Design Strategy: Embracing A Dual Nature

This is one of the more personal posts I’ve written here, but I’m going with it because it turns out there are others like me who feel torn between two seemingly opposed aspects of themselves: career-oriented and “businesslike” while also creative, artistic and passionate. It’s been hard for me to reconcile between these two aspects. This is an attempt to do so.

sisyphus

Like most people in their 29th year, I’m going through my Saturn Return. It’s an astrologically-based (so in my opinion totally inevitable and justified) period of evaluation of one’s life, ignited by Saturn returning to the same point in the universe for the first time since you were born. Interesting, right?

I’ve been on what feels like a Sisyphus-like quest for the past 10 years: find the kind of work that energizes me, doesn’t feel like “work” and makes use of my unique combination of skills, experience, knowledge and intuition. This has entailed (1) quitting a post-college job as a paralegal at a fancypants Manhattan law firm to pursue a research internship in Israel; (2) working at a fun, well-funded Tel Aviv startup as an SEO and content strategist; (3) realizing I was extremely interested in what the designers and brand managers were doing; (4) deciding to return to New York to pursue this new career path; (5) working at a digital web agency on social media strategy, until (6) I decided I wanted to be my own boss. This decision came as a result of me recognizing I possess two aspects of my personality, and in order to be truly happy at work I need to constantly draw on them both: a) experience in the corporate world, an interest in business strategy and an ability to analyze information, and (b) creative energy, a deeply rooted appreciation for aesthetic and a strong passion for human connectivity and communication.

Now I’m an independent marketing consultant for small-to-mid-sized businesses. I come up with strategies for companies to boost their online visibility. There’s a ton of methods and tactics I could employ, ranging from quantitative, data-driven insights to creative work that requires imagination and intuition.

This duality of business-&-creativity has firmly deposited me in the lap of branding. I thrive when activating both sides of my brain. (My career coach calls it having an “And/Or” aspect to my personality; she compares it to a mosaic.) I was elated to find an interview with Facebook’s Director of Product Design, Maria Giudice by Debbie Millman, a renowned branding consultant. A former CEO of her own design studio, Giudice discovered she had a natural tendency — and ability — to view problems as “design” problems, whether or not the actual subject was design-related. Possessing a designer’s mindset, which is oftentimes non-linear and highly associative, is an extraordinary problem-solving mechanism. She states the following in her book, Rise of the DEO: Leadership by Design:

“The future leaders of the world need to combine the skills of creativity and analytics.”

These words spoke loudly to me today, demonstrating that the path I’m pursuing has begun to be cleared by multi-faceted thinkers like Giudice and Millman.

I’m inspired and motivated to continue pushing that boulder up the mountain.

Further Reading/Programs/Quotes/Concepts:

  • Rise of the DEO: Leadership by Design (2013), Maria Giudice
  • California College of the Arts – MBA in Design Strategy
  • GSD = Getting Shit Done (something design leaders do)
  • “The best design is 50% thinking and 50% doing.”
  • SFD = Shitty First Draft (just hand in something; Done is better than perfect.)

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