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It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

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Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


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Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

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Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


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Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


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A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

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Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

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Some harsh realities

History teaches us that strategy becomes more critical in the unforgiving times than good times. Experience demonstrates that design can make strategy not only visible but also tangible in many ways. And for busy people living and working in a world of ever more information and ever less time, the quickest and most effective means to manifest business strategy must be of particular interest.

As we confront harsh economic realities, making business strategy tangible is a compelling argument for design investment. And as organisations deal with increased competitiveness, reduced differentiation and increased costs, the role of design now and, more importantly, its potential to contribute to future development should come into sharper focus.

Design is much more than a nice-to-have in the good times. It is a valuable tool that lets a company communicate its strategy effectively by giving it the means to “live its business”. It makes it strategy visible and tangible in a relevant and powerful way at every organisational touchpoint. It is a process by which every aspect of an organisation including, but not just, its products and services, look, feel and become tangible through experience. Often design is narrowly defined as digital or graphic, corporate identity, signage and packaging design. In turn, the job of designers is even more narrowly defined as guardians and implementers of such identities, focusing on the detail of guidelines rather than the reality of the customer’s experience.

Design is much more a way of doing things rather than of just things.

Too rarely does design encompass every visible and experiential aspect of an organisation’s interaction with all its stakeholders. The exceptions to this sweeping generalisation are notable and are the much-cited proponents of ‘good’ design, including Lego, Apple, BT, Heathrow Terminal 5 and Philips. However, design is not just for the big boys. It is encouraging seeing small businesses such as Croots, a specialist leather goods maker, embrace design as a strategic tool and transform its business beyond all expectations. It won a DBA Design Effectiveness Award by presenting stunning results from its investment in design.

Proving its relevance

So, what is involved in delivering strategy and manifesting strategic intent? A key responsibility of business leaders is to understand what their future business could or should be like. Design leaders have an important role to play in this process: one of their core responsibilities is to work with the business to understand what its strategic options are and what these might look and feel like. Encapsulating a company’s vision is a fundamental role of design leadership. Envisioning enables everyone in the company, and all others with whom it deals, to relate to it. And a good way for design to become central to envisioning strategic intent and key to its day-to-day manifestation is to show the senior management team a road map for how it might contribute.

There isn’t one roadmap that fits all situations and businesses. Below is one I have found very effective as a starting point. Senior managers find it easy to understand and relate to. It can be understood whether you are looking at it from the boardroom or the factory floor through a series of clear connections between the two.

If you are looking at the diagram from the top down you can see how the strategic intent is going to be realised through the design projects the company invests in. If, on the other hand, you are involved in working on one of its design projects you can look up the diagram and see where it fits in to the wider picture and reassure yourself why this work is necessary.

If there are any business activities that do not fit into this diagram, the question must be asked: “Do they need them?”

diagrampsThe roadmap has six key milestones

1. Strategic Intent

These take many guises and I’ve heard them expressed in many ways. For instance, at one marketing conference I remember attending they tripped off a presenter’s tongue as soundbites: “A Coke within arm’s reach” or for the manufacturer of small Japanese engines: “Three in every garage”. These weren’t a comprehensive statement of corporate aims, but they make the point that such statements can direct much effort.

2. Vision

Strategic intent is not enough on its own; a vision is needed to capture the potential of that intent. A vision should describe the high ground implicit in the statement of strategic intent. It should also provide the platform for developing design and operational strategies to realise that intent. Eurotunnel’s vision was simple: a service where you could just turn up and go.

Previously booking was needed for a place on the ferry, which may not run anyway because of the vagaries of weather.

GloHealth, a new entrant into the private health insurance business based in Ireland, set its sights on “standing in our customers’ shoes” – something it believed no other health care insurer did well. The new high speed rail system planned for the next 25 years in Britain, HS2, has a far reaching design vision as a catalyst for growth across the country.

