The Fifth Diamond

The Fifth Diamond in design leadership, practice and research

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The Fifth Diamond is an evolving exploration of design leadership, developed through practice, research and reflection. It begins with a simple question: what if some of the greatest value of design is realised after delivery rather than at it?

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Inspired by the Design Council's Double Diamond, this adaptation does not seek to replace an influential framework that has shaped design practice for more than two decades. Instead, it explores whether introducing a fifth phase - Demonstrate could make evaluation, evidence, reflection and continuous learning a more explicit part of design leadership.

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The series draws on ideas from systemic service design, systems thinking, implementation science, reflective practice, a test, learn and grow approach. Together, these perspectives suggest that delivery is not the finish line but the beginning of the next learning cycle.

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I have been professionally applying 'test and learn' since 2014.

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At the heart of the Fifth Diamond is a simple leadership mindset: Test • Learn • Grow. Through 26 one minute episodes, the series explores five leadership capabilities: Curiosity, Clarity, Creativity, Confidence and Credibility, and asks how evidence-informed learning can strengthen organisations, improve value and shape the future of design leadership. As a work in progress, the framework will continue to evolve through dialogue, practice and research.