(upbeat guitar music)
- So every once in a while, I have a problem
not having anything to do with design at all.
And at that point, I have to approach it
with design thinking because that's the way
I've been trained.
Now, a good example of this would be
when I first started my own business.
And I looked around and realized
this is the kind of client I had at the time,
and I wasn't sure that I liked working
with that kind of client and I wanted to make more money.
So, how could I solve that?
Well, I could keep working with that client
and asking to charge more.
Probably wasn't going to do any good.
Or I could stop.
And I used a design approach to really deconstruct
who my audience was, who did I want them to be,
who was my competition, who might they be
five years from now,
what did my audience think about what I made.
I then realized to get to this place five years out
where I had a different kind of audience
of people that were CEOs of Fortune 500 companies,
I was going to have to change the way I messaged.
I was going to have to stop sending emails,
and start sending print pieces
and putting a little bit more effort into the language
of business rather than focusing on how good I was
at dealing with gallery art projects.
So the design process was this very iterative taking apart
all of the pieces.
And then realizing it wasn't one giant issue.
It was multiple pieces that could then lead
to the final result.