It sees the visionary challenge to “enhance the lives of future generations of people in Britain by designing a transformational rail system that is admired around the world”. These visions are ambitious and incredibly difficult to achieve. Nevertheless, without setting an audacious target how can you possibly hope to achieve the high ground that is appropriate to a company that wants to be an industry leader.

3. Values

Before strategies can be developed, the corporate values that steer everything a company does need to be understood, as they condition the development of those strategies and everything that flows from them. These values should be specific to the business. There is nothing more useless than a set of values that are so generic they could be referring to any company – world class, efficient, user friendly and value for money all fit into this category. These fatuous words say nothing of any meaning about differentiation. Values should always be written in a way that shows why each is important. You should be able to complete the sentence ‘one of our values is … because it enables us to …’. Values should inform all aspects of a business – what you say, what you do, how you say it and what you believe.

4. Strategies or drivers for change

It is only when these values are in place that a set of strategies can be developed that will be the key drivers for change. These strategies might be quite different in nature from each other, but all of them would be informed by the vision the business has created for itself. For example you may have a group of strategies that include radical product innovation; increased investment in R&D; a new recruitment programme to attract the latest bright minds; or a new way to raise market interest in the end product or service when it arrives.

5. Customer interactions

A clear understanding of the potential for manifesting these strategies or drivers for change can be found through a detailed analysis of customer interactions with the business. This is where such tools as customer experience mapping and touch-point analysis can be of great help.

6. Design and service responses

Every strategy will have a number of design responses to deliver it, and they all link back through the corporate values to the vision and strategic intent of the organisation. Without such alignment, shareholder value cannot be maximized from design investment, and no one can be sure that every design activity, and every pound spent on it, is contributing to the wider business ambitions.

Tim Selders of Park Advanced Design Management from the Netherlands notes that many leaders believe design is still seen as an operational benefit only and his research shows there is still much to be done before design is accepted as a core competency to help build business strategies. Those in the know – and those organisations that have already benefitted from a more sophisticated use of design – accept that design is a business tool that makes strategy visible.

So, what can we learn from this? Here are a few points:

  • Inspirational brief

    The essence of an outstanding design solution and one that aligns perfectly with strategic ambitions, is an inspirational brief that clearly articulates business objectives. An inspirational brief reflects a deep understanding of the strategic context in which the business, product or service operates. Once a brief reflects the strategic intent of the business, clarifies a vision of the project at hand and reflects the values of the organisation commissioning it, an effective design response is likely.
    Clarity and shared understanding at this stage are most likely to produce a response that is at minimum, acceptable and at best, exceptional in realising business need. So, design that makes strategy tangible and brings it to life is vastly more effective in both cost and communications terms than one that merely decorates a business card or the home page on the company’s website. Look at how Innocent has taken account of consumer concerns regarding traceability, ethics and sustainability, and have leveraged them to create very drinkable smoothies, a strong brand and exceptionally popular consumer promotions.

  • Design is about what and why

    The idea that design can have a critical role in manifesting corporate strategy is one that is readily accepted by designers, although some still prefer the comfort zone of being involved in the designing of things rather than the directing of what should be designed and why. However, this link between business strategy and design is not yet readily accepted by many business leaders and it is the responsibility of design leaders to make the strategic importance of design clear.

  • A key link to design investment

    Show how design can deliver corporate strategy, mission, vision or values and, in doing so, you provide a key link to design investment, briefing, development and implementation. A core responsibility of design leaders is to work with the business to understand what its strategic options are and what these might look and feel like.

  • A critical business tool

    Above all else, make it clear that design is a critical business tool that must be owned by the business – design is far too important just to leave to designers, as I hope this article has demonstrated.

About: Raymond Turner

Raymond Turner FCSD, formerly Group Design Director at BAA Raymond Turner FCSD, is an independent strategic design consultant and author of ‘Design Leadership – securing the strategic value of design’.

