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| Introduction | |
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| Understand Value | |
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| Understanding Market Conditions | |
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| The Sky: Not Falling | |
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| New Opportunities | |
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| Understanding Your Skills | |
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| Your Preferred Qualifications | |
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| Visualize Your Abilities | |
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| What's Your Letter Profile? | |
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| Understanding Your Services | |
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| Hard + Soft Value | |
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| Defining Value by the Project | |
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| Hierarchies of Value | |
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| Define Value | |
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| Defining Metrics | |
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| Setting Metrics: Return on Investment | |
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| Setting Metrics: Cost/Benefit Analysis | |
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| Money Isn't Everything: Metrics Beyond the Benjamins | |
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| Making the Case: Numbers in Context | |
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| Time is Money: Embracing Metrics Without Draining Creative | |
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| Defining Business Impact | |
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| The Value of Design Factfinder | |
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| Design Effectiveness Industry Report | |
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| The Economic Effects of Design | |
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| Start Spreading the News | |
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| Defining Your Audience | |
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| Person First Design: A User-Centered Approach | |
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| Getting to Know You: Tools for User Research | |
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| You Need a Plan: Integrating Research with the Design Process | |
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| Logic Models: Visualize Your Process | |
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| Lost in Translation: Making Sense of Data | |
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| Borrow from Example | |
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| Design Alchemy | |
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| Promote Value | |
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| Promoting Real World Solutions | |
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| Babington's English Tea Rooms Rebranding by Minale Tattersfield | |
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| Beltline Bike Shop Brand Makeover by Matchstic | |
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| Konjo Initiative by Rule29 | |
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| M-Savers Budget Grocery Rebrand by Coley Porter Bell | |
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| Modeling Customer Experiences: Deconstructing The Textbook by Conifer Research | |
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| MiWay Transit Program by Entro I G+A | |
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| MyBurger Reinvention by FAME | |
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| Open Doors Academy Rebrand by Little Jacket | |
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| "oHio" Retail Collateral by Fizz | |
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| Summer Challenge for Business by Context Creative | |
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| Vuly Trampolines Rebranding by Glitschka Studios | |
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| Featured Contributors | |
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| Photo and Illustration Credits | |
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| Bibliography and Additional Resources | |
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| Authors' Acknowledgments | |
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| Index | |