Think + Do » an exploration of mission-driven marketing and design
Every year, it seems, Christmas decorations appear in stores earlier and earlier. As back-to-school sales fade from memory, jack-o-lanterns and witches hang on twinkling artificial trees in the seasonal section of your friendly neighborhood big-box retailer.
In that tradition, I’m skipping right past Thanksgiving and looking to the new year – and the year after that.
People are fascinated with the future. Most want an estimate of a specific future outome at a specific time. When will I meet my true love? Who will win the big game? Will this be a good investment? Lucrative industries sell predictions to eager buyers.
Forecasts, on the other hand, tend to focus on process, patterns, and potential outcomes. They are more useful for developing strategies in a dynamic environment – one that offers a range of outcomes and responses. For example, it may not matter much if it’s 83 or 79 degrees over next weekend’s beach vacation, but it will be good to know if you’re going to need an umbrella and some backup plans.
I’ve observed the early stages of a few trends in nonprofit marketing and design. Each involves multiple behaviors and tactics that together begin to coalesce into underlying themes. None are particularly widespread now – or effectively implemented. I believe all of them will be used increasingly by successful organizations going forward.
Over the next four months, I will delve more deeply into each of the following topics:
There is never-ending pressure to be more productive at work. And yet complex problems require people to think and solve problems more creatively than ever. There is an inherent conflict between these truths. Limited by time, money, and imagination, organizations will need to learn how to build capacity – both to scale up successful products and services and to do more with less.
Perpetual Beta Mode
We are all works in progress. Somewhere along the way, however, businesses evolved to a much more rigid way of working, with a goal of getting to the “finished” product as soon as possible. While there are benefits to having deadlines and targets, eliminating experiments and a tinkering mindset sacrifices big ideas on the altar of risk aversion. Future leaders will recognize that perfection is overrated.
We may be in the age of Big Data, but it is rarely used in ways that bring clarity to complex issues. People aren’t rational. They make decisions and process information based on a jumble of experiences, instinct, and emotion – backfilling decisions with data because it sounds better. Those who can give numbers context, and connect them to a compelling story, will prove to be very valuable.
Organizations that are determined to help and delight their audiences will grow faster than those that do not. Designers will spend less time making artifacts – logos, publications, websites – and more time applying creative thinking to the ways that customers interact with an organization and the world around them. British designer Patrick Cox put it best, “Companies don’t need advertising, they need to be designed better.”
As we turn the page to 2015 and beyond, I hope these forecasts help generate ideas and strategies for a better-designed future … which I’ll be working on just as soon as the leftover turkey is gone.
What trends do you see emerging?