Image credits: © Kelpfish | Dreamstime.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


Login >>
bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


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dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


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Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


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Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


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Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


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Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


News


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jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


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Design is not elitist

The issue of elitism is never far away when considering the role of design in business. Elitism is generally used when describing attitudes and activities of a small select group of people. In this case the reverse is true. Far from being elitist, design should be inclusive by involving everyone in the company because it certainly will affect them; design is fundamental to creating and managing customer experience and many people in an organisation are in a position to make design-related decisions that influence this.

For example, designing a building in such a way that it is easy to keep clean is likely to mean that the janitorial staff will have as much effect on the quality of that experience, or the working conditions of staff, as designing for the chief executive’s long-term strategic intentions. Equally, understanding customer experience will enable businesses to exceed expectations and build loyalty.

When I was at BAA, for example, we undertook a comprehensive study of the experience passengers, staff, airlines and other business partners needed to have at every step of their journey to, through, and when using our airports. This then formed one of the cornerstones of the company’s ten-year design and development programme. It was key to ensuring the user was put at the centre of its design thinking and key to the programme’s success.

Equally, design is not an expensive new overhead but something that companies are already engaged in and could almost certainly do more cost effectively. Designing the right solution in the first place costs less than designing the wrong solution and then having to manage the fall out from that bad decision. There is well-documented evidence that design can save money, not only by making things easier and cheaper to produce, but also by having a positive effect on the cost of ownership.

Design is not irrelevant

Far from being irrelevant, design can be used to position a company in line with its strategic intent. It can influence how customers and staff experience the products and services of the company; it can make clear what the company stands for. It can overtly manifest its values through what it says about itself and how staff behave; it is key to defining, creating and maintaining differentiation. A great example of this approach is GloHealth. A new Irish based company in an already crowded marketplace, GloHealth wanted to be a business that provided the alternative way to private health insurance. The desire to differentiate itself from the rest of the industry had been fundamental
 to the creation of this business – how it looked, how 
it felt to work with, its product differentiation and the manner by which it did things. And it used strategic design thinking to do this. As GloHealth’s Chief Executive, Jim Dowdall puts it; “we know what makes us different and what this means to the products and services we offer. This difference is born out of a clear understanding of our strategic intent, vision, values, product design and quality of delivery. Collectively
 these summarise who we are and what we stand for.”

The arguments for design are comprehensive and profound. For example, the DBA’s Design Effectiveness Award competition has many examples of how
 design has had a transforming impact on business, government and society. Look for others within your own business. At BAA, I used the transformative nature of our Terminal 5 project to continually remind senior managers of the significance of design to our long-term strategic aims. There will almost certainly be many examples that resonate with most business situations and most industry sectors.

The truth is that design is not superficial; nor is it about finishing touches. It affects all parts of the business; it is key to making business strategy at least visible and potentially tangible in many other ways. Design is an essential ingredient that can breathe new life into old products and help create innovative new ones. It can be the basis of designing spaces from the inside out for user convenience, improved work dynamics and operational efficiency, rather than from the outside in for the aesthetic value of it. It can be the key to differentiation and growth in the marketplace.

And even when design is superficial, even when 
it is applied only at the very end of a project, it can still have huge impact. Whilst the dictionary definition of the word ‘superficial’ describes it as something to do with the surface of things, this does not always mean it is of no significance. Fashion is an area of design that has much to do with appearance, or things so called ‘superficial’, but it is a huge industry that employs millions of people and brings pleasure to many more. There is no better advocate for design than the converted sceptic. Once you have them fully on side, the next hurdles are much easier to clear.

This article is an extract from Crossing the Rubicon which featured in Design in Business.

About: Raymond Turner

Raymond is 
an independent strategic design consultant and author of ‘Design Leadership – securing the strategic value of design’ available from: gowerpublishing.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


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Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


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Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


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Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


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Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


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Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


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Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

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Now, three years on, Uniform are over 50 strong, with revenues in excess of £3.5million and with a second office opened in London. Nick Howe, co-founder and MD of Uniform says, “It was critical that we supported our senior team in their development as they moved into more managerial and leadership roles. Planning a bespoke professional development programme over a 12 month period with a mix of internal and external training was key to this, and helped ensure our investment paid off for both Uniform and the individuals involved.”

