{"id":14299,"date":"2018-02-12T12:42:51","date_gmt":"2018-02-12T12:42:51","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=14299"},"modified":"2020-10-21T13:12:54","modified_gmt":"2020-10-21T12:12:54","slug":"what-is-design-strategy","status":"publish","type":"post","link":"https:\/\/www.shopjessicabuckley.com\/blog\/what-is-design-strategy\/","title":{"rendered":"What is Design Strategy?"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><script type=\"application\/ld+json\"> {\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"WebPage\",\n  \"headline\": \"\n            What is Design Strategy? | Marvel Blog - Marvel Blog        \",\n  \"about\": [\n    {\"@type\": \"Thing\",\"name\": \"Design Strategy\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Design\"}, \n    {\"@type\": \"Thing\",\"name\": \"strategy\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Strategic_management\"}\n  ],\n  \"mentions\": [\n    {\"@type\": \"Thing\",\"name\": \"professional\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Professional\"}, \n    {\"@type\": \"Thing\",\"name\": \"process\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Business_process\"}, \n    {\"@type\": \"Thing\",\"name\": \"job\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Employment\"}, \n    {\"@type\": \"Thing\",\"name\": \"designer\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Designer\"}, \n    {\"@type\": \"Thing\",\"name\": \"project\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Project\"}, \n    {\"@type\": \"Thing\",\"name\": \"website\",\"sameAs\": \"https:\/\/en.wikipedia.org\/wiki\/Website\"}\n  ]\n}\n<\/script><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This term means many different things to designers nowadays. What design strategy sounds like one might be completely different from the other.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The thing to understand about strategy in design is that we are all a part of it, in both large and small forms, with different roles along the process.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/15PFeKnwrCgPXdk0J7xHiCg.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14300 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/15PFeKnwrCgPXdk0J7xHiCg.jpeg\" alt=\"what is strategy to designers\" width=\"1080\" height=\"523\" srcset=\"https:\/\/www.shopjessicabuckley.com\/wp-content\/uploads\/2018\/02\/15PFeKnwrCgPXdk0J7xHiCg.jpeg 1080w, https:\/\/www.shopjessicabuckley.com\/wp-content\/uploads\/2018\/02\/15PFeKnwrCgPXdk0J7xHiCg-600x291.jpeg 600w, https:\/\/www.shopjessicabuckley.com\/wp-content\/uploads\/2018\/02\/15PFeKnwrCgPXdk0J7xHiCg-768x372.jpeg 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/a><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">But what is a strategy for designers?<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019ve often wondered why this was important.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">My job as a designer has been to make a graphic that satisfies the request for the project.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You want a new logo? Done.<br \/>\nYou want your website designed? Here ya go. Here\u2019s a design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I think about a friend that I used to design for.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Our relationship in the past was that I ask him what he wanted made and then made that design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There wasn\u2019t any strategy or questionnaire. There wasn\u2019t any focus on value or improvement.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There wasn\u2019t even any talk of what happens after the design\u2026 I just made him a logo and branded his website, two different times.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Done.<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">But that was two different designs of the same thing in one year. He eventually came back to me one last time.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Why wasn\u2019t the branding sticking? Why did we have to revisit it?<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I agreed to take on the client again, but this time. <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We opted for a more professional process<\/strong>. (<a class=\"link link--blue fontWeight-4\"href=\"http:\/\/cmps.co\/client-onboard-1\">cmps.co\/client-onboard-1<\/a>).<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The thing is, I\u2019ve known now for the last 10 months that creating a design agency based on being valuable to the business\u00a0would\u00a0require\u00a0positioning\u00a0myself\u00a0and\u00a0my\u00a0brand\u00a0as\u00a0a\u00a0problem\u00a0solver.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We hear about it all the time\u00a0from\u00a0other\u00a0designers.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">\u201cWe need to be practicing Design Strategy.\u201d<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">But what is it?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0iFV-fRXkXCMtlIpP.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0iFV-fRXkXCMtlIpP.jpg\" alt=\"what is strategy to designers\" width=\"800\" height=\"600\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">You hear these all the\u00a0time.<br \/>\nThere\u2019s some mystical art called design strategy.<\/h2>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Strategy<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I wasn\u2019t sure where it was practiced the most. Maybe in big business and large scale design teams?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019m\u00a0not\u00a0very\u00a0familiar\u00a0with\u00a0large\u00a0scale\u00a0design\u00a0teams. But because I eventually plan on positioning myself around C-level execs doing high budget design, I\u2019ll have to learn it sooner than later as I get my team together.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019m currently positioning my design process to uncover value and opportunities in order to deliver strategic design solutions.