A study on the model of design leadership strategy

All the leading products and services, such as iPod and Sony Walkman, are the practices of design-led strategy firms. Design is in the center of business value generation and sustainable competitive advantage. The general perception of design is that it is about creating something that looks capability or larruping. Many firms are realizing design´s potential to drive their competitive position. The paper introduces a new model of design leadership strategy in firms. First, It describes what is design leadership strategy (design leadership strategy are driven by design and insist that design and design thinking be embedded throughout the firm, and is responsible for moving company out of its business stalemate) and the benefit of the strategy. Second, it analyses how design-led strategy model work, through contrast the design-led strategy model with a classic model. Then, with a example of Ziba, validate the model. It leads to a conclusion that design leadership strategy is the bridge to attract an almost-fanatical following, gain much-needed free publicity, and even improve the image of brand. Whether that design is incremental or a surprising breakthrough, it contributes heavily to our life. At last, it suggests a number of important practices which should be paid attention to for designers and managers in order to establish the model, design-led strategy.