because designers, by in large, don’t speak about their work in terms of competitive advantage
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ways that you can do this: Update the Venn diagram Visualize the perspectives of desirability Connect desirability and viability objectives Create a cause-and-effect model with conditional statements Quantify results with experimentation
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the designer’s job is to help the organization “win” by creating a competitive advantage
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Figure 4-1: Innovations, products, and services are types of approaches companies take to gain competitive advantage, but there are other approaches
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designers must step outside their comfort zones and learn the business
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I’ve seen many design teams stuck at Levels 2 and 3 because they’re unable to correlate more advanced design activities to business outcomes
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The designer’s job is to create a competitive advantage
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basic aesthetics and creative problem-solving techniques (Levels 1, 2, and 3) to a model in which design collaborates in strategic decision-making (Levels 4 and 5)
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Figure 3-8: Gauging forces for or against a change with Force-Field Analysis