Chapter 5. Focusing the Team
Finding Your Soul
Great teams have a kind of soul — something that defines who they are. It infuses their identity and it is woven through how they appear to others, their vision and mission, and their messaging. Some teams are all about brand. Others are all about the essence of design as a practice. And still others are all about designing from user understanding or even about improving usability. When a team has identified their soul, it is quickly obvious what it is and what they are passionate about.
The other thing that I have noticed is that the soul — the energizing principles and language — most often comes from the leader of the team. In other words, the manager is the flame that gives life to the core of that ...