Chief Influence Officer | Speaking, Training, Coaching & Consulting at Novel Philosophy Academy
In the rapidly evolving landscape of digital innovation, the insights from experts like Leopold Ajami provide a critical lens for designers and innovation managers to navigate complex challenges. Ajami's reflections on foundational skills, creativity, and the importance of introspection resonate deeply in an era where user experience and effective product strategy are paramount. His perspectives not only highlight pressing issues but also offer actionable frameworks that empower professionals in their creative endeavors.
**The Urgent Need for Foundational Skills**
Leopold Ajami emphasizes significant gaps in our educational systems regarding foundational skills essential for success in the digital realm. He points out, **"If you think about it, we never had proper education in foundational skills—thinking, writing, and speaking. If I want to go deeper inside, let me ask you this: When was the last time you had a class in logic? We never had that. They tell us, well, you can learn logic through math. While you can implicitly learn some of it, there's a whole art in logical thinking. So, we don't learn how to think; we just take it for granted. As a result, specifically if you are an artist, designer, or creative, we’ve been told that if you're a creative person, you can't be a business person. You're not typically seen as adept in the business realm. Engaging in sales is not encouraged for you as a creative individual; your role is to work behind the scenes while others present thefinal product. These kinds of ideas, which we've been raised on, are very harmful, and as a result, they have harmed our thinking process."**
This powerful sentiment is echoed by a 2021 report from the World Economic Forum, which found that 94% of business leaders reported a lack of critical thinking skills among their employees (World Economic Forum). Such deficiencies hinder effective digital innovation management and underscore the relevance of Ajami's insights. Additionally, a survey conducted by the American Management Association revealed that nearly 75% of executives believe that the inability to think critically is a significant barrier to organizational success (American Management Association), further reinforcing the need for foundational skills in today's workforce.
Ajami challenges the notion that creativity and business acumen are mutually exclusive, encouraging a holistic approach to skill integration. He believes that by combining foundational skills with design thinking, professionals can unlock innovative solutions that resonate with users and enhance their overall experience—an essential aspect of UX/UI design. Research from Adobe highlights this point, revealing that companies with a strong emphasis on creativity see 1.5 times higher market share and customer engagement than their less creative counterparts (Adobe).
**The PHC Framework: Philosophy, Communication, and Creativity**
To address the gaps in foundational skills, Ajami has developed a transformative framework he calls PHC—Philosophy, Communication, and Creativity. He articulates this vision by stating, **"The act of expression is the last part of the process. The first part is about thinking. That’s the beauty of it, and that’s what we’ve never really been trained to do. That’s why I built this system that I call PHC. In my mind, we don't need PhDs anymore; we need PHC. PH is for Philosophy, and C is for Communication and Creativity. If you have the combination of these three skills—if you can think philosophically, solve problems creatively, and communicate them effectively—you’re unstoppable. And now, with AI, you can also use AI to amplify that."** This framework aligns with research from McKinsey & Company, indicating that organizations fostering a culture of creativity are 3.5 times more likely to achieve high performance (McKinsey & Company).
Ajami elaborates on the significance of building a strong foundation: "I love the word augmented. The moment you say 'augmented,' you're assuming that something exists already, and you need to augment it. Those who don't have any foundation will struggle in the world of technology because they lack that foundation. So now is the time to go and build your foundation. Those who have a foundation can think, design, solve problems, and communicate. Those who have these skills will be able to augment their abilities. Everything is in the name; I love the name: it's augmented creativity." This emphasis on foundational skills is vital, especially in a digital age where effective UX design increasingly relies on technological capabilities and user-centric approaches.
Furthermore, a study from the Institute for the Future highlights that by 2025, 85 million jobs may be displaced due to changes in labor division between humans and machines, underlining the importance of adaptable skill sets (Institute for the Future). Ajami’s PHC framework offers a proactive approach to preparing professionals for this evolving landscape.
**Observation and Introspection: Key Design Practices**
Leopold Ajami draws inspiration from historical figures like Leonardo da Vinci to stress the importance of observation in the design process. He notes, "**Here's something interesting: I studied design thinking, and I met many people who became excellent at what they were doing by following the process of design thinking. The problem was they only applied the process when they had a project they were trying to build or solve. They forgot that to be a designer is a process of living. It’s a way of thinking that you employ in your life. For example, I might tell you, 'How about you have this project? Let’s do audience mapping.' But actually, in your daily life, you rarely observe human beings in your conversations. You rarely dig deeper to really empathize with a friend or a stranger. We don't do that in our daily conversations, or we rarely do."**
This profound insight emphasizes that observation is essential not only in the creative process but also in understanding user behavior, significantly influencing product strategy. Ajami’s approach encourages designers to adopt a mindset of continuous learning and engagement with the world around them. A 2019 study published in the Journal of Business Research suggests that empathetic design processes lead to products that are not only more innovative but also better received by users, reinforcing the value of Ajami's focus on observation.
