Business strategy can be understood as the set of competitive moves and actions that are used to attract customers, compete successfully, strengthen performance, and achieve desired ends. In a broader sense, strategy bridges the gap between policies (guidelines that govern action) and tactics (set of techniques that are carried out). It should provide sufficient clarity to the Organization, and make it clear to the team where they are headed.

What happens is that it often acts in the opposite direction because inappropriate means are used to achieve it. Powerpoint is a tool for creating documents, but by itself it will never be able to seduce or inspire, it will remain a set of words open to personal interpretations that are lost in abstractions. Recently, the news was published that Jeff Bezos (Founder and CEO of Amazon) had banned powerpoints in his meetings, replacing them with the power of stories.

Design, innovation, people

People need to visualize in some way what they tell us in order to understand it and truly integrate it into ourselves. Design is a great ally to provide a description that avoids particular interpretations, building greater consensus, and better recallability. Thanks to design, it is easier to arouse emotions and experiences that help describe what the strategy is after.

Originally, design was used to make products more attractive and more functional, as well as to better communicate and arouse people’s emotions. With the emergence of Design Thinking as a methodology, Organizations have begun to understand that design can be a great collaborator in solving problems. Differentiation is in itself synonymous with design, which today plays a leading role in an innovation model that adds a new dimension to the traditional approach. A dimension that must incorporate the human variable, which is the only one capable of adding value to the business from a strategy that merges customer expectations with the brand purpose, using innovation as a vehicle.

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Design Thinking

Design strategy refers to a process that examines the relationships between how design and business can complement each other. Using Design Thinking methodologies as a basis, business objectives are mixed with creative solutions that go far beyond mere aesthetics. It is a process of learning and discovery, which facilitates a greater understanding of the business, of the customers, of the competition, of the possible opportunities to achieve the objectives, always focused on the user and focused on driving innovation. It should not be confused with a creative or design brief, or the steps that can be planned to solve it.

Design, as a concept, is not exclusive to designers and in its strategic dimension it is a discipline that can permeate any department. To apply it, it is necessary to understand the basic principles on which traditional design has always been articulated: understanding the customer, empathy, vision of the future, co-creation, open-mindedness, continuous evolution… From here, it is a matter of breaking down the problem, dividing it into smaller parts, analysing them from different perspectives, thinking without limits, empathetically, interacting between departments, giving customers a voice and, then, we will be very close to finding the solution we are looking for.

Design Thinking is inherently a process of developing prototypes, where once you have an idea, you build and test it very quickly obtaining immediate responses. The objective is to achieve the best approximation to the final result, obtaining feedback that facilitates the work and rework towards the best solution.

The market is constantly evolving, your strategy must change in the same way. It all goes back to the fact that, in order to really raise the level of innovation in Organizations to a strategic level, it is necessary to use new tools that facilitate better understanding, help to understand that you are on the right path, and all this in an agile and fast way, before it is too late.


Carlos Puig Falcó

CEO of Branward®


Photos: Shutterstock


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