Michael Bierut

How does creativity play a role in "design strategy"?
The question implies that strategy is rational, objective, and measurable, and that creativity is intuitive, spontaneous, and unaccountable. If you accept this definition (and most people wouldn't, I suspect), strategy without creativity is unmemorable and undifferentiated, and creativity without strategy is random and ephemeral. This is why most strategists claim to be creative and most creative people claim to be strategic. Only a few of them are, of course, which is why business and design and the world in general is the way it is.

 

—    Michael Bierut, Partner, Pentagram

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