Enjoy steady financial support from their mother

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enjoy steady financial support from their mother companies (Steelcase for IDEO, Aricent for Frog). This support allows them to finance projects for a large range of SMEs. Another model is the venture capital model promoted, for example, by NPK products (NL) and Q Innovation Capital Group (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 commercial standard. A designer must be professionally, culturally and socially responsible for the impact his or her design has on the citizenry. A designer cannot afford to hire investigators to compile dossiers about whether a business is ethical or not (see Heller s interview with Allan Chochinov at - ornot- to-design-a-conversation-with-allan-chochinov). Yet certain benchmarks must apply, such as knowing what, in fact, a company does and how it does it. And if a designer has any doubts, plenty of public records exist to provide for informed 410 Design, Management and the Organizatio n decisions. However, each designer must address this aspect of good citizenship as he or she sees fit. And this must definitely go beyond the creation of visions for a better world! The best company that has used design to enable good citizenship is Philips in the Netherlands. With a long heritage, Philips was one of the first global organizations to publish an environmental annual report. Top management has integrated design in its attempt to create long-term sustainable solutions. In its publication Seeds for Growth Philips 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 Philips corporate goals as it
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changes a technology- driven company into a human-centred company (something that was confirmed with their new corporate message sense and simplicity , which started with an initiative from the design department that encouraged the board to use Philips products for a weekend long experience). Discussion In concluding this chapter there are two issues that must be discussed relating to the further 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 illustrate this point. Steve Jobs, the famous CEO of Apple, Inc, is a great leader who is not a classically trained designer. RitaSue Siegel, the founder of the design-focused executive head hunter agency RitaSue Siegel Resources, says it takes a leader who recognizes that design is critical to reaching a company s strategic goals. A. Lafley, P&G s CEO is another good example of a design leader. After his intermediate marketing positions in
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