As our world changes, the challenges to business grow. Old ways of thinking are being replaced by open minds and creativity. Design is playing a central role in helping solve problems and drive the future. We invite you to see how design is shaping the new business.

A Zilver Innovation initiative

Sonal Malhotra- VentureStudio – Ahmedabad, India

By Sonal Malhotra

In India, the cultural upbringing focuses on superiority of one professional field over the other. Usually a technical field such as science, commerce and engineering is considered to be a measure of intellectual superiority as compared to a ‘non-technical’ field like art, literature or history. This whole basic divide between the humanities and science/ commerce lays the foundation of imbalanced perception of people based on their career choice.

‘Design’ in a layman’s terms is still not understood well as a way of thinking, it still has the perception of being an over-rated extension of arts and humanities.

When it comes to collaboration between the technical i.e. engineering & management and the ‘perceived’ non-technical i.e. design, the terms are not laid equal. The in-built conflict of the three important arms of a business: management, design and engineering surfaces quite often, due to which a designer is expected to work under the decision-makers. He still has to debate his way and convince other part-takers about his credibility as an equal decision-maker. Individuals can never be held responsible for sub-conscious perceptions, guess the change has to affect the roots of a way of thinking.

In your movie (which I must congratulate you again for), the viewpoint of collaboration for a successful business has been conveyed quite clearly. I hope it does play a significant role in changing mindsets and creating a more holistic approach in India as well.


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