Contents
FOREWORD xv
Harold L. Adams
INTRODUCTION xvii
Raymond P. Rhinehart Ph.D.
THE DESIGN PLUS ENTERPRISE MODEL 1
PREPARING FOR SUCCESS
Optimism Is the Parent of Success 10
Measuring Up 12
Ethics: Bridge Over Troubled Waters 14
Survival of the Wisest 16
Surviving the Winter of Your Discontent 18
The Transformational Power of Design 20
What Does It Take to Succeed? 23
The Designer Is Synergistic 26
Training for the Gold 28
The Beginning of a Beautiful Relationship 30
Your Image and Your Client's Expectations 33
A CALL TO SERVICE
Enhancing the Reputation of the Design Professions 40
More than Skin Deep 43
Design Is the Message 45
With a Lot of Help from Our Friends 48
Pulling Together, Not Apart 50
Multicultural Energy 52
Today, Advocate Something Truly Important 54
Honoring Excellence: Doing the Right Things 57
EMBRACING CHANGE
Northern Lights 70
Harnessing the Energy of Change for Enterprise 73
Designers: Experts for Change 77
Preparing for Success 80
Taking Ownership of Your Own Destiny 82
THE SUCCESSFUL FIRM
The Goal-Oriented Firm 90
A New Paradigm in Enterprise 92
The Leadership of Collaboration 94
Profiting from Design 97
Financial Risk 99
Marketing Is a Full-Time Commitment 101
Getting Ready for the Future 103
Building a Community of Creativity 105
Snatching Success from the Jaws of Adversity 108
The Power of Overestimating Your Competition 110
Understanding Rejection's Strategic Potential 112
Just Say No 115
What Clients Are Looking For 116
True Success: Are You Measuring Up? 125
TOWARD PERSONAL FULFILLMENT
Study Success 132
Confidence and Competence 134
Leaders Manage Their Time 136
You Are in the Driver's Seat 138
Choosing the Company You Keep 141
A Case of Indigestion 144
Innovation and Integrity: There Is No Age Limit 146
A Turning Point in the History of the Profession 151
THE ASCENDENT DESIGNER
Transforming Professional Life 156
ADDITIONAL RESOURCES 171
ACKNOWLEDGEMENTS 177