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Before Hiring a Design Partner, Consider This

Harvard Business Review

Clients who don''t do this waste tremendous capital engaging design firms that specialize in tactical solutions to solve strategic problems, and vice-versa — Arnell famously failed to capture Tropicana''s brand heritage when it took the orange-impaled-by-straw off the carton, and parent company Pepsi was forced to revert to the old packaging. It''s your job to pour what you know into the project and travel with the team: think of it as an equal partnership.