And to leave you with a thought as this writer heads off into this wintry weekend, we found this great little post by way of Marktd, Proving Vs. Measuring on IDEO’s Diego Rodriguez’s blog. It’s about Rodriguez being asked after a lecture he’d given why he didn’t talk more about this supposed formula of good design automatically leading to good business, to which he brilliantly responded:
In fact, I didn’t try to argue that equation at all. Not because I don’t think that good design outcomes are a key driver of organic growth, but because it’s not a provable point. Success on the market is a complex thing, and it’s a gross simplification to tie it back to what I would consider to be the somewhat myopic worldview of “Good Design”, which is very much about a fetish for beautiful objects and less about creating good fit to broader webs of individual, social, and economic needs and benefits, which is the realm of design thinking. Success has many parents, and good design is only one of them. Instead, I believe that good design thinking can lead to a higher success rate when innovating, and that’s the link to good business outcomes. And that’s where employing metrics to gauge and guide the innovation process comes into play — they’re a way to inform and improve the context in which our design thinking occurs. It’s about measuring and aiding the process of value creation via design thinking, not proving that design can create value.