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Design
Strategy

The Rise of a New Culture
CHA
NGE
Changing
Context

The world we live in is changing.
Eternal 

Student 

Loans
Life Long
Renting
Increasing
Employee
Turnovers
Infrastructural
Challenges
Ballooning
National Deficit
Energy Crisis
Environmental
Disasters
Conflict 

and War
Changing
Purpose

What we seek is changing.
Education
Reform
Global 

Supply Chain
CSR to CSV
High
Performance
Organizations
Strategic 

Growth
Alternative
Energies
Global 

Livability 

Index
Technological
Leap
Innovation

To Boldly Go.
Changing
Behavior

How we see and do things is changing.
Historically, there have been three kinds of jobs.
Maker

Seller

You make something that
someone else wants to buy.

You sell something that
someone else has made.

Provider

You provide a service that
someone else will pay for,
because it makes them feel
better for having it.
But this is changing too!
We are in an era that industrial design is
more and more about designing industries.
An era that design thinkers are re-imagining 

healthcare and education systems.
An era that strategists are looking at open 

governance and new methods of policy making.
We are in an era that its not only about 

b-school and d-school anymore.
How did this change happen?
DISCIPLINARITY
INTERDISCIPLINARITY
MULTIDISCIPLINARITY
TRANSDISCIPLINARITY
POSSIBILITY

TRANSDISCIPLINARITY
TOOLS
SYNTHESIS
ANALYSIS
ITERATION
COLLABORATION
ENGAGEMENT

INNOVATION
MULTIDISCIPLINARITY
TOOLS
SYNTHESIS
ANALYSIS
ITERATION
COLLABORATION

INVENTION
INTERDISCIPLINARITY
TOOLS

DISCOVERY

SYNTHESIS
ANALYSIS
ITERATION

DISCIPLINARITY
TOOLS

SOLUTIONS

SYNTHESIS
ANALYSIS

SUBJECTIVE
OBJECTIVE

SOLUTIONS
APPROPRIATE

SOLUTIONS
SYSTEMATIC

SOLUTIONS
HOLISTIC
Things are changing, and they are changing fast.
Design
Strategy

The Rise of a New Culture
Design
Strategy

The Rise of a New Culture
The definition, its history and what it does
in an exponentially changing world.
!

How it re-interprets a successful business
model that is constantly changing.
!

What are some of the tools that design
strategists use in the process.
Design

Design is the creative process of materializing the
immaterial, externalizing the internal, and generating
reality by transforming resources for human purposes.
!

— Educating for Creativity - Luigi Ferrara, 2012
Strategy

The art of planning a purpose-driven 

roadmap that reaches your goals.
Design Strategy

Design strategy is the bias; the direction that helps
businesses, organizations and institutions realize 

what it is that they should be doing next, how they can 

do it, and most importantly, why they should be 

doing it in the first place.
A Brief
History
Sun-Tzu: Art of War
Carl Von Clausewitz: On War
Normandy Invasion
Chess and the Art of Survival and Success
Purpose-Driven Leadership
Let’s do some strategy!
Henry Mintzberg’s Schools of Strategy
#survival
#success
#winning
Framework
A Purpose-driven strategy always starts with the ‘why’.
What do we do?

How do we do it?

Why do we do it?
What do we do?

How do we do it?

Why do we exist?
Process
Design
Test
Iterate

Generate

Design
Strategy

Research
Synthesis
Insight

Understand

Engage

Communicate
Connect
Integrate
Case 1

PlayLab
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
WHY

HOW

Nurturing Young
Innovators

Complementing STEM
education by fostering 

21st century skill sets:
!
Critical Thinking
Collaboration
Communication
Creativity

WHAT

Play-based after school
programs for grade 1-6
Case 2

People Change Places
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
WHY

HOW

WHAT

Most livable city in
Bíobío region and
Chile by 2035.

Establishing a model
for high performance
urbanism in Chile.

Implementation of 6
tactical revitalization
programs:
!
Housing
Public Spaces
Institutional Restoration
Enhanced Mobility
Economic Diversification
Community Engagement
Tools
Research 

to Insight

Strategy
Management

Communication 

by Design

Focus/Unfocus Group Studies
Behavior Mapping
Prototyping
Participatory Research
Workshop Facilitation
Usability Testing
Content Synthesis
Contextual Mapping
Trend Analysis
Brand Semiotics

Process Evaluation
Strategic Visioning
Roadmapping
Product Placement
Brand Architecture
Brand Strategy
Backcasting
Horizon Scanning and Foresight
Stakeholder Engagement
Relationship Management
New Business Development
RFP and Proposal Generation
Costing and Scheduling

Scenario Building
Persona Profiling
Narrative Writing
Storyboarding
Content Development
Visual Identity
Brand Asset Development
Experience Design
Information Architecture
Wireframing and UI Design
Graphic Design for Web and Print
Product Design and Development
Service Design
Spatial Programming
Research 

to Insight

Strategy
Management

Communication 

by Design

Focus/Unfocus Group Studies
Behavior Mapping
Prototyping
Participatory Research
Workshop Facilitation
Usability Testing
Content Synthesis
Contextual Mapping
Trend Analysis
Brand Semiotics

