Value is created by developing new products and services. But we don’t really know how to design products, services, or organizations. That great products occasionally emerge is something like magic. (Design thinking remains a special form of this magic.)
Product management is not yet a discipline. It isn’t taught in design schools or in business schools. We have no theory of product management. We don’t even have a theory of products.
Those are giant holes.
What’s more, design is no longer concerned only with things. Increasingly, design is concerned with systems—and now systems of systems or ecologies.
In a sense, these systems are alive. They grow and co-evolve.
Designers and product managers cannot always control them. Instead, they must create conditions in which they can emerge and flourish.
All this requires new thinking and new knowledge. It requires design practice to learn.
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