ABSTRACT
This chapter discusses the exercise of strategic thinking in the formation of innovative concepts by a number of outstanding designers. The reality of design practice seems to be that some individuals have outstanding design abilities, but there have been few studies of outstanding designers. The chapter reports three studies of innovative design by some outstanding designers—two interview studies and one protocol study. The studies are based on the racing car designer Gordon Murray, the product designer Kenneth Grange, and the engineering designer Victor Scheinman. There appear to be several striking similarities in their design strategies, which suggests that general models might be constructed out of design expertise and exercise of strategic thinking in professional design practice. Three strategic aspects appear to be common to all three designers: taking a broad "systems approach" to the problem, rather than accepting narrow problem criteria; "framing" the problem in a distinctive and sometimes rather personal way; and designing from "first principles".
