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At the Rotman School we see great value in the designer's approach to solving problems – the integrative way of thinking and problem-solving that can be applied to all components of business.
Great design is characterized by a deep understanding of the user, creative resolution of tensions, collaborative prototyping and continuous modification and enhancement of ideas and solutions. Great design is characterized by Integrative ThinkingTM. The application of these principles to business practices is what we call Business DesignTM.
Whether the goal is to develop new products or services, create new ways of marketing to customers or reinvent an entire business model, ‘design thinking’ helps get bigger ideas, faster and more efficiently. We believe the mindset and methods behind great design are the same ingredients for successful Business Design. By incorporating the 'design experience' into our curriculum, we offer students a unique and valuable opportunity to learn new ways to tackle complex challenges in deeper and more holistic ways.
With the vision of the Dean Roger Martin and the leadership of Heather Fraser, Director of the Business Design Initiative, the Rotman School of Management offers a unique program that merges the practices of business and design at our Strategy Innovation lab, DesignWorksTM.
"Forget Business Administration! Teach Design Thinking!", Heather Fraser Interview, Infomania.tv, 2008
Integrative ThinkingTM and Business DesignTM are trademarks of the Rotman School of Management.
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