Postcards from the Future

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This is a presentation Davis Masten and I originally gave at the 2010 annual IDSA conference. It's based on the Brand Futures workshops we ran for the AIGA.

Design

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From my November 22 talk at ISA 14 in Buenos Aires... Business people often have a blindspot for the very value they seek to create because it lies in the qualitative nature of relationships and not the quantitative techniques and tools they’ve been taught to focus upon. As a result, they often make strategic and tactical decisions alike that reduce the value they provide to customers, the value they can build, and the value that designers create. New tools and approaches can help designers of all types change the conversation around their work and it’s value to our business colleagues, in order to create a better relationship as well as a better context for great design to be valued and realized. This talk will discuss how designers can participate more fully in strategic business decisions by reframing what they do and how they work and by introducing new tools for designers to be more strategic.

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