Businesses and designers both want to create value. What could go wrong?

Time and again, ambitious design projects within organizations fail to deliver the sort of impact designers believe is possible, and managers say they want. At the root of such failures are basic disconnects between how managers and designers view the world.

Managers often look to design to increase financial value, while designers typically see their profession as creating value for users and society. Countless opportunities to address pressing ethical, social, and environmental concerns die in the gap between the two, as managers and designers misconstrue each other’s intent and misunderstand each other’s needs. How can both do better?

The answer lies in Redesigning Value. Drawing from real-world examples and insights from over one hundred designers, design experts, leaders of design labs, and design “skeptics” at leading organizations, including Google, CNN, Citi Bank, Fidelity Insurance, the Mayo Clinic, and Shopify, the book provides a road map from leaders who have been there and a practical manifesto to inspire the sort of action our world so sorely needs.

David Dunne is Professor and Director of MBA Programs at the Peter B. Gustavson School of Business, University of Victoria.

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Chris Ferguson is the founder of Bridgeable and an adjunct professor of design at the University of Toronto.

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Paolo Korre is the director of Design and Innovation at Medavie Blue Cross.

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