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Sack the Economists, Hire a Designer
By Beverley Nielsen, edited by Catherine McGrathBirmingham Made Me Expo, 2013
IDEA Birmingham
1. Design and innovation are the key to economic recovery
2. To enable this recovery we must create an innovation eco-system
3. The Midlands is the place to make this happen.
The MidlandsA Creative and Productive Powerhouse
Midlands Design HubDesign driven growth
87% get competitive edge from innovation
71% have found a direct link between
profitability and design
60% have a dedicated design department
82% are increasing their investment in
innovation
73% have worked with higher education
institutions
94% quality of design that
generates demand£3-4bn is being invested in new product design
1,400 new products in 3
years
Maintaining Growth
96% think need to boost reputation for design and
innovation
86% think that design is the region’s unique
identifier
70% did not see themselves as part of a
design led cluster
70% want the Midlands to be part of their marketing
Birmingham needs to establish its design credentials
Recommendations1. Launch a design-led strategic marketing
campaign for Birmingham the gateway to the Midlands. At the heart of this should be the Birmingham Made Me Expo.
2. Create and Innovation and Design Leaders’ Network (IDLN)
3. Support new business formation, drawing on multi-disciplinary, collective learning activity.
Design – the 4 PsP – Paradigms of Value Creation:
Collaboration, Connectivity, Eco-systems/ideas, Cities as Hubs, Specialised and high value added/exclusivity, MSBsP – Place: Reputation, Pride, Identity, Architecture and Planning
Blending Place-based expertise and assets - heritageP – Propensity to Innovate: Curious Cultures, experimentation, CreditP – People or Talent: Passionate, entrepreneurial, R,D,A
The Essential Elements for a Design & Innovation Eco-System 2020 – Will Hutton
Knowledge, learning & skills
Global & local products, servicesand IP exploitation
User experienceDesign – as a ‘coping stone’
Place & infrastructureservices
Universities
BusinessPublic Sector
Users
‘All lock together to be understood’
Innovation Eco-System – Real and VirtualParadigm of Value Creation – ‘Exquisite Collisions in action’
Innovation Eco-System – Role for Universities
Cultural Resonance - Paradigm Shifts
Source: Understanding design driven innovation, Brookes, Little, Cassab, Geiger, 2011
Propensity to Innovate – design-driven innovation
Designers as ‘interpreters’
Propensity to Innovate
Source: Understanding design driven innovation, Brookes, Little, Cassab, Geiger, 2011
‘small-d’ design
‘BIG-D’ Design
Propensity to Innovate
Strategic Design Integration(1) Design ethos through Creative Culture underpins vision and value creation
(2) main objective is to transform user experience
(3) transform market behaviours through new needs, motivations and experiences
(4) resource allocation and knowledge competencies aimed having capacity and capability to deliver vision
(5) importance of working in an integrated team
(6) Management of the intangible
New Management Paradigm?
Radicals
Creatives
Output Proposals/Visions Answers/IdeasProcess Depth research Speed/Brainstorming
Dynamics Convergence DivergenceAssets Knowledge/Scholar Methodology/Neophyte
Quality Relationships ProcessesMetrics Robustness of
VisionNo. and variety of ideas
Vision of Society Strong Culturally neutralAttitude toParadigms
Challenging the dominant
Play with the existing
Source : Verganti 2010
People – ‘Exquisite Generalists’ or T-shaped people – Radicals too!
Next Steps
1) Policy report on Birmingham - The Original Design City for Party Conference Season
2) Pod exhibits for London, Birmingham and other venues internationally
3) Developing collaborative projects and Innovation Design Leaders Network – innovation eco-system
