In today’s fast-moving environment, organizational effectiveness is more than hitting key performance indicators (KPIs) or launching programs on time. It’s about building a system that can consistently align around purpose, adapt to change, and deliver measurable value—especially under constraints or complexity. 

At Blackberg, we define organizational effectiveness through seven core levers that work in concert to translate 

. Adapted from systems-thinking models and field-tested across our work with local governments, federal agencies, and private sector clients, this framework functions as both a diagnostic tool and a leadership alignment map.  

Each lever reflects a critical domain of performance. When any one is weak, organizations risk misalignment, stagnation, or internal friction. On the other hand, organizations may select which levers need to be optimized based on their strategic goals. When all seven are tuned and aligned, organizations experience greater speed, cohesion, and impact.

Effectiveness starts at the top. Leaders set the tone, model the values, and prioritize what matters. Strong leadership isn’t just about individual capability though—it’s about alignment across the leadership team. Are executives making consistent decisions? Are priorities clear and reinforced? Is there a shared understanding of the organization's future state? Leadership alignment ensures that change efforts are coordinated, rather than contradictory, and that strategy becomes behavior. 

Borrowing from performance management and OKR (objectives and key results) principles, effective organizations define goals that are both ambitious and actionable. Beyond annual targets, this process involves translating high-level mission statements into cascading, cross-functional objectives that every team can connect to their day-to-day work. Goal clarity reduces noise and enables focus, especially across matrixed or silo-prone structures. 

Team capabilities must go beyond headcount or job titles. They must encompass the real, on-the-ground skills and behaviors needed to deliver on a clear mission. This capacity includes technical proficiency, adaptive problem-solving, and collaboration norms. Organizations typically assess whether their people strategy reflects the strategic priorities of today under this element.  

There are four components of execution: time, talent, technology, and funding. However, too often, resource allocation reflects legacy decisions, rather than forward-looking needs. Organizations must shift from static budgeting to dynamic resourcing—regularly rebalancing investments to reflect strategic priorities and reassigning effort where it delivers the greatest public value.  

Vision without process is chaos; however, process without agility is bureaucracy. The goal is not to layer on red tape, rather to implement intentional workflows that increase reliability without slowing innovation. That means clarifying decision rights, building cross-functional operating rhythms, and standardizing repeatable work so that teams exact discipline and more bandwidth to focus on higher-value problems.  

Culture—the invisible engine of behavior—is the most difficult domain to shift, yet the most powerful to get right. Under this lever, organizations often assess whether their aspirational culture is showing up in staff experience. Do employees feel psychological safety? Do they see leaders “walking the talk”? Do behaviors align with stated values? Culture becomes an accelerator when values, incentives, and norms align. 

As the adage goes, what gets measured gets managed. But in many mission-driven organizations, what gets measured is what’s easiest to count—not what matters most. We support the shift from input or output metrics (e.g., number of trainings delivered) to outcome-based measures (e.g., behavioral changes or long-term impact). Measurement should drive learning and strategy—not just compliance.  

These seven levers can be used as a diagnostic framework to assess current-state organizational health, prioritize improvement areas, or guide change initiatives. Our experts often facilitate executive working sessions where leadership scores each domain, identifies gaps, and defines concrete interventions—which may include redesigning operating models, updating performance plans, or reworking internal communications.

The seven levers help organizations do what they were built to do: deliver with clarity, integrity, and efficiency. Whether you’re scaling a new initiative, aligning cross-departmental teams, or navigating a leadership transition, these levers provide a structured path from intention to execution. 

Interested in applying this framework to your organization?

 Check out Blackberg Group’s Organizational Effectiveness services 

In today’s fast-moving environment, organizational effectiveness is more than hitting key performance indicators (KPIs) or launching programs on time. It’s about building a system that can consistently align around purpose, adapt to change, and deliver measurable value—especially under constraints or complexity. \nAt Blackberg, we define organizational effectiveness through seven core levers that work in concert to translate \nvision into velocity\n. Adapted from systems-thinking models and field-tested across our work with local governments, federal agencies, and private sector clients, this framework functions as both a diagnostic tool and a leadership alignment map.  \nEach lever reflects a critical domain of performance. When any one is weak, organizations risk misalignment, stagnation, or internal friction. On the other hand, organizations may select which levers need to be optimized based on their strategic goals. When all seven are tuned and aligned, organizations experience greater speed, cohesion, and impact.\n1. Leadership Alignment\nEffectiveness starts at the top. Leaders set the tone, model the values, and prioritize what matters. Strong leadership isn’t just about individual capability though—it’s about alignment across the leadership team. Are executives making consistent decisions? Are priorities clear and reinforced? Is there a shared understanding of the organization's future state? Leadership alignment ensures that change efforts are coordinated, rather than contradictory, and that strategy becomes behavior. \n2. Goal Clarity\nBorrowing from performance management and OKR (objectives and key results) principles, effective organizations define goals that are both ambitious and actionable. Beyond annual targets, this process involves translating high-level mission statements into cascading, cross-functional objectives that every team can connect to their day-to-day work. Goal clarity reduces noise and enables focus, especially across matrixed or silo-prone structures. \n3. Team Capabilities\nTeam capabilities must go beyond headcount or job titles. They must encompass the real, on-the-ground skills and behaviors needed to deliver on a clear mission. This capacity includes technical proficiency, adaptive problem-solving, and collaboration norms. Organizations typically assess whether their people strategy reflects the strategic priorities of today under this element.  \n4. Resource Allocation\nThere are four components of execution: time, talent, technology, and funding. However, too often, resource allocation reflects legacy decisions, rather than forward-looking needs. Organizations must shift from static budgeting to dynamic resourcing—regularly rebalancing investments to reflect strategic priorities and reassigning effort where it delivers the greatest public value.  \n5. Process Discipline\nVision without process is chaos; however, process without agility is bureaucracy. The goal is not to layer on red tape, rather to implement intentional workflows that increase reliability without slowing innovation. That means clarifying decision rights, building cross-functional operating rhythms, and standardizing repeatable work so that teams exact discipline and more bandwidth to focus on higher-value problems.  \n6. Culture\nCulture—the invisible engine of behavior—is the most difficult domain to shift, yet the most powerful to get right. Under this lever, organizations often assess whether their aspirational culture is showing up in staff experience. Do employees feel psychological safety? Do they see leaders “walking the talk”? Do behaviors align with stated values? Culture becomes an accelerator when values, incentives, and norms align. \n7. Measurement\nAs the adage goes, what gets measured gets managed. But in many mission-driven organizations, what gets measured is what’s easiest to count—not what matters most. We support the shift from input or output metrics (e.g., number of trainings delivered) to outcome-based measures (e.g., behavioral changes or long-term impact). Measurement should drive learning and strategy—not just compliance.  \nPutting These Levers Into Practice\nThese seven levers can be used as a diagnostic framework to assess current-state organizational health, prioritize improvement areas, or guide change initiatives. Our experts often facilitate executive working sessions where leadership scores each domain, identifies gaps, and defines concrete interventions—which may include redesigning operating models, updating performance plans, or reworking internal communications.\nThe seven levers help organizations do what they were built to do: deliver with clarity, integrity, and efficiency. Whether you’re scaling a new initiative, aligning cross-departmental teams, or navigating a leadership transition, these levers provide a structured path from intention to execution. \nInterested in applying this framework to your organization?\n Check out Blackberg Group’s Organizational Effectiveness services \nhere\n. 

The 7 Levers of Organizational Effectiveness: From Vision to Velocity

When you first hear the word “influencer”, what comes to mind? TikTok stars? Celebrity personalities? YouTube creators? While all of these can fall under the category of influencer, the reality is that influencers have a wider reach than they used to. Influencers have a presence on every social media platform, even LinkedIn. 

, nearly half of customers made purchases once a month or more because of influencer posts. 

By researching and identifying appropriate influencers, setting clear expectations, and establishing trust, you can leverage the power of these change makers in your marketing strategy and grow your audience. 

In the past, A-list celebrities were the original influencers. Companies would pay them to appear in commercials and posters with their product. The 

, for example, had celebrities like Serena Williams, Sara Michelle Gellar, and Alex Trebek promoting milk consumption for the California Milk Processor Board.  

Now, influencers are taking more control of the products they’re promoting. Instead of posing for ads or reading scripts, they’re also content creators. They’re creating ads in their own style on new platforms. 

With that change comes another: the redefining of celebrity. No longer are you reliant on A-list stars to grow an audience. Social media has changed the landscape of who is an influencer, allowing you more flexibility in building them into your strategy. 

One of the biggest benefits of influencer marketing is the ability to reach a new audience. Influencers have often spent years growing a loyal following that engages with their content regularly. Their audiences trust the influencers they follow, their endorsements, advice, and even news more than a journalist or company. 

You would normally have to dedicate months or years to building a new audience, in addition to developing trust with them, an increasingly important metric to online audiences. By tapping into influencers’ own audiences, you can grow your own pool of potential customers and leverage that influencer’s trust and authenticity.  

Like any new strategy, influencer marketing comes with its own share of challenges. First is identifying the right influencers for your strategy and brand. Every influencer has their own identity, and with it, their own brand. Picking influencers that don’t align with your brand may result in an ineffective campaign, or worse, generate bad press. 

There’s also the question of trust. Using an influencer requires trusting their approach and platform, even if you have minimal experience with it. There are positives though: if you don’t have a presence on TikTok, for example, an influencer who uses it as their primary platform can take some of the work off your shoulders.  

Finally, influencers aren’t always received positively. For the first time, social media 

 this year. While it reaped benefits for social engagement and viewership, many 

 by these representatives of new media. 

If you’re ready to include influencer marketing as part of your strategy, there are four key steps to take as you begin:

Ultimately, an influencer can only be as effective as your strategy. Even the best influencers can’t save a poorly planned campaign. Take Kylie Jenner and Pepsi: while their intentions were good, even Jenner’s vast popularity couldn’t take negative press and attention away from their joint ad, which saw Jenner end a tense stand-off between police and protestors by sharing a can of Pepsi.

