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Strategic design is the application of future-oriented "design principles in order to increase an "organization’s innovative and competitive qualities. "Traditional definitions of design often focus on creating discrete solutions—be it a product, a building, or a service. Strategic design is about applying some of the principles of traditional design to "big picture" systemic challenges like business growth, health care, education, and climate change. It redefines how problems are approached, identifies opportunities for action, and helps deliver more complete and resilient solutions." 
Its foundations lie in the analysis of external and internal trends and data, which enables design decisions to be made on the basis of facts rather than aesthetics or intuition. As such it is regarded as an effective way to bridge innovation, research, management and design.
The discipline is mostly practiced by design agencies or by internal development departments. Businesses are the main consumers of strategic design, but the public, political and not-for-profit sectors are also making increasing use of the discipline.
Its applications are varied, yet often aim to strengthen one of the following: product "branding, "product development, "corporate identity, corporate branding, "operating and "business models, and "service delivery.
Strategic design has become increasingly crucial in recent years, as businesses and organisations compete for a share of today’s global and fast-paced marketplace.
“To survive in today’s rapidly changing world, products and services must not only anticipate change, but drive it. Businesses that don’t will lose market share to those that do. There have been many examples of strategic design breakthroughs over the years and in an increasingly competitive global market with rapid product cycles, strategic design is becoming more important.”