Michael Bierut's provocative blog item has unleashed a very thoughtful storm. Bierut argues that corporations are uncomfortable with the term "design" and prefer to call it "innovation." I agree with Beirut. But Larry Kelley, founder of Doblin, certainly doesn't. I predict that in time, Keeley will be known as the father of a new discipline of innovation. He's done more research into what innovation really is than nearly anyone else. And he's mad at the idea that anyone can conflate design with innovation.
Thanks to the folks over at CPH127, a terrific design and innovation blog, here are some of Keeley's comments and more on their site:
"I contend that this (innovation) is a NEW field, not just a new word. I further contend that it has its own methodology, complexity, and professional demands. It will be VERY GOOD for the design field, but is not the same as the design field. It is my fond hope that the better practitioners, design firms, schools (including a rapidly growing number of business schools), and desigers, will help to create the broad new capabilities and professionalism that will actually meet the underlying need for stuff, places, clarity of messages, and distinctive experiences that human beings crave--and enterprises must increasingly learn to deliver."