BODY
Bring on a designer at a senior level to change
your perspective. Design thinking is where the real differentiation is
going to be in a few years. If you don’t start taking steps now, you’re going
to have a tough time catching up. You may even get scooped by your competitor,
or even worse, a company from a completely different industry could come in and
redefine your business—on it’s terms, not yours. Think I’m crazy? How did a
little struggling computer manufacturer in Cupertino, California end up owning
the digital music experience? Think you’re safe? Check out some of these
amazing solutions in the financial services industry that aren’t part of
financial institutions (Mint, Virgin Money, etc.).
I'm suggesting that in order to leverage design to the company's advantage, you need to have someone at the top that can make sure design thinking permeates the organization. It really boils down to a DNA issue. Apple can keep churning out amazing products because the CEO has design in his blood, and he's damn sure to hire people at the top that also possess this passion and perspective. Design is infused within the DNA of the company, so essentially every decision is made with a design perspective.
Obviously, no company can make this happen over night--which is why you'll never have an iPod. But bringing in someone at a senior level to impart the process and priorities (namely human centered design through focused research) will help make the gears start turning.
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