Why the Brief Is Never Enough: A Design Consultant's Case Study

“People don’t buy what you do, they buy why you do it.” — Simon Sinek At one of my engagements for a major pharmacy chain, I was invited to a meeting for a demo of an enterprise app developed by a team of business analysts working in PowerPoint. This organization was transforming itself by moving toward paperless workplace processes, a shift in the direction of digitalization that has been adopted…