planning + strategy

readers prefer content that’s substantial and emotionally resonant, as evident by the meaty keywords that trigger the most reads.

Advantage is neither transitory nor immortal. Hence, strategy is not an either-or exercise about seeking flexibility OR sustainability. It is about both: seeking sustainable competitive advantage in a world full of far-reaching and tumultuous change.

You must figure out how your product fits with—and improves—customers' lives as they are.

But part of synthesis is determining which learnings should take the highest priority. That comes in a couple of ways: If an insight has volume - if we saw a behavior again and again across contexts, crossing occupational, gender, income and/or geography lines, we highlight it; if there’s relevance - if it is actionable by our client and last but certainly not least there is the size of potential impact.

Looking ahead to our connected future, I’d like to suggest some ground rules. First, not everything should be connected. Sensors and connectivity don’t always result in a better experience, increased sales or usable information. Secondly, we need to think clearly about how data will impact people in a significant way in the immediate, aggregate and latent value framework. Equally important, let’s not be afraid to make something new, because we can’t rely on the notion that old things will be inherently better once they are connected. Some things will need to be connected and others won’t, and many things will need to be made new from the ground up.

One of the most significant features of the total product is the place where it is being consumed. In some cases, the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision.”

A fluent designer is not bound a singular language or mode of expression, we are beyond that. We can understand and empathize any context and adapt our approach to any scenario. We look for meaning and give it new interpretations. We take the original ideas and shape them in ways our clients didn’t see it possible. We add poetry adapted for the medium we working in and for the people who are the recipients of our work. We translate with equal measures of fidelity and transparency, and we make every translation beautiful.

Focus on understanding the loyalists first. Follow with the “aspirationalists,” who may be less likely to buy but can still conceive of that high price point. Next, try to identify an unexplored demographic, based on what’s been learned about the loyalists and aspirationalists.