This article got me thinking.

The relationship between the two types of process, and ways of thinking, can be heavy going. It needs people who can bridge it.

Industrial Design always claimed to bridge between industry and consumer. Now markets and business are maturing to the point where ‘design strategist’ types bridge between old business (six sigma alone) and design thinking.

Where does ‘metrics’ come into this, for design in business?

I feel although a corporate creative competence does of course need to be managed it’s management on a different basis, defined by different values, and different kinds of metrics.

It’s along the lines that old business craves clarity and decision but new business will also need to seek depth and vision. How do you measure depth? Or vision? Or purpose? Or cultural capital?

I feel like these things require relationship, people within a corporation need to ‘feel’ something to be ‘on-board’, just as the consumer needs to ‘connect’ with something emotionally and experience it meaningfully. It’s like the designed product is a reflection of the design process, so in this new world we need new business that is connected (not only by process) and speaks in ‘depth’ and ‘vision’.