STRATEGIC IRRELEVANCE

Strategic irrelevance: Don’t fall in love with execution that has no motivation. It’s easy to get into the habit of doing things a certain way simply because you’ve always done it that way. Or you let your design team talk you into an expensive design treatment that won’t do anything to build brand awareness or enhance the product experience. It’s “design for design’s sake” and there’s a place for that – but only if it’s part of your overall brand strategy. Otherwise, don’t get sucked in. Beware the bright, shiny objects.