Arne Jacobsen chairs, PH lamps and blue fluted china. These are classic examples of Danish design. But design is so much more. Design includes – when used strategically – top executives going on observation trips far from vision statements and Excel charts. It entails employees bringing practical knowledge from the production lines all the way to the company’s top strategic planning board. And it allows customers to take part in the development of products, enabling them to spring from specific needs and lived lives.
In short, strategic use of design is a path to growth and job creation in Denmark because it helps companies optimise and improve everything from production to product, from strategy to process.
But even though large companies such as the LEGO Group, Mærsk and Novo Nordisk already have acknowledged the potential in using design strategically, several studies show that small and medium sized Danish company still do not utilize the potential. This is a shame because design is a growth factor for all kinds of companies in the Danish business community, no matter their size.
In Newdoing we zoom in on the concept of strategic use of design, and we discuss the potentials in supporting more design in the Danish business world. Most importantly, we also present seven companies who have created growth, jobs, and development by utilising design strategically. These companies confirm the experts; design rhymes with business development.
Newdoing is published by Monday Morning and D2i – Design to Innovate.
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