Blackberg’s experts and suite of digital monitoring and listening tools can help you coordinate a communications and marketing strategy that engages your existing audience, while utilizing new strategies like influencer marketing to grow your market and expand your reach. 

When you first hear the word “influencer”, what comes to mind? TikTok stars? Celebrity personalities? YouTube creators? While all of these can fall under the category of influencer, the reality is that influencers have a wider reach than they used to. Influencers have a presence on every social media platform, even LinkedIn. \nAccording to a study by Sprout Social\n, nearly half of customers made purchases once a month or more because of influencer posts. \nBy researching and identifying appropriate influencers, setting clear expectations, and establishing trust, you can leverage the power of these change makers in your marketing strategy and grow your audience. \nInfluencers 101 \nIn the past, A-list celebrities were the original influencers. Companies would pay them to appear in commercials and posters with their product. The \n“Got Milk?” ads of the 90s\n, for example, had celebrities like Serena Williams, Sara Michelle Gellar, and Alex Trebek promoting milk consumption for the California Milk Processor Board.  \nNow, influencers are taking more control of the products they’re promoting. Instead of posing for ads or reading scripts, they’re also content creators. They’re creating ads in their own style on new platforms. \nWith that change comes another: the redefining of celebrity. No longer are you reliant on A-list stars to grow an audience. Social media has changed the landscape of who is an influencer, allowing you more flexibility in building them into your strategy. \nReaping the Benefits \nOne of the biggest benefits of influencer marketing is the ability to reach a new audience. Influencers have often spent years growing a loyal following that engages with their content regularly. Their audiences trust the influencers they follow, their endorsements, advice, and even news more than a journalist or company. \nYou would normally have to dedicate months or years to building a new audience, in addition to developing trust with them, an increasingly important metric to online audiences. By tapping into influencers’ own audiences, you can grow your own pool of potential customers and leverage that influencer’s trust and authenticity.  \nBe Wary of Challenges \nLike any new strategy, influencer marketing comes with its own share of challenges. First is identifying the right influencers for your strategy and brand. Every influencer has their own identity, and with it, their own brand. Picking influencers that don’t align with your brand may result in an ineffective campaign, or worse, generate bad press. \nThere’s also the question of trust. Using an influencer requires trusting their approach and platform, even if you have minimal experience with it. There are positives though: if you don’t have a presence on TikTok, for example, an influencer who uses it as their primary platform can take some of the work off your shoulders.  \nFinally, influencers aren’t always received positively. For the first time, social media \ninfluencers had a presence at the Oscars\n this year. While it reaped benefits for social engagement and viewership, many \njournalists reported feeling pushed out\n by these representatives of new media. \nIs Influencer Marketing Right for You? \nIf you’re ready to include influencer marketing as part of your strategy, there are four key steps to take as you begin:\nIdentify the type of influencer you need for your campaign\n.  While an influencer like Dwayne Johnson may be able to promote your services for anyone in the fitness space, a micro-influencer with 10,000 – 100,000 followers will be more affordable, and can still net you a loyal and engaged audience.  \nResearch!\n Once you’ve identified the type of influencer you need, research who may be a good fit. You want to choose an influencer who can work with your own brand, voice, and audience, while still leveraging the personal elements that have made them popular. There’s nothing worse than working with an influencer whose audience doesn’t match your target demographic. Or choosing one who’s known for comedy when you’re known for a more somber, serious presence.  \nSet clear expectations.\n Influencers are more likely to be content creators, so you want to set expectations at the beginning about what they are responsible for creating. You also want to set budget expectations up front: are they going to be paid once or per deliverable?  \nBuild a well-organized campaign.\n Influencers can have huge reach, but they should not be your only method of communication. Even in an influencer-heavy world, there are still audiences that react better to email, newsletters, or traditional social media. An over-reliance on influencers can cause you to lose existing, loyal followers.  \nUltimately, an influencer can only be as effective as your strategy. Even the best influencers can’t save a poorly planned campaign. Take Kylie Jenner and Pepsi: while their intentions were good, even Jenner’s vast popularity couldn’t take negative press and attention away from their joint ad, which saw Jenner end a tense stand-off between police and protestors by sharing a can of Pepsi.\nHow We Can Help \nBlackberg’s experts and suite of digital monitoring and listening tools can help you coordinate a communications and marketing strategy that engages your existing audience, while utilizing new strategies like influencer marketing to grow your market and expand your reach. 

Influencer Marketing Unpacked: Benefits, Challenges, and Strategic Approaches

Building a brand or visual identity is one of the most intimate tasks we take on as creatives. We are the architects of the way consumers experience the organization visually, and the feelings they associate with it, even before they have a single tangible experience with the brand. It is a tremendous undertaking.

One of the most standard pieces of advice creatives encounter when approaching such a lofty task is to “think outside the box”. But what about clients who come to the table with their own box, filled with the often-dreaded parameters? What if you could only use Myriad, orange and lime green are must have colors, and the mission/vision statements are… less than optimal?!

Are these clients doomed to endure the disjointed hand they were dealt, or do they present a creative puzzle that’s just begging to be solved? Pull up a seat and let’s start finding those edge pieces.

Is taking on a brand with big parameters a creative nightmare or is it an unexpected playground? The notion that the way to a truly comprehensive brand identity is total creative freedom is a misnomer. Having clearly defined limitations can provide an opportunity to explore within those limitations and can result in more impactful and purposeful branding.  

Finding Inspiration Between the Guardrails  

Approaching a “boxed up brand” requires a little ingenuity, but with the right mindset and creative approach you can do anything.

Navigating the complex needs of a boxed-up brand can be tricky but learning to work within a client’s parameters can open new avenues for creativity. Embracing a client’s box of needs can lead to compelling and purposeful visual identities that make a lasting impact.

If you are interested in learning about how to tap into Blackberg Group’s deep well of knowledge about branding within the box, our creative professionals are ready to help. Our team of designers and developers specialize in strategic brand building that not only meet our client’s needs but stand the test of time. Learn more about the creative studio services under our 

Building a brand or visual identity is one of the most intimate tasks we take on as creatives. We are the architects of the way consumers experience the organization visually, and the feelings they associate with it, even before they have a single tangible experience with the brand. It is a tremendous undertaking.\nOne of the most standard pieces of advice creatives encounter when approaching such a lofty task is to “think outside the box”. But what about clients who come to the table with their own box, filled with the often-dreaded parameters? What if you could only use Myriad, orange and lime green are must have colors, and the mission/vision statements are… less than optimal?!\nAre these clients doomed to endure the disjointed hand they were dealt, or do they present a creative puzzle that’s just begging to be solved? Pull up a seat and let’s start finding those edge pieces.\nTaking on a Boxed-Up Brand \nIs taking on a brand with big parameters a creative nightmare or is it an unexpected playground? The notion that the way to a truly comprehensive brand identity is total creative freedom is a misnomer. Having clearly defined limitations can provide an opportunity to explore within those limitations and can result in more impactful and purposeful branding.  \nFinding Inspiration Between the Guardrails  \nApproaching a “boxed up brand” requires a little ingenuity, but with the right mindset and creative approach you can do anything.\nUnpack – Before you do a single sketch, you need to understand your client and their needs. Why are these parameters in place? What do they need from you, and how can you help them tell their story in the most effective way possible? Create a standard list of questions to begin with, but always be sure to approach your client with curiosity, and be prepared to “yes, and” your way to the solution.\nStretch Your Creative Legs – Are you looking for inspiration to make all these things work together? Get out of your usual workspace and into an environment that makes your mind move.\nJumpstart Your Problem-Solving Center – Give yourself an unusual task to get that problem solving center of your brain moving. Whether it’s drawing a mouse-t rex mash up or writing a statement pretending to be a Three Musketeers PR specialist, get some practice doing out of the ordinary creative tasks with firm guardrails to prepare to take on your “in the box” challenge.\nLeave No Stone Unturned – Never be afraid to entertain a bad idea. One unexplored shaky idea can act as a dam, holding up the solution. Get it all out, it’s alright. Failure is absolutely an option when it comes to the ideation phase. The best path to a comprehensive creative solution is through a well-worn sketch book.\nMake it Make Sense – Talk your solution through with someone outside the scope of the project. If you can successfully explain your idea quickly and simply to them, you may be on to something.\nBlackberg in the Box\nNavigating the complex needs of a boxed-up brand can be tricky but learning to work within a client’s parameters can open new avenues for creativity. Embracing a client’s box of needs can lead to compelling and purposeful visual identities that make a lasting impact.\nIf you are interested in learning about how to tap into Blackberg Group’s deep well of knowledge about branding within the box, our creative professionals are ready to help. Our team of designers and developers specialize in strategic brand building that not only meet our client’s needs but stand the test of time. Learn more about the creative studio services under our \nCommunications service line here\n.

Branding Inside the Box

Did you know that AI tools could predict the success of your next marketing campaign before it’s launched?

Today’s world of emerging technologies offers new and unique ways to engage with marketing and communications, including features for automation, design, ad optimization, and more. Cloud-based customer relationship management (CRM) software like 

 unites operations across the board to enhance sales, service, marketing, and IT services to customers, while platforms like 

 offer unlimited creative options that bring visions to life.

Research suggests that although artificial intelligence (AI) has existed for decades, it is within recent years that the field has taken off and is growing exponentially throughout various industries. According to a 

, the market size of global AI in marketing was valued at USD 12.64 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.6% by 2030.

The emergence of AI in marketing can be attributed to increasing computing power, lower computing costs, availability of big data, and the advance of machine learning algorithms and models, according to 

In many instances, marketing professionals are leaning on the power of AI to carry out routine processes more efficiently, saving human capital for other tasks that require more creative strategizing and problem-solving. This process is all part of technological evolution, concurrent with the shift from traditional to modern technologies in the digital age.

