Businesses are loved or not, based on their identity and “who they are”. This is expressed by their brand externally to customers but also through their culture – how you live your business.
Case in point Uber. Uber has a great service but with their recent history of senior executives getting into trouble and how they handled operations at the time of the Sydney situation dint give a good picture of “who they are” hence lately Uber’s bigger trouble has been their image.
Are you a co-creator?
Co-creation gives more meaning and ownership to all stakeholders. Rally in all your troops and meet face to face with as many as possible.On the customer side, try to get the customer involved at an early stage. Create a feedback loop and listen carefully and not just at your own convenience.
Does design tell your story?
We know story telling is a powerful tool and great organisations always ensure their culture showcases their story. Keeping the leadership which lives by your company values and tracks back every action to those core values helps maintain a strong culture in the organisation. It isn’t just how story telling but story doing. How do you touch people’s life? How do you make people feel about your product/service?
We gain power, rather give power to our customers, investors, stakeholders by how significant our products and services are in the world, and that delivers our legacy. Internally, its always about what we can do in the future and what is our ambition. Apple had great design from the beginning. Steve Jobs believed no longer do computers have to be “boring beige box” and with their iMac became a trendsetter in the industry. But for all of this to happen you need to be ok with failing or with being wrong. Have people who can wear multiple hats and embrace uncertainty.
Do you think by design?
Your legacy is proof, if your organisation had good design approach. Organisation which have good design are more productive, agile and innovative. Products/services made by good design are win-win for all stakeholders. Use of design to give us options at every touch point internally and externally is the objective to design. Being wrong is part of the process.
Are you designing the future?
A long term road map design has been the key success factor for organisations. You should design long term strategies which compliment each other, thus leading us to the goal rather than coming up with goals and then figuring how we will get there. Good designers see organisations and strategies as a jigsaw puzzle where everything will fix it seamlessly in the end the result will be a masterpiece in the form of a product/service. Once design becomes a way of life in your organisation the process of prophecy will induct new generations in the same light.
We gain respect based on our competence and quality of products and services we deliver day in and day out. Internally, we look to build our capacity as an organisation to how much can we do of what we do.
Do you learn by design?
Great design comes from observation before innovation. Learn by doing is the best way to observe and learn from the grass root level. We need to find products for our customers and not find customers for our products.
Are you in the design race?
Brands such as Apple, Sony and Nike have created their wealth through design-led thinking. We need to use design approach to find innovative design solutions for our problems. As business people this is the most difficult to wrestle with, to understand how to design and how do designers think. The golden key here is almost always enthographic and close observation of what customers are trying to achieve and help them achieve that.
A bonus for all the curious souls: 10 Disruptive Business Models