Management - doing things right. Leadership – doing the right things. Clear, strong, differentiated value proposition Relevant Meaningful Attractive Positive and memorable impression and experience Effective touch-points with members and sponsors Thought leadership Designs contribution to society and culture Design community building activities Mutually beneficial relationship with strong partners Co-creation of design value ecosystem Raise the commercial value of design awards apply value attract attention generate value Balanced and sustainable value creation cycle Opportunity landscape show benefit gain investment Be relevant… People Time Place Andrew Hartman October 2012 confidential 1
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Balanced and sustainable value creation cycle XD3.pdf · impression and experience Effective touch-points with members and sponsors Thought leadership Designs contribution to society
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Management - doing things right. Leadership – doing the right things.
Clear, strong, differentiated
value proposition
Relevant Meaningful Attractive
Positive and memorable impression
and experience
Effective touch-points
with members and sponsors
Thought leadership
Designs contribution
to society and culture
Design community
building activities
Mutually beneficial
relationship with strong
partners
Co-creation of design
value ecosystem
Raise the commercial
value of design awards
apply value
attract attention
generate value
Balanced and sustainable value creation cycle Opportunity landscape
show benefit
gain investment
Be relevant… People Time Place
Andrew Hartman October 2012 confidential 1
American Institute of Graphic Arts
global
local
interdisciplinary ID centric
1.) Benchmark Design Organizations Reality check Inspiration for change Strategy
Assessment – offer, benefits, USPs, vision, mission, values, business models Positioning – differentiation, competitors, allies, partners, communication style, look and feel SWOT – what should IDSA keep doing, start doing, stop doing, do better? Andrew Hartman October 2012 confidential 2
IDSA membership
members
sponsors
business
education
2.) IDSA stakeholder engagement survey Outside in understanding of likes, dislikes and expectations of people Know our stakeholders opinion, needs, desires and feelings better Understand who we (truly) are
Like
Don’t like
Andrew Hartman October 2012 confidential 3
IDSA value
proposition
members
sponsors
business
education
3.) Develop IDSA Value Proposition Develop our definition of self - Design Manifesto, Beliefs, Philosophy Sharpen Vision, Mission and Values Define: Who we are What we do How we look, feel and behave Differentiate our offer to different stakeholders Resonate with them and deliver specific value Exceed their expectations Do more than justify the cost of doing business
take
give
Differentiate our offer to different stakeholders Resonate with them and deliver specific value Justify the cost of doing business Andrew Hartman October 2012 confidential 4
4.) identity refresh IDSA does not appear modern, fresh, innovative or inspiring. -where is the design X-factor? Name change? – IDSA=International Design Support Association…? Brand strategy - Professional help ? Guidelines on brand articulation, logo, communication, mar-com, website, conference, exhibitions, etc
Andrew Hartman October 2012 confidential 5
Association of Professional Design Firms
5.) identify strategic partners Who could benefit from our offer/positioning/network Connect to appropriate design related entities and networks Establish mutually beneficial relationships and synergies
IP
industry
designers government
Andrew Hartman October 2012 confidential 6
6.) Corporate fund raising opportunities Showcase design’s capacity to benefit business and society, and the pivotal role a professional designer plays in that process. Be the ideal platform for them to innovate, show their value and reach their customers Help them help themselves Follow the money !
Function Point
IP and Venture Cap
industry
designers
government
Andrew Hartman October 2012 confidential 7
global
local
Commercial Designer
7.) Benchmark and differentiate Design Awards Programs Raise the commercial value of the IDEA award – link with commercial success? Raise the demand for proven design talent
VALUE
Andrew Hartman October 2012 confidential 8
IDSA innovation
Technology
Business
Design
Socio-Cultural
8.) Reinforce or establish beneficial relationships Be visible, relevant and desirable to those who matter