British mathematician Alan Turing posed the question in his 1950 publication 

, “Can machines think?” which details early-on findings of the ability to cognitively compute. The article is based on an imitation game, modernly known as the 

, and it determines the presence of human intelligence processes.

It wasn’t until the mid-1950’s that AI began to be widely recognized, which happened as a result of the 

. During this project, Dartmouth professor John McCarthy organized a study among a group of scientists to determine the capabilities of computers as thinking machines, which marks the beginning of AI as a research field.

Artificial intelligence was increasingly studied and by the mid-1960s was heavily funded by the Department of Defense, which also warranted the development of AI laboratories for further research and testing across the world, according to 

. From there, AI took off and is now a thriving industry, present in many of today’s innovations.  

“AI is changing the way brands and users interact with one another,” according to 

. “Marketers can now focus more on the customer and meet their needs in real time—by using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms.”

There are many forms of AI tools that can be used for digital marketing, varying in capabilities that are dependent on users’ needs. AI-powered search engine optimization (SEO) platforms help organizations attract attention from desired audiences, while AI automation tools can assist with distribution of email campaigns, targeted advertisements, and more, with analytic features that monitor and report results.

AI should be seen as a tool to enhance human productivity, not replace staff. The future is expected to bring more streamlined processes that gain trust among those who are skeptical, however, it’s important that organizations remain committed to the professional development of employees, ensuring a skilled workforce that can adapt to changes and continue contributing meaningfully, reducing disruptions and job displacements.

Utilizing AI is essential for marketers to keep up in a fast-paced industry, helping them to stay ahead of shifts that will influence work products and services. The changing landscape will continue to evolve alongside technological advances, and it places professionals in an essential role to get on board. Those who are skeptical are encouraged to change their perspective, as they could be surprised by the benefits AI has to offer.

To learn more about incorporating AI into your marketing strategy, follow our upcoming AI series on 

Did you know that AI tools could predict the success of your next marketing campaign before it’s launched?\nToday’s world of emerging technologies offers new and unique ways to engage with marketing and communications, including features for automation, design, ad optimization, and more. Cloud-based customer relationship management (CRM) software like \nSalesforce\n unites operations across the board to enhance sales, service, marketing, and IT services to customers, while platforms like \nAdobe FireFly\n offer unlimited creative options that bring visions to life.\nResearch suggests that although artificial intelligence (AI) has existed for decades, it is within recent years that the field has taken off and is growing exponentially throughout various industries. According to a \nGrand View Research report\n, the market size of global AI in marketing was valued at USD 12.64 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.6% by 2030.\nThe emergence of AI in marketing can be attributed to increasing computing power, lower computing costs, availability of big data, and the advance of machine learning algorithms and models, according to \nHuang and Rust\n.\nIn many instances, marketing professionals are leaning on the power of AI to carry out routine processes more efficiently, saving human capital for other tasks that require more creative strategizing and problem-solving. This process is all part of technological evolution, concurrent with the shift from traditional to modern technologies in the digital age.\nThe History of AI \nBritish mathematician Alan Turing posed the question in his 1950 publication \nComputing Machinery and Intelligence\n, “Can machines think?” which details early-on findings of the ability to cognitively compute. The article is based on an imitation game, modernly known as the \nTuring Test\n, and it determines the presence of human intelligence processes.\nIt wasn’t until the mid-1950’s that AI began to be widely recognized, which happened as a result of the \n1956 Dartmouth Summer Research initiative\n. During this project, Dartmouth professor John McCarthy organized a study among a group of scientists to determine the capabilities of computers as thinking machines, which marks the beginning of AI as a research field.\nArtificial intelligence was increasingly studied and by the mid-1960s was heavily funded by the Department of Defense, which also warranted the development of AI laboratories for further research and testing across the world, according to \nScience and Technology\n. From there, AI took off and is now a thriving industry, present in many of today’s innovations.  \nAI Marketing Tools \n“AI is changing the way brands and users interact with one another,” according to \nHaleem and colleagues\n. “Marketers can now focus more on the customer and meet their needs in real time—by using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms.”\nThere are many forms of AI tools that can be used for digital marketing, varying in capabilities that are dependent on users’ needs. AI-powered search engine optimization (SEO) platforms help organizations attract attention from desired audiences, while AI automation tools can assist with distribution of email campaigns, targeted advertisements, and more, with analytic features that monitor and report results.\nAI should be seen as a tool to enhance human productivity, not replace staff. The future is expected to bring more streamlined processes that gain trust among those who are skeptical, however, it’s important that organizations remain committed to the professional development of employees, ensuring a skilled workforce that can adapt to changes and continue contributing meaningfully, reducing disruptions and job displacements.\nUtilizing AI is essential for marketers to keep up in a fast-paced industry, helping them to stay ahead of shifts that will influence work products and services. The changing landscape will continue to evolve alongside technological advances, and it places professionals in an essential role to get on board. Those who are skeptical are encouraged to change their perspective, as they could be surprised by the benefits AI has to offer.\nTo learn more about incorporating AI into your marketing strategy, follow our upcoming AI series on \nBlackberg Insights\n.

Artificial Intelligence’s Emergence in Marketing

For decades, many Veterans experienced discomfort and inefficiencies in their healthcare due to outdated processes and a lack of patient-centered innovations. However, the application of Human-Centered Design (HCD) has significantly transformed healthcare delivery within the Veterans Health Administration (VHA). By tailoring healthcare solutions to meet the real-world needs of Veterans and healthcare providers, HCD has driven innovation, improved patient outcomes, and enhanced overall care delivery.

Human-Centered Design: A Framework for Transformative Health Care 

Human-Centered Design (HCD) is a problem-solving approach that prioritizes the needs, experiences, and constraints of end-users and, in this case, Veterans and healthcare professionals. Unlike traditional process improvements, HCD ensures that solutions are not just operationally efficient but also deeply resonant with the individuals they impact.

HCD in Action: Transforming Veteran Experience  

Why HCD Matters in Health Care Innovation

Tailoring HCD processes to healthcare is essential for several reasons:

VHA has integrated HCD principles into both clinical and administrative experiences. One notable example is the development of the 

 (VHA IE), which serves as a platform for frontline innovators to collaborate and explore solutions to complex problems that Veterans, clinicians, and other stakeholders face.  

By gathering insights from Veterans and end-users, VHA emphasizes empathy in the design process, fostering a culture of collaboration and co-creation. This inclusive approach allows VHA to leverage diverse perspectives and expertise to develop more holistic, effective solutions. 

Blackberg’s Commitment to Human-Centered Design in Health Care

Blackberg proudly supports the VHA in advancing healthcare innovation through HCD. By integrating collaborative problem-solving, empathy-driven design, and iterative prototyping, Blackberg ensures that solutions align with the real-world challenges faced by Veterans and healthcare providers.

Through active engagement, strategic partnerships, and continuous innovation, Blackberg fosters a healthcare environment where patient perspectives are not only heard but drive meaningful change.

Blackberg remains committed to leveraging HCD principles to revolutionize Veteran healthcare. To explore Blackberg’s impact on strategic collaboration and innovative solutions, visit our website 

For decades, many Veterans experienced discomfort and inefficiencies in their healthcare due to outdated processes and a lack of patient-centered innovations. However, the application of Human-Centered Design (HCD) has significantly transformed healthcare delivery within the Veterans Health Administration (VHA). By tailoring healthcare solutions to meet the real-world needs of Veterans and healthcare providers, HCD has driven innovation, improved patient outcomes, and enhanced overall care delivery.\nHuman-Centered Design: A Framework for Transformative Health Care \nHuman-Centered Design (HCD) is a problem-solving approach that prioritizes the needs, experiences, and constraints of end-users and, in this case, Veterans and healthcare professionals. Unlike traditional process improvements, HCD ensures that solutions are not just operationally efficient but also deeply resonant with the individuals they impact.\nKey HCD Processes in Health Care \nEmpathy and Understanding\nDeep User Research: Conducting thorough research through interviews, observations, and surveys to understand the experiences of patients, caregivers, and healthcare professionals. \nJourney Mapping: Developing detailed patient journey maps to identify pain points and opportunities for process improvements.  \nCo-Creation and Collaboration\nInclusive Design Workshops: Engaging Veterans, clinicians, and stakeholders in collaborative sessions to design user-centered solutions.\nFeedback Loops: Establishing mechanisms for continuous feedback to refine and improve healthcare innovations iteratively.\nPrototyping and Testing\nRapid Prototyping: Testing low-fidelity prototypes early to validate ideas and identify potential challenges before scaling up.\nUsability Testing: Assessing solutions with real users to ensure effectiveness and ease of use. \n \nImplementation and Scaling\nPilot Programs: Deploying new solutions on a small scale before wider implementation to mitigate risks and refine approaches. \nScalability Planning: Strategizing for the expansion of successful solutions across healthcare settings to maximize impact.\nHCD in Action: Transforming Veteran Experience  \nWhy HCD Matters in Health Care Innovation\nTailoring HCD processes to healthcare is essential for several reasons:\nAddressing Complex Needs\n: Healthcare involves diverse and intricate requirements that demand customized, user-centered solutions. \nEnhancing Patient Safety and Well-Being\n: Centering patient experiences ensures that solutions meet both safety and quality-of-care standards.\nNavigating Regulatory Requirements\n: HCD facilitates compliance with healthcare regulations while maintaining an innovative approach. \nHCD’s Role in VHA\nVHA has integrated HCD principles into both clinical and administrative experiences. One notable example is the development of the \nVHA Innovation Ecosystem\n (VHA IE), which serves as a platform for frontline innovators to collaborate and explore solutions to complex problems that Veterans, clinicians, and other stakeholders face.  \nBy gathering insights from Veterans and end-users, VHA emphasizes empathy in the design process, fostering a culture of collaboration and co-creation. This inclusive approach allows VHA to leverage diverse perspectives and expertise to develop more holistic, effective solutions. \nBlackberg’s Commitment to Human-Centered Design in Health Care\n \nBlackberg proudly supports the VHA in advancing healthcare innovation through HCD. By integrating collaborative problem-solving, empathy-driven design, and iterative prototyping, Blackberg ensures that solutions align with the real-world challenges faced by Veterans and healthcare providers.\nThrough active engagement, strategic partnerships, and continuous innovation, Blackberg fosters a healthcare environment where patient perspectives are not only heard but drive meaningful change.\nBlackberg remains committed to leveraging HCD principles to revolutionize Veteran healthcare. To explore Blackberg’s impact on strategic collaboration and innovative solutions, visit our website \nhere\n

Enhancing Veteran Health Care: The Power of Human-Centered Design in the VHA

How participatory planning, digital engagement, and equity-informed facilitation create plans communities actually believe in.

