TM

11Jan07

At the Rotman School, we see great value in the designer’s approach to solving problems – the integrative way of thinking and problem-solving that can be applied to all components of business. Dean Roger Martin has said that “we are on the cusp of a design revolution in business,” and as a result, “today’s business people don’t need to understand designers better, they need to become designers.”Great design is characterized by deep user understanding, creative resolution of tensions, collaborative prototyping to enhance solutions, and continuous modification and enhancement. In short, great design is characterized by Integrative Thinking TM.

Integrative Thinking and Business Design are trademarks of the Rotman School of Management.

Sooner or later they will end up taking the word designer too! Protect yourselves while you can.

See my thoughts from before, here.

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