About
Whether you are a business leader, designer, or entrepreneur, Design in Context offers insights into the strategic application of design for business growth and innovation. By integrating context-based design into your strategic planning, you can unlock new possibilities, create transformative solutions, and position your organization for sustained success.
Over my career, I’ve observed common patterns of fear, blind spots, and paralysis that frequently lead companies adrift, regardless of their size and despite best intentions. These patterns often present themselves in the questions I hear clients asking:
Design in Context
A Framework for Strategic Differentiation
by Todd Bracher
A Framework for Strategic Differentiation
by Todd Bracher
Page count: 296 pages
Format: 6 × 9 inches
Published by Compendium Editions.
Format: 6 × 9 inches
Published by Compendium Editions.
What is the best way to differentiate my product or service from the competition?
How can we innovate to maintain a competitive edge in a rapidly changing market?
What strategies can we implement to ensure sustainable growth and resilience against economic fluctuations?
In what ways can we enhance our adaptability to respond quickly to consumer demands and technological advancements?
How can we modernize our offerings without compromising our brand’s authenticity?
Chapters
We explore the importance of design expertise and how it can be used for strategic differentiation. Design in Context emphasizes that design should be used throughout an organization, and that a contextual approach to design and innovation are crucial for achieving successful design.
Design as Expertise
Understand the vital role of design expertise in amplifying and transforming business opportunities. Learn to differentiate between vendors and contextual designers, and discover how to harness the full potential of design expertise for your organization.
Meeting the Need
Explore the importance of understanding and addressing market needs as the foundation of innovation. Bracher emphasizes the need for empathy, curiosity, and analytical thinking to uncover the true desires and frustrations of consumers.
Alignment
Discover the critical role of alignment in achieving synergy within an organization. Learn how design can bridge gaps between different departments, ensuring that the final product or service is a visionary execution rather than a compromised solution.
The Context for Innovation
Shift your focus from the "what" to the "why" of design. Bracher explains how understanding and shaping the context within which design takes place is key to unlocking genuine innovation.
Variables
Dive into the practical aspects of innovation by understanding the variables that define the context. Learn how a high fidelity in understanding these variables leads to more accurate and predictable outcomes.
Efficiency of Outcomes
Embrace the principle of "nothing extra, nothing less" in design. Discover how achieving a balance of variables ensures that every component of your strategy or design is essential, leading to optimal and effective outcomes.
Dialogues
Design in Context goes beyond theory, offering a deeper understanding of design thinking through insightful dialogues with renowned figures in innovation, design, and business. These conversations feature leaders like Michael Bierut of Pentagram, who explores the bridge between design and business success, and Mickey Beyer-Clausen of Timeshifter, who delves into design as a driving force for innovation. By including these thought leaders, the book offers a rich tapestry of perspectives on design thinking and its strategic applications, along with real-world examples and case studies that bring the concepts to life.