In the field of design I am of the opinion that the Pareto principle holds. Eighty percent of “design” is simply “craft” and twenty percent of “design” is truly “creatif”.
I’ve spent the morning researching the UK Design Council as I consider the refinement of the Czerepak Framework. One of their major research projects was to visit and study the design departments of eleven of the UK’s most successful companies and to generalize a design process based on their findings. Personally, I consider their findings to be anti-climactic. I have studied design since the early 1980s and I don’t see anything new or even optimal in the model the UK Design Council produces as a generalization. I agree with a four part process, but I get the impression they are constrained by both flat world thinking and legalistic vocabulary to come up with a model that portrays design as a bipolar disorder cycle instead of an incrementally clearer focus on the desired outcome.
There is a way to win and a way to lose in any venture. The UK Design Council’s research has not found a consistent way to win.