In this incredible talk, Jacob Dutton, MD of Innovation at world’s most effective creative network, McCann Worldgroup, argues that the world's biggest corporations, their consultants and agencies need designers more than ever. Not to improve the exterior of business but to fundamentally reshape their interior by rethinking the design of organisations, their underlying business models and products that they produce.
If design folk can recognise the inherent value they bring by being able to make sense of the complex, they will sit at the top table and develop the simplified org structures, operating models, products and services of tomorrow. The only way they can do that is by making a conscious shift away from focusing on the appearance of companies and rethinking their very form and nature.
Managing Director McCann iO
Jacob leads innovation inside the world’s most effective agency network, McCann Worldgroup. He is also a writer and speaker on experience design, product development and business transformation. With over ten years worth of experience in helping global organisations such as Hilton, General Motors and the BBC to innovate, Jacob believes that fundamental changes in customers, competitors and technology are a massive opportunity for (rather than just a threat to) big companies.