Hasta La Ideas

Continuum has put together an illustrative (and very watchable) video about their outlook and process. While they do begin to discuss what design strategy is and how it is developed, the video’s primary focus is to indicate the importance of finding the “right” solution: the one idea that brings diverse insights together and fits into the tight space between meaning and profitability. The video suggests that finding this space requires good research and discussion practices, but also a bit of creative intuition:

The real challenge lay less in the technical problem but often…in trying to solve the human problem. It’s about understanding their needs and their aspirations and meeting them in some way. So, we are serving them. But sometimes their needs are to be surprised and delighted, and they can’t tell us how to surprise and delight them. That has to come from us, as creative people in our profession.

Thanks, Steve!

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