Key Insights

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  VUCA (volatility, uncertainty, complexity, ambiguity) is a useful framework to understand modern organizational challenges.

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  Many institutions are still structured for the Industrial Age and are ill-equipped to handle the rapid changes and unpredictability of the network age.

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  Design is not just about making usable or pretty things but is a third way of knowing that uses abductive reasoning and solution-focused strategies.

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  Designers add greatest value when involved in foundational organizational layers such as purpose, strategy, and governance, not only at the surface UI level.

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  Co-creation involving diverse stakeholders can break down silos and improve organizational responsiveness.

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  Design artifacts can act as MacGuffins—catalysts that drive collaboration and change, even if the artifact itself is not the primary value.

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  Language design is a powerful tool to reshape organizational thinking by clarifying or redefining terms across different groups.

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  Design governance should be integrated into overall organizational governance rather than treated as a separate design team activity.

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  The prevalent perception of design as primarily a craft or decorative discipline limits its strategic potential in organizations.

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  An effective design practice in large enterprises acts as a sensing and responding organ, helping institutions test assumptions and adapt quickly.

Notable Quotes