NBBJ

“Good design is good business.”

As a mantra, it’s forty years wise, first stated by Thomas Watson, Jr, CEO of IBM during its most explosive period. As a business practice, though, it’s long been underestimated by the business world and only recently begun to be undertaken.

BMD collaborated with NBBJ, a global architecture, planning and design firm, on an exploration of this cool dichotomy, of business as usual versus business by design.

Instead of outperform, companies need to outimagine. To think like — to be — designers.

The outcome is “Change Design,” a book that examines how ‘form-driven’ architecture is disappearing behind the rise of a newer approach, one merging design with business performance.

Filled with interviews, essays, methodologies, metrics and project case studies collocated in a logical framework of practice concepts, the book highlights the journeys of visionary leaders who transform their organizations by leveraging the power of design.

It’s a roadmap for business pioneers and designers alike to build transformative, effective and competitive organizations.