Issue 146 - 02 | Design IS Business (Why the World Needs Leaders with the Skills of Designers)

By Lisa Kay Solomon, Patrick van der Pijl, and Justin Lokitz
Published Oct. 5, 2016 10:30 a.m.
“Many people believe that design is a profession for artists and creative types.

In actuality, design is all around us—not just the beautiful things—and it’s done by all of us, and it affects all of us.

It’s not just the things that you own or interact with—like your new favorite shirt or smartphone—that are designed. The process by which they came to be exist was also designed. How the original ideas were conceived, the way those ideas were tested, the mechanics of how they were produced, distributed, sold and delivered—influenced by design.

All of it.

Design is a disciplined approach to discovering, identifying and capturing value.

The good news? Design is a teachable discipline—it has its own process, its own tools and its own way of working. It just hasn’t been taught to most of us.”

About Lisa Kay Solomon, Patrick van der Pijl, and Justin Lokitz | A passionate design strategist and executive educator, Lisa Kay Solomon is the Managing Director of Transformational Practices at Singularity University, a global community of smart, passionate, action-oriented leaders who want to use exponential technologies to positively change the world. A passionate educator, She is the coauthor of the bestseller Moments of Impact: How to Design Strategic Conversations that Accelerate Change.

Patrick van der Pijl is CEO of Business Models Inc. and producer of the worldwide bestseller Business Model Generation.

Justin Lokitz is an experienced strategy designer and Managing Director of Business Models Inc., an international strategy + design company that helps companies of all sizes design sustainable strategies for the future.

Erik van der Pluijm and Maarten van Lieshout are the designers of Design A Better Business and Creative Directors of the visual storytelling firm, Thirty-X.
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