A broad definition of design

Design is an effective user-centred and developmental process that contributes to sustainable social, economic and cultural growth.

Systems, environments, identities, services and products, all do a better job and improve our experience of using them when they are well designed. More and more, we are recognising this is also true for strategies, business plans, processes and policies.

Furthermore, design is a useful process for helping leaders, leadership teams and stakeholders shape the right organisational cultures to embed the change they need, whether for an incremental step or a significant leap forward.

I use design as a strategic tool and a flexible, creative, people-centred process to guide and shape sophisticated processes of development and change – whether for a company brand or a national policy; whether for an individual team or the leaders of an organisation.