What is organising by design?

Why it is the first step to storytelling for business.

If I could answer this question in one line without jargons, it would be my elevator’s pitch. But if I say, it is the intersection of problem-solving, good planning, and throw in “design-thinking” somewhere, it’s a fuzzy story.

So, what the hell is “organising by design?” How is it useful?

Let’s start with basic blocks. Below are organising methods, most of us learned as motor skills.

Fig. 1,2,3: Ascending order, Compact set and Pile up respectively.

Fig. 1: a compulsive habit to aligning in increasing order for visibility. We use this for books and bath/dressing room bottles.

Fig. 2: a method to arrange in compact spaces for optimisation. We ideally use this to pack travel bags and drawers.

Fig. 3: a typical way of hoarding objects to make quick sets. We use this for clothes and expect the courier service or airport staff to pile packages the same way.

Arranging in the order of need is step one to organising by design. I need D, A, C, E and B in that order (Fig. 4).

Time makes it more concrete. I need D and A in the morning. C, E and B in the afternoon (Fig. 5).

Organising Information for Business

Communication is a balance between two sets of information blocks — about You and Them. This balance helps in customer conversion and retention.

By default, the balance is always weighed down by the other side.

Because when we talk to someone and make the whole story about ourselves, we come across as undesirable. It applies everywhere.

Take an example of selling shoes.

Information about you.

A. Product: Shoes for women
B. No Leather
C. Formal yet unconventional
D. Founded by a woman who loves shoes and animals

Information about them.

E. Most women love shoes and own plenty
F. Fashion statement that’s a social message — exciting idea for some
G. Animal lovers prefer non-leather goods
H. Office need: Sharp look and comfortable for long hours

To make a conversation, let’s take comparable blocks from both sides.

Fig. 6: Founder’s Story Balance.
D. (Brand) Founded by a woman who loves shoes and animals
E. (Users) Most women love shoes and own plenty
G. (Users) Animal lovers prefer non-leather goods

Fig. 7: Style Conscious with a Conscience.
B. (Product) No Leather
G. (People) Animal lovers prefer non-leather goods
H. (People) Office need: Sharp look and comfortable for long hours

The founder’s story weighs heavier towards the brand side because the objective is to connect emotionally with the audience around common interests. The user may find a relatable person as a leader on the other side, who is making a difference in this product category.

The style conscious story will weigh more towards the people because it is their belief and you are reminding them about it. Their notion implemented as a product. Something they were looking for but unable to find so far.

Fig. 8: Generic Story.
A. (Product) Shoes for women
E. (People) Most women love shoes and own plenty

Fig. 9: Purpose Solved.
C. (Product) Formal yet unconventional
F. (People) Fashion statement that’s a social message — exciting idea for some
H. (People) Office need: Sharp look and comfortable for long hours

The generic story is too broad and neutral. Shoes for women are plenty in the market and women loving shoes is not news. So this approach is an incomplete story and will not generate the desired interest you look for.

Purpose solved is a common objective for most users, keeping pace with their routines. Time to think and spare is little. If you solve a real need, from quality, aesthetics to price for the user, they would love you.

Using information blocks and balancing both voices to place the story in context is what finds the sweet spot.

Are we aiming for a perfect balance?

No. There needs to be a partial tilt to keep the audience watching.

In other words, interest is created only when there’s a subject in focus. Sometimes the product is the hero, making the user a bigger hero. Other times, the user is the hero making the perfect use of the product.

Bottom line, to sell a product don’t talk about it straight. (Something businessmen find amazing but don’t risk it with their own product.) Talk around it with care, purpose and a clever way to help them recall you.

Design for business is an art, based on science to make it good.

Organising by design is a process. A place to start. If you discover a combination that works, use it. But know when to change. People change, products change and the balance needs shuffling to stay in business.

I like to be a compulsive organiser by design — a form of OCD that’s neither obsessive nor a disorder.