Michael Bierut + Jessica Helfand | Audio

S5E4: Mariana Amatullo

Mariana Amatullo teaches strategic design and management at Parsons School of Design at The New School in New York.

Executives often get praise for their decisiveness, but Amatullo says that, in today's business climate, leaders need to adopt a “design attitude.” Here are the five dimensions of a design attitude:
The first one is empathy. We really work with design students around this notion of empathy.

The second one is creativity — being able to look at the novel.

The third one is engagement with aesthetics, and thinking about a multisensorial environment.

The fourth one is ambiguity tolerance.

Number five is connecting multiple perspectives — the divergence we talk about a lot in design thinking methods.

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Posted in: Design of Business | Business of Design

Michael Bierut + Jessica Helfand Jessica Helfand, a founding editor of Design Observer, is an award-winning graphic designer and writer. A former contributing editor and columnist for Print, Eye and Communications Arts magazine, she is a member of Alliance Graphique Internationale and a recent laureate of the Art Director’s Hall of Fame. Jessica received both her BA and MFA from Yale University where she has taught since 1994. In 2013, she won the AIGA medal.

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