Leading design: how to build a successful business by design/

Baars, Jan-Erik

Leading design: how to build a successful business by design/ by Jan-Erik Baars - Germany, Designfokus: 2020. - 288p., ill.



Why Leading Design is needed now!
Why design needs to be led
A manual for leading design
A book for the heart, head and hand
1. Why design?
Constant change
Organisations in transition
Steps of transformation
The purpose of a business
Good business
Aspects of good business
Design in business
Design in business management
Design without leadership
'Chinese whispers'
Sandy's lesson
Sandy, from a brand perspective
Sandy from the designer's point of view
What the engineers thought ..
What the marketers thought ..
What the sales team thought ..
The lesson learned
Design in a good company
Design doing
Aspects related to good design thinking
Design being
Aspects related to good design being
Developing design competency
Aspects of design development
Measureing design maturity
Your design doing
Your design thinking
Your design being
Your design maturity
Characteristics of design maturity
The design slide
2. Design for what?
What's a business, really?
La Bottega dell' Arte
Chez Jacques
El Rancho
Snack Palace
Does the promise fit?
Good marketing
Fit : the silent design
Aspects of good marketing
Good customer experiences
Elements of a design strategy
The design canvas
Aspects of the design canvas
Developing and maintaining design strategies
Market focus : the opportunists
Customer focus : the fans
Identity focus : the brands
Solution focus : the nerds
The holistic approach : stable brands
How to stay on the 'favourite list'?
Aspects of design strategy
Developing a design strategy
Does everything make sense?
Appropriate designers
3. How to design?
Good design requires a good brief
Good design briefs
Aspects related to a good deign brief
The design process
Discover
Define
Develop
Deliver
Leading design processes effectively!
Effective design tools
Tools for WHO
Expressing your personality
Your values
Knowing your motivation
Tools for HOW
Creating impact
Issuing design principles
Tools for WHOM
Identifying needs
Growing loyalty
Tools for WHAT
Creating relevant propositions
Differentiating effectively
Creating coherent experiences
Leading design
Appendix
Resources
Thank you
Notes
Literature
Index
Name index
About the author

Successful companies lead design! It's now or never! When facing the aftermath of the Corona-crisis many companies will consider their options for survival: what can be thrown overboard, what should remain, and be improved in order to stay relevant and attractive when customers return? But how can they decide what goes where? By leading design, from the very beginning. This book provides knowledge and methods needed to strategically position and lead design. Because design is a core competency that must be developed throughout the company, if this competency is present, companies can - like a symphony orchestra - create a performance together that will inspire their customers and make them come back! 'Future leaders will mark this book as the beginning of a new paradigm in management--the 'designed' business

9798658829401


Creative ability in business
Design
Industrial design
Design (discipline)
Industrial design

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