Tim Ogilvie, from Peer Insight, gave a talk at the Norwigian Design Council last month about how service design is helping companies to innovate, especially in an age where the deluge of offerings and commoditisation are leading to price-based competition (and therefore eroding ROI).
What’s interesting about the presentation is how Tim explores the interesection between design and business. Quite often, designers and business people don’t share the same views on the same problem. Business people are ‘left-brained’, and focus on execution . Designers are much more ‘right-brained’, focusing on exploration.
It is at the intersection between the design world and the business world that innovation trully happens.
you can download the presentation here
