Design and Darkmatter, Connecting Storytelling with Business Outcomes

Service design is about all the invisible aspects of a brand or product experience, but designers are frequently tasked with only the superficial parts of a customer problem. How do we break out of a pixel-perfect box?
This talk focuses on the role of storytelling, and new ways to enroll stakeholders into that process as a way of helping them understand that the most important consideration in design is context, and how the most important design decisions are usually invisible and hard to detect.