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Business by Design -- By Jeanne M. Liedtka.
AScribe Business & Economics News Service, March, 2006
Byline: University of Virginia
CHARLOTTESVILLE, Va., March 17 (AScribe Newswire) -- The following commentary is by Jeanne M. Liedtka, executive director of the Batten Institute and Johnson and Higgins Research Associate Professor of Business Administration at the University of Virginia's Darden Graduate School of Business Administration.
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Design has been called the "secret weapon" of business in the 21st century. That might be a stretch. But what would it actually mean if business managers took design seriously? How do designers think? After studying various kinds of designers for a decade, I'd like to share my thoughts.
1. Invention is the mother of all business strategies. For all their talk about the "art and science" of...
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