Managing in Beta

In his latest On Design column in BusinessWeek, Bruce Nussbaum recounts a recent speech he gave to the Royal College of Art in London.

At issue: just how much should CEOs be like designers?

We are, he says, living "in a constant state of beta," which requires top leaders to Think Different - yes, the obvious reference is made. Later:

Let me emphasize this. I think managers have to BECOME designers, not just hire them. I think CEOs have to embrace design thinking, not just hire someone who gets it. I think many business schools have to merge with design schools, not just play poke and tickle with them.

Nussbaum identifies the key drivers behind this necessity as sustainability, bottom-up attention and DIY culture - and an ability to empathize, to feel something toward the object of all those design thoughts.

Wayne