Design Advantage : The Secret to Creating Long-Term Value 9

Design Advantage : The Secret to Creating Long-Term Value 9
Derived from: Roger Martin's The Design of Business

RAP7 : Project Power
PROFIT : Design work is different work. And it needs to be structured accordingly. Whilst exploitation and administration work suits permanent positions in set roles, exploration and innovation work is favoured by project teams. Here’s eight tips for designing your projects...

Continuous Work

1 Specific Objectives
Projects need to be organized around specific goals with an end-date. If defined well this will sharpen focus and raise energy levels - particularly as the deadline approaches.

2 New Workflows
Continuous and specialized work is typically similar throughout. Project work has a completely different workflow. It can vary widely. It may include planning, customer interviews, physical testing, creative exploration and regular reviews.

3 Renewed Resumés
Designers are not that interested in job titles. They’d rather have a list of impressive projects they’ve worked on. Get ready to rewrite your CV.

4 Room to Invent
Without the traditional job specific and professional positioning there’s room to play in new ways. By taking away the usual boundaries, you promote the likelihood of exploration and discovery.

Project Work

5 Cross fertilize
Project teams allow for fertilizing your teams with fresh seeds. It’s a chance to mix people who normally wouldn’t work together. It’s also a chance to add external designers to spice things up.

6 Funnel Movement
Projects are ideal for moving knowledge down the funnel - either Mystery to Heuristic or Heuristic to Algorithm. Continuous work and fixed job roles are better suited to administering existing Heuristics or Algorithms. Choose the work styles that best suits the work.

7 Collaborate Afresh
Projects are a great opportunity to promote collaboration in your organization. By freeing people from their traditional roles you’ll release their willingness to take a risk and explore working in fresh ways.

8 Variable Results
Creative work does not run in straight lines. It runs in fits and starts. Progress will vary. At times it might look like nothing is happening. Results may not be as you expect. Be warned: The project may even fail.