Many Asian CEOs readily admit that they don’t understand design or know how to assess its value to the company. Few can blame them because the creative industry has been a poor educator on how to use design for business. Many creative people are good at what they do but are poor in providing a framework as to how design adds value to business. Some even feel that the clients will never understand. These attitudes have created a stalemate: business leaders who don’t understand the use of design hence undermining its value and design professionals who don’t know how to explain the power of design hence limiting its role in business.
Lawrence Chong is the CEO of Consulus, a company specialising in helping Asian firms rebrand and redesign their organisations to be more innovative through business design. Consulus serve leaders in Sri Lanka in partnership with Shiraz Latiff, Chairman of Hummingbird International.
This article is part of a weekly column called Shaping the World where Lawrence and Shiraz share insights and ideas about building innovative Asian Brands. It is published by one of the leading dailies in Sri Lanka, Ceylon Today.