6 Directives to Consider Before you Bring in a Design Team

Over the last thirty years or so, I’ve had the great privilege of working with exceptional clients and gifted designers. I’ve sherpa-ed them over the thorny terrain of designing systems, environments, identities, retail prototypes, sites, products, you name it. 

Most were excited about doing great work, inspired to be evoking something authentic and remarkable to organizations, consumers, and perhaps changing the world. 

But, a recurring theme emerged. Something had been left out of the equation that was getting in the way of the inspired outcomes that designers yearn for and clients aspire to. 

In the zeal to get going on the “project,” many well-meaning clients often forgot or shied away from, the basic directives that need to be established before they brought in a skilled design team. 

When these simple principles are left vague or unresolved, opportunities for doing something remarkable are squandered, fees are burned up, time gets wasted and there’s that uncomfortable feeling in the pit of everyone’s stomach that the project is going sideways, the flame is getting turned down.

So, I offer these 6 directives for success.  The things to do before you bring in a design team: 

1. Know yourself - know who you are, what your values are, and what you stand for, first. Dig deep.

2. Be honest - be ready and willing to tell the unvarnished truth and choose a design team that will too

3. Be willing to step into the unknown - you already know what you know, but what you don’t know will likely be eye-opening and impart great value, if you’re willing to go there

4. Aim high - let everyone know that you’re looking for the best possible solutions, mediocrity won’t do

5. Be inclusive - bring into the process those who will benefit the most, the team charged with using what you’re designing and the grumpy skeptics that think that this is the “soft” stuff

6. Have a heart - find ways to show that you care about the skills, opinions, and points of view of all, it will pay off immeasurably

For some, this may be second nature. I salute you.  For those that find this challenging, let me recommend that you give these 6 directives a try and see if your process is smoother, more focused, more fun, and yields more meaningful results.  I have a strong hunch it will.