Design does not mean innovation

Design has nothing to do with innovation and little to do with creativity. For the most part it's there to help de-risk your business, but we tend not to talk about it like that.

We often conflate design with the need to create something new and marvellous. That's why people might think design is something they need for the good times, but not the rocky, ambiguous and volatile times.

Of course the output of a solid design process can be groundbreaking and beautiful. It's also true to say it requires a creative mind to find solutions to tricky problems. But one of the things I love about design – and service design in particular – is that it's more about fixing the basics than coming up with the shiny thing.

When you fix the basics – through a process of internal service design – you get satisfied customers, more efficient operations, and happier people in your organisation. Those are the real by-products of a design project that is successful, meaningful and has a positive impact.

Design is there to keep things alive. Design will make it work better and easier. It's there to keep your customers coming back, keep your citizens happy, and keep your staff motivated.

And then that bottom line you're not unreasonably fixated on will head in the right direction.