Process Evaluation
Strategic Visioning
Roadmapping
Product Placement
Brand Architecture
Brand Strategy
Backcasting
Horizon Scanning and Foresight
Stakeholder Engagement
Relationship Management
New Business Development
RFP and Proposal Generation
Costing and Scheduling

Scenario Building
Persona Profiling
Narrative Writing
Storyboarding
Content Development
Visual Identity
Brand Asset Development
Experience Design
Information Architecture
Wireframing and UI Design
Graphic Design for Web and Print
Product Design and Development
Service Design
Spatial Programming
Brand
Semiotics

Studying the Signs
Semiotics refers to the science of studying
signs and interpretation of their meaning
by individuals or groups of people.
Verbal

Linguistics and Literary
Semiotics

Visual

Design and Gestalt Grammar 

of Visual Language

Cultural

Psychosocial Studies and
Meaning Generation
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Design Strategy: The Rise of a New Culture
Research 

to Insight
Focus/Unfocus Group Studies
Behavior Mapping
Prototyping
Participatory Research
Workshop Facilitation
Usability Testing
Content Synthesis
Contextual Mapping
Trend Analysis
Brand Semiotics
!
Brand Positioning
Landscape Analysis
Brand Equity Enrichment
Backcasting

Realizing Realities and Implementing Strategies
Backcasting approaches the challenge of discussing
the future from the opposite direction.
It starts with defining a desirable future,
then working backwards to identify policies,
programs, and stakeholders that will connect
the future to the present.
Design Strategy: The Rise of a New Culture
Strategy
Management
Process Evaluation
Strategic Visioning
Roadmapping
Product Placement
Brand Architecture
Brand Strategy
Backcasting
!
Resource Management
Time Management
Realistic Expectations
Metrics
Implantable Roadmap
Storyboarding

The Narrative Structure
Storytelling is so hot right now, right?
Storytelling is as old as mankind;
and we do it everyday.
It is how we remember things, and how we
turn those memories into beliefs.
Storyboarding is the art of creating a visual
structure and a narrative arch for our stories.
Stories that are memorable.
Design Strategy: The Rise of a New Culture
PROVOKE
PROVE
EVOKE
PROVOKE

PROVE

EVOKE
Design Strategy: The Rise of a New Culture
Communication 

by Design
Scenario Building
Persona Profiling
Narrative Writing
Storyboarding
!
Hook ‘em in 20 seconds!
Clarity
Strong Value Proposition
Design Strategy

Design strategy is the mindset, the bias, the collective way
of thinking that leads to creation and implementation of
strategic organizational objectives.
Design Strategist

A Multi-T-shaped design strategist analyzes complex
problems and designs practical pathways and holistic
business solutions to achieve those said objectives.
Design
Strategy

The Rise of a New Culture
Design
Strategy

The Rise of a New Culture
How design strategy, as a bias, can help develop,
establish and maintain an organizational ‘creative
culture’ that is resilient and evolves with change.
What is this ‘creative culture’?!
Bean Bags and
Chalkboards
Design Strategy: The Rise of a New Culture
Although the environment and dynamic workplace
are important, there is a collection of ingredients
that contribute to an organization’s culture.
1

Embrace transdisciplinarity.
2

Emphasize transparency.
3

Communicate effectively.
4

Establish collective beliefs and values.
5

Make it known why you do what you do.
Pixar 

Studios

Fostering Collective Creativity
TED 

Airlines

Misalignment of Organizational Culture and Customer Values
“‘Culture’ is one of those fuzzy terms that makes
business analysts roll their eyes, but its true power lies
in the fact that, unlike other competitive advantages,
it is nearly impossible to copy, and that’s what makes
it the real ‘secret sauce.’”
!

— Rotman Magazine - Sohrab Vossoughi, 2013
Changing an organization’s culture is like
changing someone’s personality! It is possible
but it means a true shift in beliefs.
It entails more than establishing a new
policy and making a few new hires.
How can integrating design
strategy as a mindset help?
By designing roadmaps and brand experiences
that are transcendent and resilient.
By designing processes that embark on engagement
as a catalyst for systemic organizational change.
By designing systems of products and services
that are strategically innovative and holistic.
CHA
NGE
Be ready for change.
Embrace change.
Realize change as an evolutionary process.
Deconstruct your organizational culture.
Rediscover your core culture.
Establish that culture as a transcendent experience.
Design the conditions for systemic change.
Manage the change and let it grow.
Know why.
“An authentic culture, at the very soul of a business, is
something competitors cannot imitate. Like soul, culture
is intangible. Yet given a little inspiration, this intangible
commodity can be converted into untold wealth.”
“Incredibly, the next big wave of growth will come from
businesses whose leaders know how to convert low-cost
intangibles like culture into high bottom-line value.”
!

— Lead by Greatness - David Lapin, 2012
Design
Strategy

The Rise of a New Culture

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