Design continues to become a more prominent and valuable business competency, rising from a role broadly characterized by aesthetics and decoration in most corporate organizations to one of strategic leadership and business value today. It has become a strategic partner in uncovering customer, brand, and business insights, and creating solutions that drive business results and cultures. As Design becomes more deeply integrated into traditional spaces like brand and business purpose, marketing, insights, equity, identity, experience, innovation, sales, and product development, it also finds its way into less traditional – and arguably more profound – areas of the business enterprise as well. These areas include: corporate culture; operations, manufacturing, and supply chain; IT, knowledge management, and business analytics; digital services, solutions, and communications; experience development; and even human resources, talent management, and employee engagement. Being able to effectively leverage Design can provide an essential advantage in today’s business environment.
In the Design Leaders Council, members direct the content and direction of the group to address their business needs, challenges, opportunities, and priorities. Areas of interest may include:
- What is Design, strategic design, or Design Thinking, and how/where do these fit in my organization?
- Best practices for leveraging and elevating Design as a strategic business competence
- Cross-functional integration of Design to help drive value for business across the organization
- How to best organize to maximize the role, contributions, and value of Design in our business and culture
- Tools, processes, methods, and models utilized by leading companies, innovators, and start-ups
- Measuring the value and impact of Design on our teams, our culture, and our business