Jason Fried

How does creativity play a role in "design strategy"?
Hmm, we don't think much about strategy at 37signals. I feel like thinking too much about what you want to do gets in the way of just doing it. So in many ways our strategy is what we actually do, what we think we're going to do. That allows us the flexibility to come up with the best solutions as we run into the problems instead of imagining problems we don't have yet.

—    Jason Fried, Co-founder, 37Signals

 

Comments

[Chris Conley]

I use a simple model (four levels!) to represent areas of activity that may or may not require "strategy."

Strategy (Company & industry overall)
Portfolio (All products & services the company offers)
Definition (Figuring out what to make next)
Development (Making it!)

Now, depeneding on what role you have in an organization and the maturity of your business, you'll need to use varying levels of thinking and doing. Originally, there was no need for strategy for Apple's iPod. they just needed to do it. Now, there are lot's of strategic questions.

The other point is that strategy is not done in the development group, nor even the definition (requirements/specs) group. And vice versa. But design expertise and techniques actually have a role to play across these areas, but in different ways....

[Adam Richardson]

Agree with Chris. There is a time and place for strategy, and at the moment 37signals is not there. Eventually you may, in fact almost for sure you will at some point. As your "product line" gets bigger and you need to coordinate activities, it becomes more of an issue. If you stay making products for people like yourselves, the doing of strategy is often less visible, but it is nonetheless happening at a certain level.

[Birgit Jevnaker]

All people that commit future resources and affect directions may be said to strategize. So I've often found designers to be active herein although this might not be recognized by management or strategy books.