Customer-led design is an accepted norm these days; a go-to approach for innovation teams. But there’s a fundamental flaw in customer-led design when you’re trying to take a real leap forward: customers can’t lead you there.
9th January 2021 marked Wilson Fletcher’s 18th birthday. The coming-of-age party we’d planned obviously won’t be happening (our 21st definitely got a scale-up) but it’s an amazing milestone for us to hit. Some reflections on the journey so far…
Keeping a focus on customers throughout the design process has long been the domain of the persona, but we rarely use them in favour of two more powerful and applicable tools; behavioural archetypes and behavioural modes.
Being true to your company’s purpose makes you special. Owning up to your true purpose could be the most important thing you ever do. We’ve just done exactly that. There’s a lesson for everyone in the process we went through.
The age of old school strategy is over. Today, strategy is a language for the organisation, designed to allow it to realise its ever-changing potential.
