WHAT IS DESIGN?
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A design is the opposite of an accident. The extent to which any person organization or corporation is in control of its destiny is dependent on its ability to design its future. Design requires judgment, creativity and knowledge. Without these capabilities a plan will be misconceived, inconceivable or ill-conceived.

FROM DEFINITION TO EXECUTION
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Generally the notion of design refers to the act of creation. Specifically, within the philosophy of phrint, it refers to the consecutive act of creating (a) plans, (b) value and (c) wealth. A good plan does not necessarily lead to good value and value does not necessarily lead to wealth but wealth without value is larceny and value without a plan is luck. So unless one is extremely larcenous or lucky one needs a plan to create value if one wants wealth.

(A) PHRINT CREATES A PLAN
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Phrint formulates Marketing Plans. Marketing plans consist of four major elements including (a) an organization's pricing strategy; (b) products and/or product lines (b) promotion and (d) distribution. Without a sound understanding of these four elements, no business can act strategically.

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(B) PHRINT CREATES VALUE
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Something is valuable when it has usefulness or importance. The goal of any profit-seeking organization is to create important or useful products or services that customers will pay for and therefore generate wealth for the organization. But acquiring and retaining these customers must be done in a way that ensures that returns on marketing investments surpass investment in the long run. Phrint helps generate value by ensuring that resources are deployed in a way that minimize the cost, maximize the return and aren't conceived using the economics of false prudence. Poorly planned promotion and advertising are a common source of such wasteful imprudence. Many times organizations will deploy incomplete communication programs that waste precious organizational resources. Phrint will help ensure that resources, particularly advertising resources, are used to their maximum benefit. In order to offer clients concentrated risk mitigation, phrint programs are designed to be continually tracked against a register of pertinent metrics. This helps ensure that conversion rates along the entire customer life path are in line with assumptions. Whether the plan calls for customer acquisition, retention, branding or otherwise, phrint's philosophy is that if it can't be measured it can't be managed. A quantified history also allows value to be extracted from mistakes by helping understand the impact of missteps. In marketing, the lessons learned from one's mistakes are often mathematical.

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(C) PHRINT CREATES WEALTH
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The economic conditions of 2003 are severely hostile to virtually every business currently operating. The creation of wealth therefore is not a fanciful hope but is a necessity to any organization hoping to survive the current downturn. By converting value into wealth an organization can sustain itself and grow in any environment.