soulsight®

One of the most interesting aspects of working in a design firm is that we have the opportunity to work with many different types of leaders.

I've noticed two very diverse types. The first are leaders who know how to differentiate through innovation and realize the importance of design thinking. We are asked to participate in the upstream innovation work helping to develop ideas that consumers love.

The second are leaders who call in designers much further downstream, at the end, to package an already developed product.

I much prefer the first. The outcome is always a smarter, more cohesive and often times brilliant.