I was talking to my dad this weekend and telling him about how I think I finally found the term that fits in with my original intentions of studying business. I applied to a business school because I realized the inevitable interconnectedness of business/commerce in our daily lives. The precise story had to do related to health and community justice issues. Specifically I was upset the way access to essential medicines were restricted to some of the most neediest people because they couldn’t afford it (looking at HIV/AIDS). But I was also inspired by some community and business leaders that worked together with other sectors to overcome some of the challenges that surrounded this. Elements of creativity were definitely tapped into. I then realized that it is not helpful to ignore business just because I don’t agree with the way that it is being done, but rather work with the concepts of business to find solutions. And now in my fourth year I realize there are so many people out there that are doing just that.
Design thinking and innovation is what was the focus of Tim Brown’s article. So often we get caught up in restrictions that prevent us on proceeding to find solutions. Some even give up or some get discouraged and stop half-way. By innovating we can find ways around to help us follow through. Looking at the Thinker’s Personality Profile (from Brown) and their characteristics: empathy, integrative thinking, optimism, experimentalism, and collaboration, makes wish and believe that these skills should be encouraged at businesses schools more. There are so many people I know that have these characteristics but shy away from business school because they believe that there is no room for creativity. But these are the people that’ll bring new ways of thinking into classroom and promote that consciousness and curiosity that can lead to great discussion and even greater innovations.
When I think of an entrepreneur I don’t think necessarily think of someone who has to have an MBA, or even a business degree. Like how I think most investors think, I would look at their personality, past experiences and personal qualities including passion, to indicate their commitment to their business idea. These days I do agree with Thomas and Walton that visionary companies will invest in hiring a designer at the initial conception or launch of a brand or product and thereby “leveraging creativity to create a continuous pipeline of innovation—without reinventing the wheel each time out.” After reading this article I wonder why there isn’t a design option at Sauder? The article is quite convincing at making the argument that design strategy is the optimal way of bringing products or services to the market successfully. But like mentioned it is still a new way of looking at design and perhaps in the future there will be.
I can see it be a potential struggle or leap for small businesses to think of investing in design if it isn’t already part of the leaders since it does appear to be risky. But it is common in many successful companies’ start-up story that there was always an element of risk, that some people doubted them, but it was their ability to look beyond the surface issues that helped them innovate and bring something amazing to society. Interesting question that Verganti posses is how do these design driven innovations occur? He mentions a couple universities, but also that most of this process is still unexplored. It really depends on many things I believe. Seems like too many things to actually narrow down or maybe even too broad to put in a curriculum for people to follow. Getting people to create and develop that intuition or even mindset that nurtures creative thinking is a good starting point. (yeay d.studio!)
This past project was really interesting to me. It made me realize what kind of people can be entrepreneurs. What kind of experience they had. What kind of skills and talent they did not and how they overcame them. All them took risks and continue to take them because they believe in what they do. Paul was interesting to have as our CEO. His company Matygo completely shifted directions and are going to change again. Start ups are messy he kept saying. Definitely an important lesson for aspiring entrepreneurs and even investors.
a d.school for k-12 students! imagine d.studio in elementary and high schools!
I love that you were inspired by a flaw in the business world – but also seen as an opportunity – to apply to Sauder. That’s really admirable. Like you said, there is so much unfairness involved in the business world but more and more companies are taking actions to change it – whether it’s out of their own selfish motives or genuineness. And as the idea of design and creativity gains more importance in the business world, I think it’s only going to get better because it’ll offer more flexibility and possibilities for companies to deal with ethical problems that exist. Of course, it helps to have more people who think and are inspired like you coming out of business schools. Big changes with great impacts cannot happen without small changes at individual levels.