I think we essentially agree, Darrell, but I would suggest a couple of clarifications to your…
Todd Olson
32

Purpose should be nested instead of monolithic.

Think of it this way—every design decision should be driven by a purpose appropriate to its context. This means getting specific for every workstream needing a design.

For example, a business’ Purpose should drive the Marketing’s Purpose, which should drive the campaign’s Purpose, which should drive each channel’s Purpose, which should drive each communication’s Purpose, which should drive each content element’s Purpose. The design choices for that emailed infographic should have a known Purpose!

This is where many creative efforts go awry. Many times I see a main Purpose stated as a guiding light, but then specific activities under it become soft and digress. No one has thought any subsequent activity needs it’s own Purpose. So, these efforts may be Purpose-guided, they are not Purpose-driven down to finest detail.

So, while I’m not talking about revisiting the guiding Purpose on a daily basis, I am suggesting that we clarify our Purpose at every level of activity in order to make the strongest design decisions.

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