April 3, 2013

Strategy & Design: Diana Cheng of Jump Associates

Diana Cheng is a strategist at Jump Associates. Before joining the San Mateo-based office of this consultancy, she was a strategist at Google. She is a graduate of the Master of Design program at the Institute of Design, Illinois Institute of Technology. We discussed what strategy is and its connection with design.


Defining Strategy
“Strategy is about making decisions on how to achieve a desired future state, both for what to do and what not to do.”

Defining Innovation
“Innovation means creating something completely new, or simply figuring out a new way to use some things already in existence.”

Relating Strategy and Design
“Strategy and design are about doing and creating things that will move us from what is, to what might be.”

Full Interview

Download the transcript (compressed PDF) to read more of our live chat session.

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Photo courtesy of Diana Cheng.

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Read previous Interview:
Brooke Condolora: Illustrator & Quiet Adventurer of Idle Mouse