Strategic Design – Good Quote

I love the quote below from Yves Behar, as it summarizes my whole conversation about what is required to create real change. When asked about what car companies needed to do in order to break free from their design stagnation he said:

“They need original design briefs and 21st-century business models.”

Note: he did not call for “improved design process”, or a specific tool like “life cycle analysis” or “biomimicry”. He asked for better briefs, and the freedom within business to challenge existing models that create revenue streams. In essence;

Better questions, and new value models.

Not bad…

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