Similarly, rather than trying to guilt people into not flying, we need to make the necessary changes so that we can all enjoy guilt-free air travel.
The answer would likely again be, ‘Well, because that’s what the book says’.repeatedly moves the conversation and enables both parties to imagine other scenarios; not burying the facility underground and instead building it above ground, for instance.
This persistent question-asking can unlock the project, opening it up to a previously unthought of solution.Stripping away previous knowledge, questioning potentially inefficient systems and modalities, is what is needed to allow these kinds of conversations to take place..This is the challenge to traditional design processes, which can be quite turgid and passive: a brief is stated and a firm contends with whether they can deliver the predefined needs of the client.
Interrogating the brief is not part of the process.. Elevating and liberating the brief into a problem statement is an essential part of the work and the design process of Design to Value.Collaborating to establish a set of working methods, goals and value drivers creates clarity of purpose from the start.
It creates opportunity.. To purchase this book, visit., Asia-Pacific Lead at Bryden Wood, talks to.
, Director of Integration at.While there, he engaged Bryden Wood and together they developed the Front End Factory, a collaborative endeavour to explore how to turn purpose and strategy into the right projects – which paved the way for Design to Value.
He is committed to the betterment of lives through individual and collective endeavours.. As well as his business and pharmaceutical experience, Dyson is Professor of Human Enterprise at the University of Birmingham, focussing on project management, business strategy and collaboration.. Additionally, he is a qualified counsellor with a private practice and looks to bring the understanding of human behaviour into business and projects.. To learn more about our Design to Value philosophy, read Design to Value: The architecture of holistic design and creative technology by Professor John Dyson, Mark Bryden, Jaimie Johnston MBE and Martin Wood.Available to purchase at.In my last blog, I explored how innovative, value-driven conceptual design can be shepherded through basic / scheme design.
I believe that submitting a project to a sausage-machine-design approach at any point will allow much of the value to be lost or worse.The question is how you can move into detailed design, construction and beyond while firmly keeping hold of that conceptual value..