Facebook設計總監：設計師是CEO的好人選
????瑪利亞?焦迪琦，Facebook產品設計總監
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????Facebook的產品設計總監瑪利亞?焦迪琦深信，公司高管如能將優秀設計的原則用于管理工作，將受益無窮。在《首席設計官崛起：用設計來領導》（Rise of the DEO: Leadership by Design）一書中，焦迪琦與本書另一位作者，同樣也是設計師的克里斯多夫?愛爾蘭為現代經理們奉上了一本實用工作手冊。近日，《財富》雜志（Fortune）專訪了焦迪琦，請她分享對設計、創業的真知灼見，以及在這個全球最大的社交網絡企業中工作的切身體會。 ????《財富雜志》：您是如何定義設計的？ ????焦迪琦：我知道，傳統上設計總是被看成是財報上的一項支出，而不是投資。我想改變這種觀念。我對設計的定義很寬泛。典型的設計師就是產品的塑造者。 ????“設計”這個詞就需要重新設計。設計師不需要多考慮自己使用的媒介，而要把重點更多地放在完成能實實在在滿足人們需求的東西的過程上。這個過程需要促進和協作。它不可能在真空里完成。設計就是與多學科團隊通力合作、共同打造更出色產品的過程。 ????一個優秀設計師需要具備哪些素質？ ????我認為設計師應該具備的品質是——我把它們叫超能力。首先就是同理心。在藝術學校或設計學院上學就要學會如何設身處地感受他人的想法，這會讓你今后置身商業環境時受益匪淺。 ????另一個就是要能夠系統思考。我們這個世界太復雜，而技術一直在其中起著良好的平衡作用。各種系統都非常復雜，因此在為某個必須考慮周到的問題提供設計方案時，不能只見樹木不見森林。設計師就是要深入了解系統。 ????正如20世紀的信息及獲取信息的方式是當時的根本挑戰一樣，復雜性似乎是21世紀的根本挑戰。 ????確實如此。所以設計師喜歡將這種復雜性簡化。通過模式識別，他們能了解復雜性，學會簡化它。所以，能系統思考的人需要被提拔到首席執行官的層面。企業也會需要具備這種思考能力的人才。 ????另一種（超能力）就是敢于風險，但必須是有勇有謀。傳統上首席執行官都是損益表的奴隸。很難大步前進。但是這個世界不會等著你。必須快速前進，而這么做的唯一方式就是了解如何巧妙地承擔風險。 ????確實有一些首席執行官敢冒風險。比如，馬克?扎克伯格就是在冒險。又如：歐特克公司（Autodesk）是一家軟件企業，但它現在正超越這個身份去重新思考其產品到底能為世界做些什么。這就是巧妙地冒險。 ????你是在呼吁提拔首席設計官？ ????沒錯，由設計師來擔任首席執行官。 ????這其實就是要提前展現那些軟技能。不管首席執行官們是否喜歡它們，都必須具備這些技能。 ????我并不是說非得去設計學院學習，才能成為一名首席設計官。而是要運用自己在設計學院學到的那些素養。不過從理論上說，這些素養是能夠在我們年齡較小時就開始學習的，而不是整天只知道學數學和英語。就創造力而言，我們其實小時候都沿著同一曲線前進，但到了四年級就會出現明顯下降。因為那時候我們開始為考試擔心，把精力都放到數學和英語上去了。有些人認為自己沒什么創造力，其實他們只是在讀到四年級的時候被剝奪了這種能力。 |
????Facebook's (FB) director of product design, Maria Giudice, believes executives can benefit by applying principles of good design to business. In Rise of the DEO: Leadership by Design, Giudice, along with co-author and designer Christopher Ireland, offers up a workbook for the modern manager. Fortune recently caught up with Giudice for a download on design, entrepreneurship, and working at the world's largest social network. ????Fortune: How would you define design? ????Giudice: I think historically design has always been thought of as an expense on a balance sheet, not an investment. I want to change that. I define design widely. Typically designers are thought of as makers of artifacts. ????The word "design" needs a redesign. Designers need to be thinking not about the medium that they're serving but more about the process to get to something that is tangibly made to serve people's needs. It's about facilitation. It's about collaboration. It's not done in a vacuum. It's about working in a multidisciplinary team in collaboration to create something greater. ????What makes a good designer? ????The characteristics that I think designers posses -- I call them superpowers. The first thing is empathy. When you go to art or design school you learn how to be empathetic, and that serves you well in business. ????inker. And our world is so heavily complex because technology has been a great equalizer. The systems are so complex that you can't design for a discreet problem without looking at the whole thing. Designers learn about systems. ????It seems that that complexity is the fundamental challenge for the 21st century in the same way that information and access to it was for the 20th century. ????Yes. So designers like to make that complexity simple. Through pattern recognition, they can take complexity and learn to simplify it. So, systems thinkers need to be at the CEO level. You're going to need somebody who can think that way. ????Another [superpower] is being a risk taker, but a smart risk taker. Traditionally CEOs are slaves to the P&L. It's hard to move forward. But the world is not waiting for you. You have to move fast and the only way you can do that is by understanding how to take risks in a smart way. ????There are certain CEOs that do take risks. You know, Mark Zuckerberg is taking risks. Another example: Autodesk (ADSK) was a software company, but it's transcending being a software company to rethink what its product does for the world. That's smart risk. ????So you are calling for a DEO? ????Yes, a designer CEO. ????This is really about unlocking these soft skills earlier. CEOs are going to have to get them whether they like it or not. ????When I talk about being a DEO, I don't mean going to design school to become a DEO. It's leveraging these characteristics that we inherently learn in design school, but in theory can be taught in much younger age to people rather than focusing on just math and English. What happens with creativity is that we're all going along at the same curve, and then at fourth grade there's a drop-off. We start worrying about testing and just focus on math and English. For those people who don't define themselves as creative, it's beaten out of them by the fourth grade. |