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A lot of what I have planned to write about covers this throughout next year. <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/compassofdesign.com\">Our newsletter will have tons of resources on this too.<\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The whole idea of strategy may seem like it comes from designers who are paid a lot of money\u00a0from\u00a0big\u00a0companies. It seems like they\u2019ve somehow \u201cmade it\u201d as a designer, a design firm, or team. They\u2019re the ones getting the really cool projects to work on.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s because they\u2019ve found a way to bridge the gap from design to business.<\/strong><\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"You need to find that way of bridging the gap between the business of design and the design of business.\"<\/p><\/span><\/blockquote>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Targets and\u00a0Metrics<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Businesses have goals they are shooting for all the time. Even if it\u2019s just to make it through the month without going under.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There are some businesses that have a better system of setting and achieving goals, and some who need a lot of help defining and measuring success.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Designers may have access to one but not the other, so in order for us to do our jobs, we need to know what we are trying to do (beyond creating a new logo or website design) and how we are going to measure the success of this project.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Positioning<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Positioning in the marketplace is key to a project\u2019s success. In order for a business to position themselves correctly we need to figure out where they exist now in the market and where they want to go as a result of your project.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You start with what the company does, both features and benefits.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Figure out the values they use to make decisions.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Learn about their positioning statement built on why someone should choose them.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">And then your job is to fulfill that through visual design in order to move them closer to where they want to be.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Sales and Marketing Funnels.<br \/>\nThe buyers\u00a0journey.<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Funnels are a fun topic on why someone should choose to go further into the brand. At some point what you are designing becomes a piece of this funnel.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s a journey through how someone goes from a non-customer into a brand ambassador. You will have people spread throughout all sections in your target market or user personas.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Understanding what frame of mind someone is at when they get to what you are designing for will help you figure out how to position that piece to convert them further down the funnel.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Insight<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Insight comes from poring over company data that is either supplied or collected during your research phase of\u00a0design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This valuable data frames much of how we approach and attack the problem in order to remember who and what we are designing for.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"long-quote\">Hint: it\u2019s probably not the CEO that you are designing for. It\u2019s the end user that has to use, see, or interact with.<\/span><br \/>\n<a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0XHmdnHjJrlXv1qJr.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0XHmdnHjJrlXv1qJr.jpg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Why does strategy\u00a0matter?<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"long-quote\">\"When you understand what a business or brand is trying to accomplish, you can propose a solution that answers the business problem with creativity.\" \u2014<a class=\"link link--blue fontWeight-4\"href=\"http:\/\/amzn.to\/2fhVNcX\"> Douglas Davis, Creative Strategy and the Business of\u00a0Design<\/a> <\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Design strategy is our first defense of being relevant in the industry of both design and business.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Business is transactional.<\/strong><\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"In order for someone to give up money for a product or service, they need to value the results more than the money they give up for it.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">With this puzzle, the focus is bringing people to the business and delivering value through products and services.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We as designers are a piece of that puzzle that, when put together, deliver the whole picture on what value is behind the product or service.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Without trying to learn what a business is trying to accomplish, we might mis-represent the very thing we are trying to help sell. Regardless of how interesting the design is.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Companies will pay top dollar to get results. And if you don\u2019t deliver on those results, or if you never figured out what the results should be, your client will feel like you failed them.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The client will then either leave you now, or never come back later.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/05f6FhiW9m-5XYCvk.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/05f6FhiW9m-5XYCvk.jpg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">The secret to design strategy?<\/h2>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Design strategy is actually Business Strategy in disguise.