Design starts at the top of a company with the company mission. Then the company vision. It’s very hard to do great design in an organisation without a clear and actionable mission and vision. Don’t underestimate the importance of this. If your company lacks a clear mission, make it your job to facilitate the creation of one.
The Dribbblisation of Design
Intercom
4.6K95

This is perfect. I will use this way of framing the design direction conversation with my clients from now on.