Lately I have seen what I consider a trend among design consultancies. Many of them jump in the wagon of selling their process (the “how”) and not their result (the “what”). The keywords could go like this:
Design strategy, post-it notes, ethnography, cocreation, design thinking, iteration, methodology, big boards, flowcharts, innovation, moodcharts, multidisciplinary, cardboard prototyping, deliverables, ideas, process.
instead of…
Portfolio. Results. Ratios. Agile. Deliver. Design. Product.
Sounds to me like a late echo of what we used to hear from IDEO back in the late nineties. It was amazing to most of us: new and interesting methodologies for designing smart products. You could be a sociologist and end up designing cool sunglasses or high-tech medical equipment. What a promise… huh? Apparently many design consultancies (and I say “consultancies” with a bit of sarcasm) kept the methodology part but forgot about the delivery/product part.
I am not saying that methodology, etnography and all that doesn´t matter. It does. We do so at Vostok (sometimes, only if necessary). What I am trying to say is that it’s the result that matters, not the methods, not the concepts. It’s the product of your work, not the work itself. Show me what you’ve done, not how you do it.
All the crafty wadus-wadus is cool, the fancy videos, the whiteboards, the multidisciplinary meetings in rooms with pencils, paper and all… But that doesn’t make you a designer. It’s the product that makes you a designer. And if the result is good (both for client and user) who cares about how you got there… It’s not what you say what matters, not what you blog or what you tweet, not what you report or what you put on a 99 slide powerpoint. It’s what you do, what you finally create what matters.
