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Sack the Economists, Hire a Designer

Sack the Economists, Hire a Designer. By Beverley Nielsen, edited by Catherine McGrath Birmingham Made Me Expo, 2013. IDEA Birmingham. Design and innovation are the key to economic recovery T o enable this recovery we must create an innovation eco-system

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Sack the Economists, Hire a Designer

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  1. Sack the Economists, Hire a Designer By Beverley Nielsen, edited by Catherine McGrath Birmingham Made Me Expo, 2013

  2. IDEA Birmingham • Design and innovation are the key to economic recovery • To enable this recovery we must create an innovation eco-system • The Midlands is the place to make this happen.

  3. The MidlandsA Creative and Productive Powerhouse

  4. Midlands Design HubDesign driven growth 87% get competitive edge from innovation 94% quality of design that generates demand £3-4bn is being invested in new product design 82% are increasing their investment in innovation 73% have worked with higher education institutions 1,400 new products in 3 years 71% have found a direct link between profitability and design 60% have a dedicated design department

  5. Maintaining Growth Birmingham needs to establish its design credentials 86% think that design is the region’s unique identifier 96% think need to boost reputation for design and innovation 70% did not see themselves as part of a design led cluster 70% want the Midlands to be part of their marketing

  6. Recommendations • 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. • Create and Innovation and Design Leaders’ Network (IDLN) • Support new business formation, drawing on multi-disciplinary, collective learning activity.

  7. Design – the 4 Ps P – Paradigms of Value Creation: Collaboration, Connectivity, Eco-systems/ideas, Cities as Hubs, Specialised and high value added/exclusivity, MSBs P – Place: Reputation, Pride, Identity, Architecture and Planning Blending Place-based expertiseand assets - heritage P – Propensity to Innovate: Curious Cultures, experimentation, Credit P – People or Talent: Passionate, entrepreneurial, R,D,A

  8. Knowledge,learning & skills Global & local products, services and IP exploitation Place & infrastructure services User experience Design – as a ‘coping stone’ Innovation Eco-System – Real and Virtual Paradigm of Value Creation – ‘Exquisite Collisions in action’ ‘All lock together to be understood’ Universities The Essential Elements for a Design & Innovation Eco-System 2020 – Will Hutton Users Public Sector Business

  9. Innovation Eco-System – Role for Universities

  10. Propensity to Innovate – design-driven innovation Cultural Resonance - Paradigm Shifts Designers as ‘interpreters’ Source: Understanding design driven innovation, Brookes, Little, Cassab, Geiger, 2011

  11. Propensity to Innovate ‘BIG-D’ Design ‘small-d’ design Source: Understanding design driven innovation, Brookes, Little, Cassab, Geiger, 2011

  12. Propensity to Innovate

  13. New Management Paradigm? Strategic Design Integration (1) Design ethos through Creative Culture underpins vision and value creation (2) main objective is to transformuser experience (3) transformmarket 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

  14. People – ‘Exquisite Generalists’ or T-shaped people – Radicals too! Source : Verganti 2010

  15. 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

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