Building Design Strategy

Kevin McCullagh's 2006 article, 'Strategy for the Real World', has been included in a new book called 'Building Design Strategy' edited by Thomas Lockwood and Thomas Walton of the Design Management Institute, who have gathered wisdom from more than 25 international experts, including CEOs and presidents of major design firms, brand managers, and professors of design. In Building Design Strategy, this first-hand knowledge is combined with fascinating case studies of corporations such as Procter & Gamble, Caterpillar, Microsoft and Target to present the role of design as it relates to corporate strategy. This compelling blend of theory and practice explores the different types of design and the benefits of implementing strategy in design, including:

– improving innovation success

– enabling corporate strategy

– improving return on investment

– improving usability and sustainability

– increasing customer delight

– improving development processes

– entering new markets

– building brand image

– learning to see the big picture