The process followed by SDM’er is both vertical and horizontal in nature. Each step of building a strategy involves, i.e. identifying, analyzing, and resolving a problem through facts, figures, qualitative and quantitative research, and various analyses.

In today’s business scenario, organisations are facing challenges with rapidly changing markets and consumer requirements, so to have a competitive edge, organisations need to develop their products and services that fulfil tangible and intangible requirements, considering a holistic and human-centred approach.

Tomorrow’s business must innovate or deteriorate. They must design or die.

-Janice Kirkpatrick, Designer, at the launch of Design in Business Week, 1998

SDM is a discipline that enables an organization to understand what to do, why to do, how to do along with how to innovate contextually. SDM produces thinkers who can think contextually and creatively.

Strategic Design Management uses creativity, imagination, intuitiveness, and a human-centric approach to bring modern-day holistic outcomes for maximising worth from business, organization, and management processes along with sustainable growth.