Bases its context of use is paramount to

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bases its context of use is paramount to understanding how a problem should be framed and subsequent trials at answers be sought out. This is in direct contrast to Gorb who states too many managers, influenced by academia opt for the opposite route [why over how] which favors understanding over action. I originally liked Gorb s concept which is to cut thorough the inaction of academia. but Dunne has swayed my opinion. Dunne s belief in context and its power at providing alternate solutions is where companies today must innovate. Now most products are close copies of each other, and as we discussed in class an original concept can soon be copied. So, what provides a unique selling point for a product or a company. Context is that selling point. How dies their product fit in line with companion products and services from the company. How does their collective whole provide more value than the individual parts? Again, Apple is a fantastic example of Dunne s support of systems thinking. The iPhone is not successful because it is thin and had a plethora of features. The iPhone is successful because it integrates with Apple computers, software and streaming services providing an attempt at inter- device seamless user experience. The design-based business course is something very similar to a capstone class I took while as a student in the School of Journalism at KU. We were required to work with a business client to develop a marketing campaign for the company. We were given corporate information and for a semester allowed to define our own path towards developing a target audience, a campaign and statistical information to support our work. From first-hand experience it was one of the most annoying, stressful and informative classes I was a part of. I agree that a semester is not enough to fully realize and implement these strategies and research and offer a solution to a problem, but it is a great experience that allows students to fail and learn through their actions. What it also illustrates is that everything we do is best guess based on the current contextual information at hand. And that at some point you have to transition from the research stage into problem formulation and strategy creation. The most critical component to this method is the seeking out of information and being willing to revise and rework your original problem. Mutual Inspiration and Learning between Management and Design The idea that design thinking should be mixed with business strategy seems like common sense. However, as this reading illustrates, only 59 percent of companies surveyed believed that there was a positive link between investment in design and corporate profitability. While design and design thinking differ, I believe that it would be hard for a company without a positive outlook on the value of design, to place value on design methodology when applied to problems on a larger corporate scale. This means that over one third of businesses do not see a direct correlation between design and profitability. This is indicative of management methods that seek to create value through operational efficiencies.
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