enjoy steady financial support from�their mother companies (Steelcase for IDEO, Aricent for Frog). This support allowsthem to finance projects for a large range of SMEs. Another model is the venturecapitalmodel promoted, for example, by NPK products (NL) and Q Innovation CapitalGroup (NL), which create and manufacture innovative solutions for SMEs.Become Aware of Your Role in a Sustainable World!Finally, designers must stand up and become accountable to some moral and commercialstandard. A designer must be professionally, culturally and socially responsiblefor the impact his or her design has on the citizenry. A designer cannot afford tohire investigators to compile dossiers about whether a business is ethical or not (seeHellers interview with Allan Chochinov at -�ornot-to-design-a-conversation-with-allan-chochinov). Yet certain benchmarks mustapply, such as knowing what, in fact, a company does and how it does it. And ifa designer has any doubts, plenty of public records exist to provide for informed410 Design, Management and the Organizatio ndecisions. However, each designer must address this aspect of good citizenship as heor she sees fit. And this must definitely go beyond the creation of visions for a betterworld!The best company that has used design to enable good citizenship is Philips in theNetherlands. With a long heritage, Philips was one of the first global organizations topublish an environmental annual report. Top management has integrated design in itsattempt to create long-term sustainable solutions.In its publication Seeds for GrowthPhilips concentrates on solutions that��focus on health and wellbeing and energy-efficient lighting (source: .com). This is the result of a long-term shift in Philipscorporate goals as it �
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changesa technology-driven company into a human-centred company (something that wasconfirmed with their new corporate message sense and simplicity, which started��withan initiative from the design department that encouraged the board to use Philipsproducts for a weekend long experience).DiscussionIn concluding this chapter there are two issues that must be discussed relating to thefurther development of real design leadership:Do we need designers as design leaders?��Should design leaders move into other areas like the design of management?��Does one need to be a designer to become a design leader?The answer to the question is simple: no! The following examples will illustratethispoint.Steve Jobs, the famous CEO of Apple, Inc, is a great leader who is not a classicallytrained designer. RitaSue Siegel, the founder of the design-focused executive headhunter agency RitaSue Siegel Resources, says it takes a leader who recognizes that designis critical to reaching a companys strategic goals. A. Lafley, P&Gs CEO is ��anothergood example of a design leader. After his intermediate marketing positions in
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