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Creative Strategy and the Business of Design, by Douglas Davis
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The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you:Understand client requests from a business perspectiveBuild a strategic framework to inspire visual conceptsIncrease your relevance in an evolving industryRedesign your portfolio to showcase strategic thinkingWin new accounts and grow existing relationshipsYou already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.
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Product details
Paperback: 208 pages
Publisher: HOW Books (June 14, 2016)
Language: English
ISBN-10: 9781440341557
ISBN-13: 978-1440341557
ASIN: 1440341559
Product Dimensions:
6 x 0.6 x 9 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
71 customer reviews
Amazon Best Sellers Rank:
#34,126 in Books (See Top 100 in Books)
This is an excellent book that will have a dramatic impact on how you think about your creative business. Douglas has done what few designers do, he went back to school and studied business. The book is well organized, clearly written and distills down key business concepts that every designer should know if they want to play a larger role in shaping their client's business. Learn to speak the language of business and go from order taker to trusted advisor. Still reading this? Read the book already.
I've been to art school and I earned my Masters of Fine Arts in Luxury Fashion Marketing and Management, and I can honestly say that reading this book was like reading 50 course books in one. The principals on strategy emulated those of the Blue Ocean Strategy, and the numerous insights collected from actual professionals in the field were not only beneficial, but advantageous for any creative wishing to break out of the "order taker" role. If you need direction in your practice, then you need this book. It's well written, intriguing, beautifully designed (as a graphic designer, I also geeked out on that aesthetic), and streamlined. The practical information is specific enough to apply (thereby increasing your trade skills), yet there is enough philosophy behind the teachings to extend your knowledge with other sources (which Douglas Davis also provides, to boot). Like I said: It's the next best thing to reading 50 books in one. Savor every word of it.
CSBD is as comprehensive as it is barebones, with it offering just enough structure to inspire the reader, without overexplaining. As a Communications professional teaching several undergraduate courses, I've assigned CSBD in my most senior course to prepare students for an intensive experience where they work on a semester-long pitch project for a real client.CSBD offers a series of frameworks and processes to help creative professionals produce insight-driven, strategically sound campaigns while knowing how to pre-set and deliver against numerical campaign benchmarks - which is what clients are ultimately most concerned about. The book really does offer a wealth of content that delivers on its premise - helping the reader "think how they think to do what we do." As an added treat, Douglas' writing style weaves in a number of anecdotes and "war stories", making CSBD feel less textbook, despite the trove of functional guidance within its pages.I highly recommend CSBD to any junior creative professional who's curious to learn how to simultaneously approach the design and business side of working with clients, and any mid-level/senior looking to refine and polish how they work with creatives and designers.
The subjects, terms and gold nuggets you get from this book will ensure you understand the intricacies of using strategy for design in the business world. Douglas outlines the importance of building your creative concepts on a strategic understanding, asking relevant questions that will help fill the blanks when information is vague or incomplete, and help you win and grow business. A jam packed book that will help build your processes.
I heard Douglas speak at a conference and immediately he was speaking my language of design and strategy. I started an agency built on delivering strategic creative and he was affirming all that we believe in. Bought the book because if I couldn’t be in his classroom in NYC, this was the next best thing. Half way in, highlighting and starring each page. This book will serve as an ongoing tool and is packed with relevant teachings and insights. It’s everything you wished you learned in d-school.
When I identified solely as a graphic and web designer, my BIGGEST frustrations were clients who did NOT know what they wanted. “I ain’t no magician!†was my DAILY silent cry, and I couldn’t figure out what part of this branding game I was out here missing.But as manifestation goes, the more I obsessed over this critical gap in my business, the more I began to run RIGHT into the exact solution.I had the pleasure of meeting Douglas in Charleston last year, and I maintain that it’s one of the most important books I’ve EVER read. It changed my understanding of and approach to brand strategy, which enabled me to produce even more incredible, measurable results for my design clients: Quadrupled ROIs in two months time. Fortune 500 brand partnerships. International speaking engagements. And much more! So thankful for this one, and I HIGHLY recommend it to any designer looking to stand out from the pack.
Douglas Davis take creatives to explore the other portion of the brain. Outside of just making "pretty things" we are introduced to the complex mindset of running a design business and what today is demanding their designers to understand. This book is fantastic and quite dense with information. Guidance into further understanding the role of a creative today is what is achieved with this book. If you are a creative professional or a student seeking to develop a lifelong career in the creative fields, be sure to read this book for understanding that there is more to it than "making pretty things."
I met Douglas Davis at a lunch gathering for a design professor we both knew who was retiring. He mentioned his book and I ordered it, but before starting the book my first thought was, “What can the book teach me about creative strategy.†Was I wrong! Davis presents a thorough, down-to-earth read on how to approach design problems like a creative professional. He explains aspects of positioning statements that I had never considered. I recommend it for anyone involved in the advertising and design world.
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