Design and Market Invention
Basic elements of design – like texture, color, balance, and space – set the tone for an organization or product. They can give a futuristic feel with clean lines and a white palette, or use rough textures and earth tones to appear more natural. All of us instinctively understand that these elements give meaning to a design: nobody ever had to teach you that heavy, smoky shadows are a little spooky, or that blue feels calm, or that circles give a sense of wholeness. These are universal elements of design, also called design archetypes, and they are at the deepest structure of graphic design.
Understanding how to use—or not use—design archetypes is at the core of a well-planned Market Invention strategy. Market Invention can use a shift in brand imaging or messaging to pivot into a new market and target unreached customers.
An industry study found that “design-alert businesses” (those who believe that their design plays a central role in their marketing) increase their market share by 6.3% on average. The same study found that shares in design-forward companies outperformed key stock-market indices by 200%.
Whether intentional or not, design sends signals about your product: top-quality, bargain brand, organic, high-tech, trustworthy, fly-by-night. You could be an honest, ethical company, but if your web design doesn’t reflect that, potential customers will assume otherwise. The ethos of your brand is entangled in the elements of design.
Any design service will tell you how important design is (that’s sort of their thing). But do they understand how to use visual design as part of a strategy to create a new market? Good design sets you apart in a sea of alternatives. Think Apple, Spotify, Chobani, Airbnb. It’s no coincidence that those companies are also classic examples of Market Invention.
Ready to invent a space where you’re the leader? Want to work with world-class designers who understand that the bigger aim of design is market domination, not just cutesy logos? Learn more about that process here.
The Process Behind Disruption
Disruption might be the biggest business bandwagon of all time. But ask most people what their idea of disruption is, and they’ll stare at you with a blank look or start rattling off a set of disjointed ideas.
Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Video and Market Invention
You’ve probably heard of Market Invention, the strategic process of creating new markets through a shift in audience, category, channel, or branding. It’s the discipline behind disruption, and it rests on good communication. That’s where video comes in.
Web Design and Market Invention
Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.
Five Lessons From the Growing Artisan Economy
We hear a lot about the artisan economy. It’s a movement towards personalized, hand-made, small-scale production that has been gaining lots of momentum in the US. So much momentum, in fact, that artisans are taking a measurable chip out of mid-sized manufacturers. According to the Inter-American Development Bank, if the artisan economy were a country, it would have the fourth largest economy in the world. While larger sized businesses obviously cannot compete with some aspects of the artisan economy, they can certainly reflect on some of the principles that are propelling artisan growth and apply them to their own organizations.
Nonni's Biscotti owns its Market, but will it stay in first place?
Before Nonni’s came out with its first gourmet cookies in 1988, few Americans had a clue what a biscotti was. But the company presented its simple, crunchy cookies as a classier, healthier alternative to traditional American cookies, and biscotti soon became a national trend.