Fast Company Magazine has released another issue within their Masters of Design Series. The article entitled Tough Love by Roger Martin, dean of the Rotman B-school in Toronto, Canada speaks best about what he calls the awkward romance between business and design.
This tension between business-as-usual and business-by-design is not new, of course. Many businesspeople have long regarded designers as mere stylists. More than a few designers see businesspeople as Neanderthals all too willing to forfeit quality for the sake of profit. Their mutual pique springs from a fundamental difference in the way each side thinks about creating value: Corporate types, by and large, seek to fuel growth by building from bulletproof, reproducible systems; designers generally attempt to do so by imagining something new, different, better. That difference can be seen as a trust in reliability on the one hand and in validity on the other." Read the Complete Article at Fast Magazine.