By James Carlopio (auth.)
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Additional resources for Strategy by Design: A Process of Strategy Innovation
An Idea Worthy of Pursuit While trying to establish an accurate and shared understanding of the problem, purpose, or goal of the project as part of the brief, we must also assure that we have an idea that is worthy of pursuit that will motivate those tasked with its achievement. When designers look to establish the purpose of the project within the brief they often develop a hierarchy of nested purposes: Develop a purpose hierarchy (array(s) of purpose statements from small to large wherein each larger one describes the purpose of its predecessor) from which is selected the purpose(s) the solution should achieve .
Andrew, Designer, Management Consultant) This questioning of the problem is not the designer being difficult or obstructionist. It results from recognizing the fact that the initial expression of a design problem or a strategy problem is often misleading. By definition, the person with the problem is not thinking about it in a way that allows them to solve it easily or they would have done so already. It is the task of the designer or strategy developer to think about the problem in a new way that can result in an innovative solution.
Rather than being orderly and linear, the line plotting the course of their thinking looks more like a seismograph for a major earthquake” (Conklin, 2006, p. 9). In other words, designers work simultaneously or iteratively on understanding the problem and on formulating a solution. Nonlinear design thinking often is as iterative, creative, and complex as the problems being dealt with. Designers are not necessarily decision- or problem-focused. They adopt a design attitude rather than a decision attitude.
Strategy by Design: A Process of Strategy Innovation by James Carlopio (auth.)