THE STRATEGIC DESIGNER. Copyright © 2011 by David Holston. Manufactured in the United States of America. All rights reserved. No other part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems without permission in writing from the publisher, except by a reviewer, who may quote brief passages in a review. Published by HOW Books, an imprint of F+W Media, Inc., 4700 East Galbraith Road, Cincinnati, Ohio 45236. (800) 289-0963. First edition. For more excellent books and resources for designers, visit www.howdesign.com. 15 14 13 12 11 5 4 3 2 1 Distributed in Canada by Fraser Direct, 100 Armstrong Avenue, Georgetown, Ontario, Canada L7G 5S4, Tel: (905) 877-4411. Distributed in the U.K and Europe by F+W Media International, Brunel House, Newton Abbot, Devon, TQ12 4PU, England, Tel: (+44) 1626-323200, Fax: (+44) 1626-323319, E-mail: postmaster@davidandcharles. co.uk. Distributed in Australia by Capricorn Link, P.O. Box 704, Windsor, NSW 2756 Australia, Tel: (02) 4577-3555. Library of Congress Cataloging-in-Publication Data Holston, David. The strategic designer / David Holston. p. cm. ISBN 978-1-60061-799-7 (pbk. : alk. paper) 1. Design services. 2. Artistic collaboration. 3. Customer relations. I. Title. NK1173.H65 2011 745.4--dc22 2010045530 Edited by Amy Owen Designed by Grace Ring Production coordinated by Greg Nock