“Today the most progressive companies are challenging designers to create ideas at the outset, rather than enlisting them to make an already developed idea more attractive. The old role is tactical; it builds on what exists and moves it one step further. The new one is strategic; it pulls ‘design’ out of the studio and unleashes its disruptive, game-changing potential. It’s no accident that designers can now be found in the boardrooms of some of the world’s most innovative companies.”
From a recent article in Metropolis Magazine by Tim Brown. Please read it.

posted by Kaleb Tracy on Saturday, Oct 24, 2009
tagged with design thinker, quote, tim brown