PARK advanced design management

Many past views of the future have expressed a deep disquiet about the ends to which scientific and technical ingenuity could be put. Today, a sense of the distrust and uncertainty surrounds machines, and mankind’s artificial interventions into the natural world.

In his book “The future of management”, however, the insightful American business guru Gary Hamel takes a more optimistic view of technology’s power. Hamel looks forward to what he calls the ‘post-management era’. He proclaims that management will be replaced by systems and software. Might not this be true for the management of corporate design?

Ever since Mary Shelley’s …

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Many times I hear design directors saying that design has the potential to change a company or can lead a change program.

My opinion is that change of organisations is too complex and too fundamental to leave it up to design alone.

I found this simple model, which was created by Richard Beckhard and David Gleicher (1992), that you can use to check whether you have the main elements for change in order, where design can contribute to the change, and what the organisational symptoms are if one is missing.

It clearly shows that design can’t drive change in companies …

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