From tailored internal mentoring, to identifying external courses every learning area was closely matched to outcomes and aligned to the four key areas of their business strategy – client service, creativity, operations and business performance.

Success measures were built into the plan and included improvements in overall business performance (financial and non financial measures), development and growth of key clients, and improvements in staff satisfaction. With the team sized doubled, and turnover having soared no one would deny that Uniform’s development plan has been a huge success. A structured approach – like they took – to assessing the needs of the business, enables goals to be set and measured, instilling greater confidence in development investment by focusing in on the expected returns.

Business growth does just happen; if you rely purely on ‘doing great work’ you may get more clients, and they may be more profitable, but to underpin this you need to develop the skills within your agency to effectively manage the increasing quantity and size of clients, to address issues and opportunities that come with this growth, and to prepare for the complexities that arise from being a larger business.

Building your business from the bottom up through a structured development programme such as Uniform’s, allows you to understand your strengths and weaknesses and address them in a coherent manner by investing in the right places. By better understanding the ‘in’ in your training investment, you’ll maximise the opportunity for the ‘out’ results to be far reaching for your business in driving long-term growth.

About: Adam Fennelow

Adam Fennelow is Head of Services at the DBA.

For more information on DBA membership click here.
E: adam.fennelow@dba.org.uk

Image credits: © Evgeny Karandaev Dreamstime.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


Login >>
bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


Login >>
dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


Login >>
Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


Login >>
Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


News


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Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


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Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


News


Login >>
jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

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If that sounds a little nerve wracking for some, then that actually could be a good thing. Neuroscientist Dr David Rock believes that ‘a little fear is the best condition for learning’ and Greenwich based agency, Cog Design has found with its ‘knowledge sharing initiative’, that “Often the people who are most nervous about presenting are the ones who feel the most benefit,” according to Founder Michael Smith.
Cog set up their initiative (where team members share their training experiences), for all sorts of reasons, but the key ones were, says Michael, because “it’s great experience for each of us to practice presenting stuff in a safe and non-threatening environment (rather than jumping straight into a boardroom of clients). Whoever is talking will be the ‘expert in the room’, which gives a great position of confidence to even the most nervous public speaker. It’s also expensive (in time more than money) for us to attend things that take us away from billable work, so we want to get the most out of that investment.”

Dr. David Rock describes learning that fits with the way our brain operates as “facilitating insights, in social situations that matter, over time”. He believes that ‘insights are more likely to be generated when we have time to reflect on content delivered with sufficient spacing to allow our pre-frontal cortex time to process information’* – so in other words, building in reflection time is a good thing; something Cog also believe is a benefit. “Everyone learns in different ways – some people find it invaluable to have the opportunity to recap and get their thoughts in order; that definitely helps those people to ‘own’ that knowledge and put it into practice,” he says.

“Asking someone to share their learning is a great way to creatively test them on the experience,” says Emily, “this not only passes on knowledge, but also helps both the individual and the organisation really consider and understand how the learning can be valuable from an individual perspective as well as for the wider business.”

 

Cog’s philosophy is to try to engender a culture of sharing that runs through everything they do, but is especially true of events and training they’ve invested in. They ask anyone who has been on a course, attended a conference, or training event, to tell the rest of the team about it.
“It’s not compulsory but we encourage people to give a presentation about their experience,” says Michael. That can be a review of the event, a summary of the highlights, or a full-on recreation of the whole thing. Usually it sits somewhere between those.

“There’s no set way of doing it – sometimes we save them up for our annual ‘discussion day’, when the whole team are gathered and we are focused on learning and talking, or we might all get together one lunchtime, or extend our weekly staff meeting to include a quick presentation,” he adds.

