8 reasons why design strategy fails

And what you can do about it

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” — Sun Tzu, Art of War

Last year, I transitioned to another role in design strategy, confronting challenges akin to Sisyphus’s eternal struggle: envisioning opportunities while managing the uphill battle against organizational inertia, misaligned priorities, and resistance to change. Yet, these challenges fuel the rewarding nature of the work.

In this new position, I realized the importance of crafting a clear, compelling narrative to bridge the gap between present realities and future possibilities. This involved a lot of deep listening at all organizational levels to understand underlying needs and fears, and forging alliances with stakeholders to advocate for and implement the design strategy.

Very early on, I learned the value of securing quick wins to demonstrate the immediate impact of design, building momentum for more ambitious initiatives. I also recognized the necessity of resilience and patience, as strategic change is gradual and often fraught with setbacks.