Japan, he became convinced that design could become one of the game changers forP&G. And ever since he has acted to support design within his organization:The roots of me being a design believeractually lie when I lived in Japan ��from1972 through 1975. I ran retail and service operations. Years later, I moved backto Japan in 1994 to lead P&Gs Asia business. Japan was an incredible �experience.Design is important in Japan not only outstanding product design, in �everythingfrom automobiles to electronics and exquisite packaging, but also in the design ofeveryday experiences. (Lafley and Charan2008)Design Leadership: Limits and Future Opportunities 411Lafley used design as a catalyst for moving a business from being technology centredto one that is more consumer-experience centred. Moreover, he installed a directreporting line for his design director the companys former packaging design��director. This means the design director is reporting directly to Lafley himself. Finally,Lafely insisted on integrating design into the innovation process right from thebeginning.Theres probably no one way towards design leadership and it does need more than�one. The best leaders are those who stay close to their business, are passionateabout itand have a great wisdom, which they truly believe in and communicate. To create designleadership, organizations need both design champions (design believers people�with a strong passion for design) in the top management and great and strategic designmanagers who have a direct line to them.Design ThinkingDesign thinking has become the latest buzz word. It is often used to describe howdesign competencies, methodologies and skills can be used in other arenas like new
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business models, services and politics. A number of new educational institutionsandprogrammes like the Danish 180Academy, which educates concept makers���� �havetried to leverage this buzz into new educational offerings that combine methods fromdesign, the human sciences, marketing and business strategy.Creativity, therefore, isnt a thing that magically appears, but a process you �workthrough.Hammersley 2009So design leadership promises to play a role in design thinking where it can apply itsbest practices to broader and more complex tests. The challenge will be not to fall intothe same pitfalls and limitations as the ones they are trying to leave behind!
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