Disrupt and grow

As part of the research for our article on the status quo approach to design we thought a lot about ways to disrupt design business models. Not just for design but more broadly for design clients.

In the research we came across some material from the Deloitte Center for the Edge where they talk about strategies for disruption; they call them shaping strategies.

They define shaping strategies as:

those that transform industries and markets. A shaping strategy aims to redefine the terms of competition for a market sector through a positive, galvanising message that promises benefits to vendors and clients who adopt the new terms.

Sounds very high minded but it can be boiled down for the average Australian design business.

To put these strategies into context it’s worth looking at the disruptions that have shaped the business world we live in today.

We’ve seen major technological innovations such as the steam engine, electricity, telephone, TV, the internet and now AI. These innovations resulted in powerful new infrastructures; railroads, electricity grids and telephone networks, satellite communications and server farms.

We now know that these innovations disrupted industry and commerce, but eventually they stabilised industries. This happened once businesses learned to harness the opportunities offered by these new infrastructures.

These periods of stability were long term, often decades.

But that pattern — disruption followed by stabilisation — has now been disrupted. The internet and computing have introduced a new kind of infrastructure that is rapidly evolving but never stabilising.

This has business owners constantly chasing new ways to use new technology. A constant search for that point in time where it will stabilise.

This is where the designer who understands shaping strategy can take control.

Let’s look at how it works for a design studio that wants to disrupt its competitors.

Develop a shaping strategy

A shaping strategy leverages the future structure of a market or industry

It defines the advantage for participants using this new structure.

It amplifies the rewards they can generate from their initiatives.

This is where your industry knowledge comes into play. For example in the placemaking area we see designers morphing into agencies that have a deep understanding that allows them to define the place economy (Hoyne)

Take a look at Love + Money. Charl Laubscher’s Always Beta approach to web and his Toolkit are examples of how he is disrupting the standard digital branding space while publishing his results for all to see.

The acts and assets of a shaper help overcome the natural skepticism participants have by demonstrating the commitment and capability of the shaper. For example Edison Agency with their Design for Good program shows their team and clients they have a commitment beyond just getting the next branding project.

Takeaway

If you don’t want to stick with the status quo you need to develop shaping strategies that establish your long term viewpoint in specific industries supported by a new approach to the impact you deliver for clients.

If you would like to learn more about design disruption strategies contact Greg Branson.

Design Business Review is Australia’s only online design management magazine. It’s professional development information written specifically for Australian designers by Australian designers. Best of all, it’s free.

Greg Branson