Well done, Adrian Shaughnessy (DW 14 February). It is ironic that designers are rejecting the ‘design’ word when business has spotted that it can mean more than a quick website or new logo. Businesses are looking to aspects of design that differ from conventional thinking. Design makes things tangible, looks forward and stimulates creativity, making it a source of innovation and a differentiator in competitive markets.
Let’s hope it’s not just hype or the latest fashion, but there are good reasons why it may end up that way. One is that not everyone can see how to bring design into their business. Another is that businesses bring in design too late. And there is the attitude of designers themselves, unable to see beyond their discipline.
When I spoke at Cranfield Management School, there were puzzled faces, but only because they didn’t know how to use design. We need designers who can talk and evangelise to make this opportunity stick.
Clive Grinyer, Design director, Orange France Telecom, by e-mail