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Published on Oct 30, 2015
Ecosystems in Nature thrive on balance. When one organism dominates, or accidents occur, which disrupt the balance of the system, the effects can take decades, or longer, to recover from. The same principles hold true for business ecosystems. Balance, in a business context, is the value proposition and promise, of a Brand. In the past, Designers placed too much emphasis on the Customer, or a single interaction, and must now examine an ecosystem of interactions with a Brand, to make sure that the value proposition is consistently delivered with each interaction. Thus, the scope of Design, and the role of the Designer, has greatly expanded, and a new set of skills are needed, to ensure that Brands deliver on their promise to all members of the ecosystem, and not just to the Customer. Finally, the very goal of Design, in this connected ecosystem, has shifted. It is no longer about creating 'moments of Truth', but Designing Equilibrium.