Presentation by Christian Bason, Chief Executive of the Danish Design Centre, from the conference "How to design Future Winner Brands", 29 March 2017.
Denmark is a design nation and many Danish companies incorporate design and designers in innovation and business development. This is very positive. But what is the potential of using design methods and thinking in today’s businesses? And can design really increase growth?
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Mass production vs Mass individualization?
’Heroic’ designer vs Co-designer?
Product design vs Service design?
Growth vs Social change?
The splintering of design
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Design in
3 dimensions (CO-)CREATE
NEW SOLUTIONS
MAKE THE FUTURE
CONCRETE
EXPLORE THE
PROBLEM SPACE
Design leadership in practice
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Design leadership in practice
Pros Cons
Design cooler than ever Design more superficial than ever
Opens new industries to design Are designers equipped to add value there?
New applications for design Do designers have the skills?
Design taken seriously in C suite Design belongs to marketing