The team of Design the New Business is largely composed by students of the Strategic Product Design master of the TU Delft. And let me tell you something, I doubt there is someone more tired of hearing about “design thinking” than design students, especially when you know that design is far more than that.
All the time, we see great visualizations of abstract processes and bright colored Post-Its that try to save the world. It’s definitely great and exciting but it’s also a bit pretentious and hollow. We are tired of the “bla, bla, bla” and that’s why we decided to start this project. As designers we can talk to others for years about how great what we do is (and we have proof of that), but really the important thing is to see how what we do (or can do) works in real life… Practice and examples is what we are looking for.
“Design the New Business” is an exercise to find the reality behind the “smoke and mirrors” of the design thinking mumbo jumbo. We want to see how design and the business world are really interacting, and if the business world is embracing design approaches. Why? … How is the design world changing the business world and vice versa? Why?… As with many of you, we want to find answers to these questions in the real world… with a camera in our hands.
So far we have interviewed people from the academic world to find out more about how education programs are shifting and adapting to the new industry and business requirements. In the following weeks we will continue interviewing design consultants and their clients to see if there is really something different about the interaction between design and business. So far we have had some very positive surprises that there is definitely something going on… We have also encountered diverse and sometimes opposing points of view about the real value of design and its future. The real world is definitely not as bright as we thought, but it is also more exciting than what we expected.
We are not after sweet definitions and flashy processes; we are after significance and value. There is something going on… we can feel it, we can see it. Hopefully we are going to effectively share it and discuss it with you in our short documentary. Join us.
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