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?

1. DESIGN
DELIVERS
IS DESIGN BECOMING A BRAND STATEMENT?
CHRISTIAN BASON
CEO, DANISH DESIGN CENTRE

2. We advance the future of
design for business & society

4. WHAT IS
GOING ON WITH
DESIGN?

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Credit: Scanpix Denmark
What is design?

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What is design?
Design is making ”a plan for
arranging elements in such a
way as to accomplish a
particular purpose”
Charles Eames

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GRAPHIC
DESIGN
SERVICE
DESIGN
PRO
DUCT
DESIGN
PROCESSDESIGN
INTERACTION
DESIGN
STRATEGIC
DESIGNSYSTEMS
DESIGN
USER
EXPERIENCEDESIGN
DESIGN
MANAGEMENT
ORGANISATION
DESIGN
USER-
INVOLVINGDESIGN
SOFTWARE
DESIGN
DESIGN
ENGINEERING
DESIGN
THINKING
CO-DESIGN
What is design?
Source: Design For Europe

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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

10. WHAT IS THE
VALUE
OF DESIGN?

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#1 Challenge your assumptions
Differentiation
69 %

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#2 Leveraging empathy
User friendly solutions61 %

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#3 Stewarding divergence
Stronger sales
60 %

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#4 Navigate the unknown
New business areas
51 %

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#5 Rehearse the future
Stronger company brand
(all businesses)
81 %

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#5 Rehearse the future
93 %
Stronger company brand
(strategic design users)

18. A
TURN IN THE
VALUE OF DESIGN?

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Design leadership in practice
What do these
organisations have
in common?

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Design leadership in practice
IBM
CAPITAL ONE
ACCENTURE
WIPRO
MCKINSEY & CO
IMPLEMENT

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Design leadership in practice
IBM DESIGN
ADAPTIVE PATH
FJORD
DESIGNIT
VERYDAY
UNMADE

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If branding of the organisation
is fast becoming the 4th
dimension of design…

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Design leadership in practice
…then where does that leave
design as professional 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

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28. @designcentret
www.ddc.dk/en