How to Create a Shared Design Vision with Teams

Most designers get buried in endless documentation. There's something that works better: Playable proof beats pages of text. At Blizzard, I learned that when something was hard to explain in a doc, it was easier to show it with a rough prototype. "All right, this is hard to explain, but let me just showcase what it would look like." Then I'd build something playable and ask: "Do you understand how this feels better?" That question changed everything. Instead of endless back-and-forth on design documents, teams got it immediately. No confusion or misalignments. Here's what I would recommend you to try: 1/ Build a simple prototype of your design 2/ Ask your teammates: "Does it feel better?" 3/ Use that feedback to iterate before writing long docs Design documents have their place. But in my opinion, when you need people to understand how something should feel, nothing beats putting it in their hands. Playable proof gets your ideas the traction they deserve. Show or tell - which do you lean on?

Ever wonder why brainstorming rarely leads to real action? Generating ideas is easy, but unless a group crosses some critical thresholds, those ideas never become a reality. To overcome this collective "thinking-doing gap", we need to overcome four challenges. Let's explore. 1. FOCUS: COLLECTIVE INTUITION Brainstorming generates numerous possibilities, but groups must quickly narrow their focus to one opportunity to pursue. They need to balance something important enough to motivate people with something feasible that can be started now. Balancing aspiration with practicality will keep the group from stalling out. To achieve this, we need to synthesize the group's collective intuition quickly through a transparent process that everyone can understand. 2. OUTCOMES: COLLECTIVE VISUALIZATION Once a group has set a priority, we need to translate that opportunity into a clear, measurable outcome. Lofty vision statements don’t inspire action. A shared, vivid picture of success, developed through a rapid process of collective visualization, creates alignment, ensuring everyone is heading in the same direction. 3. PATHWAYS: COLLECTIVE PLANNING A clear, shared outcome is only half the battle. The next step is building a practical path to get there. Because complex challenges are unpredictable, we must rely on experiments to chart the path. Guideposts or trail markers will help the group assess its progress, manage risk, and make adjustments. A flexible design for multiple experiments will enable continuous learning and adaptation through collective reflection. 4. COMMITMENT: COLLECTIVE LEARNING AND DOING Finally, we need to turn plans into action through concrete commitments. No "command and control" system will suffice. Instead of a single leader, we should design for shared, distributed leadership. We need clear and transparent commitments, so we can rely on mutual accountability to stay on track. We need a process with feedback loops, allowing us to learn and adjust. But that's not all. New collective habits of doing together will also need a process of peer-to-peer coaching. OTHER DESIGN CHALLENGES By crossing these four thresholds—focus, outcome, pathway, and commitment—groups can turn ideas into sustained collective action and tackle even our toughest challenges. But not just once. If we want a significant global impact, our solution must also be: >> Replicable, scalable, and simple enough to be sustainable.  >> Modular and flexible, allowing for customization in different situations.  >> Clear with terms that can cross organizational, scholarly, cultural, and language boundaries.  >> Use a visual language for clear communication.  >> Aligned closely with scholarly research, so we can explain why our solution works. Over 15 years at Purdue University, we successfully addressed these design challenges. The result: Strategic Doing. Now, it is spreading globally. Learn about our journey here: bit.ly/SDWiley

Strategy + creative alignment. Must-read level: 10. In traditional models, the strategy team develops a strategy, then hands it off to the creative team to execute. This gear shift often leads to issues such as miscommunication, lack of shared vision, and the dilution of strategic insights during the creative process. The handoff can also delay the process and create friction as each team may have a different understanding of the client, goals, and needs. Embracing the model of "everyone at the table the whole way through" is what helps us at Motto® achieve the following: Shared Understanding: Having everyone involved from the beginning ensures a deep, shared understanding of the client's business, industry, goals, and audience. It enables our team, regardless of their specialty, to grasp the nuances of the strategy and contribute to the brand's creative development to achieve alignment. Stronger Communication: By involving everyone from the start, we can eliminate communication barriers that occur when projects are handed off between teams. Everyone has the same information at the same time, eliminating potential misunderstandings and discrepancies. Collective Ownership: Our model promotes a sense of collective ownership and responsibility. Every team member is invested in the project's success because they've been part of the process from the outset. This can enhance motivation and the quality of the output. Efficiency and Speed: By eliminating the handoff, we can save time and increase efficiency. Discussions and decisions happen in real time, with the right people involved, which can expedite the overall process. Synergy: The combination of strategic and creative minds throughout the process can result in more dynamic, innovative outputs on both sides. Strategists offer insights to enhance the creative process, while creatives help visualize and communicate strategic thinking in compelling ways. Continuous Feedback and Iteration: This approach allows for ongoing feedback and adjustments. Since everyone is involved throughout the project, there are opportunities for continuous learning, iteration, and improvement, ensuring the end result aligns with the strategic goals. If your team is about to start a brand creation or brand transformation project, be sure it blends strategy and design thinkers from the get-go. Or just hire 🏴 Motto®. We got you. #branding #brandstrategy #brandingagency #brandthinking