Abstract
This paper proposes the creation of organizational strategies rooted in the culture of strategic design, considering the epistemological presuppositions of the paradigm of complexity. It is a process that accepts and aims to deal with uncertainty, randomness, unforeseeability and contradictions, through dialogical cooperation between the multiple actors tied to the strategy and affected by it. The process is iterative, non-linear, and delimited in time, over five moments of collective creation: inspiring, imagining, inventing, implementing and incubating. It is a process of collective construction, developed by multidisciplinary teams, in which the strategist-designer can play different roles: antenna, visionary, experimenter, connector and entrepreneur. The intention is to offer an alternative model to traditional strategic planning that still follows Cartesian thinking in its inception. Keywords: strategic design, design of business strategies, design process.
Highlights
By understanding the world according to the epistemology of complexity, we detach ourselves from the linear reasoning that governed the idea of the progression of the Modernity project
Complex thinking replaces the standard of Cartesian thinking, of linear reasoning and even of systemic thinking, as part of a “post-modern” project, thereby accepting change and uncertainty as essential elements of complex and adaptive systems (Mariotti, 2013)
We suggest the culture of strategic design as way forward
Summary
By understanding the world according to the epistemology of complexity, we detach ourselves from the linear reasoning that governed the idea of the progression of the Modernity project. A strategy project is a creative act of exploration and discovery that leads us to connect and arrange elements in an original way It is a process “that is open to the event and makes it possible to perceive new movements and sense its meaning, observe a gesture and imagine its consequences, problematizing the obvious” The perspective of the creative ecosystem draws us close to the innovation model driven by design proposed by Verganti (2009), in which, the design discourse that emerges from the interaction of the actors that interpret the socio-cultural context is central This discourse is a collective research process that is unstructured, scattered and arranged in a network and relates to possible meanings for things. We have presented the planning process for strategies, in order to remain open and flexible, looking to the future, and the roles that design can hold throughout the process
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