Creative strategy and the business of design

Foreword / by Dr. Marjorie Kalter

PART I: A Designer Caught in the Headlights: Creative Business Solutions. 1. Welcome to the other side of the brain: business concepts creatives should understand ; 2. Emerging from the cocoon: the benefits of a strategic approach

3. What they say versus what we hear: translating client requests

PART II: Finding Inspiration in Order: Gathering and Organizing Information. 4. You talkin' to me?: Reaching your target on behalf of the brand ; 5. The cord-cutter struggle: understanding features, benefits, and values ; 6. They how they think to do what we do: implementing the creative strategy framework ; 7. Getting knee deep: the advanced strategy session ; 8. Finding the gold: turning data and insights into creative business solutions

PART III: The Strategy Behind the Execution: Developing and Presenting Your Work. 9. Beyond "make it pretty": positioning, pitching, and leading the client ; 10. Where's the map?: 11 questions a creative brief should answer ; 11. Matchmaking: aligning target, channel, and messages ; 12. Sell without selling: preparing yourself to present

PART IV: Stayin' Alive: Building a Successful Career. 13. How to take a punch in the face: 7 tips for surviving as a creative ; 14. Dragon slaying: successfully managing fear ; 15. Portfolios are like cartons of milk: word problems from relevant practitioners.