honorary Consuls & design?
20 Austrian entrepreneurs & design?
of design Dutch designers and design?

3. the added value
of design

4. the added value 10x design promotors
11x design values
of design 1x prerequisite
3x tips

5. good design
Tom Watson Jr. is
Former CEO of IBM
good business

6. an easy-to-fill-in shipping form of Federal Express
a waiter who serves salads singing like Placido
Domingo in his role in ‘La Boheme’
just as important for a product of 29 cent as for
a product of 29.000 dollar
a 20 year old sweater you are attached to
everything that literally takes your breath
Tom Peters the guts to stop selling a product that sells well
if you have another better idea
Management guru dull perfectionism with passion
in this time of telephone, fax and e-mail a
handwritten letter of somebody
the apple in the logo of Apple
the lacking of ‘over-design’
the sound of a closing door of a Mercedes

7. Philippe Starck
Star designer

8. Alan G. Lafley
CEO of Procter & Gamble

9. design
TimTim Selders
Selders
Director at PARK advanced design management management

10. Philippe Picaud
service
Design director of Decathlon
design

11. Tony Blair
former Prime Minister

12. Wally Olins Country Branding
Identity specialist and chairman of Saffron

13. ‘Business development
and strategic planning
Jørgen Knudstorp are ‘design’ problems
CEO of LEGO
rather than merely
‘logic’ problems.’

14. Larry Keeley
Larry Keely
design
founder of Doblin & innovation advisor
thinking

15. STOP

17. the added value
of design

18. the added value
of design

29. the added value
of design

30. research

31. ‘Companies that
manage design
effectively and efficiently
attain better performance
than those that do not.’

32. the management
of design

34. the added value
of well-managed
design

35. STOP
the added value Well-managed design
is a great way to build
of well-managed
back to reality competitive advantage
for companies, organisations and
design even countries.

36. Tip for Honorary Consuls:
Include the promotion of
the management of design
when promoting design...
STOP
the added value Tip for Austrian entepreneurs:
Professionalize the management
of well-managed
back to reality of design to increase the return of
investment in design...
design
Tip for Dutch designers:
Only work for companies that
manage design well to work more
profitable in a more sustainable
relationship...