In the article from Fast Company, the author equates the process of designing for change to the art of cooking. The central thesis is that specific ingredients and precise measurements do not necessarily guarantee a perfect result, but adjusting based on observation and intuition leads to a better outcome. The same concept applies to designing for change within companies. Instead of sticking rigidly to guidelines and ideas, it is essential that teams are flexible and able to adjust their strategies according to real-time changes and issues.

The key ingredients for designing for change, in the same way as cooking, include understanding the context, knowing when to step back, when to stir, when changes are ready, and when more seasoning is needed. More than a rigid plan, a general direction to which one can adapt is necessary. While designing for change, teams need to observe the changes closely, as a chef would observe the pot on a stove, and make the necessary adjustments.

This approach provides teams with the ability to make changes when needed and avoid harmful rigidity. The takeaway from this is the importance of flexibility and adaptability in marketing strategies. Sticking too rigidly to a plan, even when it’s not bringing expected results, is counterproductive. Instead, marketers should continuously observe their campaigns, be receptive to feedback and changes in their environment, and make necessary adjustments just as a good cook would do while preparing a delicious meal.

Read more at Fast Company – co-design