Define Strategic
I recently left a comment over at Design Sojourn that forced me to better consider the definition of “strategic.” I typically associate something strategic with something that has long term value, but the truth is it doesn’t have to. After considering this, I realized that there’s no point in creating my own definition when Michael Porter has done such an excellent job. Here is his definition:
Strategy is choosing to perform activities differently than rivals.
As Finn McKenty summarizes, Porter highlights three specific elements of strategy. First, strategy is about purposely choosing to do things differently than your competition. Second, strategy is about actions, not just statements. Finally, strategy should be unique. Finn puts it best: That means that operational excellence is not strategy unless you implement it in a way that is better than all rivals (Wal-Mart). If you want to read more about Porter, check out his work at the Harvard Business Review.
So for design to be strategic, businesses need to use it in thoughtful, actionable, and unique ways to beat their competition. With this definition in mind, what businesses best use design strategically? I’ll give you Apple, now name another one!
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LOL! Obviously the company I have my day job at.