The slides for "Leading by Design" class at Fox School of Business at Temple University.

1. Wicked Problems
&
Design

2. Pick up 3 blank sheets
of paper.

3. Do something that adds
value to the paper.

4. Sell it to your partner.

5. At what price?

6. Why should they buy it?

9. Everything about a business
is designed

11. M a n a g e r s c r e a t e t h e
conditions in which other
people work.

12. © copyright, youngjin yoocenter for design + innovation
cD+i

13. © copyright, youngjin yoocenter for design + innovation
cD+i

14. John Dewey
design as education

15. what are we
designing?
What is the goal?

16. Center for Design
cD+iTransforming ideas into actions
and Innovation
limit of
m a n a g e m e n t

17. Center for Design
cD+iTransforming ideas into actions
and Innovation
“seeing” the world as it is

18. Center for Design
cD+iTransforming ideas into actions
and Innovation
management vocabulary

19. Center for Design
cD+iTransforming ideas into actions
and Innovation
industry as the basis of
theoretical and practical
knowledge

20. Center for Design
cD+iTransforming ideas into actions
and Innovation
We are “bewitched by the language”
we use.
Ludwig Wittgenstein

21. Center for Design
cD+iTransforming ideas into actions
and Innovation
Management is bewitched by 業.

22. design
3 myths

23. myth 1
design is about
aesthetics

24. myth 2
design is a noun.

25. myth 3
design is a collection of
functional areas such as
graphic, branding,
product, and interaction.

26. © copyright, youngjin yoocenter for design + innovation
cD+i
what is
DESIGN ?

27. © copyright, youngjin yoocenter for design + innovation
cD+i
What is design?
de-sign verb
etymology: Middle English, to outline, mean, from Anglo-
French + Medieval Latin; Anglo-French designer to
designate, from Medieval Latin designare, from Latin, to
mark out, from de+signare to mark
date: 14th century
transitive verb
1: to create, fashion, execute, or construct according to
plan : DEVISE, CONTRIVE
2a: to conceive and plan out in the mind <he designed the
perfect crime> b: to have a purpose : INTEND <she
designed to excel in her studies> c: to devise for a
specific function or end <a book designed primarily as a
college textbook>
4a: to make a drawing, pattern, or sketch of b: to draw the
plans for <design a building>
intransitive verb
1: to conceive or execute a plan
2: to draw, lay out, or prepare a design

28. © copyright, youngjin yoocenter for design + innovation
cD+i
What is design?
de-sign noun
date: 1569
1a: a particular purpose held in view by an individual or
group <he has ambitious designs for his son> b: deliberate
purposive planning <more by accident than design>
2: a mental project or scheme in which means to an end are
laid down
4: a preliminary sketch or outline showing the main features
of something to be executed <the design for the new
stadium>
5a: an underlying scheme that governs functioning,
developing, or unfolding : PATTERN , MOTIF <the general
design of the epic> b: a plan or protocol for carrying out or
accomplishing something (as a scientific experiment); also :
the process of preparing this
6: the arrangement of elements or details in a product or
work of art
7: a decorative pattern <a floral design>
8: the creative art of executing aesthetic or functional
designs

29. H. A. Simon
Design is an artificial science that
involves... “devising artifacts to attain
goals … by transforming exiting
conditions into preferred ones.”

30. what is NOT design?

31. What is a TV?

33. Center for Design
cD+iTransforming ideas into actions
and Innovation
vision of
d e s i g n

34. Center for Design
cD+iTransforming ideas into actions
and Innovation
“seeing” the world as it might be

35. Center for Design
cD+iTransforming ideas into actions
and Innovation
visualizing the future

36. Center for Design
cD+iTransforming ideas into actions
and Innovation
designing is creating new
business based the keen
understanding of the
meaning of an existing
business.

37. design must be understood as
organizational capabilities,
rather than individual capabilities

38. it takes more than hiring
few designers, attending
design thinking seminars,
encourage the use of post-
it notes

39. it requires deliberate
strategic investment and
design actions
by senior management

40. design is too important to
leave to designers alone