Designerly Way of Organizing. The Design of Creative Organization


  • Francesco Zurlo Polytechnic of Milano



design thinking, innovation, creativity, organizational design, design culture


In recent years, the Design has expanded its ‘design objects’ to include organization. Specifically, it is within the debate on Design Thinking that this interest emerges, in one of the typologies that characterize it: Creative Confidence. The creative dimension is functional with regard to involving the members of an organization; it allows to overcome the resistance to change and it enables the risk that every creative process entails. The aim is to innovate products and services through greater availability and acceptance, enabled by careful leadership, towards creativity. Design is a creative expression, yet, like creativity itself, it requires the creation and absorption of cultural codes and models; the assumption, in summary, of a ‘design culture’.


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Author Biography

Francesco Zurlo, Polytechnic of Milano

PhD in Industrial Design, he is Full Professor of Design; he teaches at the School of Design and Management Engineering and is the Deputy Dean of the School of Design and Coordinator of the courses in Product Design. He is a Member of the final evaluation Committee of the ADI Index since 2012.


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How to Cite

Zurlo, F. (2019) “Designerly Way of Organizing. The Design of Creative Organization”, AGATHÓN | International Journal of Architecture, Art and Design, 5(online), pp. 11–20. doi: 10.19229/2464-9309/522019.