Design Strategy For Business
  • S$750
  • 2-days

About this course

Design is more than just making products pretty – it’s a Business Strategy and Innovation tool. Nor do designer thinkers need to be designers. So what is Design Thinking? A design mind-set is not problem-focused, it’s solution focused, and action oriented. It involves both analysis and imagination in problem-solving. Design thinking is at the core of effective strategy development and organizational change.

Design is not just an in issue; it is the business issue of the future. Individuals and organisations that are able to harness design at a strategic level will optimise their opportunities to maximise profit and performance in the most sustainable manner.

The Course in Design Strategy equips Participants to become the next-generation managers and leaders from the perspectives of design and creative thinking. By meshing the studies of design, strategy, entrepreneurship, finance, management and sustainability, the programme will provide the tools for managing in today’s fast moving markets with a vision of business which is sustainable, meaningful, ethical, profitable, and truly innovative.

Who is this course for?

This course is for motivated individuals who are looking to take their business thinking to the next level. Key Decision makers and business managers from all division categories who wish to cultivate new creative thinking through design drive improvement through performance and profit.  Participants are not expected to have any formal background in design related areas but the intent and authority to use strategic design thinking would be ideal.


  • *For In-house Training only
Day 1
A New Language, and new business approach

Construct a specific new language for business interactions that serves as a foundation for building trust, creating effective teams, a mindset change, managing efficiently, strengthening leadership, improving listening and speaking skills, and enhancing interpersonal dynamics.

Leading by Design

Participants discuss and explore some of the key tasks of a leader, including creative brainstorming, trend forecasting, investment in innovation, evaluating business opportunities, commercialising innovation and communicating these opportunities to a variety of different stakeholders

New Business Models

Participants examine various business models and types of organisations, by looking to both the past and the future. Also explore the similarities among effective organisations, regardless of their business structure or organisational philosophy.

Market and Communication Insight

Participants learn how to conduct effective research that illuminates unseen opportunity and enables a deep understanding of customers and users.

Day 2
Customer and User Experience

An introduction to the development processes for products, service ecologies, and other customer and user experiences, and examines the relationships among them.

Operations & Systems Design

This session explore strategies for optimising both development systems and process, in addition to solution sustainability, innovative operational design, and systems design.

Strategic Management

Participants learn practical techniques for short- and medium-term management, as well as long-term insight and innovation tools such as scenario planning. In this session, participants will learn how to develop  professional strategic plan for their company.

Innovation Culture

Assess how leaders can remain mindful of societal and organisational values as well as how they can manage shifting values to create more successful, innovative and effective organisations.

About Paul Sykes

Paul Sykes is a Director of one of Singapore’s leading Brand, Design and Marketing Communications agencies. Paul’s work takes him to all parts of Asian on project assignments including China, Indonesia, Vietnam, Malaysia, Thailand and Cambodia to name a few. Paul also regularly travels on work assignments in Europe and the US. His clients include major multinationals and local Asian and Singaporean businesses.

Paul Sykes is a leading consultant in the field of ‘branding, marketing, creativity and design innovation’. He is also a specialist in the area of “Customer experience design”. He helps many types of businesses use design and creativity at a strategic and operational level to increase performance and profitability.

Born in Yorkshire, England, Paul went on to study design and marketing, and after graduating with a First Class Hons degree, he went on to win a prestigious post graduate scholarship. Upon completing his scholarship Paul went on to win The UK Deloitte National Innovation for Business Award. Paul also held two Product Patents, for industrial innovations.

Paul has worked in branding, design and marketing roles in various organizations over the years, both on the client side, and on the consultancy side. Paul developed award winning programmes in the UK for example, whilst working at the UK Design Council. These programmes touched 3000 businesses over 10 years, and he got a special commendation for his work from the Prime Minister.

Over the past 20 years, Paul has worked in multinational corporations and in branding, design and business consulting in London, Milan, Sydney, Stockholm, Jakarta, Kuala Lumpur, Shanghai and Singapore. Paul is also a CIM qualified Marketer, and has held positions as a Marketing Director.

Paul has delivered training courses to business professionals in over 10 countries. In Singapore he has delivered courses to staff at Singapore Customs, Ngee Ann Polytechnic, BCA, Citibank, Moet Hennessy, Pernod Ricard, Ernst & Young, Nestle, Far East, Diageo, Singapore Design Council, City Developments, Estetica, Boncafe, HMI Medical, Singapore Healthcare Innovation Forum, Changi Airport Group, HSL Construction, At-Sunrice Global Chef Academy and Standard Chartered.

Paul is a regular keynote speaker at major events. He was a recent keynote speaker at the Singapore Prestige Brand Awards, which was televised.

Paul has a fun, insightful style of presenting workshops and seminars, and though he uses many tried and tested detailed tools and methods, much of his workshops are delivered through sharing of personal client engagements and personal work experiences, which provide rich, interesting content, through vibrant storytelling and case studies, gathered over the past 20 years.


AWESOME two-day experience!

Peter Tan, Managing Director

Thanks for showing me that I can come up with original and inspiring product ideas.

Nancy See, Marketing Manager

A good balance of theory and practice.

Simon Ho, Business Development Manager

Using real life scenarios exercises and case studies

Customisable course contents for In-house training to suits your business need

Free Design Thinking tips and resources

After Course support