Michael believes the business has benefitted from a more knowledgeable and more confident team, whilst also building an impressive library of PDFs and presentations that everyone can refer back to. “The difference in confidence levels is tangible and lovely to see,” he says.

Developing your team can deliver multiple, wide-ranging benefits across your business. By actively embedding new learning into practice you’ll maximise your training investment whilst positively impacting on your team.

* Trisha Carter, blogging at the AHRI Convention / Neuroscience – Rethinking everything

DBA training

DBA training courses consistently score 9 out of 10 in evaluation feedback and cover a wide range of subjects for all roles and levels of staff working in design. Our workshops are taught by design industry experts and have been developed specifically for the design industry, so we can guarantee you’ll see the benefit for your staff and your business.

See what’s coming up.

About: Hannah Paterson

Hannah Paterson is Insight and Content Editor at the DBA.

For more information on DBA membership click here.
E: hannah.paterson@dba.org.uk

Image credits: © Loeskiboom Dreamstime.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


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bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


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dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


Login >>
Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


Login >>
Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


News


Login >>
coloured ribbons

Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


News


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jw1180-somme-1916-poppy-lapel-pin-shell

Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


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Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


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Email adam.fennelow@dba.org.uk or for more information on DBA membership click here

 

Images supplied by: Dezeen.com | Gov.uk 

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


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bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


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Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


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Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


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dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


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Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


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Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


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Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


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Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


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jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


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The creative sector is a huge asset to the country both economically and culturally – it consistently outperforms the rest of the economy (design as a sector is one of the fastest growing of all the creative industries) and it is central to the reputation and perception of the UK overseas. Without young people taking up creative subjects in the first place, the opportunity to develop the brightest and most imaginative minds will be lost. And what of those that go onto higher education – will it prepare them fully for a career in design?dreamstime_l_31489778

“A lot more collaboration between students and the UK’s design firms would be helpful – and a lot more serious synergy between them,” said Wolff. “There’s more synergy with university science departments and enterprise than between design education and enterprise. That seems a shame.


Service design consultant Joel Bailey believes that investing in new forms of design for the future is fundamental for a thriving industry. “Service design is only about 15 years old, but it has evolved to meet the needs of a service economy of empowered customers, in a digital era,” he said. “The UK is a recognised leader in the field of service design, but not for long unless we invest in the sector and make the most of this opportunity.”


Although service designers are in demand, there simply aren’t enough of them. “The amount of service designers being trained is woefully inadequate,” added Bailey. Investment to ensure our design courses continue to deliver world-class talent will be pivotal to delivering against Hancock’s message that “the creative industries will be absolutely central to our post-Brexit future.” The RCA’s and Glasgow’s Design Innovation and Service Design courses are leading the field in service design education, but the quality of homegrown design talent is ever more important in light of Brexit if we are to remain competitive as an industry and as a nation.


According to Bailey, the service design sector in the UK is a prime example of an area that currently relies on overseas talent. “Many have trained at well-known and leading design schools abroad, but are coming here because this is where the money is being spent on big service design projects,” he said. “If we turn off that supply of talent, without nurturing homegrown talent, those projects will struggle to deliver, and those organisations will be uncompetitive as a result,” he added. “Most students don’t even know about service design as a possible career path. Further investment and awareness are absolutely key.”


Something positive the EU Referendum result has done is to stir up the industry – to collectively focus on the future beyond products and projects. We have to identify what we stand to lose, and focus on how we can maintain and grow the industry’s prosperity and reputation well into the future, whatever the obstacles. 
Initiatives like Dezeen’s ‘Brexit Design Manifesto’ – which is supported by the DBA and lays out very clearly how the government must support, invest in and prioritise design, design education and talent in order to ensure the sector continues to wield such a positive impact – are so important in crystalising focus, especially when it comes to government strategy at this unique time in our history.