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A\u00a0while\u00a0back, <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/twitter.com\/d_evyn\/status\/915605019512078337\">I had sent out this tweet<\/a>. It was kind of a revelation because I\u2019ve been reading and studying strategy for designers, only to learn that design strategy has very little upfront to do with design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0AazEXchNQkvfzQHu.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0AazEXchNQkvfzQHu.png\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The more I thought about it, the more this quote from Helen Tran (designer) gave in August rang through my head.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0J7YIhDZXMt-KV4ok.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0J7YIhDZXMt-KV4ok.jpg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Designers need to add value to business in a manner\u00a0that\u00a0helps\u00a0them\u00a0move\u00a0the\u00a0needle\u00a0closer\u00a0to\u00a0success.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There are actual goals a business has when they open for business. They need to make money, and their form of business provides value of some sorts to their customers through products and services.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The reason design strategy is so foreign to designers is that the ability to design is usually held in a different part of the brain than the skills for running \/ managing a business.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"The ability to design is usually a separate skill than the skills necessary to run and manage a business.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Fundamentally, creativity and logic sit on opposite sides of the brain.<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A designer who spends time giving insights on how you can solve a business problem with a creative solution will ultimately help you position yourself as more than a pixel pusher.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"You essentially earn your seat at the decision table through providing relevant, creative solutions to difficult problems.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s the execution that sets you\u00a0apart.<\/strong><br \/>\n<a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0VKUhFLbtCCeK5Dce.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0VKUhFLbtCCeK5Dce.jpg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">What do we need to learn as designers?<br \/>\nWe\u2019re really good at learning new design skills.How does this translate?<\/h2>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Learn to speak the language at the\u00a0table.<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">If you expect to be included in the high level conversations going on in the business, especially being able to dictate how something is designed without the client or management playing \u201ccreative director,\u201d you need to become fairly good at speaking the language of business.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You need to show them that you understand what the metrics and mechanics working behind the design are and how your work will impact that. I have really good resources below on this, but you must learn the lingo before you can tango with the big bosses.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">You need to learn to ask\u00a0\u201cwhy.\u201d<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">By questioning what it is you\u2019re designing for, you\u2019re opening the discussion to figure out the \u201cwho\u201d and \u201cwhat\u201d we\u2019re designing this in the first place.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s the bridge between being tactical (short term) and focusing on strategy (long term).<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Find out the other goals at the\u00a0table.<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Design is just one step along the journey of creating a product or service. When Helen talked about having a \u201cSeat at the table\u201d above, we need to find out who else in at that table and learn what their goals are.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">If you\u2019ve ever done a group project before, each person is tasked with a goal using their best skills.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Each person needs to have communication to make sure they are completing the same project in the way that compliments the other departments, and that each is pulling their weight.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The same is true with your role as designer(s) in the project. Each department has certain goals to hit. Usually those departments include but aren\u2019t limited to:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Marketing<\/li>\n<li>Copywriters<\/li>\n<li>Sales<\/li>\n<li>Production<\/li>\n<li>Product Engineering<\/li>\n<li>Developers and IT<\/li>\n<li>Corporate Offices<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">As a designer, it should be your duty to help facilitate the success of the project, and the only way is to learn what they are trying to solve.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019m currently working on learning this through action. Me and my current clients are using their project as a base for my brand strategy process.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Those in the <a class=\"link link--blue fontWeight-4\"href=\"http:\/\/compassofdesign.com\/community\/?=strategy\">Compass of Design community<\/a> will get regular updates and developments on this process as they happen<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">For now, I can give you some sources to\u00a0use.<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0XqYb_Agkj7O_J8vM.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2018\/02\/0XqYb_Agkj7O_J8vM.jpg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Where to learn more about strategy.<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Keep your eyes peeled for good resources out\u00a0there.