Strategic plans are only as strong as the communities they serve. In today’s rapidly evolving municipal landscape—where trust in government varies, priorities diverge across neighborhoods, and resources are stretched—cities and counties need more than technical plans. They need public buy-in, authentic participation, and clear alignment between civic vision and lived experiences. 

The most successful municipal strategic plans aren’t created in back rooms or boardrooms. They’re co-created—with residents, stakeholders, and frontline staff serving as active contributors. These plans go beyond setting direction; they spark civic momentum through early buy-in. Here's how we help local governments activate communities for lasting impact. 

Participatory Planning that Builds Trust 

Authentic community participation begins with listening. While many planning processes include a town hall or survey, those methods alone often miss the nuance of community needs. We guide municipalities through a participatory process that creates space for residents to shape their city’s future—not just react to it.  

Municipalities may facilitate more interactive sessions that invite residents to actively help shape the strategic planning process. These engagements may take the form of neighborhood roundtables, community design labs, or open-format discussion forums that encourage storytelling, aspiration-setting, and debate. Importantly, they are not one-off events. Instead, they are sequenced touchpoints throughout the planning process that allow themes to surface and evolve over time. 

To extend this listening beyond physical meetings, municipalities may pair in-person sessions with digital engagement strategies that broaden access and increase participation. Mobile-responsive surveys, interactive dashboards, and short-form “pulse polls” allow residents to contribute ideas, rank priorities, and offer feedback at their convenience. For communities where technology access may be limited, local partners and service organizations are vital to offering digital tools through existing public infrastructure—such as libraries, senior centers, or service centers. 

 Every community includes voices that have historically been excluded from the planning process—due to language barriers, transportation access, distrust, or past harms. When engaging the community, local governments should apply an equity-informed facilitation model to ensure that those closest to community challenges are centered in the planning process. By collaborating with community leaders, cultural brokers, and trusted local organizations, governments are able to create welcoming, accessible spaces where residents feel safe to speak honestly about their needs and concerns. To support this community-specific outreach, municipalities may require materials in multiple languages, interpretation services, or pop-up sessions in community-specific venues—from faith institutions and laundromats to public transit hubs. 

From Listening and Planning to Impact and Action 

Once community input is collected, the real work begins--translating ideas into action. Municipal leaders and department heads must synthesize insights into a cohesive strategic framework. This process often includes a shared vision statement rooted in community language, thematic goals that align with both resident priorities and operational mandates, and measurable implementation plans. These may be further supported by interactive scorecards, communications tools, and check-ins that keep the plan visible, measurable, and accountable. 

When residents are treated as true partners in civic planning, trust is not only built—it is sustained. A strategic plan must reflect the priorities, perspectives, and lived experiences of the people it serves. Through this intentional community activation, local governments’ strategic plans can become a shared blueprint for progress with collective ownership and sustained impact. 

How participatory planning, digital engagement, and equity-informed facilitation create plans communities actually believe in.\nStrategic plans are only as strong as the communities they serve. In today’s rapidly evolving municipal landscape—where trust in government varies, priorities diverge across neighborhoods, and resources are stretched—cities and counties need more than technical plans. They need public buy-in, authentic participation, and clear alignment between civic vision and lived experiences. \nThe most successful municipal strategic plans aren’t created in back rooms or boardrooms. They’re co-created—with residents, stakeholders, and frontline staff serving as active contributors. These plans go beyond setting direction; they spark civic momentum through early buy-in. Here's how we help local governments activate communities for lasting impact. \nParticipatory Planning that Builds Trust \nAuthentic community participation begins with listening. While many planning processes include a town hall or survey, those methods alone often miss the nuance of community needs. We guide municipalities through a participatory process that creates space for residents to shape their city’s future—not just react to it.  \nFacilitated Listening Sessions. \nMunicipalities may facilitate more interactive sessions that invite residents to actively help shape the strategic planning process. These engagements may take the form of neighborhood roundtables, community design labs, or open-format discussion forums that encourage storytelling, aspiration-setting, and debate. Importantly, they are not one-off events. Instead, they are sequenced touchpoints throughout the planning process that allow themes to surface and evolve over time. \nDigital Engagement.\n \nTo extend this listening beyond physical meetings, municipalities may pair in-person sessions with digital engagement strategies that broaden access and increase participation. Mobile-responsive surveys, interactive dashboards, and short-form “pulse polls” allow residents to contribute ideas, rank priorities, and offer feedback at their convenience. For communities where technology access may be limited, local partners and service organizations are vital to offering digital tools through existing public infrastructure—such as libraries, senior centers, or service centers. \nCommunity-Specific Outreach.\n Every community includes voices that have historically been excluded from the planning process—due to language barriers, transportation access, distrust, or past harms. When engaging the community, local governments should apply an equity-informed facilitation model to ensure that those closest to community challenges are centered in the planning process. By collaborating with community leaders, cultural brokers, and trusted local organizations, governments are able to create welcoming, accessible spaces where residents feel safe to speak honestly about their needs and concerns. To support this community-specific outreach, municipalities may require materials in multiple languages, interpretation services, or pop-up sessions in community-specific venues—from faith institutions and laundromats to public transit hubs. \nFrom Listening and Planning to Impact and Action \nOnce community input is collected, the real work begins--translating ideas into action. Municipal leaders and department heads must synthesize insights into a cohesive strategic framework. This process often includes a shared vision statement rooted in community language, thematic goals that align with both resident priorities and operational mandates, and measurable implementation plans. These may be further supported by interactive scorecards, communications tools, and check-ins that keep the plan visible, measurable, and accountable. \nWhen residents are treated as true partners in civic planning, trust is not only built—it is sustained. A strategic plan must reflect the priorities, perspectives, and lived experiences of the people it serves. Through this intentional community activation, local governments’ strategic plans can become a shared blueprint for progress with collective ownership and sustained impact. 

Strategic Planning for Municipalities: Activating Communities

Mission-driven organizations—from health care systems and city governments to federal agencies—are navigating increasingly complex challenges as inter-dependent teams operate across departmental, geographic, and programmatic lines. Traditional hierarchical structures designed for clear chains of command and functional specialization, often struggle to accommodate the collaborative demands of modern service delivery. Teams must now coordinate across policy, funding streams, and jurisdictions. This fragmentation can lead to duplicated efforts, slower execution, and disconnects between strategic intent and frontline operations.

Whether your organization is implementing a public health initiative or launching a new digital platform, success depends on teams that can collaborate across boundaries—without sacrificing clarity or accountability. At Blackberg, we help mission-driven organizations design cross-functional structures that foster collaboration, streamline operations, and drive measurable results. In this article, we explore four proven models—matrix teams, squads, cross-unit working groups, and embedded strategists—and how each can be used to translate strategy into sustained, cross-functional action.

The Matrix Model: Dual Leadership for Complex Missions

The Matrix Model assigns staff to report to two leads simultaneously--typically a functional manager and a project manager. This model is common in large federal and health systems where employees are part of a central function (e.g., IT or communications), but they also serve a specific mission or program (e.g., mental health, digital modernization, or Veterans benefits).

When implemented well, a matrixed structure creates transparency, resource-sharing, and stronger alignment between technical expertise and strategic priorities. However, it requires clarity in decision-making, communication norms, and conflict resolution protocols. Without these factors, dual reporting can lead to confusion or duplicated efforts that lead to inefficiencies.

For organizations managing enterprise-wide initiatives with limited resources, the matrix model provides flexibility and responsiveness—especially when central teams must support multiple field locations or mission areas. An environment lacking strong communication norms or clearly defined decision rights, a matrix structure can quickly become inefficient or conflict prone. Successful implementation requires a level of organizational maturity, role clarity, and leadership alignment that not all teams may be ready to support.

The Squad Model: Small Teams, Big Autonomy 

Popularized in the technology sector and increasingly adopted by government innovation units, the Squad Model structures teams as small, cross-functional groups that own a product, initiative, or outcome. Each squad is typically composed of a few key roles, such as the designer, subject matter expert, data analyst, and project lead. Everyone is then empowered to test, build, and iterate with relative autonomy.

Squads work best in fast-paced, high-priority areas where rapid learning and iteration are critical. For example, squad teams can lead the development of new tools, pilot programs, or digital products without needing to wait for broad organizational buy-in at every step. The squad model thrives with clear purpose, transparent goals, and strong coaching—not top-down management. It encourages accountability through ownership and rapid value delivery.

Cross-Unit Working Groups: Aligning Departments Around Shared Goals 

Cross-unit working groups unite representatives from multiple departments to collaborate on a strategic initiative, such as sustainability, equity, or workforce modernization. While members still report to their original departments, the group meets regularly, shares updates, and drives coordinated progress.

This model works particularly well for municipalities and large agencies tackling long-term or horizontal goals. It allows departments to retain their identities and priorities, while contributing to a shared outcome. For example, a city’s economic development strategic plan might involve planning, transportation, public works, and community services--all aligned through a working group that tracks progress and identifies interdependencies.

Success in this model depends on leadership support, defined roles, and dedicated facilitation. Without it, cross-unit groups can lose momentum or devolve into status meetings.

