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Sack the Economists, Hire a Designer. By Beverley Nielsen, edited by Catherine McGrath Birmingham Made Me Expo, 2013. IDEA Birmingham. Design and innovation are the key to economic recovery T o enable this recovery we must create an innovation eco-system

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Sack the Economists, Hire a Designer

By Beverley Nielsen, edited by Catherine McGrath

Birmingham Made Me Expo, 2013

idea birmingham
IDEA Birmingham
  • Design and innovation are the key to economic recovery
  • To enable this recovery we must create an innovation eco-system
  • The Midlands is the place to make this happen.
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Midlands Design HubDesign driven growth

87% get competitive edge from innovation

94% quality of design that generates demand

£3-4bn is being invested in new product design

82% are increasing their investment in innovation

73% have worked with higher education institutions

1,400 new products in 3 years

71% have found a direct link between profitability and design

60% have a dedicated design department

maintaining growth
Maintaining Growth

Birmingham needs to establish its design credentials

86% think that design is the region’s unique identifier

96% think need to boost reputation for design and innovation

70% did not see themselves as part of a design led cluster

70% want the Midlands to be part of their marketing

recommendations
Recommendations
  • Launch a design-led strategic marketing campaign for Birmingham the gateway to the Midlands. At the heart of this should be the Birmingham Made Me Expo.
  • Create and Innovation and Design Leaders’ Network (IDLN)
  • Support new business formation, drawing on multi-disciplinary, collective learning activity.
design the 4 ps

Design – the 4 Ps

P – Paradigms of Value Creation:

Collaboration, Connectivity, Eco-systems/ideas, Cities as Hubs, Specialised and high value added/exclusivity, MSBs

P – Place: Reputation, Pride, Identity, Architecture and Planning

Blending Place-based expertiseand assets - heritage

P – Propensity to Innovate: Curious Cultures, experimentation, Credit

P – People or Talent: Passionate, entrepreneurial, R,D,A

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Knowledge,learning & skills

Global & local

products, services

and IP exploitation

Place & infrastructure

services

User experience

Design – as a ‘coping stone’

Innovation Eco-System – Real and Virtual

Paradigm of Value Creation – ‘Exquisite Collisions in action’

‘All lock together to be understood’

Universities

The Essential Elements for a Design & Innovation Eco-System 2020 – Will Hutton

Users

Public Sector

Business

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Propensity to Innovate – design-driven innovation

Cultural Resonance - Paradigm Shifts

Designers as

‘interpreters’

Source: Understanding design driven innovation,

Brookes, Little, Cassab, Geiger, 2011

propensity to innovate
Propensity to Innovate

‘BIG-D’ Design

‘small-d’ design

Source: Understanding design driven innovation, Brookes, Little, Cassab, Geiger, 2011

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New Management Paradigm?

Strategic Design Integration

(1) Design ethos through Creative Culture underpins vision and value creation

(2) main objective is to transformuser experience

(3) transformmarket behaviours through new needs, motivations and experiences

(4) resource allocation and knowledge competencies aimed having capacity and capability to deliver vision

(5) importance of working in an integrated team

(6) Management of the intangible

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People – ‘Exquisite Generalists’ or T-shaped people – Radicals too!

Source : Verganti 2010

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Next Steps

1) Policy report on Birmingham - The Original Design City for Party Conference Season

2) Pod exhibits for London, Birmingham and other venues internationally

3) Developing collaborative projects and Innovation Design Leaders Network – innovation eco-system

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