Fast Company: Design meet Business: "Business, this is… Design"

by Mark Dziersk

Business people need to develop a better understanding of design, form partnerships between themselves and creativity, and apply strategy to design thinking, in order to compete effectively today.

This article shares 6 tips "to help navigate thoroughly confusing waters."

  1. Design Strategy…an oxymoron?
  2. The world is upside down, embrace it.
  3. Invent new training, train thyself
  4. Understand your DNA
  5. Visualize strategy
  6. No PPTs. Tell stories
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As an accomplished businessperson you probably know a lot about strategy and little about creativity. Creativity is the key to innovation. And, if innovation is (as testified almost everywhere these days) the Midas touch for business today, understanding creativity involves a lot more than orchestrating regimented processes. Most businesses are run by adding columns of numbers, and led by financially motivated business managers armed with…. strategies. If creativity is the fuel that brings innovation to life, then strategy is the mirror equivalent for business.

Visual thinking, storytelling, DNA, and adaptable processes all help enormously. For designers today, a good understanding of the" business comfort zone" with ideas and concepts is a tool as powerful as any Alias rendering or beautifully executed aesthetic prototype. Creativity is the currency, but the strategic foundation is equally important.