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This Human by Melis Senova

🥅 Understanding and Managing Goal Power in Design Projects

Published 2 months ago • 1 min read

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“I do not understand the human race/Has so little love for creatures with a different face./Treating animals like people is no madness or disgrace./I do not understand the human race.”

- Doctor Doolittle -

Did you remember the Pushmi-pullyu from Doctor Doolittle? It was that two-headed llama that often struggled to move forward with any sense of clarity about its true direction.

When it comes to deciding on the goals and outcomes of a project, designers can often feel like this: stuck between the desires of the client and the real needs of the stakeholders they serve. Let's face it, they can often be pointing in opposite directions. Tension much?!

Choosing the goals and outcomes of a project is another form of power. It plays an early and enduring part in the entire project, affecting:

  • How problems are understood and defined
  • The approach taken
  • The methodologies used
  • The outcomes that guide analysis and synthesis

Sadly, but not surprisingly, clients often set these goals without consulting the citizens, customers, or stakeholders who will be affected. This raises an important question:

Who are these predefined goals truly serving? Hmmm...

If the ultimate beneficiary of the project is NOT represented by those in the decision making process, their interests won’t be considered in crucial conversations. This can be seen as a misuse of power. Assuming the client’s understanding of the project’s goal is correct, without consulting the affected group, is risky.

There is a simple solution: help the client connect with the true nature of the project by asking some potent questions, such as...

  • Who is this project for?
  • What do we know about the citizens/customers/stakeholders we are serving?
  • How do we know this is the real problem?
  • Are you willing to explore the problem space in more depth?
  • Are you open to changing your stance if/when we discover deeper issues?

Asking some key questions about goal power from the start will reveal the client’s understanding and intentions, helping to guide the design process in a way that gets all heads (and hearts) pointing in the right direction.

You've got this.

Love,

PS. Next week we'll look at another facet of power: Rule Power. AKA The norms, both implicit and explicit... 📖

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This Human by Melis Senova

Helping designers lead.

Enabling senior design professionals to be more influential within their organisations. ✨ Author of this human and design character, published by BIS Publishers.📚

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