Title: Strategic role of design in business
About the lecture:
Constantly changing global markets bring new types of needs, challenges and standards in production and management of products, services, information and interactions. Those who innovate and respond quickly to change, stand out by how they combine creativity with strategic thinking. Currently, each of the industries benefit from the potential of design (including strategic design, design thinking, service design and others) to achieve better results and stand out.
In a surplus economy we cannot just produce more and more of newer objects (or services). Today is not about designing the product right (at first). It’s about designing the right product – the one which can strategically adress the deep needs of a dynamically evolving people of the Anthropocen era.
This is why currently the strongest competitive advantage comes in the form of business solutions with design at their core. Today design is a scenario for the future where strategic designers and creative entrepreneurs are the new change pilots leading beyond today’s limitations.