The following presentation was made for my last class at Pratt Institute Design Management, recapping major lessons I learned along the two years. The presentation is based off a book I enjoy reading, called '101 Things I Learned in Architecture School' by Matthew Frederick.

1. 10 Things I Learned at
Pratt Design Management
Ali Akbar Sahiwala

2. 10 Things I Learned at Pratt Design Management

3. This book seeks to present lessons in the areas of business most likely useful to
any Design Management practicioner, whether student, longstanding professional or
someone with interest in the field. It may be many years before some of the lessons here
apply, though I hope it will help people understand what we go through in the Design
Management program at Pratt Institute.
These lessons have been based off my personal observations, endevors and shortfalls.
Apologies to one and all for my countless errors along the way!
Ali Akbar Sahiwala
Author’s Note

4. To my loving wife Zeinab and dear son Adam,
who have put up many late nights and absences,
over countless occassions these past two years.

5. 10 Things I Learned at Pratt Design Management

6. 1
The TBLD+C legend continues.

7. The TBLD+C legend continues.
1
Although we may change the TBLD+C formula every so often, it truly works.
This is the essence of Design Management program and is something we
should seek to always apply to our work, wherever we end up.

8. 2
StoryDoing™ is the new 4D model.

9. 2
The 4D model remains a tried and tested design process, but often becomes
formulaic in presentations. That’s where StoryDoing™ comes in. Going beyond
simply telling a story, StoryDoing™ ensures intent at the heart of every project.
StoryDoing™ is the new 4D model.
™

10. 3
Venn Diagrams work for everything.

11. 3
Simplicity is key. Whether through Venn Diagrams, icons or captivating photos,
it’s about making it easy for the audience to follow, considering their needs and
‘holding their hand’ throughout the process.
Venn Diagrams work for everything.

12. Leadership occurs at both ends of the boat.
4

13. Whether as a captain or crew member, having a clear direction, knowing
how to orient a boat and having an aligned crew onboard, are tantamount
for success. Sometimes the waters are choppy and mutiny maybe on the
horizon, but persevere and course-correct to reach your destination.
Leadership occurs at both ends of the boat.
4

14. S J .
5

15. Since we’ve heard about him in probably every DM course, I think it’s
worth mentioning Apple one last time. The power of design is exemplified
through the way the company transformed itself, and at the heart was a
determined leader. It’s something we should remember, whether we use
it or not (given I still use BlackBerry and Windows).
S J .
5

16. It’s better to ask forgiveness than permission.
6

17. Sometimes it pays to break the rules and trust your instinct. I learned this
through several esteemed classmates, who proved time and time again that you
should do what you feel is best, even if it goes against the status quo.
It’s better to ask forgiveness than permission.
6

18. There is nobility in death.
7

19. Though my team and I learned the hard way in Thunderdome, the
lesson of failure is invaluable and made us realize one cannot
always be prepared. The incident humbles me to this day and
introduced me to a close friend who ironically ‘killed me’ back then.
There is nobility in death.
7

20. “That being said...”
8

21. Group feedback is invaluable. I learned faults I never knew I had,
one example being the statement above. I’m trying to improve my
communication skills everyday, by articulating myself more clearly,
being more confident and speaking to-the-point. Enough said!
“That being said...”
8

22. 9
“Colgate-style”

23. 9
Having worked on Colgate-related projects four times over the DM
course, I’ve been dubbed to adopt a “Colgate-style” when designing
presentations. Though I don’t think it’s true, there is merit in this claim as
designers tend to get lazy by reusing templates. It’s something to avoid
in order to keep it fresh, along with your breath.
“Colgate-style”

24. 10
“Bridges to nowhere”

25. 10
My capstone team hit a brick wall a month ago best described by a song
verse called “Bridges to nowhere”, in a song we picked for our initial video.
We managed to pull things around last minute by visiting Lewiston-Auburn
Maine to conduct research. When we saw the bridge linking both cities
half-lit, it became an instant metaphor for our project.
“Bridges to nowhere”

26. 1. The TBLD+C legend continues.
2. StoryDoing™ is the new 4D model.
3. Venn Diagrams work for everything.
4. Leadership occurs at both ends of the boat.
5.
6. It’s better to ask forgiveness than permission.
7. There is nobility in death.
8. “That being said...”
9. “Colgate-style”
10. “Bridges to nowhere”
S J .