Complacency is never good for any company, no matter what line of business you’re in. That’s why I’ve decided to invest in a commercial marketing specialist.

I recognised that our expertise as designers does not qualify us to do everything in business. Our clients now benefit from activities such as focus groups and brand workshops, which allow us to immerse ourselves in their culture and understand their goals. It is this insight which then drives the design process.

It surprises me that so many of our competitors simply rely on tried and tested approaches. I believe our efforts to get under the skin of every client does, I hope, provide us with a clearer picture of the solutions they require.

See also: Five successful family businesses – We talk to five successful companies which have drawn strength from family ties while remaining open to fresh ideas.