Still many products and services around us are unsafe for example toys showy

Still many products and services around us are unsafe

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Still many products and services around us are unsafe (for example toys), showy (for instance SUVs), maladapted (most mobile phones), or essentially useless (designer stuff). And designers are, of course, human beings as well, who once started their studies to improve the world and its artefacts. It seems that the majority of designers are still not taking the lead into balancing the triple bottom line. Some countries, like Sweden, have a strong tradition in taking their design education responsibility seriously. The US has only very recently taken cautious steps towards balancing economic growth with a care for the environment. Design has slowly developed some methodologies and tools for designing products and services with less impact on the environment (for example, design for disassembly) with more relevance for the consumer (for example, inclusive design). But the influence of design is still limited here as long as many companies mainly do green washing instead of developing clear visions and design strategies to have less impact on the environment. The world is rapidly transforming and design should take its position in this
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transformation. We know the world s challenges and we know they are more complex, ambiguous and volatile. The challenge is that this will almost certainly cut across dozens of specialties about which designers may know very little. 406 Design, Management and the Organizatio n Designers need to work in teams. Designers need to combine their talents with unfamiliar expertise from other fields. Design teams need not only to accept but actually embrace the notion of accountability. Designers need to invent and use a series of methods that bring rigour and robustness to the field. Designers must come to understand that making something hip and culturally connected is only one dimension of being strategic. (Keeley 2006) The good news is that the world is moving towards the designer s way. So many parts of daily life now need to be humanized, reinvented and made more gracious, involving, and understandable. That is why, despite the limiting circumstances we have discussed up to this point, there is reason to remain optimistic about the future of design leadership. The question is then, what steps will we need to capitalize on these opportunities. New Opportunities for Design Leadership There are several encouraging developments that serve as supporting evidence for our assessment that design leadership is making inroads in real organizations. These developments are taking place within private companies but are now supported by government policies, even at the European level. The contributions that design management is making in these contexts range from changing perspectives to setting up benchmarks that aid the evaluation of design management.
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