From Fast Company, Gadi Amit on strategy and the future of design:
The other day, I had lunch with a design executive from a wonderful company that’s been doing everything right -- it has a strategic design agency (not mine), and it has had design thinking in its bloodstream a decade before the term was coined. And yet what it’s doing just isn’t working. By the time its last design strategy process ended, it was nearly obsolete -- too prescribed and too inflexible. My buddy had to start over again, and this time, he opted for a different philosophy: No design strategy would take a long time to define or be too stiff to bend to an evolving reality. The marching orders now are for short, concise, and dynamic processes, allowing products to be introduced into a marketplace that are well understood and within a reasonable forecast.