They provide opportunities for immediate

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monolithic. They provide opportunities for immediate manifestations of the human spirit even if development of the body politic as a whole must be intolerably
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slow. There are moments, even in the most staid of businesses, when a new product or service can be perceived, when a new headquarters building or factory can be planned, when an outmoded corporate image is ripe for complete reassessment. These are moments of excitement in which all those involved may share. But they are also the moments when professional competence alone is insufficient. For innovation, creative management must be linked with design creativity, when the visionary capacity of the designers subsumes their daily plain competence. Designers with the capacity for innovation are thin on the ground in all countries but they do exist, and a place should be found for them within the structure of industry and business. Such designers may be uncomfortable companions; they may be motivated by forces which do not answer to the bridle of normal social behaviour; they may well be the odd man out in the necessarily tidy industrial hierarchy, but the odd ball often bounces higher. Design when it is creative is not a tidy affair: it is a search for perfection in an imperfect world. But business executives will tolerate its nonconformist intolerance, will discover how to harness creativity to their practical needs then a partnership can be established which will make their working lives more exciting (if less ordered and comfortable) and may make the products and services which they control contribute to a future which will make our present, in retrospect, appear to have been sadly inadequate
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