Steal This Idea: In-House Design, Part 2
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STEAL THIS IDEA BY MARTY NEUMEIER In-house Design Part 2
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Most corporations generate a steady stream of designed artifacts—products, print communications, websites, advertising, manuals, financial reports, signage, retail environments, packaging, trade show exhibits—the “posters and toasters” of 20th-century commerce. When you add the growing list of emerging opportunities—customer experience, service planning, decision design, strategy mapping, and culture development—you begin to appreciate the need for strong design management.
Transcript of Steal This Idea: In-House Design, Part 2
STEAL THIS IDEA
BY MARTY NEUMEIER
In-house DesignPart 2
Most corporations generate a steady stream of designed artifacts—products, print communications, websites, advertising, manuals, financial reports, signage, retail environments, packaging, trade show exhibits—the “posters and toasters” of 20th-century commerce. When you add the growing list of emerging opportunities—customer experience, service planning, decision design, strategy mapping, and culture development—you begin to appreciate the need for strong design management.
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
In part 1 of “The Power of In-house,” our advice was to re-imagine the internal design department as an independent studio, fostering skills that rival those of external firms. Yet as valuable as design skills can be, the in-house team can make an even higher contribution—that of thought leadership.
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
STAGE-GATE INNOVATION
TELLING YOUR
CORPORATE
STORY
HOW TO JUDGE
CREATIVE
WORK
EVALUATING
INNOVATIVE
CONCEPTS
QUICK-TESTING
CREATIVE
SOLUTIONS
SECRETS
OF MARKET
RESEARCH
MAPPING
THE CUSTOMER
JOURNEY
COMMUNICATING
A MASTER
VISION
HARNESSING
THE NETWORK
EFFECT
MANAGING
THE DESIGN
PROCESS
HARNESSING
COMMUNITIES
OF INTEREST
ALIGNING
BRAND
TOUCHPOINTS
HOW TO
LIVE THE
BRAND
THE ART
OF CUSTOMER
DELIGHT
HOW TO BUILD
BRANDS WITH
NEW MEDIA
HOW TO NAME
PRODUCTS AND
SERVICES
MANAGING
BRAND
SYMBOLS
MANAGING
BRAND
EXTENSIONS
HOW TO WRITE
A CREATIVE
BRIEF
STRATEGIES
FOR CREATIVE
TEAMWORK
MASTERING
THE CREATIVE
PROCESS
THE ART OF
PRESENTING
CONCEPTS
HOW TO LEAD
CREATIVE
PEOPLE
MANAGING
PROJECTS ON A
SHOESTRINGTHE FINE ART
OF
BRAINSTORMING
BUILDING
A CREATIVE
METATEAM
LEADERSHIP
AND
FOLLOWSHIP
MAKING THE
SALE WITHOUT
SELLING
HOW TO
DIFFERENTIATE
BY DESIGN
POSITIONING
FOR COMPETITIVE
ADVANTAGE
CULTURE OFINNOVATION
Collaborate
Cultivate
Validate
SOURCE: NEUTRON LLC
Innovate
Differentiate
A branded training programguides nonstop innovation
In an age of nonstop innovation, winning companies will be those that establish a broad-based culture of innovation. How? By absorbing more about design thinking, aesthetic principles, communication theory, and brand strategy. While the role of the design manager is necessary to win the innovation game, the role of design coach will soon become crucial.
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
What if the internal design department could jumpstart design thinking in your company by running educational programs on innovation, branding, and the creative process? What if the department’s “clients” better understood the use of design as a business tool?
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
Find more Marty Neumeier ideas to steal at liquidagency.com/blog
LIQUIDAGENCY.COM | SOURCE: THE DESIGNFUL COMPANY BY MARTY NEUMEIER
