Rebirth of Slick: Why Design Is Cool

And Why It Will Make People Love Your Company

If there is one thing I have learned in problem solving is that most of the problems we face today can’t be solved with the same thinking that created them. Especially in business. If the ultimate goal of business is long term profit then we need to start understanding why design is design in more ways than the styling that happens when all the important work of creating a product is done. The problem is convincing traditional marketers, business leaders and advertisers that design is much more than making things “pretty”.

Whenever I discuss design, I have always insisted that “design” has little or nothing to do with “art”. Design is about purposefully creating a framework to deliver solutions that provide utility, function and most importantly significance. Companies like Apple, BMW, Whole Food Stores and Target are proving that design drives innovation; innovation powers brand development; brand builds loyalty; and loyalty results in profits. Can being design oriented really change the face of your company? In business we do a great job learning and teaching the tools for optimizing our results (how to build), but not a lot of time exploring the tools that will help us understand the experience we should be creating (what we should build).  My goal with this presentation was to explore the area beyond marketing messages, advertising, PR and social media that will help you create a company that has a strong core which then extends out to a clearly articulated identity and culture with well-regarded products and/or services. When that happens you can move your company and customers beyond their surface perceptions of your company.

Key Take-aways

• The myths about design and its place in business/marketing strategy
• The limitations of the commonly accepted view of design
• Why building a design culture is good business
• How design establishes a relation with consumers
• The difference between design as a skill and design as a process