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Congrats, you\u2019re now aware of design and it\u2019s role in business. Even if you knew about it already, these are still insanely helpful resources to learn more about design strategy.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">We\u2019ll be covering topics on design strategy for the next year as I work on learning it myself and practicing it with clients. Until then\u2026<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019m going to list resources that I have found to be helpful.<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/compassofdesign.com\/books\/\">The Compass of Design Book List<\/a> - A list of every book I\u2019ve found to be helpful as a designer, especially on design strategy.<\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.amazon.com\/gp\/product\/1440341559\/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&amp;tag=compassofdesi-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=1440341559&amp;linkId=3047cde6fdb0e3e86fe8da818bb34b48\">Creative Strategy and the business of design<\/a>. -Specifically this book. This is the best bridge between the language of business and it\u2019s translation to design. (afl) This book is important for designers trying to bridge that gap.<\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.amazon.com\/gp\/product\/0446550280\/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&amp;tag=compassofdesi-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=0446550280&amp;linkId=4b354bcc3e43cdc1a426894ca4f354db\">101 things I learned in Business School<\/a> - This is probably one of the fastest ways to understand the language that is used in high level business terms. There\u2019s illustrations, explanations and quick snippets of how these terms apply to business. Though it\u2019s not design centric, having this knowledge helps you understand what or why a business is talking about a certain term.<\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.process.st\/checklist\/brand-identity-design\/\">Brand Identity Checklist<\/a> - A thorough list of every thing you should go over in branding a business with resources and other sources there. Because branding is what I do, this was helpful, but there is a lot of crossover with other industries<\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"http:\/\/www.conversionchecklist.org\/\">Conversion Checklist<\/a> - A look into things marketers are looking for when creating landing pages.<\/li>\n<\/ul>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Other resources.<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This <a class=\"link link--blue fontWeight-4\"href=\"http:\/\/thefutur.libsyn.com\/blair-enns\">podcast episode<\/a> with the writer of <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.amazon.com\/gp\/product\/1605440043\/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&amp;tag=compassofdesi-20&amp;camp=1789&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=1605440043&amp;linkId=edbebab260d5ed7a633827c025a040a4\">Win Without Pitching Manifesto <\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">These posts by InkBot Design<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/inkbot-design\/what-is-brand-strategy-48d1722822c6\">What is brand strategy<\/a><\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/inkbot-design\/small-business-marketing-growth-strategies-for-2017-4fb733a42325\">Small Business Marketing Growth Strategies<\/a><\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/inkbot-design\/marketing-and-advertising-strategies-45242269f5ee\">Marketing and advertising strategies<\/a><\/li>\n<li><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/inkbot-design\/brand-development-strategy-tips-6a6a18317b36\">Brand Development Strategies<\/a><\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This video by <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.youtube.com\/watch?v=pINigXJTpxE\">Hollingsworth &amp; about design and business<\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Any and all of <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.youtube.com\/channel\/UCzBkNPSxw15qrW_Y8p-oCUw\">the High Resolution Podcasts<\/a>.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Those who I do consulting with will also get the best of everything I know and learn this year about positioning your business as a design strategist.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>This article was originally published on <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/read.compassofdesign.com\/what-is-design-strategy-497453c9d83a\">Darian's Medium page<\/a>.<\/em><\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Further reading:<\/h3>\n<div>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/remote-usability-testing-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">What To Look for in Remote Usability Testing Tools<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/basics-design-sprints-jargon\/\" target=\"_blank\" rel=\"noopener noreferrer\">The basics of design sprints and other jargon<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/atomic-design-system-of-components\/\" target=\"_blank\" rel=\"noopener noreferrer\">Atomic Design: How to Design Systems of Components<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/a-new-study-on-design-thinking-is-great-news-for-designers\/\" target=\"_blank\" rel=\"noopener noreferrer\">A new study on design thinking is great news for designers<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/design-system-anyway\/\" target=\"_blank\" rel=\"noopener noreferrer\">What is a Design System Anyway?<\/a><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Why designers need to learn how to speak the same language as stakeholders <\/p>\n","protected":false},"author":206,"featured_media":14315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[499],"tags":[],"class_list":["post-14299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"The importance of design strategy and how do designers learn to speak the language that is important to stakeholders\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shopjessicabuckley.com\/blog\/what-is-design-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta 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