By M. Isi Eromosele
The American economy is now a design economy, the replacement of the technology replacement economy. In this transformed economy, there is a need for businesses to operate with the creativity and innovation inherent in a design house. This would enable them to produce products and services that are elegant, classic and refined. It is important for business leaders and managers to understand that in today's global economy, stylish designs have become a critical competitive advantage. Incremental development will not engender the desired business results.

Business needs design. The implementation of business design applies creativity and business basics to improve the architecture of your enterprise's functional processes. Utilizing a user-centered approach, business design specialists can analyze your company's corporate structure and processes. Using customized perspective and design inspiration, a visual business model of how your company will look like in the future is created.

The goal is to deliver actionable strategies. The result is a new business blueprint created to innovate and solve new corporate challenges. The business design process is creative innovation turned toward an entirely new pattern of business problems: the fundamental challenges inherent in today's dynamic global economy.

Business Design is perhaps the most important critical factor in the achievement of your company's business objectives. Strategic and tactical excellence is only attainable with the appropriate business design concepts to carry out your stated business goals. Business Design implementation provides the customized business blueprints that would enable the success of your corporate strategic plans.

It is imperative that business leaders comprehend the significant role design plays on the performance of their business operations. A business design implementation will be based upon goals and strategies that will let managers obtain the high level of performance they wish, contributing to a favorable return on investment. The leveraging of a good business design implementation has measurable business benefits. Great business design can have tremendous influence on the success of your company's entire interconnected operations, as follows:

• Improved business design and analysis result in more elegant and modular technology systems - less to build, less maintenance
• Competently designed processes result in less errors, exceptional customer service and reduced costs when developing new products
• You get to know which of your corporate business processes need to be updated and where to focus your time and resources
• Your employees will have a more profound understanding of their inter-functional roles, resulting in better alignment of human capital, increasing corporate productivity

Traditional organizations need to reinvent themselves in the way they structure their business operations. In the new design driven economic world, there are no fixed permanent roles. Instead, work flows in an interactive multi-functional way where employees arrange their multi-faceted responsibilities around projects. This generates more efficient operations.

Being influenced by design allows a company to better understand their customers through the implementation of design influenced customer experience systems. A company can reinvent itself to deliver outstanding customer experience that would engender customer loyalty. In adopting a design based strategy, a company can create excellent results in what is called fast prototyping of new products. Traditional companies would not release a new product into the market until they feel it is one hundred percent correct.

A design influenced company would be more daring, releasing the product when it is just right and make further adjustments partially based on customer feedback. Business design requires flexibility in thinking and doing. Instead of acting on what is certain, business design based thinking make a stake on what is likely to be a success. Apple is a company that operates like a design shop. Their success in product design and effective marketing is evidence to the efficacy of business design.

Business design thinking is the wave of the future. This means blending analytical thinking with horizontal thinking that is experimental, intuitive and innovative. Business Design seeks to integrate precision, feasibility and relevance with creative and visual intuitiveness in driving business success factors. The objective is to create a new generation of forward thinking companies that would thrive as the global economy goes through another generational transformation.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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