Thursday, November 8, 2007

Leveraging design

Maureen Thurston, in a soon to be published article, attempts a definition of what it means for an organisation to "leverage design". The key idea is to lift design out of one particular product silo - where it typically plays a tactical, down-stream role, and position it as a peer of Marketing, Strategy, Finance and Operations. This allows design to play a broader role as well as to be held accountable and to be involved early on in key initiatives.

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