Intangible Assets: The Engine of Business Growth

The workshop is built around hands-on group exercises and case studies based on real business situations. Participants will be divided into groups, with each group assigned a different design and product development challenge. Using role cards, participants will take on the perspectives of various stakeholders and work through scenarios from the viewpoints of the company, the design partner, and other project participants. The exercises make use of practical design strategy and design management tools. The workshop aims to move the discussion beyond the traditional question of “What should the design look like?” and towards a strategic perspective: What problem does design solve within a company? When should a design partner be involved? How should collaboration be managed? And how can design become a measurable value-creating capability for a business?