Unlocking Innovation
Pillar no. 4


Every industry employs the element of craft. Craft represents the aspect of customer experience that embodies quality and attention to detail. Craft delivers the expectation that leadership sets, strategy aligns toward, and methods uncover. Let’s examine three aspects of craft that unlock innovation:

Experience Craft contains the elements of the human, customer, and user experience. It expresses all your intent. Everything speaks. Everything matters.

Detail Details communicate care, quality, and value. Getting the details right provides a strategic advantage and delivers an exceptional experience.

Beauty Not every detail provides beauty in every context. Sharpen your skill for identifying beauty in your operational context. Aim for elegance.

Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.

Dieter Rams

Recommended Reading

Introduction to Design Strategy

Modernist Studio

The Shape of Design

Frank Chimero

If Design's No Longer the Killer Differentiator, What Is?

Wired - John Maeda

Weekly Team Challenge

Identify organizations or leaders in your industry delivering exceptional customer experiences. What elements of craft do they employ that sets them apart? What steps can your organization take this week to step up your craft?

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