|The Design Council Design Summit |
discussion of design best practice
Mark Prisk’s intention to highlight great British design during the Olympics next year through showcasing design excellence was warmly received. Especially so, when the Minister signalled his intention that other parts of the country, and not simply London, would benefit from this investment.
FT journalist, John Kay, has attached the label, ‘Obliquity’, to this phenomenon. He states, “the most profitable companies are not the most profit-oriented...business targets are the type of goals often best achieved when pursued indirectly....Oblique approaches are most effective in difficult terrain, or where outcomes depend on interactions with other people. (It) is characteristic of systems that are complex, imperfectly understood, and change their nature as we engage with them..... Outstanding success is the product of obliquity.”
This feature was recognised in Design Council's report, 'Design in the Knowledge Economy 2020', produced in partnership with Will Hutton of the Work Foundation. The report acknowledges the 'amazing inversion' that has taken place in company investment. "Economists differentiate between investment in tangible assets – plant, machinery and buildings – and intangible assets. Researching new products; building up a company’s reputation; investing in human skills; design; computer software and even investment in management and leadership all count as intangibles. Back in 1970 companies’ investment in intangibles was 40% of their investment in tangibles. Today it has trebled."
The views expressed are those of the author alone.
Beverley Nielsen is Director Employer Engagement, Birmingham City University.
Jonathan Ive: http://www.dailymail.co.uk/home/moslive/article-1367481/Apples-Jonathan-Ive-How-did-British-polytechnic-graduate-design-genius.html
Ian Callum, 2011 New York Auto Show: http://www.youtube.com/watch?v=KhA7DyB86_4
Gerry McGovern and Land Rover Range Rover Evoque: http://www.honestjohn.co.uk/carbycar/land-rover/range-rover-evoque-2011/