There is a strong sense today that management education has lost its way. Roger Martin (Dean of the Rotman School of Management, Toronto) observed that “business schools are under intense criticism and, in the view of some, have reached a point of crisis. Both academics and management practitioners criticise MBA programmes for their lack of relevance to practitioners”. And Martin's remedy? Nothing less than a fundamental reformulation of management education: “we are on the cusp of a design revolution in business… today’s business people don’t need to understand designers better, they need to become designers”.
The importance of design in business education is its integrative nature. Designers solve problems by synthesising ideas in a collaborative milieu; design naturally brings together the various specialisations that make up the fragmented business curriculum, showing their practical relevance and binding them into an integrated whole. For more, click here or see chapter 5 of my book :-)