Join us at this year’s Intersection & DMI:DMCE conference to discuss our
learnings and opinions on cross-cultural service design and design
Yes, i’m a little bit late with this review. However, as the holiday season comes close, this is a fine opportunity for me to deliver my readers my thoughts.
For me, old class management was amongst others always about the advantages and disadvantages of horizontal versus vertical integration in any enterprise or industry. And now R/GA’s Barry Wacksman together with Chris Stutzman identified another route to thrive: functional integration in their book Connected by Design.
Why read this book.
New school marketing, management and leadership deals with another reality in this decade. If you believe that competition takes place in an ecosystem and that all elements in that network can benefit from that, then carry on.
This book expands on the concept of functional integration originally introduced to the world at Cannes in 2012 and explains how world-class brands such as Nike have driven digital business transformation by building connected ecosystems that enhance customer experiences. Apple’s approach is outlined and you get excellent inside-information about what the real challenges were within Apple.
The seven principles of Connecting by design are:
Service designers need to understand these aspects. in order to break free from traditional silo based approaches.
The authors describe what is going on, why their concept works and how other organizations can benefit from it, in any industry.
Look at the table of content to get a better understanding of the underlying concept of Functional Integration.
But words of warning are still necessary.
First, you will probably still struggle with digital disruption and permanent change to thrive. And even more important, functional integration is misleading because value has an emotional connotation too. At last,for those working in SMB or public institutions, applying the concept will be very tough in those silo-based environments.
For the moment: get started by connecting to Connected by Design.
Connected by Design is a must-read book for anyone who wants to understand how to live, survive and thrive in ourdigital age.
Further tips (via Peter Kim)
You can download and read the book’s introduction here.
While you’re at it, check out Part 3 of this video to hear Barry explain the concept of Functional Integration.
Lucy Kimbell’s Service Innovation Handbook offers different value than most popular texts on service design. Like classics in the field like This is Service Design Thinking or E…