innovation playground Idris Mootee

Design Thinking Is Failed Experiment? How Can That Be Because The Experiments Have Barely Started? Bruce, Not Too Fast!

This is my response to Bruce Nussbaum’s lastest Fast Company’s blog declaring “Design Thinking” is over and that he is moving on to something new. He is calling it "Creative Quotient" which is really his new book, I was wondering why he would make that statement. People hardly fully understand what Design Thinking is, now he wants to introduce another idea. Not too fast! I was writing this while waiting for the airport to clear as President Obama Air Force One was there and they closed down the runway.

Bruce writes “The decade of Design Thinking is ending and I, for one, am moving on to another conceptual framework: Creative Intelligence, or CQ. I am writing a book about Creative Intelligence, due out from Harper Collins in fall 2012…...”

He can move on but for sure but not me (Sorry Bruce, I really can't agree with you on this one.)  Although there is some truth there about consultants quick to turn any ideas or practices into ‘processes’ that companies can buy out of a box and consultants can help them implement in 60 days. Most of the time they don’t even know what they are doing. Even if they do, they often ignore the soft side with an over emphasis on the hard side. On that note, the comment is equally true if apply to any practices. Processes are important and that’s how large organizations function, it is easy to say let’s improve our creative quotient throughout the organizations and we will be fine. For me, Design Thinking is much getting more solid that ever as we develop them further into business practices and if fully integrated in the organization culture decision-making and support toolkit, it can be very powerful.

On the other hand, “Creative Quotient” is like saying let’s is more creative. Sometimes I wish I could detach the word ‘creative’ from ‘design thinking.’ I know I cannot, but design thinking is not all above creativity. There is a lot more than being creative. When Bruce suggested that the success rate for design thinking processes was very low. I am not sure he can make that statement. It is like saying the success rate for strategic thinking processes was very low. We need to look at the maturity lifecycle of how it is implemented and to what extend it is embraced my organizations and well as aligned with the company’s business strategies. It is large small change effort, not a quick process redesign. Let’s wait for at least five to eight years to make that conclusion. A case in point, it took the academics and the business community more than 25 years before someone publicly declared the “Death of Strategic Planning”.

The increased adoption of multidisciplinary approaches to business problem solving and including the application of “Design Thinking” (but not exclusively) helps organizations fill a critical and often over looked knowledge gaps and solve some of information deficiencies. Problem. By combining the two organizations establish more comprehensive and ultimately competitive bodies of actionable knowledge and insights that reflect and avoid from pitfalls of linear strategic planning. This approach does not discount or diminish the value of traditional business methods in problem solving– rather – by leveraging the best qualities of both business and design thinking- it establishes a more sensitive, powerful and potent analytical tool and resulting in a more holistic perspective and learning experience that is meaningful, valid and agile.

"Design Thinking" is here to stay. “Design Thinking” allows us to provide a systemic response to the challenges that we all face. Not designing bandages or tactics that ultimately create more problems than they are designed to solve. “Design Thinking” brings empathy into the core of strategy making and allows rapid decision-makings with insufficient data, which is where most people structure with in innovation.

“Design Thinking” also has a positive effect on changing organizational culture – reveals and introduces new behaviors and challenges people to communicate and learn in new ways – while empowering them (through the adoption of tools, techniques, and culture) to think differently. But this is NOT the “Design Thinking” they teach in design schools. So don’t be confused.

The world of MBAs likes the quantitative assurance even though they know it is just a false sense of confidence. Microsoft Excel is only marginally more accurate than a crystal ball or tarot cards. I’ve seen many smart MBAs struggle with innovation be in the process or the problem identification and solving approach and most of all they don’t understand very core values of design thinking. This is why innovation is so hard for management consultants. Equally it is hard for the designers waving their banners saying ‘design thiking here’ and what they are selling is raw creativity or cute ideas or prety designs. Not solutions to wicked problems in an increasing complex world. We have enough buzzwords, there’s no need to introduce a new one. Let’s stick with “Design Thinking” for now.

Does A National Design Polcy Make Sense? Most Activities Are Purely Academic And Rarely Create Any Real Impact.

The idea of how effective a national design policy is came up a few times this week during casual conversation with my friends in the design world. I am generally unimpressed with these acitivites because I am a result-oriented person and I don't waste time on just talking. I've seen many of these paper written up that don't worth the paper that they were printed on.

The European Commission just launched an initiative this month to reinforce the link between design, innovation and competitiveness. The European Design Innovation Initiave (EDII) will have a secretariat located in the Designium Innovation Centre of Aalto University in Helsinki, Finland. Always Finland!

Why Finland? It is because mission of Aalto University is to integrate different creative disciplines, economics (yes it is a creative discipline) and technology, and the know-how and experience of Designium in broad-based utilization of design in creating industries. There had been a lot of discussions on design policy both in US and countries in Asia, the impact is still very minimal. Many countries including Canada, Spain and Taiwan sadly do not even have a design policy in place. There is no tax relief as support or goverment funded design programs and these are generally considered the very basic.

UK and Denmark are the two pioneers in developing a design policy and put serious resources behind to support it. I often find the dialogues in design policy conferences were academic and fail to see the bigger picture. There are no shortages of ideas in these sessions but there is a lack of action. You can talk for days and nothing happen. The design education is in such a bad shape and every year we are pushing more and more people into the market that are not prepared to create economic value through design. It is almost a passé to talk how design touches all sectors of our daily life, and increasing awareness of that is good for everyone etc. That’s too general a statement, it is not difficult to see how design can bolster a country’s competitiveness and creating and keeping jobs. Then what should government do?

The question remains how and it is not about publishing more journals or hosting more seminars, it is rethinking the roles of designers to use design capabilities to enhance companies’ innovation effort and as a result create new growth industries. Not designing better looking products or fancy packaging. So a design policy on that is totally missing the point, we don’t need one. We need an innovation policy to drive the creation of creative new industries. We should not separate design from technology. And further more where is art? We need incorporate art, design and technology and develop a national policy to promote the integration of all that in industries.

Does China have a design policy? Or do they need one? Well it depends what do you mean by design policy. It is very young industry and they are just beginning to understand design and what it means. They see it purely as a means for value add for OEM players. I’ve met with two dozens of design firms in China last year and came to the conclusion that they are 15 to 20 years behind us. There is a increasing demand for designers and a serious shortage but the schools have not been able to catch up. I think it was until 1999 that they first used the term “design” to substitute a fine art degree. I think there are around 412 design schools but mostly are teaching very basic and outdated methods. They have a long way to go. But let's deal with our problems first.