It is really all about competitive advantage. Truthfully, designing and strategizing aren't that different. Both activities include methods to create a plan in order to achieve a specific goal. And design(-ing) goes into everything: isn't someone (designer or not) constantly creating something in an organization? Design is all around us, and there is no way around it. Of course, in this volatile age, it is encumbered upon designers to disrupt their fields and niche with insatiable products. Without a plan to innovate competitive advantage in design and strategy a product if you will, remains anemic at best where owners lament an ecnomoy laced with opportunity more than disruption.
Since design is there to stay, the challenge really is about designing not well, but obsessivley well:
- Strengthening the significance of design strategy at the leadership level and throughout organizations
- Be competitive. Create designs that speed to market
- Create designs that are adaptive and responsive to change faster than competitors.
- Applying its methods consciously and effectively during decision-making, problem-solving, and co-creation
- Including design in investment and optimization efforts
- Hiring design talent that can support change in culture and business models
Together with management, design should be an essential part of the overarching force of a holistic system and trickle through the entire organization. Designing right from the inception is crucial in achieving differentiation and a competitive advantage, wowing customers by engaging on an emotional level, and ultimately creating stakeholder value.
Note: Be different isn't enough today. You have to find something new to say and a better way of saying it. Jim Woods
Jim Woods is president and founder of InnoThink Group. A global management consulting firms specialized solely in helping organizations of all sizes in all industries catalyzing top line growth through strategic innovation and hypercompetition. Jim has over 25 years consulting experience in working with small, mid size and Fortune 1000 companies. He is a former U.S. Navy Seabee and grandfather of five. Jim is board president of a charter school located in Colorado Springs whose sole purpose is to prepare otherwise disadvantaged students more competitively for college. To arrange for Jim to speak at your next event or devise an effective hypercompetition strategy email or call us at 719-649-4118 for availability. Subscribe to our innovation and hypercompetition newsletter.
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