Design in business: views from the nucleus and the periphery

The author Turkka Keinonen, who is Professor of Industrial Design at Helsinki University of Art and Design, summarizes opportunities for design leadership by discussing six possibilities for design in business. They are: design for vision; design for competence; design for expectations; design for control; design for meaning; and design for presence. He then expands on each of these propositions. Finally he shows that design will always have an impact, whether it is a core business activity or on the periphery.