Embedded Strategists: Putting Execution Support Where It’s Needed 

In some cases, organizations benefit from embedding strategic, operational, or communications specialists directly into teams that are executing major priorities. These embedded roles serve as liaisons between leadership vision and frontline delivery--translating strategy into workflows, coaching staff, and identifying gaps before they derail progress.

This model is especially effective during times of transformation, such as launching a new department, scaling innovation, or turning around underperforming programs. By positioning cross-functional experts inside the work, organizations can stay agile, while maintaining strategic alignment.

Cross-functional team models are not one-size-fits-all; however, for mission-driven organizations operating in complex environments, they are essential. Whether through matrix structures that balance functional depth and mission focus or autonomous squads that accelerate delivery, the right structure enables strategy to move from intent to impact.

At Blackberg, we help teams work smarter across boundaries through optimal organizational models. Learn more about our Organizational Effectiveness services 

Mission-driven organizations—from health care systems and city governments to federal agencies—are navigating increasingly complex challenges as inter-dependent teams operate across departmental, geographic, and programmatic lines. Traditional hierarchical structures designed for clear chains of command and functional specialization, often struggle to accommodate the collaborative demands of modern service delivery. Teams must now coordinate across policy, funding streams, and jurisdictions. This fragmentation can lead to duplicated efforts, slower execution, and disconnects between strategic intent and frontline operations.\nWhether your organization is implementing a public health initiative or launching a new digital platform, success depends on teams that can collaborate across boundaries—without sacrificing clarity or accountability. At Blackberg, we help mission-driven organizations design cross-functional structures that foster collaboration, streamline operations, and drive measurable results. In this article, we explore four proven models—matrix teams, squads, cross-unit working groups, and embedded strategists—and how each can be used to translate strategy into sustained, cross-functional action.\nThe Matrix Model: Dual Leadership for Complex Missions\nThe Matrix Model assigns staff to report to two leads simultaneously--typically a functional manager and a project manager. This model is common in large federal and health systems where employees are part of a central function (e.g., IT or communications), but they also serve a specific mission or program (e.g., mental health, digital modernization, or Veterans benefits).\nWhen implemented well, a matrixed structure creates transparency, resource-sharing, and stronger alignment between technical expertise and strategic priorities. However, it requires clarity in decision-making, communication norms, and conflict resolution protocols. Without these factors, dual reporting can lead to confusion or duplicated efforts that lead to inefficiencies.\nFor organizations managing enterprise-wide initiatives with limited resources, the matrix model provides flexibility and responsiveness—especially when central teams must support multiple field locations or mission areas. An environment lacking strong communication norms or clearly defined decision rights, a matrix structure can quickly become inefficient or conflict prone. Successful implementation requires a level of organizational maturity, role clarity, and leadership alignment that not all teams may be ready to support.\nThe Squad Model: Small Teams, Big Autonomy \nPopularized in the technology sector and increasingly adopted by government innovation units, the Squad Model structures teams as small, cross-functional groups that own a product, initiative, or outcome. Each squad is typically composed of a few key roles, such as the designer, subject matter expert, data analyst, and project lead. Everyone is then empowered to test, build, and iterate with relative autonomy.\nSquads work best in fast-paced, high-priority areas where rapid learning and iteration are critical. For example, squad teams can lead the development of new tools, pilot programs, or digital products without needing to wait for broad organizational buy-in at every step. The squad model thrives with clear purpose, transparent goals, and strong coaching—not top-down management. It encourages accountability through ownership and rapid value delivery.\nCross-Unit Working Groups: Aligning Departments Around Shared Goals \nCross-unit working groups unite representatives from multiple departments to collaborate on a strategic initiative, such as sustainability, equity, or workforce modernization. While members still report to their original departments, the group meets regularly, shares updates, and drives coordinated progress.\nThis model works particularly well for municipalities and large agencies tackling long-term or horizontal goals. It allows departments to retain their identities and priorities, while contributing to a shared outcome. For example, a city’s economic development strategic plan might involve planning, transportation, public works, and community services--all aligned through a working group that tracks progress and identifies interdependencies.\nSuccess in this model depends on leadership support, defined roles, and dedicated facilitation. Without it, cross-unit groups can lose momentum or devolve into status meetings.\nEmbedded Strategists: Putting Execution Support Where It’s Needed \nIn some cases, organizations benefit from embedding strategic, operational, or communications specialists directly into teams that are executing major priorities. These embedded roles serve as liaisons between leadership vision and frontline delivery--translating strategy into workflows, coaching staff, and identifying gaps before they derail progress.\nThis model is especially effective during times of transformation, such as launching a new department, scaling innovation, or turning around underperforming programs. By positioning cross-functional experts inside the work, organizations can stay agile, while maintaining strategic alignment.\nConclusion\nCross-functional team models are not one-size-fits-all; however, for mission-driven organizations operating in complex environments, they are essential. Whether through matrix structures that balance functional depth and mission focus or autonomous squads that accelerate delivery, the right structure enables strategy to move from intent to impact.\nAt Blackberg, we help teams work smarter across boundaries through optimal organizational models. Learn more about our Organizational Effectiveness services \nhere\n.

Exploring Cross-Functional Organizational Models

Imagine a workplace where employees feel a profound sense of purpose and genuine satisfaction. These elements are the cornerstones of mental and emotional wellbeing, yet they are often overlooked in discussions about productivity and success. Teams driven by a clear purpose not only achieve higher performance, but also experience greater job satisfaction and engagement. 

It’s time to redefine what it means to have a flourishing work culture.

The Importance of Purpose in the Workplace

Employees who find meaning in their work are more productive, engaged, and committed to their organizations. Research conducted by 

 shows that purpose-driven companies have a thirty percent higher level of innovation and forty percent higher level of workforce retention than their competitors. This data underscores the notion that purpose fuels passion and enhances overall organizational performance.  

Strategies for Empowering Teams with Purpose 

Define and Communicate the Organizations Purpose

The first step in empowering teams is to clearly define the organization’s purpose. This step should go beyond profit margins or company growth to focus on the impact the organization aims to make in the world. Once this purpose is defined, it should be communicated consistently across all levels of the organization. A compelling purpose statement should resonate with employees, making them feel connected to the organization. 

 found companies with a purpose that is understood within the organization had better growth than companies without a clear purpose. Fifty-two percent of purpose-driven companies experienced over ten percent growth compared with forty-two percent of non-purpose-driven companies. Purpose-driven companies benefitted from greater global expansion (sixty-six percent versus forty-eight percent), more product launches (fifty-six percent versus thirty-three percent) and success in major transformation efforts (fifty-two percent versus sixteen percent).

Involve Employees in Purpose-Driven Initiatives

Engaging employees in initiatives that align with the organizations’ purpose can further empower them. Companies can create volunteer programs or sustainability initiatives that allow employees to contribute to causes that the company stands for and employees care about. Findings from the 

 indicate that when employees participate in purpose-driven activities, their job satisfaction and organizational commitment increase.  

Involving employees in the decision-making process regarding these initiatives gives an increased sense of ownership and accountability. This collaborative approach enhances employee morale and strengthens team cohesion.

Align Individual Goals with Organizational Purpose

Aligning individual employee goals with the organization’s purpose is another step toward empowering a team. It should become a regular practice to meet with team members and set personal objectives that correlate with their overall work and company purpose. A study by the 

 found that employees whose personal goals aligned with their company objectives were twelve times more likely to feel engaged at work.   

Scheduling regular check-ins in addition to yearly performance reviews are good times to ensure that employees are focused on these aligned goals. These meetings are also a great time to reinforce the connection between individual goals and the organization’s purpose.

Foster a Culture of Recognition and Feedback

The recognition of work and effort from teams is vital for maintaining a sense of purpose. This type of recognition can come as an award but can also be as simple as verbal recognition during a team meeting. According to a report from 

, when recognition is done well, employees are five times more likely to be connected to company culture and four times as likely to be engaged. 

Additionally, according to an article in the 

if employees receive feedback that helps them understand how the role they play impacts others, or they can see a cause and effect of their work and team progress, they are more likely feel a sense of purpose.

Employees look to leadership to set company standards through their actions. Leaders must embody the organization’s values and purpose, demonstrating commitment and passion. When leaders engage in initiatives and share their personal connections to the company’s purpose, they motivate employees to embrace the same passion.  

 shows that purpose-driven leaders develop and maintain stronger relationships with their team members and are better equipped to navigate challenges within the team and organization.  

Empowering teams with a strong sense of purpose is vital for fostering passion and enhancing performance. By defining and communicating the organizational purpose, involving employees in purpose-driven initiatives, aligning individual goals, fostering recognition and feedback, and leading by example, organizations can create an environment where teams feel motivated and connected to their work. 

As the corporate world continues to evolve, organizations that prioritize purpose-driven empowerment will not only experience improved performance but also cultivate a more engaged and satisfied workforce. In the end, a purposeful team is a productive team, capable of driving success and making a meaningful impact.  

