Business Thinking for Designers

the diagram is outdated

because designers, by in large, don’t speak about their work in terms of competitive advantage

ways that you can do this:
Update the Venn diagram
Visualize the perspectives of desirability
Connect desirability and viability objectives
Create a cause-and-effect model with conditional statements
Quantify results with experimentation

the designer’s job is to help the organization “win” by creating a competitive advantage

Figure 4-1: Innovations, products, and services are types of approaches companies take to gain competitive advantage, but there are other approaches

designers must step outside their comfort zones and learn the business

I’ve seen many design teams stuck at Levels 2 and 3 because they’re unable to correlate more advanced design activities to business outcomes

The designer’s job is to create a competitive advantage

basic aesthetics and creative problem-solving techniques (Levels 1, 2, and 3) to a model in which design collaborates in strategic decision-making (Levels 4 and 5)

Figure 3-8: Gauging forces for or against a change with Force-Field Analysis