Think Different

27Jan12

Why do designers often claim that corporate executives think differently from them?

We’re trained as engineers. We have MBAs. Because we believe that business is a reductionist activity, rather than a holistic activity. Mistake number one is treating design as a veneer issue rather than a soul issue. The dumbest mistake is viewing design as something you do at the end of the process to “tidy up” the mess, as opposed to understanding that it’s a “day one” issue and part of everything. (Peters, 2001, p. 2.11)

The above quote is from an excerpted interview of Tom Peter’s in @issue magazine, which was produced by Potlatch Paper to explore the interaction between design and business. The interview begins by talking about the intangible values that design can bring, quoting Steve Job’ aphorism that “design is the soul of a man-made creation” and moves on to the analogous example of the undefinable emotional resonance found in music. I found the passage above to be a useful articulation of a common misunderstanding of design’s potential. I wonder what is the best way to help clients think of design as a “soul” issue?

Here are some ways to address the gap between perceptions. If we begin to look at each other as necessary collaborators and work on communication to identify and satisfy needs, it is the best place to start. As well, considering design as a process rather than an outcome will help smooth working expectations.

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Peters, T (2001). Design does matter, (Ed.) Russell, B. & Olivieri, G. Mt Laurel, NJ: Teknion.