Who should we involve in developing new offers?

Invite colleagues across job functions, not just the people formally responsible for innovation, strategy or creative work. Relevant insight can come from a marketing manager who notices patterns, an operations director who sees a different process, or a new team member who questions an established assumption.

The Frameworks brings strategists, account managers, writers and designers together when developing ideas for clients. Designers have contributed copy lines, while account managers have supplied campaign-driving ideas. The practice is to judge the contribution rather than the contributor's job title.

The Frameworks also argues that people with similar skills and backgrounds can share blind spots. When choosing participants for new-offer discussions, look for differences in knowledge and perspective, not simply representation from several departments. Include colleagues who understand the business and can challenge assumptions or help others see a different possibility.

Bring people who will help deliver an offer into the discussion before proposals are settled. Delivery expertise can reveal opportunities as well as obstacles, giving colleagues a chance to refine an idea together rather than negotiate limitations after approval.

The Frameworks involves developers from the start of design work so they can identify technical requirements, flag roadblocks and suggest possibilities designers may not have considered. For intelligent automation provider Dematic, strategic research identified the need for an interactive tool or questionnaire. Designers and developers then collaborated on how to bring the configurator landing page to life.

The Frameworks also treats developing someone else's idea as a valuable contribution, not a lesser role than originating it. Build a group that can question, extend and test proposals before they go to senior decision-makers. Early collaboration gives practical concerns a place in shaping the offer, rather than leaving delivery colleagues to receive a finished proposal.