Rewrite the Brief
Design is all about finding creative solutions to problems, but very often it is the problem itself that is wrong. However hard they try, designers cannot design to sustainability, if they are given a brief that is inherently unsustainable. Managers need to write breeds more carefully and designers need the confidence to challenge flawed briefs and suggest better alternatives.
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Pros: Only if you understand the problem properly, can you design an effective solution |
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Pros: Understanding problems better allows you to design better solutions, so the people’s needs with less resources. Innovation is the key to success. |
| Cons: Managers often write descriptive, ineffective briefs because change is seen as risky, so many companies will see real innovation as too much of a gamble. | |
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Pros: Only if you understand the problem properly, can you design an effective solution |
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