Summary
Phil Gilbert, IBM's General Manager of Design, shares insights from a transformative design initiative begun two years ago aimed at embedding a sustainable design culture within IBM's 380,000 employees. He introduces the 'culture quotient' framework, emphasizing the importance of design artifacts and the timing of cultural embrace. Through extensive hiring of trained designers and innovative programs like the Maelstrom internship, IBM is building collaborative teams to foster design thinking. Gilbert highlights that cultural change requires engagement from all levels and must be a shared journey, rather than a top-down imposition. He underscores the significance of practices over rigid processes and the need for adaptable workspaces that promote radical collaboration. Gilbert concludes by illustrating the ongoing commitment to design as a vital component of IBM's future.
Key Insights
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The 'culture quotient' measures the impact of design culture based on artifacts and their embrace over time.
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IBM's initiative aims to hire 1,000 designers in five years, with 450 already onboarded, focusing on both skilled hires and nurturing talent from universities.
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Engagement from all employees is vital for successful cultural change in design.
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Design thinking is proposed as the scientific method for the 21st century, necessary for modern innovation.
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Collaborative environments are critical; IBM focuses on spaces that encourage movement and creative flow rather than rigid setups.
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Diversity in practices is emphasized over strict processes to adapt to the changing design landscape.
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The Maelstrom intern program offers rigorous design training near real business challenges, empowering interns and generating impactful projects.
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IBM's design efforts are supported by its top leadership, demonstrating a cultural commitment to design as a long-term strategy.
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Self-selection of teams for design initiatives has led to more enthusiastic engagement and better initial results.
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Cultural change must be guided rather than enforced, promoting unity while allowing for individual creativity.
Notable Quotes
"Design is where art meets science."
"The reality is when we do forensic work to understand cultures, we first understand artifacts."
"We are in a post-process world."
"Design thinking is the scientific method for the 21st century."
"It's about unity, not uniformity."
"We're showing people how to collaborate like crazy and how to fail gracefully."
"People plus practices plus places equals artifacts."
"You have to inject change into the very soul of the program."
"Creating a culture that can change faster is essential."
"You're buying time, reinforcing the beauty of great design."
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