You are probably familiar with some form of the ‘Designer’s Trilogy’ regarding rush work: Fast, Cheap, Good; choose two. This premise, also known as the Project Management Triangle or Triple Constraint, is that in combination two of the three fall short. Good and cheap is slow, good and fast is expensive, and fast and cheap is inferior.
This philosophy is apt. But the reality is that clients expect all three. And for those of us who have to cash the checks that our business managers write, there must be a more diplomatic way to navigate the trilogy than proclaiming: ‘Choose two!’
In the Graphic Technology group at Landor, we espouse the alliterative trilogy—Decide, Dictate, and Deliver—as a professional approach to traffic management. Providing managers with clear and concise data about talent utilization allow them to make realistic scheduling decisions.
Decide
If we respond to the query ‘Can I have the work today?’ with ‘We’ll see what we can do’ or ‘We’ll do the best we can’ the tendency is to hear ‘Yes’.
Instead, we make informed decisions by performing thorough discovery; what is the scope of the project, what are the quality of the assets, and are the parts and pieces available immediately?
Dictate
Then, we provide concrete dates and times when the work will be complete considering quality checks, revision activity, and delivery times. We take into account other active work, weekends, holidays, vacations, and a little padding for unexpected surprises.
By communicating our plans quickly and clearly, instead of just informing our client that ‘No, it won’t be done today’ it allows us to assure ‘We understand what is involved in this work and we are dedicated to providing top-notch results by noon this Thursday.’
Only then can a competent business manager plan the rest of her project milestones around this timeline.
Deliver
Most importantly, we must come through with the goods.
By under-promising and over-delivering we build trust and dependability. We put ourselves in a position to succeed and provide an opportunity to be heroes.
So, the next time you are asked to jump through hoops to complete a project, resist the urge to say: ‘A lack of planning on your part does not make an emergency on my part!’ Instead, practice the 3D philosophy; Decide, Dictate, and Deliver!
About Scott Hosa
J. Scott Hosa has been employed at Landor since November 2005. After studying Graphic Design at Youngstown State University and Industrial Design at Ohio State University, Scott has worked in every aspect of printing and packaging from Prepress Technician and Printing Press Operator to Graphic Designer and Design Director. Most notably, he led the digital workflow at Meadwestvaco Healthcare Packaging as Creative Services Director with responsibilities including Graphic and Structural Design, color development, proofing, platemaking, and quality control. Scott has been involved with many successful global brands for clients including Alcoa, Bayer, Bristol-Myers Squibb, Glaxo-SmithKline, Hershey’s, Kodak, Kraft, Pfizer, Procter & Gamble, and Unilever. He is currently Associate Director of Graphic Technology at Landor Associates with responsibility for packaging feasibility, color development, innovation, and education for the global branding leader.
Scott Hosa started his career in the graphic arts at 14 years old as a printer’s helper at a local newspaper, and has been in printing and packaging ever since. He studied graphic design at Youngstown State University, industrial design at The Ohio State University and has worked on all aspects of global branding for clients including Bayer, GSK, Hershey Company, Kraft Foods Inc., PepsiCo., Pfizer, Procter & Gamble, SC Johnson and Unilever. Hosa is currently helping clients build agile brands that thrive in today’s dynamic, disruptive marketplace as associate director of technical graphics at Landor, a global leader in brand consulting and design.