The business of design

Peake, Stephen (2012). The business of design. In: Garner, Steven and Evans, Chris eds. Design and Designing: A Critical Introduction. London: Berg.



This chapter seeks to inspire designers to demonstrate leadership in business thinking. Designers are in an ideal position to combine design thinking with business thinking but, for a variety of reasons, they have failed to do this through senior management and particularly at boardroom level. If you have a vision for a fairer, more sustainable and satisfying economic system then this chapter suggests some strategies that designers might apply in business leadership. The creation of our future world of artefacts, services and systems requires the application of new strategic thinking and it’s the business of designers to get involved. If the design professions don’t lead from the front this opportunity for creative strategic influence will surely be grasped by others in the business community.

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