Good Design Is Good Business

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Businesses and organizations everywhere are competing to attract consumers and supporters. This challenge starts with people, products and services, but it doesn’t end there. Businesses and organizations must create bonds with their audience, who can then become loyal advocates. Key in this process is design. A good designer will be able to create a strong corporate identity and develop branding that differentiates your products and services from those of your competitors. For proof, look at how successful companies such as Apple Computer, W Hotel, and Target have leveraged design to create real and significant returns on investment.



This is a process by which businesses can create value and market demand through design.

1. Define the Problem

If the problem to be solved is vague, the work will be generic. We, the designers, will help to cull, visualize, and express the problem in human terms—looking at it from many different angles and perspectives.

2. Set Clear Goals and Define Success

What is to be accomplished? Who is to be moved, and to do what? Setting clear metrics for success makes it more likely to achieve them.

3. Define the Approach

Once you know where you want to go you need to create a map to get there. This can help to clarify the team members’ responsibilities, and avoid redundancies and dropped balls.

4. Elicit Buy-in

Who are the people who need to believe in the project? It is critical to build support early on rather than surprise people when it’s too late for them to contribute.

5. Gather Information

Immersion and research are critical to success. Share all the information you have with your designers and let them live with you as needed to understand the relevant nuances of your business and your customers.

6. Develop Ideas

The role of a designer is to have ideas. During this phase, prototypes that illustrate the ideas and link them to the goals and the audience must be developed.

7. Analyze the Options

This is the time to put emotion and “ownership” of ideas aside and think through the ramifications of the concepts on the table. Invest in market testing if it makes sense.

8. Make the Important Decisions

Whether or not you believe that numbers lie, numbers don’t take the place of experience and instinct. Make the choice of direction based on as much data as you can gather, and then on gut. The most practical direction isn’t always the best one. This is the moment to revisit your objectives and remind yourself that it is not worth the time and effort to be just like everybody else in your industry.

9. Mobilize the Team

Once you’ve chosen the solution and have buy-in from the necessary people, the execution phase begins. Everyone gets their marching orders.

10. Present to Internal Audiences

There are undoubtedly many people who will be critical to the success of the project. This is the time to share the objectives of the project and the proposed solution with them so that they can understand and support it.

11. Take it Public

By now all the plans for distributing the product should be in place. All efforts have led to this moment of unveiling.

12. Evaluate Success

Gather the team to take stock of what worked and what can improve. To the greatest extent possible, measure the success and collect data. Then change what you need to, and what you can.



The most successful organizations and individuals follow a common pattern of success in their work when tackling tough problems, so does OCD. We can help you articulate your business objectives, crystallize your ideas, and make your message clear. Want to learn more? Here is how:

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OBSESSIVE COMPULSIVE DESIGNERS | OCD: We are a group of creative, conceptual, hard-working, value-oriented, socially conscious, eco-friendly graphic designers. We only take on projects that we believe in, and so when we work with you, know that we are committed to your project. Just sit back and relax, we’ll do the worrying for you.