Seeing “pre-tangible” connections

Innovation applies to tangibles, such as new buildings and products, as well as intangibles such as methods of construction and ways of working. Traditionally, tangibles and intangibles have been seen as distinct states. Back in 2005 I gave a presentation at a design conference in Chicago on how design intangibles, for example “creating an uplifting feeling” or “instilling a sense of confidence” become tangible when they translate into hard numbers such as increased  revenue. During that presentation, “Calculating the Value of Design,” I used the term pre-tangible to emphasize the connection between design and business results. Since then I’ve become even more convinced that decision makers need to “see” a stronger relationship between intangibles and tangibles. Here’s the image I used at the conference:

pre-tangibles

Recently I created a set of slides for a business audience that further explain the concept of pre-tangibles.

-Sharon VanderKaay

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    We see our collaboration with clients and colleagues as providing a living lab for enriching the creative process. Farrow’s built work has been internationally recognized for leadership in human-centric design. This is where we come to discuss our ideas as they hatch and our experiences as they happen.
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