On December 19th, 2011 the movie “Design the new Business” was presented for first time in Finland. The location was Aalto Design Factory; a passion-based co-creation platform bringing together students, entrepreneurs and researchers around the topics of design and innovation. About twenty-five persons attended the screening, among which there was Aalto staff members, students and some entrepreneurs.
After watching the movie, a conversation among the public brought a variety of questions about the role of design in business. Some questions regarding the way the movie was done were addressed:
“I would have liked to see more hands-on doing in the documentary”
“Where are the engineers?”
“What is business? Why is this not defined?”
The most interesting part of the conversation was where comments regarding the topic of the film were addressed:
“I think that synthesizing and empathy are at the core of design.”
“The current linear models of project management do not allow for a design thinking approach, which is essentially non-linear and human centered.”
“Design will not be a separate department but a skillset and a mindset”
“It seems business needs design to know which problems to solve…and then to solve those problems.”
“I liked that the documentary presented also other aspects of design thinking than the human-centered approach.”
“To me the core message is the role of design in creating something novel…so are you optimizing, or creating something new?”
“Translating or interpreting the needs of the users differs from traditional market research significantly.”
The movie doesn’t offer any conclusion or recipe in order to achieve the communication between design and business towards innovation. It lets the public immerge into some examples on how this relation is helping big companies deal with an every day changing world and complex business environment.
This screening was co-organized by MIND and Designthinkingbarcelona.com the people behind these organizations are Lotta Hassi & Oriol Pascual.
Lotta is a researcher and developer at Aalto University, MIND research group – Mindspace.fi. Her research explores the concept of design thinking, focusing on rough prototyping and how this approach can be applied to new business development. Prior to joining the academia she worked in international design research and concept development projects as a free-lance consultant, and co-founded a design agency, Seos.
Oriol is a business developer and sustainable innovation consultant for Enviu, where he supports organizations and entrepreneurs to identify and develop opportunities that create environmental, social, and economic value. Moreover, Oriol manages a network of websites, including Design Thinking Barcelona.
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