Before, I was a designer... Since the 'Design Thinking', apparently I have a brain.
In reality, nothing has changed for us designers, except that we are being increasingly perceived as problem-solving professionals, and that many of us are increasingly at ease with being artisans of innovation.
Designers are the men and women of innovation.
They know how to draw that methodological and collaborative path that will lead the whole company towards tomorrow’s model. Yet, competitiveness depends largely on innovation. So then why, while they are at the centre of the driving force of competitiveness, do companies under-exploit them? The rate of design utilisation by companies at the strategic level is low in Europe, barely 40% for instance in France (See in particular a study conducted by the APCI, Cité du design and the Institut Français de la Mode on behalf of the French Ministry of Economy, Industry and Employment in 2010). This finding is not new, but it is becoming increasingly preoccupying for our competitiveness. Better understanding their inputs and integration into the company is therefore a major issue!