Recent research into the extent to which
design management is being offered as a consulting service
offered up some interesting (and perhaps disappointing) insights.
Virtually no consultancies that provide design-related services
include "design management" as a specific competency that
has been articulated into a set of services. Although one
would think there is a market opportunity here for an enterprising
agency to differentiate itself from the competition, the evidence
shows that for those who have tried it hasn't been easy and
it won't get any easier any time soon.
Among the reasons offered by the consultants
interviewed was that clients or potential clients don't have
a clear understanding of what design management is. Those
who have tried in the past to establish a design management
service and communicate its potential value to their clients
have faced an uphill service marketing battle. The all important
elevator pitch, communicating the essence of the proposition
in 30 seconds or less, or approximately 10 floors, proves
a formidable challenge! These challenges become more formidable
when the form of design management being envisioned is elevated
to a higher level, the formidable beast known as strategic
design management
