In this series, Perfect Company, we are examining pockets of excellence in the corporate world. No single company is perfect, but together they show what the corporate ideal could look like.
“Design is not style. It’s not about giving shape to the shell and not giving a damn about the guts. Good design is a renaissance attitude that combines technology, cognitive science, human need, and beauty to produce something that the world didn’t know it was missing.”—Paola Antonelli, senior curator of the Museum of Modern Art
The practice
In 2012, IBM, the 105-year old information technology company, set out a bold vision: To flood its ranks with hundreds of designers and train its entire workforce—some 377,000 employees worldwide—to think, work,feel like designers. Like it did 60 years ago, IBM is looking to bolster its bottom line through a design-minded culture, but this time at a more ambitious scale involving the entire company.
The ethos of IBM’s design renaissance is radically different from its storied Corporate Design program that it maintained for 20 years. In 1956, IBM founder and president Thomas J. Watson looked to the “imaginative use of design” to boost sales with the now famous call-to-arms “good design is good business.” But today, instead of hiring big name geniuses like Eliot Noyes, Eero Saarinen, Paul Rand, and Charles and Ray Eames as it famously did in the 1960s, IBM is aggressively hiring new graduates and mid-career designers with an aptitude for collaboration. “The challenges are just too great for one designer,” explains Phil Gilbert, general manager of design for IBM software, of their new team-based design philosophy.
But of all professions working at IBM—scientists, engineers, business professionals—why make designers the ideal?
“Designers bring this intuitive sense for what it [the assignment] means. They understand the power of delivering a great experience and how to treat a user as if they were guests in their own home,” says Gilbert, who’s also the company’s designated chief design evangelist.