As a discipline, design has an identity challenge.

To begin with, there’s quite a bit of confusion about what design actually is and what it can accomplish.

The desired outcomes are audience engagement, relevance, emotional connection and, of course, action.

Our job as marketers is to plan and design a path to those outcomes using the tools at our disposal: data, strategy, creativity and innovation.

Audience appetites for more personal, intimate experiences have grown, and technology has given us a greater ability to be thoughtful about how we design those experiences.

Articulating and synthesizing insights is a methodology that empowers designers to put every thought and observation on a wall of sticky notes and gives everyone a bird’s-eye view of the problem they are trying to solve.

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