Got attached to Abstract these days and have been binge learning about all the personal design principles these gurus have to offer. There are such great advices, and suddenly Netflix has become my personal mind trainer. I've been doing strategy for years now and I too have a simple methodology in designing solutions for clients - audit, decode, insight, and then magic.
But then after watching the episode on the illustrious Interior Designer from London, Ilse Crawford, I am gonna shamelessly steal her principles instead because they are so 'humanity-centric' and none of those cold marketing terms. The choice of words representing each step illuminates the 'how' in thinking and I've become an overnight fan.
The steps are...
Interrogation
The point she brilliantly made - God gave us two eyes, two ears and one mouth and therefore we should use them in that proportion. That is true in what I call the 'audit' part of the strategy, which is easily and commonly mistaken as just 2D research by a lot of people. Yes, eyes are given to read (especially off Google) but nothing beats physical observation which I find not a lot of strategists care anymore. A lot of reading, observation, listening. But interrogation is so much more than just audit. The word compels you to ask questions - the right questions and the tough questions. So that you get all the what is and nothing missed.
Empathy
This is the most beautiful part of the thought process, at least to my mind. Why are we in business at all if not to fulfill a human need - directly and indirectly? Empathy means walking a mile or more in the shoes of people. Considering their POV when it comes to the product, service, experience or even the environment we're designing. This part of the process keeps the next part, human-centric. Especially for spaces - honestly, clients shouldn't care too much on the material, colour and texture you choose - it's about knowing them and then creating the atmosphere and aspired mood they long to be in.
Imagination
Your deepest, wildest dreams can now manifest and they should really be an extension of the empathetic discoveries made. So that all your what ifs can be kept relevant, even the most outrageous ones. Be realistic at this point as well on commercialisation. We, unfortunately, can't afford to and shouldn't be wasteful because not many people have great excess of money lying around, waiting to be spent. Be outrageous but keep it real.
And the last, not the least important part; if at all - the equally important part...
Execution
Where the magic comes to life. A lot of people think a lot, plan in greatness but decide on a flimsy execution which is like a death sentence to a great idea. But you'll be surprised, great execution can sometimes mask a flimsy idea, that's how much power this last part of the process can wield. Do quality or don't do at all.
From my experience, a lot of people discount on the most time spent on the first and last steps of the process. Why? Because they require and involve investments. Unlike the middle part where it is a rather subjective state - which seems to me, 99% of the marketing world's population believe that those steps are easy and free. It's like building a house with loose cement and flimsy roofing but all you wanted was just cheap and nice wallpaper and decor. Don't take short cuts. Great foundations are carefully built so that it can outlive multiple generations, and every generation lays a new brick on the old taking into consideration new climate and changing environment. This is how businesses become rock solid.
So remember, the next time you plan, think IE² :)
But then after watching the episode on the illustrious Interior Designer from London, Ilse Crawford, I am gonna shamelessly steal her principles instead because they are so 'humanity-centric' and none of those cold marketing terms. The choice of words representing each step illuminates the 'how' in thinking and I've become an overnight fan.
The steps are...
Interrogation
The point she brilliantly made - God gave us two eyes, two ears and one mouth and therefore we should use them in that proportion. That is true in what I call the 'audit' part of the strategy, which is easily and commonly mistaken as just 2D research by a lot of people. Yes, eyes are given to read (especially off Google) but nothing beats physical observation which I find not a lot of strategists care anymore. A lot of reading, observation, listening. But interrogation is so much more than just audit. The word compels you to ask questions - the right questions and the tough questions. So that you get all the what is and nothing missed.
Empathy
This is the most beautiful part of the thought process, at least to my mind. Why are we in business at all if not to fulfill a human need - directly and indirectly? Empathy means walking a mile or more in the shoes of people. Considering their POV when it comes to the product, service, experience or even the environment we're designing. This part of the process keeps the next part, human-centric. Especially for spaces - honestly, clients shouldn't care too much on the material, colour and texture you choose - it's about knowing them and then creating the atmosphere and aspired mood they long to be in.
Imagination
Your deepest, wildest dreams can now manifest and they should really be an extension of the empathetic discoveries made. So that all your what ifs can be kept relevant, even the most outrageous ones. Be realistic at this point as well on commercialisation. We, unfortunately, can't afford to and shouldn't be wasteful because not many people have great excess of money lying around, waiting to be spent. Be outrageous but keep it real.
And the last, not the least important part; if at all - the equally important part...
Execution
Where the magic comes to life. A lot of people think a lot, plan in greatness but decide on a flimsy execution which is like a death sentence to a great idea. But you'll be surprised, great execution can sometimes mask a flimsy idea, that's how much power this last part of the process can wield. Do quality or don't do at all.
From my experience, a lot of people discount on the most time spent on the first and last steps of the process. Why? Because they require and involve investments. Unlike the middle part where it is a rather subjective state - which seems to me, 99% of the marketing world's population believe that those steps are easy and free. It's like building a house with loose cement and flimsy roofing but all you wanted was just cheap and nice wallpaper and decor. Don't take short cuts. Great foundations are carefully built so that it can outlive multiple generations, and every generation lays a new brick on the old taking into consideration new climate and changing environment. This is how businesses become rock solid.
So remember, the next time you plan, think IE² :)
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