Key issues for innovation

Despite compelling evidence the main challenge for enlightened managers and designers is how to convince the rest of the organisation that design has a positive contribution to make. If managers are asked to make an investment the first question tends to be: 'So what is the impact on the bottom line?'

But quantifying the effect of investment in design on the bottom line is notoriously difficult. How do you prove that the success of a product is due to, or has been enhanced through, the use of design rather than the product's own merits or the marketing campaign?

The need for a shared language

A second challenge is how to create awareness that a shared language between designers and managers is needed to overcome some of the existing communication problems, and bridge the differences in education and value systems.

Mutual understanding

A third challenge is how to embed an understanding of design in business education, as well as an increased understanding of business issues in design education. A solution to this issue would also go some way to addressing the previous challenge. The challenge is how to increase awareness of the benefits of bringing design and business closer together, while at the same time building on each other's strengths. The idea is not to find the lowest common denominator but make the most of the differences.