who share the practice of human-centered design
The $100,000 question
These aren’t your usual “swoop in/swoop out” corporate pundits. They show companies how to work better using the principles of design thinking. In that sense, they are teachers, storytellers, mentors, demonstrators, and master problem-solvers. The $100,000 question: should they use the word “consultant?” Another: can one pithy phrase capture all that?
This is a case where distillation is not needed as much as elaboration. Consulting, in particular, has this challenge: you can easily boil it down to, “We solve problems,” but soon as you do audiences look at you like the RCA dog and ask, “Yes, and?” Clear and crisp exposition helps explain.
Narrative, messaging, copy