“We are trained to be problem solvers, creative thinkers and communicators,” said House, “surely our attitude as an industry could be a catalyst to ensure that not only our industry thrives but becomes a champion of openness and ideas for the global community.” Answering challenging questions is something our industry is perfectly placed to do; it’s the nature of design thinking after all. If the industry works together to take firm control of its future – to lobby for it, fight for it, to make it a priority in the eyes of government – then the future will be in good hands.

Image credits: © Maglara Dreamstime.com | © Skypixel Dreamstime.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


Login >>
bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


Login >>
Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


News, Talks


Login >>
new signpost

Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


Login >>
dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


Login >>
Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


Login >>
Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


News


Login >>
coloured ribbons

Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


News


Login >>
jw1180-somme-1916-poppy-lapel-pin-shell

Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


News


Login >>
jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


News


Login >>

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To be successful however, it does all have to stem out of a good content marketing strategy that is well thought through and implemented in a considered manner. But says Joe, once that is in place then “a simple style guide, some clear content pillars and a bit of editorial oversight is all your colleagues need to get going.”

There are, of course, some agencies which sell their ability to help clients with their own content marketing. In cases like this it is imperative that writers are employed – so it makes sense for them to also be utilised in the promotion of the agency. DBA member ThinkBDA is a Buckingham based creative agency offering design and marketing services. These services include helping clients with their content. ThinkBDA managing director David Knowles says, “Content writing is a skill – it is about crafting words in such a way as to draw people into a subject. Having an in-house content person gives flexibility allowing us to be more reactive when faced with creative client challenges.” Although David concedes, “Just because someone doesn’t have ‘writer’ in their job title doesn’t mean they can’t produce content. Our whole team can contribute in what is often a team effort.”

What to write about?

First up, ask yourself (and your agency as a whole) “Why do we want to produce content? What image are we trying to portray?”

If what you are talking about has no bearing on:

  1. Positioning you and your business as experts in your field
  2. Raising your profile amongst your peers within your industry

then stop right there. You are wasting your time. Similarly a tweet saying “We offer great design at competitive prices” is not going to get a potential client clicking through.

If you find yourself spending all your time writing about 1060’s Japanese Manga, but are unable to link it to your client base then I suggest you carry on doing this – within the confines of your own personal blog far removed from your business! Content should be audience relevant and you need to find the issues that affect both you as a business and your clients – preferably at the same time. They are pretty broad – customer engagement, client relationships, return on investment. Then delve into the more sector specific issues depending on your client base.

To get started find a trusted source that deals with issues affecting you and use them for inspiration. Paul Alderson of DBA member Wonderstuff in Newcastle says, “We often look at the DBA for inspiration – up and coming events on their website, their ezine – then we ask ourselves ‘What is our opinion on that subject?’”

“Our staff are not writers – but they are communicators. The more they write the better they get and it equips them to form their own opinions, something we have always encouraged.”

Paul continues, “Once you have a clear idea of who you are targeting and what values you want to align yourselves with it becomes easy. By putting your beliefs out there you give clients a reason to choose you, an agency that does great work, but also has the same outlook as the client.”

To broaden the content output from your agency you need to trust your staff to illustrate their expertise, opinions and passion. But as Paul says, you need a clear strategy in place – one that has been developed in conjunction with your positioning and new business plans. This takes time and consideration, but can produce fantastic rewards for an agency looking to differentiate themselves in a crowded marketplace.

About: Adam Fennelow

Adam Fennelow is Head of Services at the DBA.

For more information on DBA membership click here.
E: adam.fennelow@dba.org.uk

Workshop: Content marketing for your agency

Creating and sharing content builds your external profile. Attend this workshop to gain the tools to share relevant, timely and insightful content with your audiences to boost your presence.

See all our workshops here.