Ajami further highlights the necessity of personal storytelling as a vital component of effective communication: **"Here's my rule when it comes to coaching my clients on public speaking: I always tell them to give their audience a piece of you. That’s the most important thing I can have. I can be an expert in a topic, but if I don't share with my audience a piece of me—whatever that part is—then it’s hard to connect. AI can never do that. If I bring a picture from my childhood now, unless I give it to AI and tell it to analyze it, it doesn’t know that it exists. So, I have to bring something from my soul, integrate it with my content, and offer it to my audience."** This perspective is particularly crucial in UX design, where authentic connection fosters trust and engagement.
Ajami concludes with a compelling reflection on the introspective nature of voice design: **"That's one reason why I'm so passionate about helping people design their voice. It’s not just about going on stage or having a podcast and talking; the process of designing your voice is, first and foremost, an introspective process. You have to dig deeper to discover that piece of you, to discover its meaning, and then translate it into a message that resonates with other people. What you do backstage puts you on stage; that process is about self-discovery, reframing your mind, and rethinking your ideas."** This introspection is essential for innovation managers and designers, as it enables them to create user experiences that not only meet but exceed user expectations.
Ajami also discusses the importance of distilling knowledge for effective teaching: **"As a teacher, you have to distill your learning into digestible modules, frameworks, or tools. That’s a whole different skill, right? You learn from your students and keep on building a reaction. What I'm trying to do for this talk is explore my topic. It’s not like I have something already in mind and it's ready; I'm not just waiting to present it. I'm trying to build an experimentation. Now, whether I succeed or not, I don't know, but I’m trying to do what I’m preaching now—to observe things that I can use for my talk and start a conversation."** This focus on distillation is crucial in product strategy, where clarity and usability significantly enhance the user experience.
Furthermore, Ajami emphasizes the role of active engagement in learning and communication: **"One of my heroes is Leonardo da Vinci. One of the things Da Vinci used to do is go to the market, observe people, observe their hand gestures. He would draw their hand gestures—different kinds of gestures and different kinds of styles. He would put them in his notebooks and write about them. He had no plan; he didn’t know what to do with them. But he was observing, taking notes, and integrating his observations. So by the time he has a painting and wants to convey a feeling, he has already gathered all these observations. This is a great tool that we can use."** This notion of observation and documentation enhances the design process and user experience significantly.
Ajami’s approach embodies the idea that innovation is not just about the end product but also about the continuous journey of learning and adaptation, underscoring the necessity of embracing change in a dynamic digital environment.
**Conclusion**
Leopold Ajami's insights provide invaluable guidance for designers and innovation managers navigating the complexities of digital innovation. By addressing foundational skill gaps, embracing the PHC framework, and prioritizing observation and introspection, professionals can create user experiences that resonate deeply. Ajami's principles inspire critical thinking, effective communication, and intentional design, ultimately fostering more profound connections with users and driving meaningful change in the digital landscape. As we advance in the world of digital innovation, Ajami's wisdom serves as a powerful reminder of the impact of thoughtful design on our society.
Leopold Ajami is a philosopher, international speaker, and certified public speaking coach renowned for his expertise in ethical influence and thought leadership. As the Founder and Chief Philosophy Officer of the Novel Philosophy Academy, he has pioneered the Ph.C System, an innovative framework that integrates Philosophy, Creativity, and Communication. This system is designed to help ethical leaders refine their thinking, expand their influence, and establish themselves as distinguished thought leaders.
In addition to his role at the academy, Leopold is a Founding Member and Certified Licensed Trainer at the Cialdini Institute, where he collaborates with top minds to promote ethical persuasion. He has co-authored the book "How to Hear YES More Often: Harnessing the Power of Influence and Ethical Persuasion in Business," providing valuable insights into effective communication strategies.
Leopold's mission is to empower CEOs, founders, and creative leaders to develop a voice that aligns with their true value, amplifying their personal brands and driving meaningful change in their industries.
