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Business Transformation in Action

Joe McKendrick

'Design is... Everywhere!'

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Management guru Tom Peters, in his most recent work, The Little Big Things: 163 Ways to Pursue Excellence, talks about the importance of design as a part of continuous improvement.

The important thing is that design is not just something that shows up in a product at the end of the production process -- it's something that should be thoroughly baked into the organization.

As Peters points out:

  • "Design is Sony... in everything they do.
  • "Design is Apple... in everything they do.
  • :Design is BMW.. in everything they do.
  • "Design is Starbucks.... in everything they do."

You get the picture -- design needs to be everywhere, Peters says. He provides several guidelines for becoming design centric:

  • "Every project has a formal 'design advocate."
  • "Everyone is encouraged through example to become design minded."
  • "Design is always considered on five dimensions: 1) usability; 2) simplicity; 3) aesthetics; 4) 'Cool,' 'Wow,' 'Gaspworthy,' and 5) Excellence."
  • "Every workspace is a living example of Exvellence in design -- it 'sings our song.""Design reviews are part of all project reviews."

In this blog (formerly known as "SOA in Action"), Joe McKendrick examines how BPM and related business and IT approaches can promote business transformation.

Joe McKendrick

Joe McKendrick is an author and independent analyst who tracks the impact of information technology on management and markets. View more


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