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This is a narrative about an organization that has redefined itself in the face of change, using structures and systems to enable fluidity and flux. It is an evolving ª 2010 The Design Management Institute 40

In this commentary, I discuss how the design thinking concepts of empathy, related worlds, prototyping, ethnography, and story could enhance Ascension Health's organizational design and ultimately its delivery of healthcare services. when organization design integrates a design thinking lens, more meaningful and innovative processes are developed both internally among organizational actors and externally with end users.

Today the role of curating extends beyond the museum field: websites are curated, commercial firms establish functional roles entitled “curator”, and individuals in the creative economy use social media platforms to curate their lives and cultural product as brands. Curating has been extended and elevated today because design has become a more critical and integrative factor in brand development on both the organizational and individual levels (Kennedy, 2012). Curating is one way to manage the brand’s meaning. It is a chaordic system (Hock, 2005; van Einatten, 2001) that situates the complex process of editing, merchandising and documenting the brand’s offering in co-created situations with the customer. Yet, the literature is lacking in explicitly exploring and documenting how curating is used in branding.

This article explores how a fashion programme introduced into a traditional business school curriculum exemplifies disruptive innovation and can enable differentiation for an institution that is in a region dominated by competitive business school programmes. We point out the ways in which we have implemented Laster’s Model Driven Design method at Philadelphia University in transitioning the Fashion Industry Management programme into the business school and fulfilling the requirements of accreditation.