The Importance of Business Fluency for Creative Teams

This one is for my Designers out there…

Having been in the industry almost 20 years and the bulk of my career being in corporate in-house teams, I’ve learned a few things in that time. Some lessons where happy “ah-ha” moments, and others were learned the hard way. The most crucial lesson though, was how understanding and speaking the language of business plays in your careers as creative designers. I’m sure we’ve all heard design leadership say at some point or another, “You have to learn the business”, and never expanding on that thought. You’re essentially left to your own devices to figure it out. While your ability to craft beautiful and impactful designs is undoubtedly impressive, it's equally important to be able to communicate it effectively with clients and business leaders. Let's dive into why this is so important and how it will shape your potential not only within your company, but most certainly within the design industry.

Our industry highly competitive and ever-changing. The success of creative designers extends far beyond their artistic skills and technical expertise. To thrive our careers and deliver impactful results, designer and creatives must possess this crucial skill set: the ability to understand and speak the language of business. This skill enables you to effectively communicate with clients, align their work with business objectives, and show how your work adds value to the company. Side note, it is equally important for businesses leadership to comprehend the language of design, as this understanding empowers them to direct designers effectively and drive business success. There’s more to add on that topic coming soon.

Understanding the Language Barrier:

Firstly, let's address the language barrier that often exists between design teams and business leaders. Designers possess a unique perspective and a vocabulary all our own. We think in abstract thought patterns. We are constantly connecting the dots of ideas, moving back and forth, in a fast pace down rabbit holes of potential. This is simply how we work, how we think.

However, when it’s time to convey these ideas to leadership, it can become a challenge to effectively articulate the concept and show the connection of the value your work brings to business-minded individuals. By speaking the language of business, you can bridge this gap and enable more effective collaboration, communication, and understanding. Without a clear understanding of the objectives, we can struggle to produce work that meet expectations. Miscommunication can lead to delays, revisions, and frustration for everyone involved, ultimately hindering project success.

When you can effectively articulate the business value of your designs, you are unlocking a whole new level of opportunity. Understanding business terms and concepts allows you to align your creative decisions with the goals and objectives of the business. By demonstrating that you not only understand the design aspects but also how your work contributes to the success of the business, you position yourself as a valuable asset and trusted partner. A wonderful book, I highly recommend every designer to read is “Creative Strategy and the Business of Design” by Douglas Davis

The Impact on Your Career Potential:

Your ability to speak business can significantly impact your career trajectory. As you develop a reputation for being able to bridge the gap between design and business, you become more valuable to employers and clients alike. You become the go-to designer who can not only create visually stunning work but also clearly articulate its strategic importance. This opens doors to the exciting projects you crave, and potentially even leadership roles.

Now, let's turn the tables and consider the other side of the coin: the leadership teams of businesses who struggle to understand and communicate effectively with design teams. When business leaders lack the ability to comprehend the design process and the value it brings, it hampers their ability to provide clear direction and guidance on the project at hand. This more often than not, leads to missed opportunities and designs that fail to reach their full potential.

Overcoming the Dilemma:

To overcome this dilemma, it's imperative to foster a culture of mutual understanding and collaboration. As designers, you have a unique opportunity to educate and engage with business leaders, demystifying the design process and showcasing the impact it can have on their business goals. Breaking it down the process into bit-size pieces for the business to easily understand. Actively seek opportunities to share your knowledge and insights, translating your design decisions into tangible business outcomes.

By incorporating business-related language and metrics into your design discussions, you can influence business leaders make more informed decisions. Use data and analytics to support your design choices, demonstrating how they align with key performance indicators and contribute to the overall success of the business. This empowers leadership teams to make informed choices they feel comfortable in making and enables them to provide clearer guidance to you.

In addition, developing strong interpersonal and communication skills will enhance your ability to bridge that gap. Actively listen to business leaders, understand their objectives, and ask insightful questions to gain a deeper understanding of their vision. By doing so, you can effectively translate their goals into design concepts and present them in a language they understand and appreciate.

Go Forth and Conquer

As creative designers, your ability to bridge the gap is paramount to your success. By connecting design and business, you unlock opportunities, position yourselves as valuable assets, and open doors to personal fulfillment and career growth. Similarly, by educating and engaging with business leaders, you empower them to provide better guidance and tap into your full potential.

So, embrace this challenge and become designers who not only create amazing work but also understand and speak the language of business. Together, we will create stronger partnerships, and drive impactful results for our clients, businesses, and our community.

To contact about mentorship or consulting, reach out at LaWilliamsDesigns.com