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Process-Framed Case Studies Go Back to School

Process-framed case studies (PFCS) are closing tools that frame your case studies in a defined, replicable process. They are powerful tools of reassurance that Win Without Pitching firms use to derail pitches and secure new business without writing proposals. Every year I do a seminar on building and using PFCS (The event is called Closing for Creative Firms - 2009's is in Bermuda in early March. More info here.)

This month I'll be doing a guest lecture on PFCS to the California College of the Arts' new MBA in Design Strategy (DMBA) program. The first Design MBA in the world, the CCA's program unites the studies of design, finance, and organizational management under one roof.

Even the best design schools in the world devote little or no time and attention to the subject of selling design. I can understand this neglect in an art school, but I think the design MBA arena is perfect for this subject matter. After all, there are only two main functions in business, making things and selling things.

My guess is that we are going to see many more Design MBA programs pop up in the next few years as business finally begins to see design as the ultimate differentiator, lead by the world class example of companies like Apple and Target. Dan Pink's book A Whole New Mind does a great job of explaining why right-brained people will rule the future, and as CCA Associate Professor Linda Yaven, who has invited me to address her class explained to me, Pink's book can be viewied as inspiration for the Design MBA. (I plan to review Dan Pink's latest book, The Adventures of Johnny Bunko, in a future blog post.)

As part of my mission to change the way creative services are bought and sold around the world, I intend to get some 'How to Sell Design' curriculum into every one of these DMBA programs as they develop and evolve. To that end, please let me know if a school in your area or your alma matter launches a design management program and I'll pounce on them like a cat. :)