Helps designers understand the business and marketing considerations within the design industry so that they may find more successful ways of working to find the appropriate solutions. Professions that utilise creativity, technology and design have shifted from a purely idea-centric field to...one that has to provide creative business solutions. Marketers (clients) now hold agencies or firms accountable for their creative ideas and as a result success is measured in conversions and ROI. This book will give you the tools to provide value when design conversations veer off into marketing territory. Designers also get a framework for identifying and organizing each project's essential elements and articulating strategy within your creative presentations. This book also teaches how to recognise what marketers are asking for and gain confidence in your ability to advise them with your creative executions.