“The members of [cross-functional] teams have to listen carefully to the language used by the other team members, thoughtfully present their own work in terms that the others can understand and over time build enough trust and understanding of one another that they can value, integrate and leverage one another’s expertise… Just as you might do in preparing yourself to visit another country or another culture, design and business leaders must take the time to understand a bit about the place they are visiting—a little of the language, the customs, the ways of thinking.” – Sara Beckman
Read Kate Rutter’s interview with Sara Beckman entitled “Strategic Numbers: Discussing the Value of Design” for more of Sara’s thoughts on how design drives business value. Sara clearly expresses the need for design and business team members to work together and understand each other as part of cross-functional teams.
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“To be truly great, we have to understand the motivation of our clients, maintain constant two-way communication with shockingly uncreative people, get a firm handle on copywriting and how that craft exists symbiotically with the visual element, and foresee how the finished whole will be greater than the sum of the bits and pieces we spent hours obsessing over. All of these factors cascade into the final product.” – Kevin Potts
Read Kevin’s article “The Details That Matter” for his thoughts on how successful designers think critically and analytically about the details of a project.