Ten principles for good strategic design

A recurring theme in many of my dealings with chief executives is their frustration with the over-complexity of the strategic planning process. Despite their best efforts, strategy takes on a life of its own that all too often grows into a many-headed monster that controls and dominates rather than enables.

It was with this dilemma in mind that I came across a beautiful quote from Sir Jonathon Ive, Chief Design Officer of the $760 billion Apple behemoth. Ive has been a lifelong admirer of Dieter Rams, the chief designer of Braun products, and frequently quotes one of Rams’ key design principles, namely, “Good design is as little design as possible”.

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