Page 3: The strategic use of design
Effective design is not just about making minor product adjustments, keeping up with competitors or thinking about how to make the working environment more appealing for staff. These considerations are important, but they are tactical decisions based upon mainly minor improvements that affect parts of the organisation’s performance within a time frame.
In modern organisations, meeting customer needs by creating the right climate for design through innovation involves more than this. It involves strategic development of the whole business in a way that encourages the use of creative skills for design and innovation. Design at a strategic level has, therefore, become something that affects everybody within the organisation. Everyone has a role to play in anticipating and identifying consumer demand and in producing goods and services that meet consumer needs.