Leading design: how to build a successful business by design/ by Jan-Erik Baars

By:

Baars, Jan-Erik

Contributor(s):

Easey, Andrea [ed.]

Language: English Publication details: Designfokus: 2020. Germany,Description: 288p., illISBN:

9798658829401

Subject(s):

DDC classification:

745.4 BAA-L

Contents:

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

Summary: 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

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Books	Library, SPAB	745.4 BAA-L (Browse shelf(Opens below))	Available		011256

Total holds: 0

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

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