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