Design itself will has to become a strategic partner of business because vice versa is not going to happen.
If you are a listener rather than a reader here is the audio post: Corporate Design Strategies and Branding presentation at the WBPC10: Post series 7 (.mp3; 1,2 MB)
Why is it important to bring design closer to business? And why vice versa is not going to happen?
There is only one thing to remember if design wants to become a strategic partner to business. Design itself will have to become a strategic partner of business because vice versa is not going to happen. The reason behind this claim is the fact that design is the subject that boards know the least about. In that process, design management again has a critical role to play.
When design is taken seriously in the business process it is important to remember that it has to: establish and maintain a mutually valuable relationship; be ready for design counselling to everyone in the organization because that is of critical importance, and last but not least to work with business people and not for business, if design is to be a strategic partner.
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Audio post: Corporate Design Strategies and Branding presentation at the WBPC10: Post series 7 (.mp3; 1,2 MB)
Sources: Literature (updated)