There is a stigma attached to the term “graphic design” that often devalues it’s role in creating value for business. Many executives think of graphic design as merely “eye candy” or to put it simply, a cost. Very few understand how to maximize it in terms of creating market share.

Building a competitive advantage begins by establishing customer loyalty. But before the design wheels get set in motion, it is the role of every marketer to educate executives on the importance strategic design plays from the very beginning… before a project commences.

Graphic design is not a decorative finality.

Without design as part of the planning process, the strategy of a business isn’t much different than that of their competitor’s.

So get out there and drop your boss an article or two about how to get it right from the beginning, and they may just be a little more open to your creative ideas in the future. Remember, design is a critical strategic asset that is most effective when employed early in corporate plans.

How to Sell an Idea to Your Boss
by Roberto Verganti