“As designers, we want to start designing immediately. It’s important to resist that,” says Jürgen Schweizer of Cultured Code. Starting design early means missing out on important insights. It can even mean designing the wrong thing entirely.

Strategy is nourished by patience. There are so many people in the world with ideas to transform industries and build iconic brands. But very few people can stay loyal to a strategy long enough for their vision to materialize. While a great strategy can be conceived quite quickly in a vacuum void of time and reality, it can be executed only over a