breakthroughs over the years and in an increasingly competitive global market with rapid product cycles, strategic design is becoming more important". Examples Strategic design can play a role in helping to resolve the following common problems: Identifying the most important questions that a company's products and services should address (Example: John Rheinfrank of Fitch Design showed Kodak that its disposable cameras were not intended to replace traditional cameras, but instead to meet specific needs, like weddings, underwater photography and others) Translating insights into actionable solutions (Example: Jump Associates helped Target turn an understanding of college students into a dorm room line designed by Todd Oldham) Prioritizing the order in which a portfolio of products and services should be launched (Example: Apple Inc. laid out the iPod+iTunes ecosystem slowly over time, rather than launching all of its pieces at once) Connecting design efforts to an organization's business strategy (Example: Hewlett-Packard's global design division is focused most intently on designs that simplify technology experiences. This leads to lower manufacturing costs at a time when CEO Mark Hurd is pushing for cost-cutting.) Mark Hurd discussed HP's design strategy for determining environmental footprint of their supply chain. Integrating design as a fundamental aspect of strategic brand intent (Example: Tom Hardy, Design Strategist, developed the core brand-design principle ″Balance of Reason & Feeling″ for Samsung Electronics, together with rational and emotional attributes, to guide design language within a comprehensive brand-design program that inspired differentiation and elevated the company's global image.) See also Experience design Design management Design methods Design thinking Industrial design Instructional design Product design Service design U.S. Army Strategist User-centered design References External links Strategic design as described by Tim Brown, CEO of IDEO Definition of strategic design by INDEX: Strategic Design MA course description, Design Akademie Berlin Design