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Building a Culture of Collaboration

Over the past decade at frog, I’ve seen a fundamental shift in the way I work as a designer and researcher, and in what it means to be a creative agency: where we once designed to change customer behaviors, we now must design to impact both customer behaviors and the behaviors of our client companies.

This has required a mind shift in the way we work and the tools we use. For many frogs, this mind shift happens naturally as we seek to deliver successful work, but as a global team we’ve needed to take this shift at scale. Over the past several years, we have been evaluating the tools, techniques, and approaches common across successful programs to determine how creative teams can consistently and effectively impact a client’s ability to make a great vision take root within their organization.

There are many structural, organizational, and technical reasons a great idea may not come to market, and many have been written about elsewhere. I won’t rehash them here, but, as any designer or innovator who has seen a great vision stymied by a rigid internal structure knows, the quality of the insights, product, or service often are not enough to change set perspectives within an organization.

A strong culture of collaboration is one of the most consistent success factors among teams where a vision takes hold. As my teams work with clients today, we often help them build a culture of creative collaboration for great user experiences, at the same time we...

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