This expert in creative media strategy, talks processes, foresight, and how to design the future you want for your business.

We have talked, at length, about the acceleration of business and design. It’s clear that design consists of more now, than ever before. Placing the word ‘design’ before ‘strategy’ is where we are right now, and at this intersection, exists even more ways you can hyperfocus every single detail of your business.

A design strategy is a business approach, merging the overall objective in business with creative solutions that are specific to the business and supportive of the what the business wants to accomplish.

Do You Have A Design Strategy?

Rachel Calderon is a Creative Media Strategist, and CMO at Foresight Strategies. She works to bring out the design of something by taking information given to her and then developing an image with that information. Her goal is to develop a deep understanding of exactly what her clients need, their competitors, their industry, their growth formula, and their goals.

From there, using chess as a metaphor, she strategically places her pieces on the board, one move at a time. Her long and short game are genius because they involve more than strategies, they rely on foresight, with the overall goal of preparing your business to lead transformation.


When You See A Good Move, Look For A Better One

Bringing out the design of something is not an easy task, but the work is so rewarding if you take the time to get it right. A design strategy gives you the ability to take broad, complex concepts, and simplify each one into something tangible, that can be seen, touched, felt, and connected to/with.

Tips For Your Own Design Strategy

If you aren’t sure where to begin with this process, Rachel and I worked to lay out the beginning steps so you can lay out your pieces because design is easier when you have clear objectives.

  1. Discuss, in detail, where your market is going, emerging trends, and potential pivot points.

  2. Address problems you have experienced with more than one client or negative feedback you have received on more than one occasion. This is usually an indicator that your design, message, and services aren’t meeting somewhere. Identifying inconsistencies is necessary.

  3. Explore every opportunity possible that will allow you to differentiate yourself. It is really important in business to consistently ask yourself: What makes me special?What am I trying to accomplish?

Greatness Is Always In the Details

The most important thing to remember is that everything matters. Every detail, every color, every piece of content, every piece on the board… it all matters. “In everything that we do, videos, colors, every last bit is strategic in its creation and placement.” Once you’ve gone through the discovery phase of your design strategy (above) you’ve still got plenty of work to do. In terms of your design, every detail you put in place has to be measurable so you can clearly see what works and what doesn’t. One bad move or poorly placed piece can bring down your game.

The Best Path to ‘Make It Happen’ Involves Common Sense

There are so many paths to potential success right now. Podcasting, vlogging, blogging, social media, imagery, apps… is the one where you gain the most momentum. The best way you can see this is by looking at your numbers, measuring engagement, and then focusing 90% of your time, energy, and resources on that medium. Even if you have more followers on one platform, go where the engagement is.


Business and design are littered with rules and moves few know about. By placing yourself ahead of your competition, you are jumping into rare me-only territory, which will only make your game and strategy better.

Read the original INC article published on November 10, 2017.