We spent the last century sorting out supply - how to make things. This century will be about sorting out demand - what to make (and what not to make). Consumers, not companies, determine the value of things. Our challenge, as design strategists, is to achieve a resonance between what is meaningful for consumers and profitable for companies.

This film is about revealing that creative struggle. More importantly, it is about the type of people who are driven to challenge the notion of “what to do?” before accepting the question “how to do it?”. Now more than ever, businesses are looking for a new type of thinker/doer - one who can envision, and interpret for others, a creative plan for what to do next.

Design strategists are creatively driven, deeply empathetic about people and focused on winning in the marketplace. Design strategists are experts at achieving resonance.