Try to avoid that feeling that it’s an ‘us and them’ world. I do think that the power of design is amplified when it learns how to connect with the business side in a way that actually enables design to be executed at the highest level. Now that doesn’t always happen. There are many situations where business might not be an enabler; it might be a detractor; it might be a hurdle. But the more that design can appreciate the power of combining creativity with the power of scaling a business, it will only empower design in the end. It will only help design achieve even more. It’s convenient here at
Nike Trainers UK ecause we’ve always embraced design, so it’s easy for me to say and easy for us to embrace that. At many companies, that may not be the case.
I do think that there is something about balance. There are times when we need to let the design, the creative, the innovative side just power through and [business] gets out of the way. Other times we need to bring that back in. The visual analogy for me is the sound mixer board and it’s always about trying to get that right sound and balance. It’s never-ending. During the course of a song it’s going to change many times over and that’s what I feel like in my roles. I’m a choreographer, trying to achieve that right mix. I actually really love that. I love pushing back here and pushing forward there. For us, it’s very natural.
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