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Chasing InnovationMaking Entrepreneurial Citizens in Modern India$
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Lilly Irani

Print publication date: 2019

Print ISBN-13: 9780691175140

Published to Princeton Scholarship Online: September 2019

DOI: 10.23943/princeton/9780691175140.001.0001

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Learning to Add Value at the Studio

Learning to Add Value at the Studio

(p.82) 4 Learning to Add Value at the Studio
Chasing Innovation

Lilly Irani

Princeton University Press

This chapter details how designers at the studio organized their lives, their relationships, and their self-understandings as they continually relearned how to “add value” in the context of shifting global divisions of labor and speculative hype. Good entrepreneurial citizens did not only find value for themselves and for their clients; they added value to the nation. They channeled their developmental desires and hopes into forms—programming, design, intellectual property, new business creation—that ascended to the highest rungs of a global capital's hierarchies of value. Those who added value to the nation, to the design studio, and to client projects were those to cultivate and include. Those who failed to add value were understood instead as jobless masses and as failed potential. These middle-class ideologies suffused news, policy, client expectations, and everyday talk. As ideologies and as everyday pressures, they shaped the everyday practices of organizing and valuing work and workers in the studio.

Keywords:   designers, labor, entrepreneurial citizens, value, intellectual property, programming, global capital, design studio

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