Blackberg is proud to continuously drive toward more purpose-driven work for both our clients and our teams. To learn more about our workforce planning and employee communications support for clients, please visit 

Imagine a workplace where employees feel a profound sense of purpose and genuine satisfaction. These elements are the cornerstones of mental and emotional wellbeing, yet they are often overlooked in discussions about productivity and success. Teams driven by a clear purpose not only achieve higher performance, but also experience greater job satisfaction and engagement. \nIt’s time to redefine what it means to have a flourishing work culture.\nThe Importance of Purpose in the Workplace\nEmployees who find meaning in their work are more productive, engaged, and committed to their organizations. Research conducted by \nDeloitte Consulting, LLP\n shows that purpose-driven companies have a thirty percent higher level of innovation and forty percent higher level of workforce retention than their competitors. This data underscores the notion that purpose fuels passion and enhances overall organizational performance.  \nStrategies for Empowering Teams with Purpose \nDefine and Communicate the Organizations Purpose\nThe first step in empowering teams is to clearly define the organization’s purpose. This step should go beyond profit margins or company growth to focus on the impact the organization aims to make in the world. Once this purpose is defined, it should be communicated consistently across all levels of the organization. A compelling purpose statement should resonate with employees, making them feel connected to the organization. \n\nHarvard Business Review\n found companies with a purpose that is understood within the organization had better growth than companies without a clear purpose. Fifty-two percent of purpose-driven companies experienced over ten percent growth compared with forty-two percent of non-purpose-driven companies. Purpose-driven companies benefitted from greater global expansion (sixty-six percent versus forty-eight percent), more product launches (fifty-six percent versus thirty-three percent) and success in major transformation efforts (fifty-two percent versus sixteen percent).\nInvolve Employees in Purpose-Driven Initiatives\nEngaging employees in initiatives that align with the organizations’ purpose can further empower them. Companies can create volunteer programs or sustainability initiatives that allow employees to contribute to causes that the company stands for and employees care about. Findings from the \nJournal of Organizational Change Management\n indicate that when employees participate in purpose-driven activities, their job satisfaction and organizational commitment increase.  \nInvolving employees in the decision-making process regarding these initiatives gives an increased sense of ownership and accountability. This collaborative approach enhances employee morale and strengthens team cohesion.\nAlign Individual Goals with Organizational Purpose\nAligning individual employee goals with the organization’s purpose is another step toward empowering a team. It should become a regular practice to meet with team members and set personal objectives that correlate with their overall work and company purpose. A study by the \nInstitute for Corporate Productivity\n found that employees whose personal goals aligned with their company objectives were twelve times more likely to feel engaged at work.   \nScheduling regular check-ins in addition to yearly performance reviews are good times to ensure that employees are focused on these aligned goals. These meetings are also a great time to reinforce the connection between individual goals and the organization’s purpose.\nFoster a Culture of Recognition and Feedback\nThe recognition of work and effort from teams is vital for maintaining a sense of purpose. This type of recognition can come as an award but can also be as simple as verbal recognition during a team meeting. According to a report from \nGallup\n, when recognition is done well, employees are five times more likely to be connected to company culture and four times as likely to be engaged. \nAdditionally, according to an article in the \nHarvard Business Review\n,\n \nif employees receive feedback that helps them understand how the role they play impacts others, or they can see a cause and effect of their work and team progress, they are more likely feel a sense of purpose.\nLead by Example\nEmployees look to leadership to set company standards through their actions. Leaders must embody the organization’s values and purpose, demonstrating commitment and passion. When leaders engage in initiatives and share their personal connections to the company’s purpose, they motivate employees to embrace the same passion.  \nResearch from the \nCenter for Creative Leadership\n shows that purpose-driven leaders develop and maintain stronger relationships with their team members and are better equipped to navigate challenges within the team and organization.  \nConclusion\nEmpowering teams with a strong sense of purpose is vital for fostering passion and enhancing performance. By defining and communicating the organizational purpose, involving employees in purpose-driven initiatives, aligning individual goals, fostering recognition and feedback, and leading by example, organizations can create an environment where teams feel motivated and connected to their work. \nAs the corporate world continues to evolve, organizations that prioritize purpose-driven empowerment will not only experience improved performance but also cultivate a more engaged and satisfied workforce. In the end, a purposeful team is a productive team, capable of driving success and making a meaningful impact.  \nBlackberg is proud to continuously drive toward more purpose-driven work for both our clients and our teams. To learn more about our workforce planning and employee communications support for clients, please visit \nour services\n.  

Empowering Teams with Purpose: Fueling Passion and Performance

Social media enable organizations to foster online communities and engage with audiences on a broader scale. However, without a clear plan, organizations often repeat common mistakes that stall digital success. Here are five pitfalls to avoid when creating your social media strategy.

Failing to know your audience can lead to content that does not reach or resonate with the right people. It is essential to identify the people and organizations that will most likely pay attention to and engage with your content, ideally before launching your platform. By first understanding your audience, you can better craft content and refine your message to reach people on a personal level. Organizations that develop clear audience personas and messaging frameworks 

 launching social media find greater success.

2. Treating All Social Media Networks the Same

Each platform serves a different purpose for a different audience. It is essential to plan and strategize how your business will appear and act on each platform as it functions differently. Ultimately, this determines what kind of content you will post. For example, as stated in 

, Instagram is centered around visual content. TikTok is video dominated with its viral trends and niche communities. X (formerly known as Twitter) is still the desired place for blogging and LinkedIn is a platform for professional community-building. Differentiating the platforms helps you to choose wisely where you want to focus your efforts and engage your audience.

Make sure that the brand personality and its values are clear in every communication. A consistent visual identity is also essential in helping your audience become familiar with your brand. This brand separates you from other businesses and shines a light on your online presence. Tone, content, and language should be adapted to cater to the specific audience. At Blackberg, we first create social media guidelines that align with organizational goals and digital best practices before launching social media.

The kind of content you publish matters, but so does posting frequency. Finding out what time of the day is best to post and how often can lead to higher engagement and an increase in your following. According to the 

, over-posting can lead to burnout, repeated content, or grammatical errors. Under-posting can lead to lower engagement and a lesser reach. This schedule can all be avoided by creating a strategic posting schedule and being consistent with it.

The job doesn’t stop after clicking the post button. Monitoring engagement metrics, such as likes, comments, shares, and saves, provides valuable insights into what is effective and what is not. This monitoring helps refine posts to those that resonate the most. Social media management platforms like 

 can not only track engagement, but also, view in-depth analytics, plan, create, and manage content and campaigns, and much more.

Avoiding these common mistakes when creating a social media strategy helps enhance your online presence and achieve your marketing goals. It can be exciting to start planning to post online and use all the fun tools and features available on social media. However, success requires a combination of strategy, consistency, brand recognition, and audience understanding. If you put these ideas into practice, your social media presence will flourish.

Blackberg’s social media experts understand how to create an effective digital strategy with curated content, data-driven analytics, and custom branding that drives awareness and engagement. To learn more about our communications offerings, visit our 

Social media enable organizations to foster online communities and engage with audiences on a broader scale. However, without a clear plan, organizations often repeat common mistakes that stall digital success. Here are five pitfalls to avoid when creating your social media strategy.\n1. Not Understanding Your Audience\nFailing to know your audience can lead to content that does not reach or resonate with the right people. It is essential to identify the people and organizations that will most likely pay attention to and engage with your content, ideally before launching your platform. By first understanding your audience, you can better craft content and refine your message to reach people on a personal level. Organizations that develop clear audience personas and messaging frameworks \nbefore\n launching social media find greater success.\n2. Treating All Social Media Networks the Same\nEach platform serves a different purpose for a different audience. It is essential to plan and strategize how your business will appear and act on each platform as it functions differently. Ultimately, this determines what kind of content you will post. For example, as stated in \nSocial Media Marketing: What It Is and How to Build Your Strategy\n, Instagram is centered around visual content. TikTok is video dominated with its viral trends and niche communities. X (formerly known as Twitter) is still the desired place for blogging and LinkedIn is a platform for professional community-building. Differentiating the platforms helps you to choose wisely where you want to focus your efforts and engage your audience.\n3. Not Developing a Style\nMake sure that the brand personality and its values are clear in every communication. A consistent visual identity is also essential in helping your audience become familiar with your brand. This brand separates you from other businesses and shines a light on your online presence. Tone, content, and language should be adapted to cater to the specific audience. At Blackberg, we first create social media guidelines that align with organizational goals and digital best practices before launching social media.\n4. Not Having a Clear Posting Schedule\nThe kind of content you publish matters, but so does posting frequency. Finding out what time of the day is best to post and how often can lead to higher engagement and an increase in your following. According to the \nTop Ten Social Media Mistakes You Should Avoid\n, over-posting can lead to burnout, repeated content, or grammatical errors. Under-posting can lead to lower engagement and a lesser reach. This schedule can all be avoided by creating a strategic posting schedule and being consistent with it.\n5. Failing to Use Marketing Tools\nThe job doesn’t stop after clicking the post button. Monitoring engagement metrics, such as likes, comments, shares, and saves, provides valuable insights into what is effective and what is not. This monitoring helps refine posts to those that resonate the most. Social media management platforms like \nSprout Social\n can not only track engagement, but also, view in-depth analytics, plan, create, and manage content and campaigns, and much more.\nAvoiding these common mistakes when creating a social media strategy helps enhance your online presence and achieve your marketing goals. It can be exciting to start planning to post online and use all the fun tools and features available on social media. However, success requires a combination of strategy, consistency, brand recognition, and audience understanding. If you put these ideas into practice, your social media presence will flourish.\nBlackberg’s social media experts understand how to create an effective digital strategy with curated content, data-driven analytics, and custom branding that drives awareness and engagement. To learn more about our communications offerings, visit our \nservice line page here\n.

5 Mistakes to Avoid in Your Social Media Strategy 

Understanding data is crucial for any organization's success, making clear data quality standards is vital for any information system. This “data integrity” maintains and assures the accuracy of data through a project’s entire lifecycle. Furthermore, data integrity ensures that data is both accurate and reliable.

In large organizations, it is common for multiple users to have inconsistent data inputs. Often, users prefer different data management systems, leading to a trail of misaligned data across the organization. For instance, one team might use Excel, while another uses Smartsheet. This situation can be frustrating; however, it also presents an opportunity to understand why users prefer certain systems over others. This insight can deliver value in selecting the best data management system for your teams.  

If data terminology seems confusing across your organization, it is best practice to start with a data dictionary. A data dictionary explains vocabulary and acronyms commonly used within your organization. Having a data dictionary can help your team communicate more effectively, allowing you to achieve better results (

This data dictionary is best when supported by a team that is committed to ensuring data is accurate and the correct stakeholders are involved. Data governance policies can be an impactful way to ensure accountability within an organization. Furthermore, it is important to have a group of data stewards. Data stewards are individuals within your organization who are committed to ensuring data accuracy and engaging key stakeholders in a positive way that impacts your data.  

