How does creativity play a role in "design strategy"?
I see creativity as central to design strategy. For me, design is centrally about creating options or possibilities that do not currently exist, not choosing between or among options that currently do. So at its heart, it is about the creation of something new. This highlights the difference between business administration and business design. Business administration entails the intelligent selection from among existing known options and the taking of action on the selection in question. Business design entails the creative production of a new option that is superior to the existing options.— Roger Martin, Dean of the Rotman School of Management, University of Toronto
Optimization versus Innovation
I could not agree more. That's why MBAs are so darn good at making businesses more efficient and optimized, and designers (when they come up with feasible ideas based on market research) are so good at making businesses more innovative and creative; creating new offerings that break ground in the marketplace.
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