Is strategy HOPE for creatives who want to play a more important role with the Client? part 2/3



How do I become more valuable to my client so that I don’t compete on price? Forget the labels. Whatever you call it, what role should strategy play in the design process? Is there too much hype and focus on design strategy.

Annotations

00:23 Symptoms vs. the root cause
01:36 Creative Strategy & The Business of Design. Subjectivity is not a compelling rationale for a business decision.
02:29 How much of your clients business do you get into?
05:25 Strategy can be used to develop a common language between you and the client
06:05 What does knowing about your target audience help you with design?
07:16 Q: Are you saying that there is only one right answer?
07:40 Understand what the answer looks like
08:04 Q: are you talking about treating the client as a collaborator?
10:48 Autonomy: Having control over the outcome
13:34 We have to position ourselves to be involved in the business decisions.
14:41 Business dialogue: What is the purpose of the design?
15:44 Q: What are some of the business goals that they tell you?
16:23 Q: Do you ever discuss things that matter to the business?
17:14 Design is the application of strategy. It is the product of what we do, not the product. – Blair Enns
18:18 It requires far more creativity to find a solution that answers the brief and look interesting.
18:52 I want a clear process that I can get consistent results with.
19:35 Transforming commodity into strength
21:55 There is too much focus on selling strategy instead over design.
24:20 Design has become a commodity

Media Drop:

The puzzle of motivation – Daniel Pink (Ted Talk)
Creative Strategy and the Business of Design – Douglas Davis (Book)
A Whole New Mind – Daniel Pink (Book)

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