What do you think?
Rate this book
Reimagining Design: Unlocking Strategic Innovation
The power of transformative design, multidisciplinary leaps, and diversity: lessons from a Black professional's journey through corporate America.
Design offers so much more than an aesthetically pleasing logo or banner, a beautification add-on after the heavy lifting. In Reimagining Design, Kevin Bethune shows how design provides a unique angle on problem-solving--how it can be leveraged strategically to cultivate innovation and anchor multidisciplinary teamwork. As he does so, he describes his journey as a Black professional through corporate America, revealing the power of transformative design, multidisciplinary leaps, and diversity. Bethune, who began as an engineer at Westinghouse, moved on to Nike (where he designed Air Jordans), and now works as a sought-after consultant on design and innovation, shows how design can transform both individual lives and organizations.
In Bethune's account, diversity, equity, and inclusion emerge as a recurring theme. He shows how, as we leverage design for innovation, we also need to consider the broader ecological implications of our decisions and acknowledge the threads of systemic injustice in order to realize positive change. His book is for anyone who has felt like the "other"--and also for allies who want to encourage anti-racist, anti-sexist and anti-ageist behaviors in the workplace. Design transformation takes leadership--leaders who do not act as gatekeepers but, with agility and nimbleness, build teams that mirror the marketplace.
Design in harmony with other disciplines can be incredibly powerful; multidisciplinary team collaboration is the foundation of future innovation. With insight and compassion, Bethune provides a framework for bringing this about.
Design offers so much more than an aesthetically pleasing logo or banner, a beautification add-on after the heavy lifting. In Reimagining Design, Kevin Bethune shows how design provides a unique angle on problem-solving--how it can be leveraged strategically to cultivate innovation and anchor multidisciplinary teamwork. As he does so, he describes his journey as a Black professional through corporate America, revealing the power of transformative design, multidisciplinary leaps, and diversity. Bethune, who began as an engineer at Westinghouse, moved on to Nike (where he designed Air Jordans), and now works as a sought-after consultant on design and innovation, shows how design can transform both individual lives and organizations.
In Bethune's account, diversity, equity, and inclusion emerge as a recurring theme. He shows how, as we leverage design for innovation, we also need to consider the broader ecological implications of our decisions and acknowledge the threads of systemic injustice in order to realize positive change. His book is for anyone who has felt like the "other"--and also for allies who want to encourage anti-racist, anti-sexist and anti-ageist behaviors in the workplace. Design transformation takes leadership--leaders who do not act as gatekeepers but, with agility and nimbleness, build teams that mirror the marketplace.
Design in harmony with other disciplines can be incredibly powerful; multidisciplinary team collaboration is the foundation of future innovation. With insight and compassion, Bethune provides a framework for bringing this about.
- GenresDesignBusinessNonfiction
200 pages, Kindle Edition
Published March 15, 2022
About the author
Kevin G. Bethune
1 book11 followersKevin Bethune is the Founder & Chief Creative Officer of dreams • design + life, a "think tank" that delivers design & innovation services using a human-centered approach. Kevin's background spans engineering, business and design in equal proportion over his 20+ year career, positioning him to help brands deliver meaningful innovations to enrich people's lives.
His work represents creative problem-solving that brings multidisciplinary teams together to see the future through an open aperture, and a deep industrial design approach to inform and influence desirable, feasible and business-viable design outcomes.
Kevin began his career as a mechanical engineer in the nuclear power industry. This chapter gave him deep product experience working with high performing teams across 14 nuclear reactor upgrade campaigns. After his MBA, Kevin joined Nike, Inc. in a business capacity, but quickly navigated to the Global Footwear product engine to drive advanced digital product creation capabilities, discovering the world of design in the process. After solidifying his creative foundation through further studies at ArtCenter College of Design, Kevin co-founded distinct design & innovation capabilities at two Tier 1 management consulting firms in Booz & Co. and the Boston Consulting Group (BCG). As Vice President of Strategic Design at BCG Digital Ventures, he led a large cohort of designers that would influence and shape every corporate venture spun out from the incubator. Kevin left BCG Digital Ventures to carve his own path under the banner of dreams • design + life, focusing on unlocking human potential through strategic design, industrial design and the building of new ecologies.
