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Why designers will be the CEO’s of the future

Jacob Dutton

Managing Director McCann iO

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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.

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