ABSTRACT
The processes that have been described are intended more as a way or organizing thinking and organizing work. Equally important are the behaviours they adopt in carrying out their work. This balance is not something that can be prescribed, it must come from a deep understanding of how a business works and the behavioural style and values it adopts. The roles of design managers and design leaders are becoming increasingly more complex as the ways of doing business, and the technologies employed, continue to develop. No one of them is a panacea for all situations but collectively they do cover many of the challenges that design managers and leaders will face. People responsible for design in business, as well as in wider society, must continue to develop their skills to remain fully aware of the opportunities to make corporate and social life better for all concerned.
