By Helge Tennø, Scandinavian Design Group,

The way we are making and selling design is becoming generic and confusing. One of the challenges is that design, as creativity, is described as a product, an end goal. When the fact is that neither design nor creativity is a result, it’s a description of how we get there, not what we will end up with.

The following is the first of three installments beginning with the definitions of what is design and what is creativity, followed by thoughts on how to create and understand identity — thoughts by SDG’s expert, Helge Tennø.