"As important as understanding what to do next is having the confidence in being right to make it real."
As I was catching up on Design Sojourn the other day, I came across this great video on Continuum's approach to and beliefs about design strategy. It's a very worth-while watch - providing a lot of good things to think about.
When you step back, it's really about putting people at the center of the approach, rather than profit or your own desires as a company. Not only is this relevant to design, but it is also paramount to creating great advertising.
One of the things that could easily get lost in this, but I think is important to call out, is our role as creative thinkers and strategists - to find ways to surprise and delight people. When you think about what makes a great product or a great ad great, it's often that there is something, or multiple things, about it that surprise and delight people.
That's why having a smart insight is one thing, but bringing an idea to life that addresses it in an interesting and relevant way is much harder, often takes more time, and really is something that not everyone can do.
I could go on, but I'll just shut up and let you watch and think about it...
