Design : thinking, leading, and managing by design / Brigitte Borja de Mozota, Steinar Valade-Amland ; illustrations: Morten U. Petersen, Reflekt Design, Copenhagen.

Includes bibliographies and index.

Part 1. What is design management? ; The three phases of design and design management -- Part 2. Why design management now? ; Four theses on design's unsuccessful penetration ; The ambidexterity and ambiguity of design ; Disciplines and attitudes ; What designers want to do ; Design historically lacks business orientation ; How much do designers care about business? ; How much do companies know about themselves? ; How do companies and managers articulate their needs for design? ; Tim Brown ; Alexander Osterwalder ; The designence model ; Bridge -- Part 3. The most imminent challenges of management ; Innovation ; Human capital ; Digital and technological capabilities ; Competitive advantage ; Customer experience ; Bridge -- Part 4. What happens when design excellenceIs added to strategy? ; Design thinking in practice ; Design management in practice ; What happens when design excellence is added to strategies for the five areas? ; Innovation strategies: how design excellence contributes to foster innovation ; Human resources strategies: how design excellence helps harvesting from investments in human capital ; Digitization strategies: how design excellence helps build meaningful digital and technological experiences ; Strategies for competitive advantage:how design excellence helps your organization strengthen its competitiveness ; Improving customer experiences through design excellence ; Design as making your business tangible -- Part 5. Design management excellence ; Mapping design in organizations as aesthetics in organization theory ; Design thinking in business education ; "Dancing with hierarchies" (Mary Parker Follett 1868 to 1933) ; Building the convergence between design leadership and design management ; Crucial difference # 1 ; Crucial difference # 2 ; Crucial difference # 3 ; Crucial difference # 4.

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This book argues the business case for design excellence in organization - whether your mission is to develop new products, services, or procedures or to change existing ones into something better. Although design thinking has reigned for some years now, design management has been left in the shadows. However, design thinking without design making - skillfully integrated and properly managed - easily becomes hollow and meaningless. Design excellence requires knowledge, as well as end-to-end management, of the resources and the creative energy that go into development and change processes. Design thinking - made up of the acknowledgment of design skills, of methodological choices, the right mindset, and a conducive culture - is dynamic and adaptable to the project itself and the people involved. Design thinking is a framework developed to ensure C-suite endorsement, strategic coherence, stakeholder engagement, anddesign excellence in all actions undertaken by the organization. Design management is a rigorous and strategically anchored mechanism to capitalize on the investment in design as intellectual capital. And design - as we've always known it - is the skills and methods and creative capabilities needed to embody ideas and direction. Design thinking inspires, design management enables, design embodies. Only when the three play together as a team, the result is design excellence. This book challenges you to stimulate innovation in your own organization, to make design a dialogue between complementary skills, to see design as a bridgebetween mind and matter, image and identity.

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