Doing Business Creatively by Design

Short of a full Manifesto on business and design, we set forth our ideas relating the practice of design and business. Doing business creatively by design is not a wishy-washy right-brain activity. There are rules:

1. Design is intent. Business by Design is doing business with intention.

As businesses, we are what we do. It goes, therefore, that we mind our business processes carefully. Business processes with intent never justify their means with their ends. It is OK to accidentally arrive at a positive outcome. It is NOT OK to expect that same outcome from another accident. Expectations should be pronounced and paraded. What is the business’ purpose? What is the business’ intent? Does the business wake up and serve up some intense purpose/intent daily? You cannot frame intent and hang it on the wall. It gnashes teeth and grumbles with hunger. Intent is the invisible hand when doing business creatively by design.

2. Form AND Function are irrelevant if your Purpose is unclear.

Design begins with a program. Developing a program clarifies purpose, and without purpose, the road ahead splays out ad infinitum. Design critics love using form and function to describe the WHAT and HOW. Programming divines the WHY. As purpose defines why something is done, use it to guide what you do and how you do it.

3. Business profits come from more with less. A loss comes from the status quo.

In business, growing is keeping up, keeping up is falling behind, and falling behind is obsolescence. It is also a business imperative to generate profits. Profit growth is keeping up… etc, etc. Rolling along with a status quo, affectionately acknowledge with the adage: “if it ain’t broke, don’t fix it”, is the kiss death for continuous profit growth.

The reason we are here today is because the consulting status quo no longer fits the mold of modern commerce. A great article in Forbes recently, “Consulting is Dead. Long live Consulting” which set out a handful of reasons why the traditional consulting model has become irrelevant. Changing business models, competency gaps, and demographic demand a change in advisory services.

4. The word “creative” in Creative Business should have nothing to do with scope.

At this moment, we’d like to establish that design and business have traditionally been looked at as different hemispheres of the working mind. Conventional wisdom states that the creative and the calculated cannot co-exist. Philip Glass would disagree. Piet Mondrian would disagree. Philip Johnson would disagree.

The creative master a craft to produce purposeful work. Business, as a legitimate craft, can be mastered to produce purposeful companies. Design can be mastered by produce purposeful spaces. Business and Design, therefore, share a creative framework.

Graphite + Co. understands the creative framework.


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