Kevin also serves as a Board Trustee for ArtCenter College of Design and the Board Chair for the Design Management Institute (DMI).
His work represents creative problem-solving that brings multidisciplinary teams together to see the future through an open aperture, and a deep industrial design approach to inform and influence desirable, feasible and business-viable design outcomes.
Kevin began his career as a mechanical engineer in the nuclear power industry. This chapter gave him deep product experience working with high performing teams across 14 nuclear reactor upgrade campaigns. After his MBA, Kevin joined Nike, Inc. in a business capacity, but quickly navigated to the Global Footwear product engine to drive advanced digital product creation capabilities, discovering the world of design in the process. After solidifying his creative foundation through further studies at ArtCenter College of Design, Kevin co-founded distinct design & innovation capabilities at two Tier 1 management consulting firms in Booz & Co. and the Boston Consulting Group (BCG). As Vice President of Strategic Design at BCG Digital Ventures, he led a large cohort of designers that would influence and shape every corporate venture spun out from the incubator. Kevin left BCG Digital Ventures to carve his own path under the banner of dreams • design + life, focusing on unlocking human potential through strategic design, industrial design and the building of new ecologies.
Kevin also serves as a Board Trustee for ArtCenter College of Design and the Board Chair for the Design Management Institute (DMI).
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 9 of 9 reviews
February 25, 2023
As a designer, I was very excited to learn from a multidisciplinary leader with such vast experiences… However, I think the title should be changed to target the operational leadership of VPs and C level executives. I still found it a worthwhile and great read, but I have no authority to implement most of the ideas(as innovative and ingenious as they may be). Bethune illustrates his methodologies, literally and figuratively, in very insightful and digestible ways that really enriched my experience. It’s honestly a tragedy and quite ironic reading the comments that so many had similar experiences with this book, written by someone with such deep understanding of marketing.
March 7, 2024
Kevin Bethune’s "Reimagining Design" is a must-read for those curious about how design intersects with business and innovation. With a rich background in engineering, business, and design, Bethune offers a unique look at design thinking. He suggests looking at design not just as making things look good or work well, but as a key strategy for sparking innovation and change in all sorts of fields.
A major highlight of the book is how Bethune uses his own journey and stories from his career to show how Design can tackle complex challenges. His writing is easy to follow and inviting, making the ideas of strategic innovation clear even for those new to design or business concepts. The book is packed with real-life stories and examples where design thinking has led to real change, making it more relatable.
Bethune pushes the idea that design is more than just creating new objects or services. He sees it as a mindset or way of thinking that can be applied broadly, from tweaking products and services to reshaping entire organizations and even addressing societal issues. He prompts readers to see design as a tool for imagining and building a better future.
The book touches on several key ideas, like the need for empathy in design, the importance of working across different fields, and how design can be a force for sustainability and diversity, equity, and inclusion initiatives. Bethune also gives practical advice on how to bring design thinking into organizations, how to deal with resistance, and how to nurture an innovative culture.
In summary, "Reimagining Design" is enlightening and practical, offering a new way to view design as a strategic force for innovation. It's an excellent resource for designers, business leaders, and anyone interested in how design can help solve big problems facing the world today.
A major highlight of the book is how Bethune uses his own journey and stories from his career to show how Design can tackle complex challenges. His writing is easy to follow and inviting, making the ideas of strategic innovation clear even for those new to design or business concepts. The book is packed with real-life stories and examples where design thinking has led to real change, making it more relatable.
Bethune pushes the idea that design is more than just creating new objects or services. He sees it as a mindset or way of thinking that can be applied broadly, from tweaking products and services to reshaping entire organizations and even addressing societal issues. He prompts readers to see design as a tool for imagining and building a better future.
The book touches on several key ideas, like the need for empathy in design, the importance of working across different fields, and how design can be a force for sustainability and diversity, equity, and inclusion initiatives. Bethune also gives practical advice on how to bring design thinking into organizations, how to deal with resistance, and how to nurture an innovative culture.
In summary, "Reimagining Design" is enlightening and practical, offering a new way to view design as a strategic force for innovation. It's an excellent resource for designers, business leaders, and anyone interested in how design can help solve big problems facing the world today.
