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Design strategy helps to manifest the company’s vision/image/goal of a marketplace to come, the position/placement of its products and services in relation to other competitors, and its answer to people’s anticipated needs. It concerns the whole product system, i.e. the integrated body of products, services and communication with which a company presents itself to the market and society, giving form to its strategy.

Experientia also creates design guidelines, which represent the tactical side of the approach. They are practical tasks and actions that can be implemented to make the strategy feasible. They are related to design touchpoints such as packaging, product and websites.