Another important point from Amarante (and an obvious annoyance) was the idea of the “agency black box” or “black curtain”. This is the period in which the agency works passionately on design concepts in the office, only to emerge weeks later with a major reveal and sometimes a major disappointment. Not necessarily because the motive was bad, but perhaps because of the dwindling communication during this phase of work. In addition, external influences can change the order on the company ranch while the agency is still working through the original hypothesis. That does not have to be that way. Partnerships are about working closely together and sharing knowledge that was not relevant at one point in time but has now become part of the design challenge. It could be new consumer data, a competitive advantage,
To be successful in today’s fast-paced consumer goods markets, brands and their design partners must behave more and more like entrepreneurs. You need to think quickly, experiment, and draw value from failure. In other words, they need to complement their work experience and technical intelligence with two important things: the creativity of design thinking and the agility of an action-oriented process versus a linear one.
In the design world, there are two different approaches to processing: the linear rational model and the agile action-centric model (which corresponds to our Pointing North methodology). The rational model is a plan-driven process or sequence of events that
Alternatively, the more agile, action-centered model is the future of both agency-client collaboration and the creative culture within the agencies themselves. We know it works because we’ve been practicing and refining this approach for many years. While the Rational Model emphasizes earlier research and accepted knowledgeThis model is based on an empirical philosophy of Building up knowledge through sensory experience and use abstract thinking in order to get to tangible artifacts like compositions, models
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