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.


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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