Davis, Douglas provided many valuable insights into the business of design and creative strategy frameworks.
Following this article, let’s start by understanding what we need to know to win the battles in the conference room when you are discussing a creative approach.
We must all have one of those colleagues that goes “I love this design” or “Nah I don’t like this design” all the time right? Or is it just me…Making decisions purely based on subjectivity is bound to doom. There, I said it.
Start With Business Terms
The design we are doing isn’t the art that shows a personal expression, it is the art that is related to business objectives. To understand the purpose of business and to make a sound creative proposal. Let’s start with learning the business terms.
“Understanding business concepts will allow you to:
- Build your creative concepts on a solid strategic understanding.
- Ask relevant questions that help fill in the blanks when information is vague or incomplete.
- Win new and grow exciting business relationships.” – Davis, Douglas
Follow by Strategic Approach
The strategy is usually associated with long-term brand management. Having to understand the business itself, allows us to conduct research with purpose, and position the brand correctly. Therefore, we are able to justify our creative approach in the conference room. With the correct and solid strategy supporting the brand, we are able to make recommendations for our client to manage their brand into the future.
Davis provided a strong argument example for the strategic approach:
Without Strategic Approach: Jumping into the ocean to learn how to swim.
With Strategic Approach: Taking swimming lessons.
Without Strategic Approach-you are placing a bet on it to either succeed or drown. With Strategic Approach-you know your goal is to learn how to swim, so you take the necessary steps to make it happen. I don’t know about you, but I don’t want either my business or my client’s business to drown.
To get more details on creative strategy, I invite you to read the book Creative Strategy and the Business of Design by Davis, Douglas with me. I also invite you to comment below and let me know if you have any questions or would like to discuss anything further.
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