Image credits: © Evgeny Karandaev Dreamstime.com

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


Login >>
bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


Login >>
Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


News, Talks


Login >>
new signpost

Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


Login >>
dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


Login >>
Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


Login >>
Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


News


Login >>
coloured ribbons

Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


News


Login >>
jw1180-somme-1916-poppy-lapel-pin-shell

Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


News


Login >>
jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


News


Login >>

Main Content

DBA and Creative Industries Federation

The DBA’s membership of the Creative Industries Federation (CIF) places the design industry shoulder to shoulder with other creative and cultural sectors. This will ensure a strong and united voice across the creative industries will be heard by Government at this critical time.

Referendum Response Meetings hosted by CIF have been held nationwide this month and DBA representatives from both the management team and from our membership have been attending these events, to ensure the design industry perspective is well represented. Survey responses, alongside the issues tabled at these meetings, will feed into the development of a Brexit Action Plan and into meetings taking place in August to define further activity, on which we will keep you posted.

DBA and Associated Parliamentary Design and Innovation GroupAll-Party Parliamentary Design and Innovation Group logo

Highly productive meetings have also been held with APDIG – the body that provides a forum for open debate between parliament and the UK’s design and innovation communities – to establish how we can most effectively work together over coming months and years to represent the interests of the design industry to Government, as the UK negotiates its exit from the EU.

In the meantime, if you or someone on your team would like to be more involved with the advocacy work the DBA is convening over the coming months – this could involve representing the DBA at working groups or meetings, or simply being on hand for opinion and views – then please email sally.lukins@dba.org.uk. We’d welcome your support.

Image credits: © Freepod Dreamstime.com Policy Connect

Design Effectiveness Awards 2019


It’s not about design. It’s about the difference design makes. Eight Golds, 33 Silvers and 18 Bronze awards won jointly by designer...

14/06/2019


News


Login >>
bec

Member stories: the transformative power of design


Design has the power to transform businesses, public services and people’s lives, but day-to-day, DBA members are facing design sceptics; those who may not understand the breadth of challenges design can solve. Here is a selection of great examples of DBA members in action; converting sceptics, building the importance and integrity of design in the minds of their clients and throughout the businesses they work in.

08/02/2017


Current


Login >>
Rod Petrie

Crazy times call for courageous creative thinkers


Seize the opportunity, understand the context, change the context and create the impossible. Management and clients alike hate uncertainty and unpredictability, a space we all find ourselves in today but creativity in itself is surely an unpredictable process so the creative mindset should have an advantage with the events that now affect us all.

08/02/2017


News, Talks


Login >>
new signpost

Brexit: legal implications for the design industry


Following the Prime Minister's speech the DBA has already considered some of the implications of the likely change in status of the European Court of Justice and OHIM and the likely impacts on the design industry.

24/01/2017


Brexit, News


Login >>
dreamstime_s_13195154

Sharpening the focus on design


Renowned author Raymond Turner examines design’s ability to define and manifest corporate strategy.

23/01/2017


News


Login >>
Raymond Turner

Converting the sceptics


Getting design understood and valued at board level is the holy grail – but that means talking in business terms
 and converting the sceptics, argues Raymond Turner.

23/01/2017


News


Login >>
Deborah Dawton, CEO, Design Business Association

DBA CEO on the Chancellor’s Autumn Statement


DBA CEO Deborah Dawton outlines why the review of the tax credit environment for R&D outlined in the Autumn Statement is important to the design industry.

07/12/2016


News


Login >>
coloured ribbons

Expert advice – all wrapped up


With Christmas fast approaching, our Wise Men and Women of the DBA Experts Register share some top tips for your business in 2017.

07/12/2016


News


Login >>
jw1180-somme-1916-poppy-lapel-pin-shell

Design highlights


A Scottish icon, a product to challenge Apple’s dominance and a piece of design with real emotional punch feature amongst our Board of Directors' most admired designs of the year.

07/12/2016


News


Login >>
jigsaw

Design effectiveness at the heart of business


The DBA’s Head of Programmes, Natasha Papa caught up with this year’s Design Effectiveness Awards judges to discuss their perspectives on design’s role at the heart of business.

07/12/2016


News


Login >>
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