Business Thinking for Designers

Visualize the perspectives of desirability 
What is desirable? This is one of the first questions I ask when 
I join a company, consult with design teams, or mentor design 
leaders. 
I have yet to ask this question and get the same answer 
twice. Within an organization, this lack of consistency puts 
designers and design teams into difficult situations. Business 
partners expect to get the same answer to this question from 
every designer in a company. Why? Because designers are 
ambassadors of desirability for their organization. 
Time and time again, I see designers on the same team or in 
the same organization give different interpretations of what 
makes a product or service desirable. This confuses business