Design thinking and the quest for a beautiful world



Back in November when I was in Rotterdam running a Masterclass in Design Thinking for the European Institute for Brand Management (EURIB) I was interviewed by Pascal Kuipers, a Dutch business media journalist. I now find that the interview is the cover story for Tijdschrift voor Marketing – a leading marketing magazine in The Netherlands.

Of course, the five page feature is all in Dutch, but I have translated a small part of the interview. This magazine is not available online, although you can order a subscription. So here is an extremely bad translation which does no justice to the excellent journalism of Pascal.

Professor Mike Press: “We need a beautiful world to live in”

As a design professor, when Mike Press travels to give workshops on ‘Design Thinking’, he takes a large suitcase and a backpack. In the backpack are personal items. In the suitcase are craft materials that his students use to represent their ideas. Objects and images, not language, is the Esperanto of the international design community, he says.

Prototyping is an essential part of the creative design thinking process. “Actually, design thinking not a good name,” says Press. “It’s not about thinking but doing – making to think. Because it is about stimulating your creativity.” Therefore Press takes a mobile hobby shop to the locations where he gives workshops. Similarly in Rotterdam, where he is giving a Masterclass for the European Institute for Brand Management (EURIB). To managers of businesses, educational institutions and the public sector he is giving a brief introduction about design thinking, then getting participants to get to busy prototyping.

“Design thinking is not a solution but a method of creatively exploring the problems facing businesses and institutions to do,” says Press. Too often when we discuss such things, your fixed beliefs and assumptions are not challenged. In 99 percent of conversations we defend our position, and are not open to something new. Many managers simply express their fixed views with powerpoint presentations. This kills creativity stone dead.”

Want to read more? Then simply place a regular order for Tijdschrift voor Marketing with your newsagent. A fascinating journalist and real honour for my ideas to be featured in this way.



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