Signpost 19

In a nutshell:

Traditionally, design has been a final step, adding aesthetics to pre-existing ideas. However, involving designers from the start to shape both the concept of work and its environment could unlock new forms of value.

Key Chapter: 18

• 19.1 Historically, design has been a downstream step in the development process where designers come along and put a beautiful wrapper around an idea conceived by others. Imagine the new forms of value that could be created if designers were involved in designing the idea of work first, and then its wrapper. p.62