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.

Leveraging storytelling helped demystify design strategy, connecting with people’s emotions and aspirations, thereby fostering widespread ownership and enthusiasm. Additionally, promoting a culture of experimentation and learning enabled us to embrace failure as part of innovation, leading to continuous improvement and agility.

Reflecting on the past year, unlike Sisyphus, my team and I have made significant progress. We’ve harnessed our collective strengths and resilience, maintaining focus on our “north star” ambitions, which has advanced our design strategy and transformed our work culture. And I think my colleagues will agree.

In sharing these experiences, I aim to share how design strategy can flourish under the right conditions and how, despite inevitable obstacles, navigating these challenges is a fulfilling aspect of our roles as strategists.

I am certainly not alone in my functional pursuits. In conversations with colleagues, we often, much like Design Thinkers, enjoy…