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The first step is identifying your target audience, the group of people most likely to purchase your product or service. Start with the problem your product or service solves for a given audience. What are their motivations, goals, desires, psychological behaviours and patterns.

A designer as an author transcends the traditional commercial production service and pursues personal, social, investigative or inventive projects. Design authorship is a self-initiated creative endeavour, similar to that of an artist. A design author has an individual voice or viewpoint and uses design as the vehicle for self-expression to originate, re-imagine or give existence to a creation. Authorship can be anything from an object to an exhibition, book, poster campaign or even a process. 

designer provides a service to a client. They are the trained agents, working at the will of someone else's vision. Design entrepreneurship evades the traditional economic rituals whereby a designer waits for a client to bring them a design problem. Instead, the designers define the problem themselves and develop a solution in a business venture. The answer can often be as creative as its team, price and distribution (What are design entrepreneurship? 2021). 

"When it comes to process, mix up the letters and find cesspool."

Studios in multiple locations worldwide have adopted new approaches and strategies to communicate with and service a global audience. They are offering twenty-four-hour workdays, cross-cultural communication, diverse perspectives and exciting collaborative methods.

Colour Factory brings together artists and creatives to work in colour and conceptualise the unexpected. By offering a highly sensory experience, they inspire real, unfiltered emotion and remind people what it means to slow down and be present.

The collaborative skills of fashion designers translated to inspiring Evian water packaging. The process of asking questions led to exciting and original content for Riposte. Dialogue, curiosity and participation resulted in Morag Myerscough changing health and wellness. Kenjiro Kirton's creative play engages communities, and Kellenberger White loses themselves in the process to achieve a unique outcome.

What is my purpose? Why have I chosen a career in design, and what do I hope to achieve? My goals are built around three principles – Reputation, Money and Happiness. As with driving, I sometimes need to change gear, pursuing one of my goals more vigorously than the other. 

Designers have an ethical obligation to create work that is not too close to another. Creating something original and not derivative as there is a fine line between imitation and inspiration.

Morag Myerscough mantra is 'make happy those near, and those who are far will come'. The easiest way to get new clients is to be so good at what you do that your reputation proceeds you, and clients seek you out. 

Play to your strengths, be consistent, perfect your brand – Jeff Bezos

In a fast-paced, digital era, brands with international reach need design expertise in multi-faceted services and consumer trends. Agencies now need to service the output, creative communications and consumer insight for clients globally.