Design Leadership Securing the Strategic Value of Design 1st edition by Raymond Turner ISBN 1409463252 9781409463252

Part One – Preparing the ground

1 The sceptics

The sceptics view

The other view

Case Example – Dulux Perfect

Case Example – Eglin Concourse airport seating

Case Example – Airline Moves

Case Example – Anua, an extension or change?

So, what do you do?

2 Deliver strategy

Case Example – Linking design and strategy

Case Example – Stop sex trafficking of children

So, what do you do?

3 Demonstrate added value

Design and business measures

Case Example – Calor Aquaspeed iron

Case Example – Solostar disposable pen injector

Case Example – Irish Post Office

Case Example – Parent Know How

Case Example – Waterside, British Airway’s headquarters

Case Example – Oskar mobile phone

Case Example – Unilever colour harmonization

So, what do you do?

4 Build reputation

Case Example – King’s College London recruitment

Case Example – Culture and Sport Glasgow

So, what do you do?

5 Design spend

Case Example – Legal & General brand and culture change

Case Example – McDonald’s global packaging

So, what do you do?

6 Summary of Part One

Part Two – The how and what of delivery

7 Managing and leading

Roles and responsibilities of design managers

A brief for design management

Roles and responsibilities of design leaders

Case Example – Envisioning London’s future

Case Example – Heathrow Express

Case Example – Babington’s English Tea Rooms

Case Example – London Bus

A brief for design leadership

Summary of chapter 7

8 Understanding opportunity

Process for design management

Process for design leadership

Summary of chapter 8

9 Behavioural style

Line managers’ behaviour

Functional managers’ behaviour

An appropriate behaviour style

Design client behaviour

Some other behavioural considerations

Summary of chapter 9

10 Summary of Part Two

Part Three – Looking back to look forward

11 Challenges for design leaders

Perspectives from around the world

Design transformation

Innovative Thinking and its relationship with design

Case Example – Axiom

Collaborative design, a way to make it all work

Part Four – Further case examples

12 Roca: what next?

13 BAA: selecting designers

14 Eurotunnel: design in a service industry

15 Glohealth: rethinking health insurance

16 DAA: design integration

17 Design for future needs

18 London Transport: design in crisis

Summary of reflections

Mantras of learning – 13 things you should never forget

A summary of key arguments

A final thought

Figures and diagrams

References

Index