November 18, 2023
PRINT Magazine's June 2023 Book Club book.
I enjoyed the interview that took place around the book as part of the book club proceedings more so than the book which I found a little on the dry side. The bulk of the book read like a business book with specific ideas that felt like they would only possibly work for companies, likely manufacturing companies, of a certain size. If you work for a smaller firm, it is hard to envision Bethune's approaches to be of much value.
Surrounding what makes up the big chunk of the text is Bethune's own story as to how he became a designer (the beginning) and some ideas on how to make the design field more inclusive (the end). Bethune is a Black designer in a very white field. Perhaps more unusual, Bethune is an engineer turned designer. His story is interesting but much like the business advice he provides, I don't know that much of his path is repeatable.
I enjoyed the interview that took place around the book as part of the book club proceedings more so than the book which I found a little on the dry side. The bulk of the book read like a business book with specific ideas that felt like they would only possibly work for companies, likely manufacturing companies, of a certain size. If you work for a smaller firm, it is hard to envision Bethune's approaches to be of much value.
Surrounding what makes up the big chunk of the text is Bethune's own story as to how he became a designer (the beginning) and some ideas on how to make the design field more inclusive (the end). Bethune is a Black designer in a very white field. Perhaps more unusual, Bethune is an engineer turned designer. His story is interesting but much like the business advice he provides, I don't know that much of his path is repeatable.
June 30, 2022
Largely an autobiography that tracks the author's experience with design. Difficult to separate the concept with the persona but there are some gems here for planners seeking some insight into approaches to development and refinement of products.
December 3, 2022
Everything that’s written in this book is valid. Though if you are already working in the sector, then you probably are familiar with the things described. Some of these things you probably understand them better. Perhaps a book for those who are just now entering the sector.
January 27, 2023
Felt it was 3.5 but I'll round up. I wasn't quite sure who the best target audience would be--management people or product designers or students. Probably a mix of all three. Parts of it were tough to read, maybe because of the font so I wonder if the audiobook might be a better experience.
Read
August 10, 2022Interesting and compelling Bethune brings design into our historical moment.
April 6, 2022
No design methods were harmed in the making of this book.
I really enjoyed the very personal retelling of Kevin’s story and experience shaping strategic design at BCGDV. As a strategic designer at BCG myself, I am a bit biased in finding this very relevant and in relating to all the stories and scenarios described.
On a personal level, I also studied engineering and switched my focus on Human-computer interaction, which fell in with human-centred design and became known as UX in the web world, before sprawling into Design Thinking and Strategic Design. Each path is different. Reading about Kevin’s career, and how he went from Engineering, to Business and then to Design, I finally felt like I had found a home and someone who had trod the (less travelled) path I am on before me.
This book is a first step in making the case for designers leading the strategy shaping activities of multi-disciplinary teams to get as much as we can from everybody’s superpowers. As a firm believer of Design is for Strategy, I would say that this book is worth reading! And I love how it is not a textbook, or an exhaustive compendium of doctrine and methods. This is a story, lived by a human, and it is worth sharing.
I really enjoyed the very personal retelling of Kevin’s story and experience shaping strategic design at BCGDV. As a strategic designer at BCG myself, I am a bit biased in finding this very relevant and in relating to all the stories and scenarios described.
On a personal level, I also studied engineering and switched my focus on Human-computer interaction, which fell in with human-centred design and became known as UX in the web world, before sprawling into Design Thinking and Strategic Design. Each path is different. Reading about Kevin’s career, and how he went from Engineering, to Business and then to Design, I finally felt like I had found a home and someone who had trod the (less travelled) path I am on before me.
This book is a first step in making the case for designers leading the strategy shaping activities of multi-disciplinary teams to get as much as we can from everybody’s superpowers. As a firm believer of Design is for Strategy, I would say that this book is worth reading! And I love how it is not a textbook, or an exhaustive compendium of doctrine and methods. This is a story, lived by a human, and it is worth sharing.
March 31, 2022
I'm biased, but this is the best articulation of BCGDV perspective on the innovation process from one of the most inspiring strategic designers.
Displaying 1 - 9 of 9 reviews