Newsletter – Do we still need designers?

Dear Reader,

Slowly but surely things at HQ are getting back to normal although the UK’s weather (we Brits love to talk about it) has resulted in a little less doing and a little more thinking! This will be the last newsletter for the summer as I skip August when most people take a holiday.

The series of short videos which I am gathering together under the title ‘Rough Cut Creativity’ are being added to but are not yet published. If you have not had a peek yet then you can find them via YouTube by clicking here.


#justdaydreaming

What is the purpose of a door? Many see it as a negative object and talk about not banging on closed doors or referring to doors that are left open or ajar. In practice, a door is a lump of wood that fills a hole. We pass from one side to the other. It would seem that a physical door has a different meaning to a door that we think about. What other metaphors might we be incorrectly applying? Some might be harmless and some not.

#justthinking

I’ve been hearing an awful lot about customer service lately but not seen much of it in practice. I’m not sure that it is a lack of action, maybe more of a lack of understanding. Many authors, speakers and trainers sell you their version of how things should be. You buy it and it is different but it doesn’t really work. This is just best practice (probably taken out of context) and if everyone did the same nobody stands out which is surely the point of good customer service. So if you are going to embark on doing something different then please make sure that someone understands what you are doing and why. In fact, keep on asking ‘Why’ and you will soon get to the bottom of things.


‘Now, back to the point, designers …

Do we still need them? Of course we do, so why am I asking the question?

I have written from time to time about the usefulness of something that is known as ‘Design Thinking’ when related to Innovation. In a (very small) nutshell, this means to start with we think in a broad fashion, without judgment and possibly a little ‘off the wall’.

In order to make the results useful, I proposed that we use a set of questions that should be asked of ourselves, customers and other stakeholders so that we get the maximum amount of information to work with. The more questions we ask, and the more people involved, the richer the knowledge that we acquire.

Somebody either read my article and didn’t fully understand it, or more likely, saw the title and thought that I was suggesting we disband the brotherhood of designers. His comment was ‘surely we just leave it to designers?’ The answer has to be no since all designers are not the same. And even if we are talking about a new logo, we all want design input.

Even companies that we think of as designers are staffed by actual designers (graphic, product, industrial etc) and lots of other people who ask questions and gather information. No matter what we do in our day to day jobs, we are all designers in some way.

So ‘design’ and ‘design thinking’ are actually processes that we can use to help make our products and services better and more appealing to customers. In turn, this helps to improve the profitability of our businesses. Designers are really specialists in functionality, aesthetics, usability etc that help us to achieve our design aims.

What the gentleman who commented on my article might have meant to say is that it is often a false economy not to spend money on design and try to do it yourself. Whatever you do, ask lots of questions along the way. And if you want to know how Design Thinking could help your Innovation efforts then please get in touch.

Please do get in touch or provide feedback by replying to this newsletter, or using any of the contact methods listed on the website derekcheshire.com.

Happy reading,

Derek Cheshire

Can I help you to find the difference that makes the difference?

Derek is a Fellow of the RSA, a speaker, facilitator, award-winning radio presenter and Adjunct Professor at VIT University, Chennai. He has been working in the field of Business Creativity and Innovation since 2002.

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Can Innovation be measured?

Innovation MeasurementThe answer is of course yes! The problem comes when your definition of Innovation and mine do not coincide!

Many people will trot out a list of KPIs that are just modified version of standard production/manufacturing indicators. These could include number of ideas generated, number of ideas actually turned into products, time from conception to production etc.

What I am interested in is the behavioural aspects. What actually is there that will allow a business to innovate? Its a bit like the voltage in a battery. The battery may not be doing any work if its not inserted into a device, but what is its potential to do some work? How can you measure the potential of your organisation to innovate?

For details of the Innovation Equation you can visit my website or send an enquiry and ask for details of Innovation Measurement. In a nutshell, the Innovation Equation is a model, the components of which are Innovation Output, Creativity, Knowledge and Maturity. These can be assessed via surveys to give a detailed picture of the organisation.

Surveys can be taken with demographics recorded such as location, function, job description etc. The resulting data will allow scarce resources to be targetted at the appropriate parts of the organisation rather than trying to pass every employee through an Innovation Programme. You will also find out where the barriers are.

Results are given via an easy to read target diagram and a colour coded traffic light system. More detail is there if you wish to have it.

 

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Coffee With Derek on IMAN FM 02/03/2017

My weekly radio show Coffee With Derek broadcast on March 2nd 2016 on Iman FM. Business Creativity and Innovation, a little music from Dire Straits plus an interview with Caroline Palmer from Raising The Baa – Leadership and Management training using Sheep.

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