This document summarizes a presentation by Prof. Ralf Beuker on designing strategies for management decisions. The presentation introduces design strategy using the POST framework: People, Objectives, Strategies, and Transformation Means. Design is presented as a set of transformation means that support strategies based on objectives, all aiming to impact people. Key aspects of design strategy are explained as knowing why an organization uses design, how it uses design, and what it does with design. Real-world examples are provided to illustrate design strategy concepts.
26. CORPORATE
Which industry/segment
should we compete in ?
BUSINESS
How should we compete
in that segment ?
(Competitve Advantage)
FUNCTIONAL
What exactly are we
supposed to do ?
(Marketing, HR, etc.)
72. (KNOW) WHY
are we using Design ?
(KNOW) HOW
are we using Design ?
(KNOW) WHAT
are we doing with Design ?
73. WHY are
we using
Design
Expected benefits an organisation
is aiming to achieve with the use of
design over other disciplines like:
Advertising, Branding, PR, ...
74. How are
we using
Design
The design methods, processes,
tools & instruments that are
necessary & suitable for the
organisation, its objectives, and its
target group
75. WHAT are
we doing
with Design
Touchpoints to focus on, design
layers to employ, resources to
allocate to activities, design
disciplines to focus on and what
design languague to employ