Recent guidance for UK government policy makers has warned that HEIs face an uncertain future and has advocated transdisciplinary curricula. Earlier, in 2005, two other UK government papers highlighted the advantages of integrating design-related strategies into business environments and addressed the impact creativity could have on business performance. A key recommendation was to strengthen the relationships between businesses, in particular small and medium-sized enterprises (SMEs), and creative professionals from design disciplines who could positively affect business performance and provide digital media, industrial design, packaging, graphic design, branding and advertising. If the successful entrepreneur has personal skills, attributes and behaviours that extend beyond the purely commercial, HEIs need to develop students with capabilities that meet the entrepreneurial challenges of the knowledge economy. This paper draws on entrepreneurship and business education strategies that have evolved out of art and design disciplines at Swansea Metropolitan University in the UK. The authors argue that curriculum development should incorporate ‘business’ acumen in all programmes outside business schools and should develop the fundamental skills for developing and exploiting ‘creativity’ in programmes within them. The provision of a symbiotic experience of business and creativity across the curriculum has many benefits, not least because it responds to calls from entrepreneurship educators for a paradigm shift to develop right-brain entrepreneurial capabilities as well as left-brain analytical skills. Such pedagogies are well-established in the design disciplines and the evidence suggests that they are important as a wide-reaching, cross-disciplinary enabling strategy.
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