Stanley Hainsworth

How does creativity play a role in "design strategy"?
Is this a trick question? How can you come up with a design strategy without creativity? Design = creativity. Each define the other. As design becomes more and more "of the people" (which is good), the feeling that anybody can design will increase as well. Coming up with a design strategy is not something that can be learned from books. The most strategic people I have ever worked with are designers. A design strategy is no more or less than a creative roadmap from problem to solution. Take out the creativity and you have a freeway connecting two places with only a gas station and a Stuckeys along the way. Add creativity and you're on Route 66 sampling roadside diners and dinosaur parks along the way. Which route would you choose for idea stimulation?

— Stanley Hainsworth, Global Creative Director, Starbucks Coffee Company

 

Comments

[JIm Rait]

Design=creativity? not sure I agree Sir George Cox (UK Design Council) uses these definitions
Creativity is the generation of new ideas – either new ways of looking at existing problems, or of seeing new opportunities, perhaps by exploiting emerging technologies or changes in markets.
Innovation is the successful exploitation of new ideas. It is the process that carries them through to new products, new services, new ways of running the business or even new ways of doing business.
Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.
From the Cox Review of Creativity in Business

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