An extensive S$12million government initiative aims to help local businesses understand that design in business can play a crucial role in serving as a differentiating factor in sustaining value and enhancing competitiveness.

This integrated programme, dubbed Design for Enterprises (DFE) is jointly developed by DesignSingapore Council, SPRING Singapore and International Enterprise Singapore (IE Singapore). This initiative aids local enterprises, including small and medium-sized enterprises, integrate design into their business strategies, processes and product development.

Unveiling the initiative on 26 November 2008, Dr Lee Boon Yang, Minister for Information, Communications and the Arts said that to create sustainable value and differentiation from the competition, enterprises need breakthrough business models which cannot be easily duplicated. “This is where design can play a major role. Design is an important tool for enterprises to create unique value and sharpen their competitiveness.”

On the importance of developing design capabilities for international growth, Mr Chong Lit Cheong, Chief Executive Officer of IE Singapore, said, “As overseas markets are highly competitive, design can be a strategic differentiator for companies to retain and improve on their market share. Asian companies are known for their highly efficient and cost-competitive manufacturing. Strong designs can give your company an immediate edge, instantly differentiating your products and services from others in the global market place.”

DFE will cater for businesses at different stages of design capabilities through three key efforts namely Design Touch, Design Engage and Design Excel.

Design Touch is targeted at companies who are in the initial stages of learning about the value of design as a strategic tool. A one-stop centre - the Design for Enterprises Centre – has been set up for companies to learn more about design, prepare for design integration in their businesses and work with creative agencies. A website (www.designforenterprises.sg) where companies can obtain information on design has also been developed.

Design Engage, a three-year programme, targets enterprises ready to incorporate strategic thinking into their business operations, helping them understand the value of design and build their design capabilities.

Design Excel will introduce mentorship and leadership programmes for enterprises which have successfully transformed their business by making design their central strategy. This is aimed at giving these companies that extra boost in achieving design excellence and setting international benchmarks.

DesignSingapore Council Director Dr Milton Tan was sanguine about the initiative and said, “Our joint efforts will enhance the continued embedding of design across the economic sector, and raise the long-term competitiveness of Singapore’s enterprises.”