Is design serving a different function in business today?
Design has become very much an innovation industry. We’re not just talking about the design of one product. We’re talking about the design of the whole process of innovation in a company. Designers are thinking of themselves more as consultants and moving into what traditionally has been a management consulting function, providing “tutoring” on innovation as well as product design. They’re also charging the way management consultants charge, and for good reason. Still, I am a little concerned when I get together with a bunch of designers and they don’t even mention the word design. I don’t want them to go too far and forget their roots and the fact that the glory of design is something that you can see and feel and hear. Product “lust” to me is really the soul of the industry. I don’t want them to lose that. When you say designers are beginning to charge management consultant fees, I’m assuming you are saying prices are going up? The cost of good design has been going up for the last 3
