The Future Golf Club – A Model Of Design Thinking
What is “DESIGN THINKING”? Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions.
A design mindset is not problem-focused, it’s solution focused and action oriented towards creating a preferred future. Design Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be – and to create desired outcomes that benefit members.
This is what the whole golf club industry is all about – creating desired outcomes that will keep a club’s membership very satisfied and coming back and its bottom-line constantly ringing in profits!
Design Thinking is a way of life of many of the world’s most successful business organisations and the late business visionary, Steven Jobs described Design Thinking very succinctly when he said, “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”
To help us all understand how Design Thinking can be put to work in the golf club industry in Asia, the 2017 Asia Pacific Golf Summit has engaged the services of one of the world’s most dynamic speakers on the topic – Andy Stangenberg, founder and president of Q-Principle.
“Design is the action of bringing something new and desired into existence – it is like developing a whole new platform that resolves or dissolves problematic situations by design,” Andy said.
He added, “It is a compound of routine, adaptive and design expertise brought to bear on complex dynamic situations and a golf club is a good example of this because of the diverse nature of its business and how it ultimately has to pull everything together to deliver a truly outstanding member experience.”
Andy believes that it makes sense to break out of the silos we have created in organizations and develop a cross-disciplinary inquiry to foster innovation.
“Change the way you look at things and the things you look at will change” will be his mantra as he takes you on a fascinating journey that will allow your club’s team to think and view a challenge differently and find collaborated results through design thinking to meet your members’ needs.
Andy is a real spell-binder of a speaker and a total expert in his field of expertise which is to develop a service organization into a world-class unit. “You don’t have to be a designer to think like one. While learning to be a good designer takes years, you can think like a designer and design the way you lead, manage, create and innovate. Design begins with setting a strategic intention. If you are mapping out a strategy, you are designing.”
Register to attend the 2017 APGS – listen to best-of-breed speakers like Andy Stangenberg and take back valuable lessons and tips on how you can prepare to lead your club to the next level of excellence.