Offering innovative design services to a crowded marketplace is everything but easy. Navigating the four poles of external and internal forces on one axis, and planning and doing on the other axis, Florian shares over 50 key insights of "what it takes" to run a mid-size customer experience design firm. His talk covers communication aspects, marketing, operations, organizational design, thoughts on culture, alongside some key technology and market trends that every design professional should be aware of.