A reflection on good business and social design in three parts.
THE GOOD BUSINESS + SOCIAL DESIGN REVOLUTION
Business and social innovation are not traditional bedmates, but have much to learn from one another as the thinking behind this rising class of design entrepreneurs positions them as true leaders.
by Cheryl Heller
The new design is familiar, but different.
From designer as expert to designer as creative transformer.
Design has been defined thus far by individual creators – people with a singular vision and expertise. Raymond Loewy, Frank Lloyd Wright, Bucky Fuller, Paul Rand, the Eames (two who worked as one) were designers with a vision for how things should be, and what the world needed.
This tradition in design parallels the role that experts play in other fields – engineers, scientists, academics, inventors like Henry Ford, Margaret Mead, E.O.Wilson and Steve Jobs, who opened up new worlds through their singular imaginations. But we have reached the point as a species where the power of individuals to solve the complex problems we face, regardless of how brilliant they are, is unrealistic.
Giving up the role of idiosyncratic expert will be difficult for many designers. We’ve worked so hard to earn the aura. But the change we need requires learning to co-create, to make others the geniuses and generators of their own future – helping them grow beyond the need for our help.
Design for Social Innovation applies the abilities of talented individuals to collective creativity and to the transformation of complex systems at great scale. In this new role, the designer’s practice takes place not in a private studio but inside an organization or community. It rearranges the invisible dynamics of individuals and their relationships with each other instead of material resources. Its method and value are in collective participation and creativity that engage organizations in finding solutions that work for them.
From predictions to action that emerges from iteration.
A business plan, no longer necessitates the pretense that an entrepreneur, however prescient, can predict the conditions five years hence of an enterprise that doesn’t exist yet. Remarkably, that expectation has been the norm. To raise capital, an entrepreneur made these sorts of predictions in great detail and following a strict format. Only they weren’t much use once the capital was raised. In May last year, HBR ran an article called “Why the lean start-up changes everything”. According to the article, the Lean Startup “… favors experimentation over elaborate planning, customer feedback over intuition, and iterative design over traditional “big design up front” development. Although the methodology is just a few years old, its concepts—such as “minimum viable product” and “pivoting”—have quickly taken root in the start-up world, and business schools have already begun adapting their curricula to teach them.”
The lean start up looks a whole lot more like design than it does standard MBA practice where nothing that can’t be put in an Excel spread sheet is worth considering. Lean Startup IS the social design process applied to entrepreneurship – small bets, prototyping and iteration. The next step emerges when the results of the last steps provide a new reality to evaluate, observe and then act upon. The design process is based on learning, testing, noticing, refining. If entrepreneurs want perfect partners in their start up efforts – lean or otherwise– they need look no further than social innovation designers.
From designing artifacts to designing relationships
While relationships have always been important to business, (businesses are, in fact, nothing more than a series of relationships), the nature of these relationships has been both predictable and one-dimensional in terms of who the participants are, the value asked of them and the value they receive in return. Business leaders look for loyalty from customers, employees and shareholders that translates into a commitment to purchase, work hard or buy shares. These are the standard measures by which they are evaluated as leaders, and it’s how they measure the health of their firms.
But the complex, hairy, connected systems of our shrinking planet impose atypical relationships on all of us – with the myriad previously unheard voices that come through social media, with ecosystems we didn’t notice until we sent them into shock with our interference, with invisible forces that our lust for big data makes visible. These non-traditional relationships can’t be managed in the tried and true ways. They are impervious to the preordained values and rewards of business.
Designers find their inspiration seeing these types of unexpected connections between things – noticing and creating unusual relationships that change the nature of the whole. And social design extends the designer’s purview to human and ecological relationships at a scale and complexity that impacts companies, countries, species and ecosystems.
From identity as brand to identity as destiny
Traditional corporate identity is brand equity and symbolic language. Logos are flags, icons of quality, distinction and (if earned) trust. When they work, they have a positive impact on recognition, consumer loyalty and buying behavior. Corporate brands are built from past experiences, projected onto an expectation of similar experiences in the future.
Identity is our assumed context in the world – our self-image as we perceive it in relation to whatever society, company, world in which we include ourselves. Individuals have identities, as do corporations, cities, countries (and maybe planets for all we know). Identities are dialogs between the outside and the inside of us; they are self-fulfilling prophecies, conformity to societal expectations, and the belief we hold of what we can expect.
Identity plays a far more important role in life than brands do. Meg Wheatley, in Leadership and the New Science, tells us that all life organizes around a self. “Life’s first imperative is that it must be free to create itself.” Identity is our genesis, our past, present and future. It is our lens on the world and our place in it. Identity is the way we see ourselves, who we determine is “other”, the way we estimate the value of lives other than our own. It is the belief we hold of our place in the world, the tribes we belong to and the contribution we will make, or not make, to the common good. The full power of identity, used as a lever, is the most powerful way to start social change.
I wrote a post about a year ago inspired by trips to Nairobi, Detroit and Mexico City within six weeks of each other. The difference in the way young people in each place see themselves is remarkable. In Nairobi, a sense of expectation; young technologists in what has been called the “Silicon Valley of Africa” are on fire with their own potential. In Detroit, anger for the opportunities lost to them by others; confidence in their own abilities but frustration with the infertile ground around them. In Mexico, talented artists who can’t see how remarkable their skills are because the outside world has never reflected their worth back to them.
Robert Fritz writes about structural change and the hidden assumptions within businesses that prevent them from fully moving forward. Identity is key among them. Leveraging and shifting identity as a means to open possibilities and remove structural barriers is the purview of the new design.
There’s a lesson in this for entrepreneurs on the prescriptive power of identity: spend less time worrying about whether your logo is cool enough and more time defining the character and impact you want to have in the world.
From beauty as seduction to beauty as power
Design has always had the power to create lust, whether it’s a handbag that women kill for, a building people travel the world to see, or a technological cynosure so ergonomic it becomes a human appendage. The corporate world rewards this power handsomely, because of its financial return. In social innovation, beauty inspires people to consider, and care about the things that money can’t buy and humans are powerless to replace.
Please check back next week for some examples of organizations that are illustrating the power of good business + social design.
 Robert Fritz, The Path of Least Resistance for Managers