“Once projects get into build mode, then often decisions will be made for operational and developmental reasons rather than being based around the customer.” The psychological shift to factor in design as an everyday cost still hasn’t taken place in many businesses, according to Grinyer: “We still don’t spend enough. Business stakeholders understand that design is a good thing, but in my experience we’re not at the stage where they see it as an operational cost.”
“In our modern world we’ve developed something that looks awfully like the left hemisphere’s world. The technical becomes important. Bureaucracy flourishes. And the need for control leads to a paranoia in society that we need to govern and control everything.”
If straddling the qualitative and the quantitative is the key to successful innovation in business, it seems CDOs and other board-level creatives have to swim against the tidal drift of wider culture.
McGilchrist, in his speech, draws on a quote often attributed to Albert Einstein: “The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honours the servant but has forgotten the gift.”