Even with the best data dictionary, understanding an organization's data processes are critical. Process mapping tools like 

 are excellent tools to ensure that an organization understands how data flows from beginning to end. Data owners should first conduct user interviews to understand how different systems and processes are used. As you create a visual representation of data flow and processes, it may reveal unidentified process gaps and uncover ways to educate users.  

Tip 3: Ask the Right Questions before Selecting a System 

Overall, it is critical to ask the right questions so that you have a thorough understanding of everyone's workflow.

The goal of asking questions like the ones above is to ensure the right decisions, while using the right information system.

Once you have completed a process map utilizing tools like Visio and Lucid Chart, it can be empowering for your team to understand the full workflow from beginning to end. Data integrity may seem like a daunting concept but creating a strong foundation will reduce bottlenecks and create a more sustainable database in the future.

Understanding data is crucial for any organization's success, making clear data quality standards is vital for any information system. This “data integrity” maintains and assures the accuracy of data through a project’s entire lifecycle. Furthermore, data integrity ensures that data is both accurate and reliable.\nSources of Data Inconsistencies\nIn large organizations, it is common for multiple users to have inconsistent data inputs. Often, users prefer different data management systems, leading to a trail of misaligned data across the organization. For instance, one team might use Excel, while another uses Smartsheet. This situation can be frustrating; however, it also presents an opportunity to understand why users prefer certain systems over others. This insight can deliver value in selecting the best data management system for your teams.  \nTip 1: Data Dictionary\nIf data terminology seems confusing across your organization, it is best practice to start with a data dictionary. A data dictionary explains vocabulary and acronyms commonly used within your organization. Having a data dictionary can help your team communicate more effectively, allowing you to achieve better results (\nData Dictionaries: A Comprehensive Guide | Splunk\n). \nThis data dictionary is best when supported by a team that is committed to ensuring data is accurate and the correct stakeholders are involved. Data governance policies can be an impactful way to ensure accountability within an organization. Furthermore, it is important to have a group of data stewards. Data stewards are individuals within your organization who are committed to ensuring data accuracy and engaging key stakeholders in a positive way that impacts your data.  \nTip 2: Data Process Maps \nEven with the best data dictionary, understanding an organization's data processes are critical. Process mapping tools like \nVisio and Lucid Chart\n are excellent tools to ensure that an organization understands how data flows from beginning to end. Data owners should first conduct user interviews to understand how different systems and processes are used. As you create a visual representation of data flow and processes, it may reveal unidentified process gaps and uncover ways to educate users.  \nTip 3: Ask the Right Questions before Selecting a System \nOverall, it is critical to ask the right questions so that you have a thorough understanding of everyone's workflow.\nQuestions for example may include: \nCan you describe a typical day using Smartsheet/Excel? \nHow much of your time is typically spent dealing with (issue/task)? \nWhat are some of your main pain points when dealing with this part of the (issue/task)? \nDoes there need to be an alert system in place for a particular piece of information? \nIs there a process that needs to be further automated? \nThe goal of asking questions like the ones above is to ensure the right decisions, while using the right information system.\nOnce you have completed a process map utilizing tools like Visio and Lucid Chart, it can be empowering for your team to understand the full workflow from beginning to end. Data integrity may seem like a daunting concept but creating a strong foundation will reduce bottlenecks and create a more sustainable database in the future.

3 Tips To Achieve Data Integrity  

Art and design have long acted as powerful mediums, capable of expressing ideas and emotions that words alone often struggle to capture. Blackberg's creative experts help organizations and brands engage with increasingly discerning audiences through 

By avoiding superfluous design elements, such as floral backgrounds, competing colors, or childlike fonts that may distract viewers, the focus remains on the message and its impact. Whether it's an advertising campaign, a website, or a social media post—we understand the purpose behind the project should drive the creative process.  

Purpose-Driven Design provides an essential framework for guiding creative choices. The eight principles of Purpose-Driven Design guide the decision-making process to ensure every creative choice is based on the user's experience. The objective is to create communications that are visually appealing but also impactful, functional, and aligned with broader strategic goals.

creating for-impact-the-role-of-purpose-driven-design--content.webp

The first principle is to uncover the true need. To raise awareness, drive action, educate, or evoke a specific emotional response, designers must first understand the “why” behind the project. This purpose could involve raising awareness for a cause, promoting audience engagement, or conveying a brand's values. By embedding a clear purpose into the creative process, content becomes more than just aesthetically pleasing; it becomes meaningful and results oriented. Usually, this process will be revealed through stakeholder collaboration to align with business or social objectives. Need-based creative is more crucial than ever in a competitive market where consumers seek authenticity and seek brands with a clear mission.  

The second principle of Purpose-Driven Design is employing empathy. Creatives must explore the deep needs, desires, and pain points of the target audience through user interviews, market research, and competitor analysis. Teams then gather these insights to understand the trends, audience behaviors, and emotional triggers that could influence design choices. It is crucial to learn what drives your target audience and to appeal to solving those needs. Brands incorporating these principles create deeper emotional bonds with their audience, fostering trust and loyalty.

Meaningful collaboration is the third principle of Purpose-Driven Design in which designers must set aside egos and assumptions, admit gaps in understanding, and seek new perspectives. Conversations with target audiences can introduce new learning or insights into specific issues of an industry.  

Have you ever labored over an elaborate recipe only to later create an easier cooking method with fewer ingredients? The fourth Purpose-Driven Design principle of simplicity requires looking at complex challenges for a potentially more direct or clear solution.  

Facts create the foundation of smart decisions, and the fifth principle reminds us to seek data over opinions. Depending on the project, we may create wireframes, mock-ups, or prototypes. Early designs are then shared with test groups or stakeholders for feedback. For more data-driven designs, like websites or direct mail, different versions can be tested to see which design achieves the best results in terms of conversions or engagement. Continuous adjustments may be made based on testing—ensuring the final design best serves its purpose. 

The final three principles of Purpose-Driven Design focus on thinking about the user beyond the designed book, website, poster, or social media graphic. The sixth principle requires designers to create for context. Where is the user when this design is encountered? Commuting to work, at home on the couch, or while working in the middle of a busy day? What time of day will it be? How will it be received? Is the font big enough to be read in this environment? The intended message will best be received if we keep the user at the center of all design decisions.  

The seventh principle invites innovation but tempers daydreaming with realistic measures. Designers love thinking up new attention-getting formats. Did you see that Maybelline mascara stunt where the marketing team mounted giant rubber eyelashes on European subway trains? As the train pulls into the station, the rubber lashes are hit with a gigantic 3D mascara wand sticking out of the wall. This principle reminds us to consider great ideas. However, the realities of budget, project timeline, technological restrictions, language barriers, and client expectations must guide our decisions. 

Finally, the eighth principle of Purpose-Driven Design reminds creatives that human emotion must be integrated from the very beginning and throughout the design process. Emotion plays a vital role in graphic design, serving as a powerful tool to capture attention and evoke specific feelings, driving engagement and action. Designers use tools like color psychology, typography style, imagery, and pacing to leverage emotional triggers. Emotional ties help to humanize a brand and make it relatable or help to create a message that has a lasting impression.

Purpose-Driven Design isn't just a nice set of buzzwords. It is a necessity in the discipline of mission-driven creative work. Purpose ensures that all design elements are consistent and cohesive with the message or brand, creating a unified experience. Having a clear purpose allows designers to focus on what matters most—avoiding distractions and unnecessary design elements. Purpose-driven graphic design can better engage audiences, making them feel connected to the message or brand.

Blackberg creatives use the guiding principles of Purpose-Driven Design to create meaningful, effective, and impactful visuals that serve a specific client goal. This approach is especially important in today's design world, where the purpose and impact of design often take precedence over just making something look attractive. To learn more about Blackberg's creative work, visit our 

