How to Nurture Future Leaders

Design thinking brings creative techniques to business. The only problem? No one can agree on how to teach its methods

By Venessa Wong

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It's a scary time to be a new graduate. But some seem more optimistic than others.

Around the world, graduates are emerging from interdisciplinary master's programs that integrate design, technology, and business. These professionals are trained in "design thinking." Sure, it's the latest trendy term to sweep the business world, but it's a technique that designers and executives alike hope may help to provide a solution to some of the world's serious challenges.

The only problem? There's no consensus on how to teach it. And there's no agreement on where these thinkers should spring from. Should design schools create more business-focused creatives, or should business schools foster creative thinking in their MBAs? For now, both approaches to innovating education are rolling out, and both types of programs appear on the 2009 BusinessWeek D-school List.

Different Programs, Different Results

As departments build on their unique strengths to formulate new programs, varied results have emerged. Some programs are co-taught by professors from design, business, and other departments, such as at Stanford's Hasso Plattner Institute of Design (d.school). Others, such as a partnership between three schools in Helsinki, bring together students from various universities for cross-disciplinary project work. Another approach: dual degrees in business administration and design, such as the MBA and Master's in Design program from Illinois Institute of Technology.

Despite the different approaches, the programs have a similar aim: to merge design, business, and technology. Professors urge students to value cross-disciplinary teamwork, to defy inclinations and shatter silos. The theory: Working across functions will offer fresh perspectives on perennial problems and generate more comprehensive and original results. The goal is to combine creative confidence and analytic ability, says David Kelley, founder of Stanford's d.school and design consultancy IDEO. "The best students are competent in both."

It's still early days, and the chasm between business and design yawns. Closer cooperation is necessary. Designers who exhibit business acumen can be involved at a more strategic level within a corporation. Executives who learn to apply design methods such as prototyping or brainstorming have a better shot at building a corporate culture that nurtures innovation—and the business' bottom line.

What to Expect?

According to Roger Martin, dean of the Rotman School of Management at the University of Toronto and one of the early supporters of the discipline, "Every corporation needs a design-thinking type." That includes industries that may seem like unlikely bedfellows for design, such as banks and law firms.

Visa (V) launched the Global Innovation Strategy Group in September 2008 to align corporate strategy with consumer needs. "As great as an MBA is, we were looking for something more," says Scott Sanchez, senior business leader for the group. Earlier in 2009, Sanchez hired Laura Jones, 27, a recent graduate from Stanford's d.school program.

And a number of corporations such as Procter & Gamble (PG), Samsung, and Steelcase (SCS) are beginning to integrate design thinking and its proponents across operations.

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