“Good design is good business.” Has Been, And Will Continue Evolving Time Birth of Traditional Design for Birth of Modern Product Birth of “Design Thinking” “Design Thinking” Mainstreams Large Corporations Design Firms and Design Strategy as Whole Business Strategy Corporate Identity+Image and From Traditional Design, to Design of Harnessing the Creative Problem Re-contextualizing Design, Making B- Product Styling Systems+Services Solving Skills of Designers Schools into D-Schools 1950s / GM 1969 2005 2015 1966 / IBM From 1982 Apple’s design language Hasso Plattner begins to form with Hartmut = Co-Founder of SAP Esslinger’s direction. 1991 2008 - 2009 Phil Gilbert leads IBM’s $100M bet to bring GM’s CEO makes design back to IBM. the first executive position in design 2015 with Harley Earl Memo to IBM elevated to VP. employees by CEO TJ Tim Brown and Roger L. Watson Jr. about the Roger L. Martin describes design thinking Martin open the emerging importance David Kelley, Bill Moggridge, Mike Nutall at the CEO level with P&G’s AG Laffley and introductory issue for of design to the join forces and change the course of his book on The Design of Business. HBR on “The Evolution company. design by co-founding IDEO. of Design Thinking.” SAP and P&G were a few of the early executive adopters of “Design Thinking,” but looking back in time, CEOs of companies like GM and IBM took strong interest in design as a competitive advantage as far back as the 1950s. Source // @kpcb @philgilbertsr @ibmdesign @frogdesign @ideo @stanfordschool @harvardbiz @proctorgamble @nytimes @rogerlmartin @business bloomberg.com/news/articles/2008-07-28/p-and-g-changes-its-gamebusinessweek-business-news-stock-market-and-financial-advice -03.ibm.com/ibm/history/ibm100/us/en/icons/gooddesign/ 26