What the Heck is a Hotspot and Why Should I be concerned?

The Importance of the Inukshuk

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		Lisa's View stems from the experience of watching accountants get positioned reluctantly into designer positions because of downsizing and from small business owners who insist on cutting corners in all the wrong areas. This column promotes design thought strategy that won't harm your business through otherwise ignorant procedures. From color consistency issues to font fables, Lisa can enlighten your path to a more successful approach to making your small business succeed. Got a design dilemma? Send Lisa a quick note, she'd love to address your design issue. She can't promise she'll answer each one, but she'll do her best. Even if you've only got a comment we'd love the feedback. If your question gets featured, you'll be endowed with a $10 Barnes & Noble Gift Card. C'mon! That's 10 bucks! No whammies! You can't tell us you're library doesn't need updating!! ................................................................................................................................................................ The Relevance of Design ................................................................................................................................................................
		When do you implement design in your business plan? Design and Technology applies to all areas of life. Moreover, design, aesthetics, functionality, and effectiveness are the primary reasons customers choose a product as public awareness of design dramatically rises. Design isn't about drawing pretty pictures Design is about identifying problems and developing solutions. Through history, we can see how effective design is and how it changes the way we live. From the steam engine to public restroom graphics, each a profound solution to everyday needs. So, how do you prevent design from becoming a superficial veneer as you structure your business and it's products? Easy: Include it when you draft the first version your business plan. If you want to be a successful company, value design as a strategic business tool. You will recognize the impact on important areas of your operation and performance. The 'One size fits all' idea is no longer good enough for the 21st century Many small businesses are tempted to purchase templates (logos, Web sites or otherwise) because they can't afford big agency fees. Templates that generate cookie-cutter logos and Web sites can cripple the small business striving for a distinct brand persona before they even launch. Value begets value Small business proprietors recognize their bottom line not only needs to remain in the black, they realize their products must be of value to their customer. When customers choose products because of intrigue, branding provides support for the product. If the product is over designed, thereby, hiding a fundamental functional flaw, the product is doomed because design wasn't instilled as a strategic business tool at the forefront. Giving design sufficient emphasis in the initial phases of building your company's image will instill quality within your products and services. Proper investment in good design at the outset will save money and improve the bottom line. Value begets value.
		If you'd like to learn more about including design as part of your strategic planning process, give Lisa at ECS|DC a call for help in including design as part of your business plan.

The UK Design Council's 2003 National Survey of Firms reports that nine out of ten businesses which had experienced rapid growth in the preceding 12 months regarded design as being integral to the firm's operation or said it had a significant role to play. Only 40% of moderately growing businesses and 26% of static or shrinking ones said the same. Additionally, more than half said design was associated to a great extent with increased profit, compared to 16% of companies overall. Sixty-six percent of emerging technology companies associated design with competitiveness, while 18% of all businesses did so.