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Nathan Shedroff, entrepreneur, author, speaker, and educator talks about his new book, A Whole New Strategy, and the importance of design in strategic conversations. They discuss the misconception and lack of quality in strategic work, rethinking business strategy, and the role of designers in clarifying metrics for success. They also explore the concept of 'shift left design' and the importance of strategy as a daily practice.
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Quick takeaways
- Addressing the gap between design and strategy is crucial for designers to ensure the alignment of creative briefs and project direction.
- Effective strategy requires clarity that encompasses both internal considerations and external factors like customer insights and market conditions.
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Connecting Design and Strategy
Designers often touch upon strategy in their work, compensating for inadequate project briefs. They encounter challenges when their creative briefs don't align with the right projects. Many designers have experienced situations where they discover that the initial idea or project direction isn't ideal. However, clients often resist change due to contractual obligations or a lack of business acumen. This highlights the need for designers to understand and address the gap between design and strategy.
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