Art and design have long acted as powerful mediums, capable of expressing ideas and emotions that words alone often struggle to capture. Blackberg's creative experts help organizations and brands engage with increasingly discerning audiences through \nPurpose-Driven Design Principles\n.\nBy avoiding superfluous design elements, such as floral backgrounds, competing colors, or childlike fonts that may distract viewers, the focus remains on the message and its impact. Whether it's an advertising campaign, a website, or a social media post—we understand the purpose behind the project should drive the creative process.  \nFocus on Meaning and Impact \nPurpose-Driven Design provides an essential framework for guiding creative choices. The eight principles of Purpose-Driven Design guide the decision-making process to ensure every creative choice is based on the user's experience. The objective is to create communications that are visually appealing but also impactful, functional, and aligned with broader strategic goals.\n\nThe first principle is to uncover the true need. To raise awareness, drive action, educate, or evoke a specific emotional response, designers must first understand the “why” behind the project. This purpose could involve raising awareness for a cause, promoting audience engagement, or conveying a brand's values. By embedding a clear purpose into the creative process, content becomes more than just aesthetically pleasing; it becomes meaningful and results oriented. Usually, this process will be revealed through stakeholder collaboration to align with business or social objectives. Need-based creative is more crucial than ever in a competitive market where consumers seek authenticity and seek brands with a clear mission.  \nPut yourself in their Shoes\nThe second principle of Purpose-Driven Design is employing empathy. Creatives must explore the deep needs, desires, and pain points of the target audience through user interviews, market research, and competitor analysis. Teams then gather these insights to understand the trends, audience behaviors, and emotional triggers that could influence design choices. It is crucial to learn what drives your target audience and to appeal to solving those needs. Brands incorporating these principles create deeper emotional bonds with their audience, fostering trust and loyalty.\nDitch Assumptions\nMeaningful collaboration is the third principle of Purpose-Driven Design in which designers must set aside egos and assumptions, admit gaps in understanding, and seek new perspectives. Conversations with target audiences can introduce new learning or insights into specific issues of an industry.  \nHave you ever labored over an elaborate recipe only to later create an easier cooking method with fewer ingredients? The fourth Purpose-Driven Design principle of simplicity requires looking at complex challenges for a potentially more direct or clear solution.  \nFacts create the foundation of smart decisions, and the fifth principle reminds us to seek data over opinions. Depending on the project, we may create wireframes, mock-ups, or prototypes. Early designs are then shared with test groups or stakeholders for feedback. For more data-driven designs, like websites or direct mail, different versions can be tested to see which design achieves the best results in terms of conversions or engagement. Continuous adjustments may be made based on testing—ensuring the final design best serves its purpose. \nDesign for the Experience\nThe final three principles of Purpose-Driven Design focus on thinking about the user beyond the designed book, website, poster, or social media graphic. The sixth principle requires designers to create for context. Where is the user when this design is encountered? Commuting to work, at home on the couch, or while working in the middle of a busy day? What time of day will it be? How will it be received? Is the font big enough to be read in this environment? The intended message will best be received if we keep the user at the center of all design decisions.  \nThe seventh principle invites innovation but tempers daydreaming with realistic measures. Designers love thinking up new attention-getting formats. Did you see that Maybelline mascara stunt where the marketing team mounted giant rubber eyelashes on European subway trains? As the train pulls into the station, the rubber lashes are hit with a gigantic 3D mascara wand sticking out of the wall. This principle reminds us to consider great ideas. However, the realities of budget, project timeline, technological restrictions, language barriers, and client expectations must guide our decisions. \nFinally, the eighth principle of Purpose-Driven Design reminds creatives that human emotion must be integrated from the very beginning and throughout the design process. Emotion plays a vital role in graphic design, serving as a powerful tool to capture attention and evoke specific feelings, driving engagement and action. Designers use tools like color psychology, typography style, imagery, and pacing to leverage emotional triggers. Emotional ties help to humanize a brand and make it relatable or help to create a message that has a lasting impression.\nWhy it Matters\nPurpose-Driven Design isn't just a nice set of buzzwords. It is a necessity in the discipline of mission-driven creative work. Purpose ensures that all design elements are consistent and cohesive with the message or brand, creating a unified experience. Having a clear purpose allows designers to focus on what matters most—avoiding distractions and unnecessary design elements. Purpose-driven graphic design can better engage audiences, making them feel connected to the message or brand.\nBlackberg creatives use the guiding principles of Purpose-Driven Design to create meaningful, effective, and impactful visuals that serve a specific client goal. This approach is especially important in today's design world, where the purpose and impact of design often take precedence over just making something look attractive. To learn more about Blackberg's creative work, visit our \nCommunications services webpage\n. 

Creating for Impact: The Role of Purpose-Driven Design

Accessibility can be found in everyday life, and most of us take advantage of it without even realizing it. Curb cutouts, automatic door openers, audiobooks, and speech-to-text when driving are all examples of assistive technology developed for people with disabilities. However, when it comes to Section 508 compliance for communications, many still do not understand the federal requirements or process to ensure products are accessible to all.

, which requires all federal electronic content to be accessible and understandable to individuals with disabilities. This directive applies to any organization that does business with a federal agency or receives federal funding. Through its December 2023 

, the White House has reinforced this focus through its call to Strengthen Digital Accessibility. 

Accessibility standards ensure that everyone has equal access to the information in your communication, regardless of their disabilities. Despite the number of people needing accessibility accommodations, many are undetected in day-to-day life. Yet, 275 million people world-wide experience moderate to profound hearing loss and 285 million people have some visual impairment. All of these people benefit from 508 compliant documents. Beyond being a legal requirement for federal agencies, accessibility shows you care about all your users. 

Assistive technology is an item, piece of equipment, or system that is commonly used to increase, maintain, or improve functional capabilities for individuals with disabilities. Some of these are very common and you see them everywhere. They include eyeglasses, hearing aids, wheelchairs, canes, etc. Some are less common like braille keyboards, eye-tracking software, and prostheses. When you create accessible products, assistive technology software is better able to present information to the user. 

Getting Started with Section 508 Compliance 

Section 508 guidelines are developed and maintained by an independent Federal agency called the 

. For this introduction, we focus on printed or digital materials, such as one-pagers, booklets, emails, and multi-media products. Web-based information like websites, SharePoint sites, and social media posts are also considered electronic content and are held to similar standards that are determined by the 

Checking for Accessibility: Microsoft Word 

Most common programs come with built-in accessibility checkers. Microsoft Office 2010 and later comes with a built-in “Accessibility Check” that can be found under Review > Check Accessibility in Word, Excel, and PowerPoint. This tool will not only bring up the Accessibility Ribbon, but it will also open an Accessibility Tab on the right-hand side of the screen that lists identified errors and how to resolve them. This checks for contrast, alt text, slide titles, and reading structure. However, a clean report does not always mean a fully accessible document, so it’s a good idea to do a quick manual inspection for 100% accuracy. Ensure all charts, tables, and graphs are well-labeled and easy to understand. 

Accessible PDFs contain a back-end tag structure like HTML so content can be correctly interpreted by assistive technology. Tagging a PDF can be tedious and requires Acrobat Professional or other third-party software. The Creative Team at Blackberg Group uses Adobe InDesign. In Acrobat Professional, an Accessibility Check is built right into the tools. Go to Tools > Prepare for Accessibility > Accessibility Check. This checks for things like tags and alt text on images, document titles, and accessibility permission tags. Alt text needs to be thorough. If an image contains a web address or phone number that isn’t readable by screen readers, the information should be included in the alt text. Things like color contrast and reading order cannot be checked using the automatic accessibility checker and still should be checked manually. 

Achieving 508 compliance can be a complicated process, but we are all responsible for creating our own compliant documents. The best way to ensure an easy and pain-free compliance process is to start with accessibility in mind. When accessibility is part of the initial creation process, it quickly becomes second-nature. 

Accessibility can be found in everyday life, and most of us take advantage of it without even realizing it. Curb cutouts, automatic door openers, audiobooks, and speech-to-text when driving are all examples of assistive technology developed for people with disabilities. However, when it comes to Section 508 compliance for communications, many still do not understand the federal requirements or process to ensure products are accessible to all.\nUnderstanding Section 508 Compliance \n\nSection 508\n is a part of the \nRehabilitation Act of 1973\n, which requires all federal electronic content to be accessible and understandable to individuals with disabilities. This directive applies to any organization that does business with a federal agency or receives federal funding. Through its December 2023 \nmemorandum\n, the White House has reinforced this focus through its call to Strengthen Digital Accessibility. \nWhy Accessibility is Vital \nAccessibility standards ensure that everyone has equal access to the information in your communication, regardless of their disabilities. Despite the number of people needing accessibility accommodations, many are undetected in day-to-day life. Yet, 275 million people world-wide experience moderate to profound hearing loss and 285 million people have some visual impairment. All of these people benefit from 508 compliant documents. Beyond being a legal requirement for federal agencies, accessibility shows you care about all your users. \nWhat is assistive technology?  \nAssistive technology is an item, piece of equipment, or system that is commonly used to increase, maintain, or improve functional capabilities for individuals with disabilities. Some of these are very common and you see them everywhere. They include eyeglasses, hearing aids, wheelchairs, canes, etc. Some are less common like braille keyboards, eye-tracking software, and prostheses. When you create accessible products, assistive technology software is better able to present information to the user. \nGetting Started with Section 508 Compliance \nSection 508 guidelines are developed and maintained by an independent Federal agency called the \nU.S. Access Board\n. For this introduction, we focus on printed or digital materials, such as one-pagers, booklets, emails, and multi-media products. Web-based information like websites, SharePoint sites, and social media posts are also considered electronic content and are held to similar standards that are determined by the \nWeb Accessibility Initiative\n (WAI) of the \nWorld Wide Web Consortium\n (W3C).  \nChecking for Accessibility: Microsoft Word \nMost common programs come with built-in accessibility checkers. Microsoft Office 2010 and later comes with a built-in “Accessibility Check” that can be found under Review > Check Accessibility in Word, Excel, and PowerPoint. This tool will not only bring up the Accessibility Ribbon, but it will also open an Accessibility Tab on the right-hand side of the screen that lists identified errors and how to resolve them. This checks for contrast, alt text, slide titles, and reading structure. However, a clean report does not always mean a fully accessible document, so it’s a good idea to do a quick manual inspection for 100% accuracy. Ensure all charts, tables, and graphs are well-labeled and easy to understand. \nChecking for Accessibility: Adobe PDFs \nAccessible PDFs contain a back-end tag structure like HTML so content can be correctly interpreted by assistive technology. Tagging a PDF can be tedious and requires Acrobat Professional or other third-party software. The Creative Team at Blackberg Group uses Adobe InDesign. In Acrobat Professional, an Accessibility Check is built right into the tools. Go to Tools > Prepare for Accessibility > Accessibility Check. This checks for things like tags and alt text on images, document titles, and accessibility permission tags. Alt text needs to be thorough. If an image contains a web address or phone number that isn’t readable by screen readers, the information should be included in the alt text. Things like color contrast and reading order cannot be checked using the automatic accessibility checker and still should be checked manually. \n5 Helpful Resources\n\nAxesCheck Online PDF Checker\n: Scan your PDFs for accessibility errors for remediation. \n\nSection 508 Video Guidelines\n: Learn how to ensure multi-media is accessible. \n\nOnline Color Contrast Checker\n: Check any color combination to ensure there is enough contrast for all viewers. \n\nVideo Accessibility Checklist\n: An accessibility checklist for your video projects. \n\nWhite House Section 508 Directive\n: The latest federal directive on Section 508. \nAchieving 508 compliance can be a complicated process, but we are all responsible for creating our own compliant documents. The best way to ensure an easy and pain-free compliance process is to start with accessibility in mind. When accessibility is part of the initial creation process, it quickly becomes second-nature. 