Nurturing design champions



On his HBR blog Michael Schrage observes, “Right answers to wrong questions virtually guarantee failure…Asking “how can we build a better mouse?” in an era of touchscreen and haptic virtuosity is not a recipe for success.”

Schrage’s new book, “Who do you want you customers to become?” raises a question that we as architects have given a lot of thought to over the years. The set of slides above introduces ten  interactive elements that are intended to transform non-designers into champions who demand better, health-causing design.

– Sharon VanderKaay


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  • About The Nature of Innovation

    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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