How does creativity play a role in "design strategy"?
In referring to “design strategy”, there is an inherent assumption of creativity, for design strategy is the perspective on business strategy that considers looking at complex problems with an inherent trust in the people who will be effected (human-centered design) and yet approaches the problem’s dimensions with a healthy skepticism that it has been framed properly. The creative element of this strategic quest is to first, make sure that the intended micro consequences are well conceived and, second, to step back to the macro level and see if there isn’t a new way to see the challenge and the opportunity. It is this passionate interest in seeing things new that is the same manifestation of creativity that you encounter in any of the other arts, where creativity is taken as a fundamental.On a lighter side, the question itself reveals the need for creativity. Left brain proclivities feel very self conscious in the dramatic effort to “play a role” of any kind!
— Richard Grefé, Executive Director of the AIGA
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